Marketing with an Open Mind By Larry Hagemeister Marketing—what’s it all for? In the good old days all the rebuilder had to do was hang his sign out and go to work. Today that is not the way it is. Imported parts, including complete new units, make their way to the consumer and are some of the many things making it very difficult for the rebuilder to compete. In reality it would not matter if the rebuilder advertised brand new units. People would still go to those well-lit, well-stocked parts stores. Rebuilders stock what people need to keep their vehicles going such as alternators, starters, batteries, cables, etc. These are necessities! And as rebuilders we all know that people are not always happy when they have to buy that alternator or starter unexpectedly. This is where marketing plays a role in what we are doing as rebuilders. Selling things that people don’t need can be very high profit and can also draw customers to your business. Besides necessities, there are also many non-necessities that parts stores sell. Everything from high-mileage motor oils, truck lift kits, specialty car waxes, air fresheners, fuel additives and the list goes on. This kind of mar- keting is not only in the parts business, it’s everywhere. When I was growing up a t-shirt cost $3. Today they take that same t-shirt and put someone’s logo on it and people stand in line to pay $25 to $30 for it. The coffee shops have people waiting for $4 espresso drinks. Don’t forget about the $150 basketball shoes, and the guy standing at your counter with his logo t-shirt, hits his espresso drink down as he mildly complains about the price he is paying you for the alternator he needs. I was visiting an alternator and starter rebuilding shop and the owner was telling me how he and his brother were getting in the paintball gun business. As we were talking a customer came in to get the air cartridge refilled in his paint- ball gun. It took less than 30 seconds and cost $5. When he left I asked the rebuilder if that guy would be just as happy to pay $5 to get his alternator tested on his $10,000 test bench. Here are some ideas that rebuilders could use to sell some of those things that people don’t need. ¢ Antique tractor and car restoring is very popular in many communities. They have car shows, swap meets, and tractor shows. Take some time to set up a booth at some of these events. Display some rebuilt generator starters, alterna- tors and magnetos. Let the people know you can rebuild the generator on their old John Deere or Farmall to keep it original. ¢ Many rebuilders sell one-wire alter- nators to replace their old generator. To rebuild an old generator can cost $100 to $150 and can be a very good profit. It also assures you of future customers. ¢ Power window motors come in many cars as standard equipment. Who is fixing them? Again high profit, many of these motors sell for over $100. Most are permanent magnet and just switch polarity for up and down. Get some cards made up and give them to your local parts store and body shops. They won’t have some window motors in stock and will need to send the customer elsewhere. ¢ Stereos, remote starting systems, alarms, keyless entry systems are all easy to get and install. * It is also a good idea to sell a brand name battery. Many of these batteries have national advertising. Also be sure to have the ability to build battery cables. This is important, many stores have pre-made cables. This makes your shop one step ahead with the ability to build exactly what the customer wants. Some of these things take us away from being rebuilders, but with many rebuilders going out of business, we need to have open minds to the things that can make us money. Remember to concentrate on quality and profit. Larry Hagemeister is owner of Hagemeister Enterprises, Inc., Lebanon, OR.