AAPEXedu To Spotlight Latest Marketing Strategies

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Counterman has been serving auto parts jobbers, retailers and distributors since 1983.
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AAPEXedu To Spotlight Latest Marketing Strategies

AAPEX 2016 is expected to feature more than 2,200 exhibitors and 45,000 targeted buyers. Approximately 160,000 automotive aftermarket professionals from more than 140 countries are projected to be in Las Vegas during AAPEX.

Counterman Staff
By Counterman Staff
Published:

Aapexedu-Logo-300x154

To keep automotive aftermarket professionals ahead of the curve, many of this year’s AAPEXedu 2016 sessions will focus on new ways to connect with today’s digitally savvy customers.

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Aapexedu - LogoSessions in the AAPEXedu Marketing, Branding and Customer Relationships track will include:

  • Next Generation Marketing: Successfully Positioning a Brand or Service with the Millennial Buyer
  • CRM is Not a 4-Letter Word (Getting ROI from CRM)
  • The Digital Seller: How to Make the Internet Your Best Friend and Dramatically          Increase Sales Success
  • How to Become the Wikipedia of the Industry to Build Your Brand, Business and Bottom Line
  • Content Marketing: Storytelling That Brings Bigger Revenues with Less Selling;
  • Customer Experiences: Start Showing. Quit Telling
  • No! Really! What is Your Competitive Edge?

The Marketing, Branding and Customer Relationships track is one of five education tracks in the 2016 AAPEXedu program. Additional tracks include Connected Car Opportunities, Sales and Purchasing, Industry Trends and a Service Professionals program.

A General Session address by retired General Michael Hayden, former director of the Central Intelligence Agency and National Security Agency, will round out the 2016 AAPEXedu program. Gen. Hayden will speak from 8 to 8:50 a.m. PST on Wednesday, Nov. 2, at the Venetian in Las Vegas. The AAPEX General Session is free to all AAPEX attendees and no pre-registration is required.

The AAPEXedu program starts on Monday, Oct. 31 and runs throughout AAPEX, Nov. 1 through Nov. 3, at the Sands Expo in Las Vegas. All sessions are accredited by the University of the Aftermarket toward the Automotive Aftermarket Professional (AAP) and Master Automotive Aftermarket Professional (MAAP) designations.

AAPEX 2016 is expected to feature more than 2,200 exhibitors and 45,000 targeted buyers. Approximately 160,000 automotive aftermarket professionals from more than 140 countries are projected to be in Las Vegas during AAPEX.

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Auto Industry

Customer Service: How It’s Done

Customer service should be your number one priority, and it all starts with the greeting.

Eric Garbe
By Eric Garbe
Eric Garbe is a graduate of Columbus State Community College with a degree in Automotive Maintenance Technology. He has extensive independent and dealership field experience as a technician and shop owner and is an ASE Certified Master Technician and former Adjunct Automotive Professor. He has been professionally writing automotive technical articles and documents for many years and in his free time enjoys restoring old cars and creating custom interiors and upholstery.
Published:

This is always an important topic to discuss, because I consider excellent customer service one of the most important tools you can have to earn trust, respect and repeat business from the customers that come through your door. Whether that customer is do-it-yourselfer from across town or the professional repair shop across the street, your business depends on a solid relationship.It’s a subject that I am passionate about, and it’s one that many people are losing touch with. Whether you are communicating to someone in person, on the phone or using some type of social media, good customer service and bad can both exist. You can’t afford the latter, so this is the first in a series of topics which can and should be shared from the front of the shop to the back. No matter which role you hold, you represent the shop and yourself. Customer service should be your number one priority.First on the list is the greeting. From the second a customer walks in the door, they need to know you appreciate them coming in and how important they are to your business. First impressions are everything and here’s the correct way to do it each and every time: look them directly in the eye, smile and say hello!Of course, you can say “Good morning” or “Welcome to Joe’s Autocare,” but it should be a formal greeting and the most important thing is that you have smiled, looked them in the eye and recognized that they have walked through the door.You should always retain a formal greeting until you are on a first-name basis with a customer. Only once you have established that level of relationship is it OK to use the less formal greeting of “Hi,” followed by the person’s name.This greeting does more than just indicate respect and appreciation for someone walking through the door. Most likely there are customers both new and old who are in earshot of your conversation. For newer customers, this continues to build rapport and reinforce their positive view of your shop; they see that you demonstrate respect and treat everyone in the same manner. For repeat customers, even ones that have been coming for years, the greeting is important because the way you treat them is the reason they continue to come.And when a long-time customer comes in and you greet them with “Hi [First Name],” this indicates your appreciation for them and that you’re glad to see them as a person, more than just a customer. New customers that witness this will see that your repeat customers are comfortable enough to be on a first-name basis, another indication of the trust they have in you.

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