FTR 035: Aaron Shaffer – Sell Premium Products For All the Right Reasons

Aaron Shaffer began his career with KYB in 2002 as a Territory Sales Manager after working in several auto parts stores. In 2003, Shaffer was promoted to manage the introduction of KYB into an auto parts wholesaler with 300 locations.

In 2004, he relocated to KYB’s headquarters in Addison Illinois, where he was named Customer Service Manager. In this role, he managed a team of 11, improving policies and procedures to adjust to KYB’s growing aftermarket business. Mid-way through 2005 Shaffer became KYB’s Marketing Manager. As Marketing Manager, his responsibilities included Advertising, Public Relations, and Pricing. He helped to create KYB’s first National Marketing Calendar, and was involved in many special projects including the launch of KYB’s complete corner assembly, Strut-Plus, and the introduction of KYB’s service provider-focused training initiatives.

In 2010 Shaffer relocated to Washington DC to work directly with channel partners on the east coast. He assisted with KYB’s service provider training programs and was later promoted Business Development Manager, working directly with several key national account distribution partners. The Import Vehicle Community recognized Shaffer with the Young Executive of the Year Award in 2016.

Shaffer recently moved to Indianapolis to work out of KYB’s North American Headquarters and was named the Director of Product and Marketing. He is responsible for new product development and introductions as well as marketing materials, national promotions and all public relations activity. Listen to Aaron’s previous episodes HERE.

Key Talking Points

• He listens to what the service provider tells their customers about why they should choose a premium product over a value line. They say ‘It Will Last Longer’
  • A wrong assumption based on how long they will keep their car or how hard they are on their vehicle.
• Reality why premium over value. It is about the performance of that part on the vehicle and how that part works to keep the vehicle operation as the manufacturer intended.
• So much new technology being built into vehicles today with amazing safety systems.
• These safety systems rely on mechanical components.
• Consider the performance of systems if you are putting parts on that are not OE intended.  
• Tell the motorist how the performance of the replacement part is related to the whole system so everything works as the OE intended.

• A special thanks to Aaron Shaffer for sharing his passion – For The Record.
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