By Lee Roberts

TIAA Executive Director

SAN MARCOS, Texas – Automotive and collision repair shop owners and service managers were recharged on shop management and communication skills May 2, 2009 when the Texas Independent Automotive Association sponsored the first-ever Texas Automotive Summit at the San Marcos Convention Center.

Doug Bawel, Jasper Engines & Transmissions CEO, speaks May 2, 2009 at the Texas Automotive Summit held at the San Marcos Convention Center.  Photos by Lee Roberts

The event, open to all automotive related businesses across the state and designed to enhance automotive and business processes, was especially helpful considering the recent economic downturn, said Gary Pundt, TIAA state president.

"Businesses have to think more and more outside the box in all phases of maintenance, business and marketing," said Gary Pundt, TIAA state president. "This automotive summit came at the perfect time as shop owners are struggling with these important issues," he said.

TIAA recruited a group of very knowledgeable and entertaining speakers for the summit, and they didn’t disappoint.

Doug Bawel, chief executive officer of Jasper Engines & Transmissions headlined and led off the event with a seminar titled "Strive to Thrive." He provided 50 proven techniques, based on thousands of automotive shops routinely visited by his sales force, on how a shop can change to improve and attract clients.  He pledged not to focus on theory but things that work.

“We’re going through tough times,” Bawel said.  “We’ve got to act.  If this is like any other seminar you go to where you get a lot of great ideas, but you put them on the shelf and you don’t do anything about it, nothing is going to change.  I believe there is upside for you, the independent garages that are willing to make that investment and make changes in the marketplace.”

Sybren and Kathryn van der Pol, owners of Adolf Hoepfl and Son Garage in Houston, Texas, listen to Doug Bawel, Jasper Engines & Transmissions CEO, during his seminar.

Bawel said many shops have junky appearances, are not clean, don’t have sufficient waiting areas or spaces for kids to play, and have dirty bathrooms.  He said more and more women are bringing in cars and thus shop appearances and catering to their needs is growing in importance.  He also talked a lot about current automotive trends and what a lot of shops are experiencing in the current economy.

Sid Hurlbert, a renowned author and leading communications expert, then held a seminar titled "5 Seconds to Success."  His presentation helped shops learn how to more effectively greet and present information to customers both over the phone and in person.  He stressed the importance of maintaining a good attitude and smile when interacting with customers.  He urged everyone to smile, even when alone and on the phone.  It would make the difference in how an employee and the business is perceived by potential and current clients, he said.

Hurlbert said when he talks to consumers he asks, what are you going to tell others about a business, and why?  The answers usually boil down to good or poor communication, he said.

“Communication is the number one thing, most fundamental and most important skill you can learn in life,” Hurlbert said.  “If you want a better business… and you want productivity… you learn to communicate better and pass it on to your employees.”

Adam Awad (Center) and Buzz Miller (Right), Link New Tech, Converse, Texas, show their wares to Richard Chapman, WA Automotive in San Antonio, during the Texas Automotive Summit.

During the vendor sponsored lunch break, participants visited with 16 different businesses representing the auto parts aftermarket, automotive equipment industry, oil & lube businesses, insurance agents, merchant services among others.

Participants enjoyed the refreshments and seized the opportunity to meet vendors, ask questions, and see the newest products on the market.

In the afternoon, Ken Williamson and David Eschbach of Jasper Engines led off with a seminar titled "Rich Shop - Poor Shop."  They provided details and examples of processes that help bring customers into a shop, how to recommend a job, and finally to deliver a job.  They advised shops to present information and products in a way that allows a customer to make the best repair decision, rather than assuming and recommending a particular part or service based on what the sales person believes the vehicle owner can afford.

Sid Hurlbert, published author and communications expert from Kerrville, Texas, presents a seminar titled "5 Seconds to Success" to those in attendance at the Texas Automotive Summit.

“We observe 1,500 shops a day as a company,” Eschbach said.  “What that does for us is provide us data, lots of data.  We record all this data to bring back to the field for you to build your business that much stronger.”

Finally, Betty Jo Young of Young’s Educational Systems provided training titled "OBDII for the Front Office.”  She explained what shops are experiencing today with the down economy where customers are keeping cars longer and are not experienced with dealing with maintenance schedules.  At the same time, people are not buying new cars, which may be a good recipe for repair shops, she added.

Young talked about the importance of front office employees having at least a basic understanding of OBDII so they can assist with customer interaction and to improve a shop’s credibility when explaining the repair process.

“If a light does come on I want you to have prepared that customer where they know it wasn’t your fault,” she said.  “It takes thinking about it in the front office.”

After the event, numerous participants commented that this was the best TIAA sponsored trade show they had ever attended because of the format and the valuable information that they could immediately apply to improve business processes.

Glenn and Betty Jo Young of Young's Educational Systems in Houston, Texas, role play during a seminar titled "OBDII for the Front Office."

“I thought it was good and worthwhile,” said Scott Lokey, owner of Victory Lane Automotive in Universal City, Texas.  “There was good information that I can apply today like approaching local businesses to see if I can work on their cars during the day when they are working.  There was also good information about communicating between the customer, front office and the technician.”

TIAA officials were pleased with the venue at the San Marcos Convention Center and with the turnout, despite the fact some shops were turned away because of the ongoing swine flu outbreak in Texas.

“The Texas Automotive Summit brought automotive experts, shop owners and vendors into one room for a day to exchange ideas and learn from each other to benefit both the automotive industry and consumer,” added Pundt.  “It was exciting, informative and a great networking forum.  I can’t wait until next year to build on what was presented and exchanged here today.”

TIAA would like to recognize the following sponsors of Texas Automotive Summit 2009:

Maine Line Insurance Services & MAR Financial Group

Standard Motor Products

Jasper Engines & Transmissions

Quality Wise Knowledge Solutions

Awesome Products - Royal Purple & Kwik-n-Klear

Avery Oil Company

Full Service Auto Parts

ACDelco

Motorcraft

Link New Tech (Qwikdraw)

NAPA Auto Parts

Frost Insurance Agency

Jordan Ford Parts Department

The BankCard Group

Benson Honda Parts Department

Carquest Auto Parts