In a consolidating market place, those who do it best will be those who survive
By Dave Wooldridge
You have a great opportunity to distinguish your shop from the rest of the shops doing business in your market area. How? By winning Automotive Rebuilder’s "2001 Machine Shop of the Year" competition.
Entry forms for this year’s competition are available on the Web at www.automotiverebuilder.com, or by calling any of the Automotive Rebuilder staff members, including me; Jenna Bates, managing editor; or Doug Kaufman, senior executive editor, at 330-670-1234. Entries must be postmarked no later than May 4.
If your entry is selected as the winner, you will receive: airfare to this year’s Engine Rebuilders Association’s (AERA) International EXPO 2001 being held in Orlando, FL, at the Orange County Convention Center June 21-23; hotel accommodations for two nights while in Orlando; an award plaque and a check for $500 given during a special presentation at AERA’s EXPO proceedings; and, courtesy of AERA, a copy of its PROSIS engine specification, identification and technical bulletins software, or free quarterly updates for one year if you already own PROSIS software.
In a market place characterized by demands for low pricing and highest quality products and services, brand identification by the customer allows you to sell your shop services and products as more than just commodity items.
Previous winners of Automotive Rebuilder’s "Machine Shop of the Year" award, including last year’s winner, Rob Monro, of Valley Speed Machine Shop, Kamloops, British Columbia, Canada, will testify to the benefits in name recognition, prestige and, ultimately, more business, that this award carries with it.
In a business climate where it’s estimated the average person is hit with thousands of advertising messages daily, building a brand that your customers and prospects identify with could not be more important.
In a recent conversation with a shop owner about consumers’ perspectives on purchasing machine shop services or a rebuilt engine, he succinctly said, "There are few things that rank higher on a consumer’s ‘Discontent List’ than going to the dentist or needing vehicle repair work."
Hey, when it comes to having my engine block’s cylinders bored and honed or having the same process done in what dentists euphemistically refer to as a "root canal job," I know which "shop" I’d prefer to park my money in.
Seriously, though, our market is presently weeding out the weak brethren. The survivors will be those businesses whose name carries brand loyalty, and that comes not only with quality parts and service, but also quality marketing.
Dave Wooldridge is the Associate Publisher and Editor of Automotive Rebuilder magazine. He has covered the rebuilding industry for the past 16 years. You may e-mail Dave at email@example.com.