Greenwood on Management: Terminology Determines the Public’s Image and Our Mind-Set

Words used every day in our life determine for other people, and convince us, who we really are. Perhaps it is time to do a review and see how we, and our industry, have been neglecting today’s realities. Many of us want to move our business, and industry, to a higher level, yet our everyday words used within our business, and industry, is telling our subconscious that nothing has changed. Maybe we should do a review and correct the message we are sending to ourselves and the public…

Consider that from the 1920’s through to even the late 1990’s, the person who owned and managed an automotive maintenance shop was always called an “Installer” by the rest of the industry. The fact is this individual, today, must be totally focussed on the relationship between the shop and his/her customer/client in order to customize, and manage, the vehicle’s maintenance package to ensure the customer/client’s proper return on their investment in that vehicle is achieved. Today this individual truly is a “Service Provider”.

Consider that throughout the past century, a person who worked on the car, and fixed them, was always called a “mechanic”, and even today, throughout our industry, and the education system, it is still verbally referred to as a “Mechanic’s License”. The fact is, today, this individual has to know more than the mechanical workings of the automobile; this person must also understand electricity, computer modules, mathematical graphs and interpretation of same, the biology of various fluid interaction, and how all function together within the vehicle in all climate conditions. Today, this highly skilled individual truly is an “Automotive Service Technician”.

Consider that throughout the entire education system, and our own industry, because we don’t wear a tie and suit to go to work within the shop, or because we don’t go to a common public university to obtain our education, we are classified as a “Trade”. The term “trade” seemingly implies a “lesser” of something, or refers to a person who moves from “job to job”, not necessarily in terms of company, but more in terms of day to day function. Today, each vehicle being serviced is a different “relationship” that must be carefully nurtured. Is this terminology of “trade” not a “perception” of a “lesser professional person” in the mind-set of the consumer, or even our own industry executives? Truly, the skill level today to operate within our entire industry, at every level, from the Manufacturer up to the Service Provider , calls for the abilities to develop personal relationships, and various skills in many different capacities, so today, to move into the automotive aftermarket industry, truly is the decision to move into a career oriented “Profession”.

Consider all work performed by a “Mechanic” was, and still is, referred to as the “Labour Rate” of the shop. The word “labour” can bring up the connotation in peoples minds of “work hard”, “dirty”, “grease monkey”, or the perception of something to be “fixed”. Today, interpretation is required by the technician, leading to the diagnosed conclusion as to what the problem really is. He/she must work smart, therefore, would it not be better, to enhance the consumers perception, and our own dignity, to move to the term “Technical Service Rate” for basic Maintenance Service and “Diagnostic Analysis Rate” for Diagnosing/ Interpreting a problem?

Consider that every warehouse distributor is trying their best to enhance their relationship with their Jobbers and Service Shops that they do business with by bringing in certain “Programs” that they enhance or develop. Once again, this terminology of “Programs” is not doing our own mind-set, or the effort required by the WD, any justice. Consider that the term “program” refers to “a one time step to arrange a program of or for”, “a system of projects or services intended to meet a public need”, “an announcement of the events that will occur”, “something that has an end to”. I really don’t think these terms define, or imply, what the WD had in mind, yet everyone clings to the term so hard. I believe in today’s business realities, the WD’s intent is to really try to deliver “Value” to their Jobbers and their customer/clients. Perhaps by changing the term to “Value”, the real message will get across. Instead of “what programs are you delivering”, we should ask “what Value are you bringing”? Shop owners should also consider the “Value” they bring to their clients for the effort performed, rather than focussing on “Specials” in their marketing.

Consider that every consumer who makes a purchase from any other type of retail establishment is issued a “Receipt” or “Invoice”. Only in our industry do they hear the term “Work-Order”. This term was developed in World War 1 where the Sargeants issued a work-order to the Privates to fix the mechanical tanks. If you been paying attention lately to the news on television you would have heard…….World War 1 is over!! Also, I have never asked my waiter at a restaurant for my “work-order”, or received a “work-order” from my grocery store. Consider eliminating the term “work-order” from our vocabulary in front of the public, which seemingly implies a “lower level”of retailing/service, and move to a term they (the public) are accustomed to hearing, namely, “Receipt” or “Invoice”.

There is no doubt that changes like these would take time to adopt as we would have to practice using the terms over and over, and also because we are an industry sector who really does not like to change our own way of thinking. You can disagree about some terms and mind-set suggestions, but please honestly ask yourself, is it because “you” like to get into a pattern of thinking that will serve “you” for “your” entire life, or have you really ever considered (thought about) what the perception really is “out there” in the consumers mind? Do you really care? If we want to change the consumers perception of us, and move to the next level, then all of us within the industry must change, first, our perception of us and what we are. Consider it.

Robert (Bob) Greenwood is President and CEO of E. K. Williams & Co. (Ontario) Ltd. and Automotive Aftermarket E-Learning Centre Ltd. Bob has over 27 years of Business Management experience within the automotive industry, counseling individual shops in Ontario. E. K. Williams & Co. (Ontario) Ltd. offices specialize in the independent sector of the automotive industry, preparing analytical operating statements for Management purposes, personal and corporate tax return completion, Business Management consultation and Business Management and Employee Development Courses. Visit E. K. Williams & Co. on the Internet at www.ekw.ca and sign up for their FREE monthly management letter sent to you by E-mail. Automotive Aftermarket E-Learning Centre Ltd. is a company devoted to developing Automotive Shop Business Management skills through the E-Learning environment over the inter-net. Students learn at their own speed, and at a time, and place, that best suits their needs; available 7 days a week 24 hours a day. Visit Automotive Aftermarket E-Learning Centre Ltd. on the Internet at www.aaec.ca

Bob can be reached at (613) 836-5130, 1-800-267-5497, FAX (613) 836-4637 or by E-mail; greenwood@ekw.ca or greenwood@aaec.ca