Perspective From the Front Lines

Bob Freudenberger, editorial director of Motor Service and Auto & Truck International, spoke on Feedback to Manufacturers from the Front Lines. He opened by noting that this year is the eightieth anniversary of Motor Service.

Service dealers are critical to manufacturers, Freudenberger said. He has been delivering intelligence from the Technicians Advisory Panel (TAC) meeting for 15 years. Despite what manufacturers think, the best shop owners want only the best parts, to eliminate comebacks.

Shop owners - including those who have won tech of the year - always emphasize that price is not important. What they want is information about why a part is the best. In other words, advertising works. Jobbers don't often explain what new technology is available. Sales people with good information are very important, as are expos. Freudenberger emphasized that manufacturers should include essential instructions with all parts and get them to attract tech attention.

The quickest way to lose a service dealer customer is to give him grief over a part return, Freudenberger said. Techs also complain about stonewalling by manufacturers when faced with parts quality problems. Techs want help contacting their customers with explanations and reimbursement. Return problems result in many changeovers.

It is tough for techs to attend clinics after hours. Self-study is best, like NAPA's NIAT courses. Freudenberger suggested that manufacturers offer training credits for each item purchased, to tie training to sales. If techs bought a certain amount in parts, they would get a free clinic or training materials. Stop calling technicians "installers." Installers is demeaning.

Other ways to help shops: Counter the mega-buck advertising of chains. Help publicize Consumer Reports review that the best care is at independents.

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