Sink or Swim! By Juan C. Grube This article is a i, paid ad. That’s be- # 2 cause I’m trying to } Oe ey sell yousomething, “_ ae y but first ve got to f sell you on what I ys think the opportuni- ties are. I don’t care how large or small your business is. I don’t care if you’ re arebuilder or supplier. Your business today is nowhere near what it was five years ago, maybe even just a year ago. Why? I wish I had all the answers. I don’t. First, the mass merchandisers have discovered the auto parts business. That’s no surprise. The surprise is that it took them so long! Just ask the shoe store, appliance store, independent tire dealer, the local pharmacist, even where you get your glasses! You cannot compete with these gi- ants playing their game by their rules. You have to compete with them by doing what they can’t. You’II have to decide what that is in your individual case. Second, the consumer drives ev- erything in today’s economy. What does the consumer want? It’s simple. The consumer simply wants his car fixed right, the first time, at a fair price. That’s all. The business that does that wins with all the business it wants. How are you going to do that? Change your mindset. You’ re no longer in the alternator-starter rebuilding busi- ness. You’re in the “WE FIX PROB- LEMS” business. Fixing problems cannot be mass merchandised. The only way you’re going to sur- vive is get your head under the hood. If you cannot (or will not) add to or increase your under-the-hood business then you must get your head in the head of the guy who does. What I’m trying to say is that you must work closely with your professional mechanic cus- tomers. You need to define what troubleshooting procedures will be used and why. By the way the “why” is that the correct, complete procedure is actually faster and results in the job being done right, the first time, at a fair price. How do you make money under the hood? First, remember shop rates for under hood are minimum of $50 to $75 an hour. Second, the secret is quick, accurate diagnosis. Accuracy comes from knowing how things work and using the right procedures and equipment (a sales pitch is hidden in that statement). MAY, 2001 Page 1 of 1