ACtion Magazine - July 2013 - (Page 6)

Outlook FREE A/C check Mobile Air Conditioning Society Worldwide (MACS) Andy Fiffick MACS Chairman REE A/C Check. These signs are all over the Cleveland area now, and they’re a fair indication of a tough market. If your competitors’ free and low-cost services make you uncomfortable, let me help you see things in a different perspective. Over the years I’ve heard shop owners all over the country say their situation is different or their local economy is tight or their competition is giving away work or there just isn’t enough business to go around. This same-old same-old has been going on since the auto repair industry was born, and most of us old-timers have seen it all time and time again. The question is, what do we do about it? Anyone remember Circuit City or wonder why Best Buy seems headed for a similar fate? It’s about client interaction and perceived value for goods and service, and about making the right decisions. Successful shops have clients who know the value of the service they receive. Shops that survive know how to handle tough times by making good decisions. These decisions include: Work smarter and harder: Successful shops know that when times get tough, they have to work harder and smarter. What I mean is, they have to work harder on working smarter. Just working 10 extra hours a week will not solve underlying problems; working smarter will! Work like your life depends on it: Remember the day you first opened your shop? You were eager to do anything and everything to be successful. Get back to that mindset and fight for your shop and livelihood. Go back to what made you successful in the first place and tweak it for today’s marketplace. Promote: Successful shops promote themselves 24/7/365. This doesn’t mean they spend tons of money on advertising each month, but they do interact with their community and with their clients. The goal is word-of-mouth advertising. You can increase car count by spending time with existing clients, making them lifelong clients who promote your business for you. Advertise more: When things slow down, increase advertising and promotions. This is a huge gain for you, especially when your competition cuts back while you increase. Budget your advertising funding for the year and then plan on spending it wisely when the time is right. Personal contact: Getting to know your existing clients costs you a little time, but it’s more effective than advertising. Explaining the invoice and the work you did for them is very effective promotion. Nothing is more valuable than interacting with your client. Provide an exceptional experience: Make your clients want to refer your shop. Do something thoughtful that makes you better than your competition, like cleaning the windshield inside and out or backing their car into the parking space. Think outside of the box and you will come out ahead in your client’s minds. Fix it right the first time: Of course you know this but it still needs to be said: promotion and advertising cannot overcome bad workmanship. Fix the vehicle right the first time or you are just spinning your wheels. Tighten the financial belt: Don’t buy items that you cannot afford or need to grow the business. We can choose to cry and whine about tough times or we can roll up our sleeves and take the challenges head on. You know my choice! ❆ Sincerely F Andrew Fiffick Chairman & CEO chairman-macs@macsw.org Elvis Hoffpauir President & Editor-In-Chief elvis@macsw.org Jacques Gordon Managing Editor jacques@macsw.org Marion Posen VP Sales & Marketing marion@macsw.org Laina Casey Graphics & Design Manager mcasey@macsw.org Corporate Offices Mail To: P.O. Box 88, Lansdale, PA 19446 Ship To: 225 S. Broad St., Lansdale, PA 19446 Phone: (215) 631-7020 Fax: (215) 631-7017 E-mail: membership@macsw.org July/August 2013 Volume 13, Number 6 ACTION magazine is published eight times per year by the Mobile Air Conditioning Society (MACS) Worldwide, 225 S. Broad Street, Lansdale, PA 19446. While MACS Worldwide takes reasonable steps to make sure that the information reported in ACTION is accurate, errors can still occur. The accuracy of all information contained in ACTION should therefore be independently evaluated by the reader. Since conditions of its use are outside of the control of MACS Worldwide, MACS Worldwide assumes no liability for the use of such information or any damages incurred through its use or application. Nothing contained in such information is to be construed as contractual or provide some form of warranty on the part of MACS Worldwide. The opinions expressed in guest editorials are not necessarily endorsed by MACS Worldwide. MACS Worldwide is not responsible for any claims made in or by advertisements or press releases published in ACTION. All company names, products and product names, emblems, logos, images, trademarks, service marks and trade dress appearing in this magazine are the property of their respective owners and are protected under federal laws of the United States and international agreements. Unauthorized use is prohibited. The ACTION logo and MACS globe emblem are property of MACS Worldwide. Reproduction of contents without permission is prohibited. Send requests for permission to copy or reprint to Editor@macsw.org or to ACTION Magazine, Box 88, Lansdale, PA 19446. Non-member subscription rates: one year (seven issues) – U.S. $25; Canada/Mexico $40; international surface $45; international air $55. Send subscription mail, including address changes, to ACTION, P.O. Box 88, Lansdale, PA 19446 or editor@macsw.org. For advertising information contact Marion Posen: marion@ macsw.org or 215-631-7020 x304. H.G. Roebuck & Son, Inc. 4987 Mercantile Road Baltimore, MD 21236 Andy 6 ACTION • July/August 2013 Andy Fiffick chairman-macs@macsw.org 330-220-8384 ISSN 1949-3436 2004-12 IAMA Awards Winner http://www.macsw.org

Table of Contents for the Digital Edition of ACtion Magazine - July 2013

ACtion Magazine - July 2013
Contents
Outlook
Freeze Frame
Virtual View
Leonard’s Law
Cooling Corner
Member Profile
News & Updates
Motorhome Air Conditioning
How Low Can You Go?
Quick Check
Association News
Classified
New Products & Services
Last Watch

ACtion Magazine - July 2013