Filtration Hits The Road As FRAM Debuts Mobile Education Unit

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Filtration Hits The Road As FRAM Debuts Mobile Education Unit

FRAM launches summer-long tour with new mobile unit designed to engage, educate and train consumers about filtration.

Counterman Staff
By Counterman Staff
Published:

LAKE FOREST, Ill. — FRAM Filtration today announced the schedule of events for a 2013 cross-country tour that will feature a new mobile education unit equipped with interactive displays around oil and air filtration and FRAM’s products. The traveling unit, developed by FRAM and Prestone, will visit popular automotive enthusiast events, training centers and retail locations across the country.
 
“Our goal is to cultivate meaningful relationships with those who invest time and consideration into the maintenance and performance of vehicles,” said Josh Gordon, marketing director for FRAM Filtration. “We anticipate using the FRAM mobile unit as a tool to bring filtration education and information about FRAM’s quality products to our retail customers, commercial garages and shop owners, technicians and car enthusiasts everywhere.”
 
The FRAM mobile education unit includes a sprinter van equipped with video screens for easily accessible on-site trainings and a 24-foot branded trailer that houses FRAM’s product and filtration displays. FRAM’s air filter display uses a hands-on model to illustrate how an air filter helps eliminate dirt and dust particles from a vehicle’s air flow, and the FRAM oil filter display uses fiber optics to trace the path of oil through an engine and filter. Each display also features examples of FRAM’s oil and air filter products.
 
The FRAM mobile education unit will travel to retail locations across the country for customer events. FRAM will also bring the mobile education unit to popular automotive events throughout the summer including the Car Craft Summer Nationals, Woodward Dream Cruise, NOPI Nationals and O’Reilly Street Machine Nationals.
 
“We want to bring filtration discussion to the frontlines,” said Gordon.
 
2013 appearances include the following:
•June 14 – Walmart Event, Store 2310 – Knoxville, Tenn.
•June 15 – Walmart Event, Store 2065 – Knoxville, Tenn.
•June 16 – Walmart Event, Store 1319 – Knoxville, Tenn.
•June 21 – Walmart Event, Store 571 – Georgetown, Ky.
•June 22 – Walmart Event, Store 1210 – Nicholasville, Ky.
•June 23 – Walmart Event, Store 2060 – Lexington, Ky.
•July 19-22 – Car Craft Summer Nationals – Minneapolis, Minn.
•Aug. 17 – Woodward Dream Cruise – Detroit, Mich.
•Sept. 21-22 – NOPI Nationals – Atlanta, Ga.
•Sept. 28-29 – O’Reilly Auto Parts Street Machine Nationals – Springfield, Mo.
 
For regular updates on FRAM mobile education unit summer tour appearances, fans should visit FRAM on Facebook at facebook.com/framfiltration or follow FRAM on Twitter at @FRAM_Filters.

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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.
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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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