Barry Fitzgerald, Counterperson of the Year Rock Solid

Strong catalogue skills are a counterperson’s best friend, and few understand this better than Barry Fitzgerald, the 2006 Jobber News Counterperson of the Year.

The 38-year-old Fitzgerald, who has worked the counter for most of his 18 years at Colonial Auto Parts, Newfoundland’s largest jobber network, has taken catalogue skills and a zest for research to a new level. He devours every new catalogue cover to cover, understands electronic catalogue resources in detail, works to ensure that customers have access to all available training, and has made it a personal mission to ensure that everyone in his organization benefits. That has made him a very valuable part of the team at the Bestbuy Distributors shareholder.

For him, it’s a habit that started in a modest way.

“I knew somebody who worked here and I was lucky enough to get a job. Like anyone, I started out on the road doing deliveries, then working in the warehouse.”

But there must have been some obvious positive quality apparent in the twenty-something Fitzgerald, because it wasn’t long before he got the call from company principal Bill Elton to move up the ranks.

“Mr. Elton came up one day and said, ‘You’re not going to learn anything down there. Go call a number and get into it.’”

It was trial by fire, to be sure. He was put in charge of getting all new catalogues and price sheets out to the growing network of stores: four stores when he started, a total of 14 now.

“I started reading all the catalogues that came in. I think that is a good way. A few guys have come here after me and that’s the first thing I show them.

“Once you get familiar with the cataloguing, you’re not afraid to tackle anything else. The information is there; it is just a matter of finding it.”

He admits to having a few nerves when he began handling customer calls, but that passed before long.

“It was a little intimidating, but as time went by I got used to it.”

Of course, there have been some important changes to the counterperson’s job over the years, the most visible of which is the advent of electronic cataloguing. Fitzgerald gives it a qualified nod of approval.

“It speeds things up to a point, for some of the basic stuff. But for other things I really look in the paper catalogues almost as much.”

His habit of making notes in the paper catalogues keeps the trusted hard copy invaluable as a resource–some catalogues may give two options for a part, but not describe why, and paper is still sometimes more up to date.

Still, he sees electronic resources improving every day.

“It certainly makes it faster, there’s no doubt about it. It’s only of late that we came online with product images. That helps out. And the fact that so many suppliers are getting their own e-catalogues online gives you another source of information.”

For Fitzgerald, it’s all about staying on top of new products and applications and being able to help customers obtain hard-to-find parts.

“I had one not too long ago. A gentleman was looking for a carb for a marine engine. It was on an old 350 inboard. The only difference from the usual 350 carb was that the fuel connection had a right angle. He found it hard to find one. We had an option for a kit, but he wanted the whole unit.”

It was, says Fitzgerald, a task that took longer than he expected to accomplish–all the way to the end of the day.

“That must have been a slower day,” he quips. “He was fantastic with us. He had been all over looking for one.” He says that it is not uncommon for customers to end up on Colonial’s doorstep with talk of having had no luck elsewhere.

“That’s pretty good when those guys go around to a lot of the other places. We have a couple of different sources, but I think that just goes back to the books. We have a library of them.”

The one overriding lesson he has brought with him is never say never.

“The important thing to learn is that just because one source says something isn’t available, doesn’t mean it isn’t.”

Fitzgerald’s passion for learning has translated into a positive outlook that pays dividends both personal and professional.

“I do like coming to work in the morning. The gratification of customers, saying ‘good job Barry, thanks a lot.’ Our business here is mostly the garages. The guys rely on you. If you can come through for them and make their life easier, I know I’m going to get the next call.

“I hope I get the next call!” he adds with a laugh.

And it’s not just about parts; customers need training to stay on top of changing repair demands.

“We try to put on as many seminars as we can through different suppliers. We try to update them on the new stuff coming out,” particularly in electronic diagnostics, which is becoming of increasing importance. Plus, Colonial has a full satellite training room.

Fitzgerald understands the importance of staying on top of things.

“Every day things are changing, something new that contradicts yesterday’s experience. Every time something like that comes up, you have to get to the bottom of it, because for sure you are going to be asked about it.

“Take gear oils and transmission fluids, for example. Unless you know them, you are going to be scrambling to figure them out.”

Sometimes it can take a significant investment in time to get to the bottom of changes; and he’s quick to pass along the information to the Colonial network. It is a habit that seems to have caught on with the entire staff.

“Normally, most guys around here take pride in picking up on those things.”

Still, Fitzgerald remains the main clearinghouse for updates and information. It’s a role he relishes.

“I’m not one to be in the limelight, but people tend to put you there. I don’t mind that at all. I enjoy finding out all the information that I can.”

He admits that the job can get a bit hectic sometimes, but overall he believes in the innate value of what he and other counterpeople bring to the job.

It’s important, for example, to give customers the appropriate product options.

“Some will just want low-end product, but when you mention the premium parts, they’ll ask what the difference is. Take brake pads, for example. Older people tend to want the better quality product. The backyard fellas tend to want any product they can bang on.

“But if you mention the other product, it opens the door for the upsell. A lot of times you can tell by looking at the person.”

And, from the trade side, it tends to be the better shops that want the quality brands.

It’s just one of the many things he has learned over the years, but it all starts with the catalogues. It is a method that he recommends to anyone looking at counter sales as a career option.

“First thing, do what I did: get into the catalogues. Go play with the computer. Look around the warehouse and look what’s in every department, not only what’s in hard parts.

See what’s new and be constantly looking and listening. The catalogues are my number one. Know how to read them and when a new one comes out, grab it.”

Use the Internet for suppliers, and keep track of things you learn along the way.

“And have notes in your books. Normally our books are marked up. On our computer system, we’ll add to the notepad. Just to minimize the chance of getting the wrong parts.

“Some suppliers give more information than other suppliers. That’s why I like the online method.”

Fitzgerald says that it is as much the chance he was given to prove what he can do that has helped him on his way. He gives a great deal of thanks to Bill Elton and Colonial general manager Doug Squires.

“Without their confidence in me, I would never have made it to the point I am at today. Mr. Elton had all kinds of confidence in me right from the beginning years ago. And they’re a fantastic crew and they do anything they can for any of their employees.”

He gives a great deal of credit to the management and staff of Bestbuy Distributors, who are always prepared to help, and to customers who have helped him learn.

And of course he thanks his wife Christine for putting up with the challenges of being hooked up with him for all these years. “But she’s good with that. The benefits outweigh the negatives, I guess,” he says with a smile.

The same can be true of his time at Colonial.

“It is a good place to be. You have fun with our customers, especially the ones you talk to every day. And any customers that come in, as friendly as you are to them, they’re going to be to you. That’s pretty gratifying. I enjoy my day. It’s a nice way to make a living.”

About the Counterperson of the Year Award

The Jobber News Counterperson of the Year Award was created in honour of Abe Schwartz, who spent more than 50 years behind the counter as owner of hundred-year-old British Auto Supply in Toronto, Ont. It was presented for the first time in 2005. Jobber News has served the Canadian automotive aftermarket for 75 years.

The award is sponsored by computer systems supplier Activant and Wakefield Canada, Castrol’s Canadian distribution partner, and recognizes the importance of the front-line worker to the success of the automotive aftermarket parts wholesaler as well as the aftermarket at large.