Aaron Clark
- 1. Leverage Your Certification (B2B) Business to Business Aaron Clark
- 2. • The purpose of this presentation is to show you how to leverage your Certification Credentials to increase and sustain your B2B and referral business. Purpose Driven
- 3. Menu Transformation to Certified Collision Care Provider Overall Shop Image - Incorporate Certification Differentiation - Use in Messaging Getting your staff involved - consistency Typical Types of B2B Marketing Creating a Professional Business Profile - Portfolio Consumer Awareness - marketing channels
- 4. Is This you? Best | Quality | Experts | Specialists Superior | Experience | Professional Highly Trained | Factory Trained | Insurance Friendly | Trusted Dealer | Recommended | Family-owned | Guaranteed Satisfaction | Lifetime Warranty | Free Towing | Free Estimates What’s Next?
- 5. 14.5 Million Hits on Quality Auto Body Differentiate – Stand Out – Be Chosen
- 6. Transform Your Business Certified Collision Care Provider Consistent use of Certified Collision Care Provider Create culture and mission surrounding certification and advanced capabilities – moral obligation Differentiate your shop with Certification Consumers, Insurers, Business, and employees - all in Train Staff on consistent messaging and perfect their wording - Entire team effort - buy in Educate – Inform – Leverage - Transform Ensure The Entire Organization is involved and committed
- 7. Leveraging the Credentials Use in ALL Corporate Messaging
- 8. Share Your Certification Credentials Press Release Announcing OEM Certification Multiple shop locators – all link to certified network OEM Specific Consumer Awareness Initiatives Advanced Repair Capabilities – Increased Vehicle Technology OEM approved badges on company brochure and literature Host Open Houses or Community Events to Promote Facility Display of OEM Certification-Recognition Signs
- 9. Build a Business Portfolio Certification Credentials prominently displayed OEM Certification-Recognition letters Press Releases Professional Images of your facilities and staff Training Achievements Business Awards Community Involvement Customer Satisfaction Index Customer Testimonials Consistent Messaging Use in ALL external communication Elements of business portfolio should include the following If you want to be a world class business Then look and act like one!
- 10. Is the Packaging Important? Tiffany & Co. certainly thinks so
- 11. Professional Image Estimate Header Estimate / Document Folder Dealer/Fleet Promotion Business Portfolio Company “On-Hold” Message Business Cards Corporate Apparel Shop Warranty Certified Repair Certificate Certificate of Authenticity
- 12. First Impression – Officially Certified Certified Collision Care Provider
- 13. Messaging for Success Through Certification Make your competitors irrelevant Establish your own Brand Equity Safer - accurate repairs (proper tools, equipment, training) Peace of Mind – Remove Doubt (not just dents) Improve Customer Retention - Superior Repair Experience Lower Overall Cost – Right the first time!
- 14. Market to your Entire Community Most Shops do very little marketing to Business, Consumers, Fleet, or Dealers and have far too much dependency on Insurer Referral
- 16. The Local Business On Average – A Collision Repairer has an opportunity once every 7-9 years to service a customer 3-5 Mile Radius = Approximately 70% of business Leverage B2B referral sources Build Relationships Certified Collision Care Provider Build Value in Certification Explore Branding Opportunities Open House
- 17. The Insurer & Agent Are Insurers concerned about quality repairs? DRP – 35 Year Old Business Model Inability to identify shops who can repair vehicles properly Concern over rising technologies and potential liability Business Profile - Portfolio Improved Customer Experience Consistent Visitation Assured Performance Insurer Facing Locator: ARC Web traffic 2015/2016 UP 38%!
- 18. 18 “…your continued engagement in training and certification will help to support our common interest in quality repairs.“ State Farm claims manager Gregg McDonald 03/24/16
- 19. The Fleet Identify Decision Maker Present Professional Business Portfolio Explain Certification Credentials - Educate Increased vehicle technology - Proper tools and equipment required for proper repair Vehicle Down Time Dependability (Vehicle = $$$) Make Competitors Irrelevant - Obvious choice is you Consistent Representation Relationship Development Persistence wins
- 20. The Dealer Present Professional Business Portfolio Leverage Certification Credentials Increased vehicle technology - Proper tools and equipment required for proper repair Make Competitors Irrelevant - Obvious choice is you Certificate of Authenticity & Compliance Consistent Representation Relationship Development Persistence wins
- 21. The “Open House” Host Open House Periodically Show off Your Facility Educate Community – Leverage Relationships Explain Certification Importance of Proper Tools, Equipment, Training
- 22. Recap Leverage Certification in ALL Marketing The Importance of Standing Out - In a League of your own Transforming your staff into Certified Collision Care Providers Use Certification in ALL messaging and Corporate Image Effectively Communicate Certification to Entire Community Identify ALL potential B2B partnerships Build and use Business Portfolio with all external sources Host an Open House Consistent Messaging Persistence WINS (Agent, Dealer, Fleet)
- 23. Tools only work when they are used
- 24. 24
- 25. The Serenity Prayer God grant me the serenity to accept the things I cannot change; Courage to change the things I can; And wisdom to know the difference.
Editor's Notes
- #9: When you show Your OEM credentials
- #10: You will receive 500 VIP Cards as a part of your Certification marketing materials. The cards are integrated with your shop logo to ensure that it markets your brand and no one else’s! To ensure customer satisfaction and improve your customer retention, give your customers In-Network VIP Cards to refer to your shop when they are in need of your services.
- #13: OEM Badges Present: In your waiting area, visible to customer without obstruction