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RR 492: YouTube – Benefit or Burden Part 2

Carm Capriotto, AAP — Fri, 13 Dec 2019 10:44:53 +0000

Paul Danner, aka ScannerDanner on YouTube clears up the misconception that his name is not “Dan,” which he gets all the time. People think his name is Dan and he added “ner” to rhyme with “Scanner”? He says it is not true and that that it would be really stupid!!!!

His career in the automotive field started as a junior in high school in 1990. He took two years of auto mechanics in high school, then another two-year program (post-secondary) at Rosedale Technical College in Pittsburgh (where he now teaches). After Rosedale, Paul entered the field and worked full time for about 8 years before coming back to teach at the school. This September 2018, Paul will be starting his 18th year as an automotive instructor. Listen to Paul’s previous episodes HERE.

Brin Kline is the owner of Assured Auto Works in Melbourne, FL. His career in automotive repair spans 17 years with nearly 8 years as an owner.

Brin knows that the automotive repair industry is ever-changing. Diagnosing and repairing automobiles of today have many more requirements for up to date training than they did in years past. Today, a technician must network with and befriend other likeminded individuals, commit a lot of their personal time to craft their skills so they can confidently, efficiently and accurately diagnose the issues that they face on a daily basis. Look for Brin’s other episodes HERE.

Matt Fanslow is the diagnostic tech/shop manager at Riverside Automotive in Red Wing, MN. His primary responsibilities are to diagnose driveability and electrical/electronic issues, and perform most all programming, coding, initializing, adoptions, etc. Basically, if it needs to be figured out or has wires, it goes to Matt. He’s been a tech since 1996.

Matt is also a subject matter expert for ASE and has instructed at Vision Hi-Tech Training and Expo.

Matt has participated on 18 ASE technical committees for the ASE Practice Test, A6, A7, A8, and L1 tests. He’s also done case studies for Standard Motor Products.

Fanslow’s goal is to do everything in his power to improve the overall level of professionalism within the automotive and light truck repair trade and also raise the level of its public image. Hear Matt in previous episodes HERE.

Michael Broccolo is from Rochester, NY. His father has been in the automotive/collision/towing/salvage business since before he was born. Michael grew up around cars and attended BOCES (High School Cooperative Skills) for collision repair. In 2006 SkillsUSA Michael placed 1st in New York State in collision repair and attended the national competition. Apprenticed at a high volume collision shop right out of high school. Michael currently owns Broccolo Automotive & Collison with his father. Broccolo’s is a full service automotive/collision shop, a salvage yard/used & new auto parts, and offer towing services all under one roof. Michael’s previous episodes HERE.

Sara Fraser is a millennial who has a love for life, travel, and connecting with other humans! She has over 15 years of retail management experience, the last 6 of them as an office manager for a used car sales and service center. To bring her customer service, marketing, and business knowledge to the automotive industry she has recently joined the team at Haas Performance Consulting.

Sara loves helping others grow and succeed and is excited to share her expertise on management and social media, her views on how and why the younger generations think and act, and how to work and manage a business within a multi-generational workforce. When she isn’t working Sara spends her time traveling, attending theatrical productions, music festivals, concerts, advocating for human and animal rights, celebrating life in general and connecting with other people from all over the world. Look for Sara’s previous episodes HERE.

Key Talking Points:

Gen Z may wants a lot of information
Millennials and Gen Z want to see your reviews and what is on social media about you and your company
While attempting to put your company in a good light, you can put other companies in a bad light. For Brin it happened and he didn’t mean to do that.
Re-educate the customer what they are paying for vs what they found on an internet search
Diagnostics doesn’t mean much to a customer
- The word most preferred is ‘Testing’
- You are selling a series of tests to pinpoint the problem.
The doctor must see you before writing a prescription
Paul: Stop calling diagnostics a ‘Time’. It is a diagnostic service or an analysis for a certain fee for so much time
- It is a flat fee to pay me to look at your vehicle
- Make no apologies for your fee
- Howeiver 90% of the industry connects a scan tool and replaces a part
  - Customer are getting mad because of this. Looks simple and degrades the shops doing a full diag and charging for it
- If customers comes to you because parts swapping did not fix their problem, yu’ve got to charge correctly for applying your experience, training and equipment investment
- 85-90% of vehicles can be handled in the first hour if you are experienced and trained
Many shops are not diagnosing. They are retrieving a fault code and using statistical diagnostics to find a repair option
For a flat fee customers are paying for testing in Matt’s shop
- They are not paying for a result but are paying for testing that generates a result
What happens if you are hired to fix the repair the customer believes is the problem and it doesn’t fix the problem? Should it bring confidence to the customer when the technician does the proper testing finds the real problem.
Brin offers a free assessment no charge and then gives a price to repair
- He offers a few minutes for the assessment
Create your own YouTube or Facebook Video explaining your process of testing and why it is so important to finding the root cause of the problem
Create customer rules for your ecosystem
- Why you do what you do from diag time, loaner cars, waiting room, fresh coffee, training, expectations of your experience
- Pull back the curtain and teach your customers what they can expect. Soften them up for the culture they will come to expect and appreciate
- Take an offensive approach that some Youtube videos are preemptive to what you do
You do not need expensive equipment to create video, just a good smartphone to create good videos. Keep them organic and get them posted. Don’t worry about length, become an expert. Show real tangible results of your testing procedures
We have a serious lack of technicians that can really fix a car. Going to YouTube to find real answers to problems has created a YouTube cult at top diagnosticians such as Paul Danner
Our compensation systems and shop cultures are not rewarding diagnosticians and analytic thinking
Current corporate culture is you are a Rock Star if you can produce, you are not a Rock Star if you are a great Diagnostician
Being a top diagnostician requires a lot of time and training
New generation looking for instant gratification vs the long term gains from training and the ‘learn from your mistakes’ wisdom
Turn your Instagram stories into highlights
Facebook or YouTube does not want you to move your people out of their platform
- Put up your video on each platform separately you may get better traction
LinkTree can be used to provide a list of links for Instgram
The reference to Rick Flare is from the For The Record episode #50 with Matt Fanslow HERE. https://remarkableresults.biz/f050/

Resources:

Thanks to Brin Kline, Matt Fanslow, Paul Danner, Michael Broccolo and Sara Fraser for their contribution to the aftermarket’s premier podcast.
Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Be socially involved and in touch with the show:
Facebook Twitter Linked In Email Events Speaking

Subscribe to a mobile listening app HERE.

This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve. With 2,500 exhibiting companies, you’ll see the latest products, parts, and technologies for your business. As a result, the event also offers advanced training for shop owners, technicians, warehouse distributors (WDs) and auto parts retailers, as well as networking opportunities to grow your business. AAPEX 2019 will take place Tuesday, Nov. 5 through Thursday, Nov. 7, at the Sands Expo in Las Vegas. Therefore, more than 48,000 targeted buyers are expected to attend, and approximately 162,000 automotive aftermarket professionals. They will be from 135 countries which are projected to be in Las Vegas during AAPEX 2019. For information, visit aapexshow.com

RR 464: YouTube – Benefit or Burden Part 1

Carm Capriotto, AAP — Fri, 06 Sep 2019 09:05:25 +0000

Brin Kline is the owner of Assured Auto Works in Melbourne, FL. His career in automotive repair spans 17 years with nearly 8 years as an owner.

Matt is also a subject matter expert for ASE and has instructed at Vision Hi-Tech Training and Expo.

Matt has participated on 18 ASE technical committees for the ASE Practice Test, A6, A7, A8, and L1 tests. He’s also done case studies for Standard Motor Products.

Key Talking Points

Matt had a customer that shared a blower motor repair video that showed a shortcut on a blower motor replace that trashed shops who would not use this shortcuts and charge too many hours for the standard repair
- Matt explains what he did with his customer
- He is torn with the massive benefits of YouTube and the repercussion of some content that is posted
- There are two parts of this debate. The good learning and the bad trashing
Paul Danner started putting case studies on video to support his college class.
- He believes YouTube has made his classroom global.
- He is cautious about what he says and how he says it
Michael learned a lot from Paul Danner’s video’s
Should YouTube videos tell the public what to look for in a good shop, should skill level be discussed? What should the consumer look for in a good shop.
Stop starting your video saying ‘Your mechanics don’t want you to hear this’. This doesn’t help anyone. It pulls everyone down.
It is easy to tear things down to lift yourself up rather than build others up and show that you are equal or better. Consider professional courtesy
As mentioned: listen to Matt Fanslow For The Record Episode 50. He discussed the power of professional wrestling to help each other’s persona and value to their industry. https://remarkableresults.biz/f050/
Parts changers can learn from YouTube instead of throwing money at the vehicle.
Give props to the people who help you learn.
- Paul credits Dan Svitco and John Thorton that set him on his course and helped him learn
Michael says that YouTube has helped him more than classroom so far in his life
- Go at your own pace over and over if necessary
- Likes hands-on classroom
- YouTube and Leader-led and hands-on are all supplements to each other
Paul feels his training helps techs get ready for classes. It is a strong foundation for the working technician
Brin: More training companies are hiring, more venues
YouTubers drop training conference names but should invest in more time to promote the dates and location of these events
Paul has a feeling on the premise that YouTubers are taking money out of professionals pocket by teaching DIYers
Stop bashing the industry. Other skilled trades do not talk down about their professionals who earn their living in their chosen trade.
Diagnostic video’s do not take money away from a technician
Repair videos may take money away from a technician or professional shop
We do have incompetence in our industry. People that do not get their vehicle repaired the first time will go to youtube to try to figure out how to fix their car
Shops need more training and our technicians need to get proper training
Paul’s global classroom feedback lets him know that they are making more money they have ever before because of the training he offers
YouTube does have some great things to offer
Michael is a professional and has used YouTube for some of his training. Paul Danner was a key trainer for him.
YouTube also brings the power of networking to the professional technician
The conversation does not end here
Not enough technicians are going to training. Shop owners and technicians need to invest in training

Resources:

Thanks to Paul Danner, Brin Kline, Matt Fanslow, and Michael Broccolo for their contribution to the aftermarket’s premier podcast.
Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Be socially involved and in touch with the show:
Facebook Twitter Linked In Email Events Speaking

Subscribe to a free mobile listening app HERE.