It’s Not All Doom and Gloom COLUMN BY CHRIS THOMPSON T hate to hear peo- ple put our industry down. Maybe it’s because this busi- ness is all I know, or maybe it’s because I love what I do, and can’t imagine doing anything else. But whatever the reason, I think that nega- tive people are totally wrong. Most likely everyone that runs a small business today is facing all the same problems we are. We are not the only ones that have to deal with less expensive imports coming into the mar- ket, we are not the only people that have the huge chain merchandisers selling at or just a few points above our cost. Look at the hardware stores, the mom and pop general stores, the independent parts stores, the independent grocery stores, and the list goes on and on. Everyone is facing the same problem, so we are not in this alone. Well, here is where I have to throw my two cents in. Yes, they may have cheaper pricing, they may have the huge spotless stores—but one thing they do not have is personal customer service. Some people might say that doesn’t mean a whole lot. But how many times have you found yourself going to the local hardware store because you could walk in, get greeted with a smile, and be asked, “How may I help you?” And you tell the salesperson what you are look- ing for, and he walks you to the place where it is, and that is exactly what you need. Or how about when you have a problem, and you ask him a question, and he can answer it for you? You always get what you pay for, and to a lot of people that is worth extra. Sure we could all sell our starters and alternators cheaper if we didn’t have the most expensive test equipment in town, and if we didn’t spend the money for the latest tools, and stay on top of what was new in the market, and also what is old. How many times has a customer come into your shop and said, “I hope you can get me going, you’re the third place I have been to.” They finally come to you because they have wasted their time and effort everywhere else. They want it fixed, and money is almost no object at this point. But the point is, they want it fixed properly, so they brought it to you. No doubt someone told them they can get it fixed right at your place, so you have a name to uphold. You have to be the best at what you do, and you need to stay on top of what you do, you need to be the professional in your industry, and most important of all you need to charge for what you do. Don’t sell yourself short. You need to be paid a decent price for the quality services and parts that you have installed in their unit or on their vehicle. You need to make a profit. Just because the super chain auto parts store down the street is so much cheaper, doesn’t mean you have to try to compete with them on price. You can compete in many different ways. Yes, there are many changes coming our way. Fifteen years ago we didn’t have to compete with the OEMs, but we purchased good quality parts from them to repair their units that lasted like they should have, and when we made a good, solid repair, the unit would last just as long. But times have changed, and we must change with the times. Think of AT&T years ago. They sold long dis- tance service from a land line, that was all they did. But when wireless came, what did they do? They purchased wire- less companies and got in the wireless market. Bad idea? No, I don’t think so. They stayed alive in the marketplace, and they are still here today. If they would not have done so, they wouldn’t exist today I am sure. So at one point or another, every company is going to face the same prob- lem we all face today —market change. We just have to adjust to the market if we want to stay alive. Yes, there is a market change going on right now, but do you think that makes me want to close the doors and give up? No. We have to find out what is going on, and get in gear and move forward. I don’t have the perfect answer for the problem, but I know we all can’t lie down and give up. I hear all the time it’s doom and gloom from some people, but if you preach it long enough, I guess people will finally believe it. Let’s look at a few positive sides that our industry has going for it that we didn’t have 10 years ago. Look at the Electrical Rebuilder’s Association. It is a great place to trade ideas, talk to other rebuilders daily, locate very rare and hard to find parts, ask questions, get answers, get up-to- date training on the latest and even some of the older stuff that’s out there. With the Internet, all this is made possible. This is a great tool that everyone should use. I use it daily. Sometimes I may not always make a post, but I read other rebuilder’s problems, and the solu- tions, and maybe one day it will come in handy. It has several times already. I have had some of the oddest obsolete stuff come in the door, posted it on the forum, and within minutes located that rare and obsolete part that I didn’t think I would ever find. Can you imagine how that makes you look