December 2014

Volume 29
A Publication of the Automotive Service Association – Houston, Texas
December 2014
No. 12
ON THE INSIDE
Page 2
Happy Holidays from
John Miller
Welcome to 2015
Page 3
President’s Corner
Officers and Board
Page 4
Just the Price of Doing
Business
Page 5
ASA November Meeting
Page 6
BG Training
Page 7
ATI Workshop
Page 8
Make Customer Service
a Task
Saturday, December 6, 2014
7:00 – 9:00pm
• Bring unwrapped toys for Blue Santa
• Associates & Members with spouse invited
• Members' staff may attend for $45/person
• Dress attire is Christmas casual
• Cash bar and pianist
Page 11
ASA Associate Members
RSVP by Monday, December 1
Fratelli's Ristorante
1330 Wirt Road • Houston, TX 77055
How To Find Us
Automotive Service Association
Houston Chapter
PO Box 925007
Houston, TX 77292-5007
Need info about ASA?
Call one of the board members on page 3
or contact Nancy Adkins,
ASA Administrator
asahoustonchapter@gmail.com
Fax: 713-862-7654
December 2014
ASA Houston - Shop Talk
There are many festivals and celebrations on or near December 25th. Some of the closest
include the traditional cultural or religious holidays of Yule, Hanukah, Ramadan and the
modern holidays of Kwanzaa and HumanLight.
Being from a Christian background I use the traditional greeting for my culture, Merry
Christmas! However apart from the religious context when I wish you a Merry Christmas I am
also wishing you all of the best things in life; peace, happiness, hope and success.
I am expressing my gratitude for your friendship over the years and for you loyalty to our
Association. I am telling you how much I appreciate you and how I hope that we can remain
friends through the coming years.
Over the years, through my association with ASA, I have come to know many wonderful
people and have been privileged to share with them. For that when I say Merry Christmas I am
saying Thank you!
Welcome to 2015!
Your Editor and Friend,
John Miller
Page 2
H
ere we are just a few short weeks from 2015 already. It seems like just the other day we were looking at
Y2K!
So I was thinking, “Where am I today compared to where I thought I would be a decade and a half ago?”
We can each answer that question for ourselves and then decided if changes are needed going forward. I am
looking back at the past few years and trying to see what I did that I wouldn't do again and what I didn't do that
I should have. They say that if we chose to ignore history we are doomed to repeat it and there is a lot of the
past 15 years that I would rather not repeat.
One of the things I have decided to do is seek the council of experienced fellow shop owners when I am facing
decisions that may have long term effects, or even short term expense. I am always surprised how much
thought can go into a bad idea when left to my own wisdom.
Our ASA members are always willing to take the time to share their experience on business practices and offer
suggestions based on what they have found to work. It takes little time to make a call and cost nothing and may
save me thousands of dollars or weeks of frustration.
When looking at the past decade or so I am tempted to blame the problems on terrorists, or a failing economy,
or our Nation at war or the Democrats or Republicans or any of a dozen other things. Truth is that the only
thing I can effect is what I do and the decisions I make. In many areas I have fallen short. As the great
philosopher, Poco, said, “We have met the enemy and he is us.”
December 2014
ASA Houston - Shop Talk
PRESIDENT'S CORNER
Greetings Fellow Shop Owners and Associates!
Officers & Board
2013 - 2014
Our Christmas Party is just around the corner! Don't forget to bring unwrapped
toys for The Blue Santa Program! We look forward to seeing you and your
spouse/date. You must RSVP for this fun and festive Christmas steak dinner.
Be sure to let Nancy know thru emailing her at asahoustonchapter@gmail.com
no later than Dec. 1.
President
Karolena Serratos
Professional Auto Care
713-270-0474
pac9916@gmail.com
Last month we had an excellent speaker, Jim Metzger, from O'Reilly. Jim
taught excellent management principles and provided real examples and
solutions to daily problems that each of us, in management, face. Be sure to
read Chuck Stansy's recap article on page 5. Going forward, it would be wise
for each of us to implement these management principles. Begin identifying
your problem areas now and apply Jim's solutions on an on-going bases. Also
begin tracking your successes and the results of applying these solutions to
verify you are accomplishing your company goals.
Past President - Social Coordinator
John Ferrata III
NLine Automotive
713-862-5544
Jbf3@nlineauto.com
I would like to take a moment to share my gratitude for a fellow board member
and friend, John Miller. John has worked tirelessly to make our association a
success so all of us can be proud to hang the ASA sign outside our businesses. I
remember when I was still in college walking into the first monthly meeting
nervous and he came up to me and made me feel immediately welcomed.
Members like John make this association membership worthwhile with his
openness to share his experiences through his articles and willingness to help
others. I have called him for advice and guidance on challenges I encountered
throughout the years. The camaraderie in our Houston chapter is second to
none. This month will be the last issue of Shop Talk John Miller will be
coordinating. Thank you John for all your efforts to dramatically and
continuously improve this publication and for all you do for ASA Houston
Chapter. Shop Talk publications are available online to use as a reference going
as far back as 2009 on the ASA Houston Chapter's new website at
www.asahoustontexas.com.
We will be kicking off the year with an ever changing social media platform.
JASPER Engine and Transmissions will be our sponsor and will be providing a
social media guru. Those who attended the October ASA State Meeting heard
about the changes occurring in marketing not just from the delivery standpoint,
but from how to effectively attract the millennials. How do you stand out in the
world, utilizing different media sources, when commercial free radio and
television stations are increasing in number; and, so many people are constantly
staring at their electronic devices? How do you not only get their eyeballs to see
your ad and process it, but more importantly engage with your business? (And
by engage, I do not necessarily mean going physically to your place of business
and spending money right away based upon your ad.) Be sure to RSVP for the
January meeting. It will be a must for us shop owners to understand the
direction of our businesses that we should take as this generation fully enters
the consumer market. Your marketing and sales team personnel will learn how
to reach them and to wow them.
I challenge you to attend our monthly meetings to continue to grow your
business and to make a positive difference in our community in 2015!
See everyone at our ASA Houston Christmas Party! Happy Holidays and see
y'all in the New Year!
Karolena Serratos
ASA Houston Chapter President
Vice President – Director of Training
Mario Rodriquez
Mario’s Automotive
713-926-1605
mariojrod@comcast.net
Treasurer
Jay Meir
Excel Automotive Technology
713-864-6868
jmeir@excelautotech.com
Secretary
John Miller
Freedom Automotive Service, Inc.
281-850-5254
johnmiller@thecarcounselor.com
Editor
John Miller
Freedom Automotive Service, Inc.
281-850-5254
johnmiller@thecarcounselor.com
Director of Membership
Chris Newhouse
Ray's Auto Electric
713-661-8189
raysautoelectric@comcast.com
Director of Speakers
Chuck Stasny
Houston AAMCO
713-790-0525
chuck@houstonaamco.com
Regional ASA State Direct 2
Kathryn van der Pol
Adolf Hoepf Garage
713-695-5071
kvanderpol@swbell.net
Board
Cindy Herzing, Accurate Auto Center
Kevin Spencer, A&B Auto Electric, Inc
Ray White, S&S Auto Service
Mark Deschner & John Goins – Education
Liaisons San Jacinto Community College
Page 3
March2014
2014
December
ASA Houston - Shop Talk
JUST THE PRICE OF DOING BUSINESS
W
e all understand that there are things we have to buy for the business that are necessary but not directly billable
to the customer. Paper forms, stamps, ink, hand cleaner, uniforms, cleaning supplies and office chairs are all
necessary but unbillable. As business owners we understand that these items have to be included in our
calculation of the cost of doing business or we will soon be losing money.
When we calculate our advertising costs we include the cost of printing, publishing, formatting, mailing, designing and
all of the other upfront costs, but do we include the cost of the discounts offered? For many years I ignored that true cost
of advertising and often found myself resenting having to “give away” money when someone came in on a promotional
piece.
It may take me awhile, but eventually I catch on. By looking at what I have “given away” in promotions I can come up
with a number as real as the cost of toilet paper and figure that into my cost of business so I can make an appropriate
price adjustment.
We all understand that at the end of the day, week, month
and year we need to make a profit. By understanding and
allowing for our true costs we can set our pricing so that all
of our expenses are included in the estimate we give the
customer. Knowing that the cost of any promotion or
discount is covered by my base pricing changes my attitude
about offering specials.
Check out the new ASA
Houston Webiste
www.asahoustontexas.com
New shop locator function
that can help motorists
find your shop!
I look at it like credit card bonus points, we all pay for them
with each swipe of the card, the credit card company is
really giving nothing away.
Donated and
created by KUKUI
BG Products, is committed to
maintaining vehicles through
high quality automotive
maintenance services.
We will differentiate ourselves by providing the highest
quality products, ensuring outstanding service and results
-oriented training, and in continually bringing new,
customer-driven technologies and service solutions to
the market to help our customers succeed.
BG’s high quality products and
services are backed by the
industry leading Lifetime BG
Protection Plan.
Dan Butler
BG Products, Equipment, and Consulting
LSI of Texas
8703 Fallbrook Drive
Houston, TX 77064
Cell: 832-247-5127
Fax: 405-506-1295
Toll Free: 1-800-580-0024
Page 4
December 2014
ASA Houston - Shop Talk
LOOKING FOR A TECHNICIAN?
Summary of the ASA November Meeting
Y
ou should have
attended last month's
ASA meeting and
listened to ASE Master Tech
Jim Metzger. With over 30
years automotive experience,
Jim offers training and
management advice to tire
dealers and repair shops like
Goodyear, Advance Auto Parts,
and Grease Monkey as well as
many independent repair shops. He
spoke on behalf of O'Reilly Auto
Parts who sponsored our November
meeting.
Jim had a lot to say about hiring the
younger generation. He thought it
wiser to relax your qualifications
when you create your solicitation ad
and make the cut after the interviews.
Look for a team player who can grow
with and into your organization.
When you consider that nearly 80%
of repairs can be accomplished with a
C technician, Jim believes that a team
that works together can outperform a
bunch of overpaid prima donnas.
And, although there are
approximately 800,000 to 900,000
technicians nationwide, less than a
third has ASE certifications of any
level. Fewer than 10% of all
technicians are L1 Master
Technicians.
THANK YOU ASSOCIATES FOR
YOUR DONATIONS!
November Meeting Raffle Items
• Duffle bag
Arnold Oil:
• 6 Caps • 2 pocket knives
Car Quest:
• 3 $25 Visa Gift Cards
Chastang Ford:
• Ford Tote bag • 5 Ford caps • Traveling mug
NAPA Auto Parts:
• 2 Napa backpacks • 2 Koozies
O'Reilly Auto Parts:
• Mugs for all • 6 O'Reilly Class tickets
• 4 Autorama tickets • 2 $25 Visa Gift Cards
Young's Auto/CT1 Training:
• Peamatex Gift Bag
Winner of ASA Houston Horse Choking Wad:
Mystery Winner
by Chuck Stansy
Instead of looking for a L1
Master Technician, look for
individuals who have a high
energy level, willingness to
learn, good manners, and are
respectful and enthusiastic.
Jim thought group interviews
were a way to secure buy in
from existing employees and
promote positive peer pressure.
Again, the ability of a team
who works well together will exceed
the sum of its members
Jim offered several examples of “sign
on” bonuses that work well in an
automotive shop setting. Instant cash
bonuses are usually tied to some
period of service but are rarely
offered. If the employee doesn't last
at your shop, the bonus is never paid.
Some shops provide a tool allowance
because it offers some tax
advantages. You may also consider
purchasing a startup tool set for a new
hire that would be tied to tenure.
Jim has learned that many shops
suffer similar problems, one of which
is the reluctance to release an
underperforming employee. This is
true partly because we fear the task of
hiring and replacing these employees.
Jim suggested that we start creating
our recruitment placement ad now
because it is only a matter of time
before we need to find a new hire.
Jim is employed by Automotive
Business Solutions, Inc in
Westminster, Colorado, and can be
reached at 888-268-4888.
Car Pros for Kids
Remember that Car Pros for Kids
kicks off in February!
For more information about how to
be a part of this great community
service program contact;
Byron Rusk
byron@rmsautocare.com
Page 5
December 2014
ASA Houston - Shop Talk
BG Training
"Taking it to the Streets”
BG Webinar
Online training delivered to your desktop, laptop, tablet, or smartphone
where ever you are, to everyone who want's to learn.
December 3 - Noon to 12:45 PM (Central)
Politically Correct Gasoline & Diesel Fuel
The RFS (Renewable Fuel Standards) being imposed by the federal government
are changing the automotive landscape… is your shop prepared?
go to - www.bglsi.com ~ Training ~ webinar ~ webinar registration form
BG will again be offering our
BG BOOT CAMP
service training for Owners, managers, advisors, and technicians.
This training has proven valuable to all who attend.
December 9 or 10 from 9am-3pm
Lunch provided.
The instructors, Dan Butler and Konrad DeLong have over 70 years automotive
experience, from technician, to manager, to manufacturer's field engineering
these instructors bring a wide range of information to the learning experience.
We will discuss:
ä Technical Reasons for Maintenance
ä Sales and Marketing Techniques
ä Product Demonstration - How BG Products Work
ä And Much, Much, MORE!
Seminar Location:
BG Product Training Center • 8703 Fallbrook Drive, Houston, TX 77064
Konrad DeLong
BG Products
281-703-0211
Page 6
ASA Houston - Shop Talk
December 2014
Houston, TX • December 2, 2014
Page 7
December 2014
ASA Houston - Shop Talk
MAKE CUSTOMER SERVICE A TASK
I
t's essential to have a broad and inspirational vision for
customer service, but in the real world, vague concepts
like “put the customer first” get lost in the shuffle.
Remember that you and your employees see the business
from a different point of view. You see your organization
from the top down. For you, customer service is part of an
overall strategy to build sales and enhance loyalty.
Your employees, on the other hand, see your organization
from the bottom up. For them, customer service is just one
more “task” in an already busy day.
Why fight it? Because your staff sees customer service as a
task, deal with it that way. Forget
the inspirational lectures. Just work on one, simple “taskoriented” idea at a time and post
that idea where employees can see it every day.For
example, you may want to encourage your staff to be more
personable by looking each customer in the eye and
smiling at them. Explain what you expect in a brief staff
meeting,
Then boil it down to a few words on a note: Make EYE
contact and SMILE.
Place your note at cash registers, on break room walls, and
in other high-visibility locations.
Once you see your staff mastering that one simple idea,
move on to another. Task-by-task, your employees will
develop better customer service skills.
By dealing with customer service in a way that makes
sense to employees, and by breaking it down into bite-size
chunks, you're more likely to see results.
From Moving Targets
ASA Houston Chapter
Proudly Salutes our Veterans
At our November meeting the following ASA
members were recognized for their service
to our country;
Kevin Hill ~ Navy
Abraham Hernandez ~ Marine Corp
Javier Barra ~ Army
Ray White ~ Army
Bruce Whittaker ~ National Guard
Once again, we appreciate your service and for
taking a stand to protect our country and the
principles on which our nation was founded.
Page 9
ASA Houston - Shop Talk
December 2014
ASA Houston's
2014-2015
Directory
NOW AVAILABLE
Be sure to pick up your
copy at the monthly
meetings.
THANKS TO ASA
Thank you ASA for the
opportunity to work on the Shop
Talk newsletter. It is a pleasure
to be associated with your
organization. The income gained
from this work enables me to
spend time in my ministry work
around the globe.
Please let me know if I can be of
service to your business with
graphic design services.
1127 West 34th Street
Page 8
Dan Tidwell
dhepcwo@gmail.com
ASA Houston - Shop Talk
Page 10
December 2014
December 2014
ASA Houston - Shop Talk
Houston ASA Associate Members
Contact your local ASA Houston Associate members for products and services.
Ask about ASA Member only discounts available from these Associate Members.
A+ Transmissions Corp, Office (*)
Dennis Bloching
713-849-5800
blochingd@aol.com
HCC - Automotive Technology
Michael Cleveland
713-718-8110
michael.cleveland@hccs.edu
National Transmission
Rudy Ramkissoon
713-741-5344
rudynational@gmail.com
AAA Texas
Steve van Winkle
713-284-6650
vanwinkle.steve@AAA-Texas.com
J.A.M. Distributing
Myrl Artac
713-539-0633
artac@jamdistributing.com
Omega Transactions Corporation
Kevin Burke, Bruce Whitaker
713-465-9299
kburke@gootc.com
Admiral Linen Uniform
Barry Kelley
713-630-0303
barry.kelly@admiralservices.com
Jasper Engines & Transmissions (*)
Ed Nesbitt
800-827-7455
enesbitt@jasperengines.com
O'Reilly Auto Parts
Jeremy Reimer, Ken Allison
713-991-9259
jreimer@oreilleyauto.com
allisonken@sbcglobal.net
A-Line Auto Parts
Bobby Fulmer, Sterling Wood
713-695-5355
bfulmer@alineauto.com
swood@arnoldoil.com
Kukui
Todd Westerlund
877-695-6008
todd@kukui.com
Performance Radiator (*)
Amie Alvarado, Joe Alamia
713-694-3042
joe.alamia@performanceradiator.com
Automotive Training Institute (*)
Jim Silverman
888-471-5800x9140
jsilverman@autotraining.net
M&D (Magneto & Diesel)
Engine Parts-Fuel Injection-Turbochargers
Jim Garner
713-928-5686
jgarner@mddistributors.com
Safeguard
Mike Ratchford
281-537-8074
mike@txpsg.com
BAP-GEON
Tim Nuber
713-227-1544
timnuber@msn.com
Main Auto Parts
Tyler Sheffield
713-869-7918
tsheffield@uniselect.com
San Jacinto College
Mark Deschner
281-476-1865
mark.deschner@sjcd.edu
BG Products
Lubrication Specialist
Dan Butler
713-686-2400
dbutler@bglsi.com
Matrix Lubricants
Russell Cobb
713-557-6650
russellpcobb@yahoo.com
Shop Management Services
Scooter Owens
888-242-5025x101
scooter@smsrowriter.com
Meadowbrook Insurance (*)
Dan Tharp
800-449-1723
daniel.tharp@meadowbrook.com
TransAct Merchant Solutions, Inc.
Joe Cherry
832-539-6000
jcherry@transactms.com
Mitchell 1(*)
Monnie Fuentes
281-352-1323
Monnie1l@sbcglobal.net
Wahlberg-McCreary, Inc.
Al Lindell, Randy Harlan, Rick Daily
713-684-0000
rharlan@wahlbergmccreary.com
Christian Brothers (*)
David Eschbach
281-870-8900
David.eschbach@cbac.com
MotorAge Training/Advanstar
Communications (*)
James Hwang
(310) 857-7633
jhwang@advanstar.com
XL Parts
Mike Cooper
832-360-5680
Mike.cooper@xlparts.com
Dependable Payment Processing
Mallika Reuben
832-689-8514
mreuben2531@gmail.com
MTF Equipment
Jim Keeny
713-225-3262
jim@mtfequipment.com
Great American Business Products
Julie Byer
713-744-7823
julieb@gabp.com
NAPA Auto Parts
Peter Sarantidis
281-820-7254
peter_sarantidis@genpt.com
CarQuest Auto Parts
David Lara
505-452-6798
dalara@gpi.com
Chastang Ford
Jimmy Kochwelp
713-201-8715
jkochwelp@chastangford.com
Zurich Insurance (*)
Woody Casasent
713-703-8193
wcasasent@arrowheadgrp.com
(*) National Members
Page 11
ASA Houston - Shop Talk
Page 12
December 2014