ACtion Magazine - January/February 2013 - (Page 50)

Last Watch Elvis Hoffpauir 2013? It was a very good year Advertiser Index 1-800-Radiator & A/C................................2 Air Parts, Inc. ..........................................14 AirSept ....................................................30 Arizona Mobile Air ....................................8 Arkema Inc. ............................................47 Beck/Arnley World Parts Corp. ............40 Behr-Hella ...............................................11 Blue Devil Products ..............................41 BVA Oils .................................................42 Cliplight ...................................................39 Continental ............................................46 CSF ..........................................................13 Delphi ......................................................35 DENSO ...................................................51 DTAC ......................................................33 Four Seasons .........................................52 Gilmore Products ...................................37 Idemitsu .................................................48 Johnson Manufacturing Company .......36 JustTheBestMarketing...........................10 MACS Worldwide ...............................8, 31 Longson .................................................29 MEI Corporation .......................................9 Omega .......................................................5 Polar Mobility Research ........................17 Ranshu .............................................center Robinair...................................................15 RTI Technologies ............................. 22-23 SAE ..........................................................45 Schrader..................................................16 T/CCI/Que ................................................49 Tracer ......................................................21 Trans/Air Mfg. .........................................28 TSI Inc./SuperCool ...................................3 TT A/C Parts ............................................25 TYC / Genera ..........................................43 Universal Air Conditioner ........................7 Valeo ........................................................38 To request information from our advertisers visit www.macsw.org and click on the ACTION Reader Reply button. Connect with MACS and the digital edition of ACTION™ I t’s too early to make that claim, of course, but we present it here to affirm that many factors that contribute to our health, wealth and happiness (and the success of our businesses) are within our control. That’s borne out by the results of an informal survey of 150 service shops in 24 states which we conducted after the 2012 summer season. Tales of shop owners who could profit in this industry “in spite of their worst efforts” slipped into mythology 30 years ago, and hopefully no one labors under any such delusion today. However, some of us may be too willing to “accept the things we cannot change” (the weather, the worldwide economy) with serenity, use them as excuses, and fail to demonstrate “the courage (or at least the creativity) to change the things” we can. Consider the following from our survey. We asked if gross sales were up, down or even. Roughly 30% reported that sales were up, and those reporting sales as being down or even were each around 35% of respondents. Shops reporting gross sales being down cited factors including the economy, it being an election year, the job market, cost of living, gas prices and increased competition. Those who reported sales being up pointed to elements within their control, including advertising, better marketing and changes in the shop designed to promote efficiency. Only 25% of respondents reported that their car counts were up, and almost 35% said their car counts were down, and another 35% reported being about even. Reasons given for car count being up included consumer confidence in repairs and good word-of-mouth referrals to the business. These were likely engendered by proactive policies, procedures and the general shop culture fostered by enlightened management. Over 30% of shops in the survey saw their average repair order (AVO) increase over last year. Twenty percent said their AVO was down, while over 40% saw no change year to year. A second service advisor to ensure all customers received the right amount of attention, combined with carefully tracking repeat customers and using a soft sell on needed repair and maintenance were factors making the difference for some shops that saw increased AVO’s. We also wanted to know if shops had seen A/C repair orders increase or decrease last summer. Thirty-two percent experienced a decrease, which they attributed to A/C systems being built better and the general economy, making some people willing to go without A/C. On the other hand, 25% of respondents observed an increase in the number of A/C jobs coming through their shops. What did these latter shops do? Add a new tech with greater A/C experience, hire good salesmen and focus more on A/C, among other things. As Ben Franklin wrote, “nothing can be said to be certain except death and taxes.” We may or may not experience a good, hot summer. The economy may improve, or not. Certainly, each year brings endless variables beyond our control. But balancing that are endless opportunities for us to take control and influence the outcome in our favor. ❆ 2013? We can help make it a very good year! Elvis Hoffpauir, Editor -in-Chief You can reach Elvis at elvis@macsw.org 50 ACTION • January / February 2013 http://www.macsw.org

Table of Contents for the Digital Edition of ACtion Magazine - January/February 2013

ACtion Magazine - January/February 2013
Table of Contents
Outlook
In Bin
Expansion Valve
Technically RELAY-ted
Under The Southern Cross
Leonard’s Law
MACS Letter to Europe
News & Updates
“if I Ever Build a Shop…”
Valves: Oils, Refrigerants – What to Use?
2012 Pioneer Award Honorees
Virtual View
Association News
New Products & Services
Last Watch

ACtion Magazine - January/February 2013