The Merrill Co. Receives Coveted AAIA 'Head of the Class' Award For Excellence In Education And Training

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The Merrill Co. Receives Coveted AAIA ‘Head of the Class’ Award For Excellence In Education And Training

For the second consecutive year, a member of the Aftermarket Auto Parts Alliance has received the AAIA Head of the Class Award in the Warehouse Distributor Category.

Counterman Staff
By Counterman Staff
Published:

SAN ANTONIO – For the second consecutive year, a member of the Aftermarket Auto Parts Alliance has received the AAIA Head of the Class Award in the Warehouse Distributor Category.
 
The Merrill Co. was named the 2013 winner of the award by AAIA. The award recognizes companies for outstanding support of employee education and training. Head of the Class winners see training and education as a high value investment in their people that benefits their employees, companies and the entire aftermarket industry.
 
"If you believe in your employees, they’ll rise to the occasion," said Dave Kimbell. Kimbell is the director of marketing for The Merrill Co. and also serves as the chairman of the Training and Education Committee for the Aftermarket Auto Parts Alliance. “At The Merrill Co., we do not view training as a cost, rather as an investment. Time and time again, we see that well-trained associates are more motivated and more focused on their careers. They have a better understanding of our customer-centric ‘Service is the Difference’ culture. Additional results include lower employee turnover, cost reductions, greater revenue generation and productivity improvement.”
 
“At the Alliance, we are particularly proud of The Merrill Co. becoming yet another Alliance member to win this prestigious award," said John Washbish, president and CEO of the Alliance. “Coming on the heels of Auto Parts Headquarters and Crow-Burlingame Co.’s wins last year, it speaks volumes about the quality of shareholders we have in the Alliance. Our members are committed to doing the right things and it is gratifying for them to be recognized with these awards."
 
 

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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.

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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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