Advance Auto Parts Enters Multi-Year Partnership With Indianapolis Motor Speedway

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Advance Auto Parts Enters Multi-Year Partnership With Indianapolis Motor Speedway

The agreement designates Advance Auto Parts as the official partner of the Indianapolis Motor Speedway at events including the legendary Indianapolis 500, Brickyard 400, INDYCAR Grand Prix, Lights at the Brickyard, and more. Advance Auto Parts has more than 5,100 company-operated stores across the United States and Canada.

Counterman Staff
By Counterman Staff
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Advance Auto Parts, a leading automotive aftermarket parts provider in North America that serves both professional installer and do-it-yourself customers, has signed a strategic, multi-year partnership with the iconic Indianapolis Motor Speedway (IMS).

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The agreement designates Advance Auto Parts as the official partner of the Indianapolis Motor Speedway at events including the legendary Indianapolis 500, Brickyard 400, INDYCAR Grand Prix, Lights at the Brickyard, and more. Advance Auto Parts has more than 5,100 company-operated stores across the United States and Canada.

“Advance Auto Parts is a perfect fit with the Indianapolis Motor Speedway,” said Matt Davis, Advance Auto Parts marketing and sponsorships manager. “Indianapolis is the racing capital of the world, and we couldn’t be more eager to see the Advance Auto Parts brand represented with one of the most famous sports venues on Earth.”

The IMS Radio Network also will be renamed the Advance Auto Parts INDYCAR Radio Network.

“We’re thrilled to welcome a globally recognized brand and first-class company like Advance Auto Parts to the Indianapolis Motor Speedway’s family of sponsors and lineup of world-class events,” IMS President Doug Boles said. “Advance Auto Parts represents quality and places its customers first, and those values also are so important to us. We are grateful to LST Marketing for its skilled work in facilitating a partnership that showcases the growing and cross-generational reach of our fan base.”

“Our brand and the name ‘Indy’ are synonymous with excellence in automotive,” Davis said. “We can’t wait to get started.”

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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.
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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