Out of the Crisis.Org

[Louis Altazan]

I feel the auto repair business, for a long time, has suffered from a negative image in the eyes of the general public. Vehicles are a mystery. Most understand very little about something they depend on so heavily. To this, add the inconvenience of the broken vehicle and the unexpected cost. It is easy for folks to transfer blame for problems that are not understood to those they must pay to resolve them.

As a whole those in the business have done little to change this perception. For instance, many people in the general public perceive auto repair shops as dirty places that pollute the environment. The truth is, a well run auto repair shop is by definition, a recycling center. Each year countless vehicles are resurrected and kept out of junk yards. Starters, alternators, computers and many other components are returned to useful service.

Faulting the public for not understanding will not change things. What might help is promoting the facts. Clearly most shops do not have the money nor time for a media campaign. There are still things that could be helpful. For instance letters to the editor of local newspapers. Many may not be used but some might. Offering to speak before groups could be another avenue.

Inviting environmental groups to tour our facilities and offer advise could help show how well we are doing and gain new clients in the process. Nothing is going to change overnight. A single speech or letter will have little effect. Over time, enough speeches and letters can work miracles.

Conducting public seminars on auto repair can also help. This is also a great way to promote a business. For many years our shop has conducted such seminars. We now have a waiting list, year round and conduct one each quarter. We normally convert about 85% of the attendees to clients and the retention and referral rates are very high.

I feel this is a period of immense potential for the auto repair trade. Changes must be made in order to capitalize. Things do not change unless someone causes them to. The future has always been and will continue to be change. Spectator or agent of that change, the choices are each of ours.

_________________
Louis Altazan
Owner/Manager AGCO Automotive Corporation
Baton Rouge, LA