Hammer & Dolly October 2015

www.grecopublishing.com

October 2015Volume 9, No. 10

$5.95

SEMA 2015 Preview Growing Your Business Online WMABA Goes Down Under

www.wmaba.com

HD1015.qxp_Layout 1 10/7/15 6:08 PM Page 1

3October 2015

4 October 2015

COVER STORY2015 WMABA GOLF OUTING HIGHLIGHTSA WMABA industry-building event brings local repairers andvendors to the green.PHOTOS BY ALICIA FIGURELLIFeatured on this months cover is Axalta Team (2): Rick Plum, Mike Pecilunas, Bill Butler

Images www.istockphoto.com

DEPARTMENTS6 Calendar of Events

7 WMABA Meeting Notice

10 Editors MessageJOEL GAUSTEN

12 Executive Directors MessageJORDAN HENDLER

16 WMABA SponsorshipPage

17 Whats WMABA Up To?

17 WMABA MembershipApplication

20 Technician ofthe Month: Randy SeekJACQUELYN BAUMAN

48 Presidents MessageDON BEAVER

50 Advertisers Index

5October 2015

CONTENTSOctober 2015

44

22

32MARKETING FEATURE

INTERNET MARKETING: WHERE DO I START?A preview of this months special WMABA presentationin Virginia. BY LEE EMMONS

INTERNATIONAL NEWSWMABA REPS SHINE AT AUSTRALIANINDUSTRY FORUM WMABA members travel Down Under for anunforgettable experience.

28NATIONAL FEATURE

EQUIPMENT AND TRAINING IN THE REALWORLD: A CONVERSATION WITH DAVEGRUSKOSA frank discussion on an evolving industry. BY JOEL GAUSTEN

38The excitement builds as the trip to Vegas gets closer. BY JOEL GAUSTEN

SEMA UPDATESEMA 2015: INSIDE THE COLLISIONINDUSTRYS GREATEST WEEK

6 October 2015

October 1, 2015RePlAceMenT oF sTeel uniTizeD sTRucTuResSouthern Collision Center, Chesapeake, VAFull-FRAMe PARTiAl RePlAceMenTRefinish Solutions, Springfield, VA

October 6, 2015ADhesive BonDingHarrison Body Works, Richmond, VAADhesive BonDingCoxtons Gold Team Collision Center, Yorktown, VAsecTioning oF sTeel uniTizeD sTRucTuResSouthern Collision Center, Chesapeake, VA

October 7, 2015AluMinuM PAnels & sTRucTuRes DAMAge AnAlysisRefinish Solutions, Springfield, VA

October 8, 2015AluMinuM exTeRioR PAnel RePAiR & RePlAceMenTHarrison Body Works, Richmond, VAPlAsTic & coMPosiTe RePAiRFrederick Co. Career & Tech, Frederick, MDsqueeze-TyPe ResisTAnce sPoT WelDingSouthern Collision Center, Chesapeake, VAcoRRosion PRoTecTionRadley Chevrolet, Fredricksburg, VAoveRvieW oF cycle TiMe iMPRoveMenTs FoR The collision RePAiR PRocessRefinish Solutions, Springfield, VA

October 13, 2015sTeeRing & susPension DAMAge AnAlysisSouthern Collision Center, Chesapeake, VA ADvAnceD sTeeRing & susPension sysTeMs DAMAge AnAlysisHarrison Body Works, Richmond, VAsqueeze-TyPe ResisTAnce sPoT WelDingCoxtons Gold Team Collision Center, Yorktown, VA

October 15, 2015Full-FRAMe PARTiAl RePlAceMenTHarrison Body Works, Richmond, VAsqueeze-TyPe ResisTAnce sPoT WelDingFrederick Co. Career & Tech, Frederick, MDBluePRinTing PRocess AnD DAMAge DiscoveRyMoore Cadillac, Chantilly, VA

October 20, 2015ADvAnceD sTeeRing & susPension sysTeMs DAMAge AnAlysisCoxtons Gold Team Collision Center, Yorktown, VAWelDeD & ADhesively BonDeD PAnel RePlAceMenTSouthern Collision Center, Chesapeake, VA

October 21, 2015RePlAceMenT oF sTeel uniTizeD sTRucTuResRefinish Solutions, Springfield, VA

October 22, 2015AuToMoTive FoAMsSouthern Collision Center, Chesapeake, VAunDeRsTAnDing & PRevenTing ReFinish DeFecTsFrederick Co. Career & Tech, Frederick, MDcoRRosion PRoTecTionRefinish Solutions, Springfield, VABluePRinTing PRocess AnD DAMAge DiscoveRyRosner Collision Center, Fredericksburg, VA

October 22, 2015WMABA Presents: Online Marketing Basics: Website, Video, Social Mediaby AP MediaPrecision Collision, 7901 Kincannon Place, Lorton, VA 6:30pm Networking / 7pm PresentationFor more information, visit wmaba.com or see opposite page.

November 3-4, 2015Collision Industry ConferenceWestgate Las Vegas Resort & Casino, Las Vegas, NVNovember 3-6, 2015SCRS Repairer Driven Education (RDE) at SEMA 2015Las Vegas Convention Center, Las Vegas, NV

November 5, 2015OEM Collision Repair Technology Summit Las Vegas Convention Center, Las Vegas, NV

Industry training opportunitiesand don't-miss events.

www.i-car.com or (800) 422-7872 for info

CALENDAR OFEVENTS

October 27, 2015MeAsuRing Southern Collision Center, Chesapeake, VAPlAsTic & coMPosiTe RePAiRHarrison Body Works, Richmond, VAFull-FRAMe PARTiAl RePlAceMenTCoxtons Gold Team Collision Center, Yorktown, VAResTRAinT sysTeMs DAMAge AnAlysisVirginia Farm Bureau, Richmond, VA

October 28, 2015ADvAnceD sTeeRing & susPension sysTeMs DAMAge AnAlysisN T Auto Body, Alexandria, VAsTRucTuRAl sTRAighTening sTeelRefinish Solutions, Springfield, VA

October 29, 2015sTeel uniTizeD sTRucTuRes Technologies & RePAiRSouthern Collision Center, Chesapeake, VAhAzARDous MATeRiAls, PeRsonAl sAFeTy & ReFinish sAFeTyRadley Chevrolet, Fredricksburg, VAsecTioning oF sTeel uniTizeD sTRucTuResRefinish Solutions, Springfield, VA

November 3, 2015oveRvieW oF cycle TiMe iMPRoveMenTs FoR Thecollision RePAiR PRocessSouthern Collision Center, Chesapeake, VA PlAsTic & coMPosiTe RePAiRCoxtons Gold Team Collision Center, Yorktown, VAcoloR TheoRy, Mixing ToneRs & TinTingHarrison Body Works, Richmond, VA

November 4, 2015AuToMoTive FoAMsRefinish Solutions, Springfield, VATRiM & hARDWAReRadley Chevrolet, Fredericksburg, VA

November 5, 2015 RePlAceMenT oF sTeel uniTizeD sTRucTuResHarrison Body Works, Richmond, VAcoRRosion PRoTecTionSouthern Collision Center, Chesapeake, VAAlTeRnATive Fuel vehicle DAMAge AnAlysis & sAFeTyRefinish Solutions, Springfield, VA

November 10, 2015AlTeRnATive Fuel vehicle DAMAge AnAlysis & sAFeTySouthern Collision Center, Chesapeake, VA 2015 FoRD F-150 sTRucTuRAl RePAiR TRAining couRseHarrison Body Works, Richmond, VA

CLASSLISTINGS

AluMinuM PAnels & sTRucTuRes DAMAge AnAlysisVirginia Farm Bureau, Richmond, VAcoloR TheoRy, Mixing ToneRs & TinTingCoxtons Gold Team Collision Center, Yorktown, VA

November 12, 2015sTRucTuRAl sTRAighTening sTeelSouthern Collision Center, Chesapeake, VAunDeRsTAnDing & PRevenTing ReFinish DeFecTsRefinish Solutions, Springfield, VA MeAsuRing Radley Chevrolet, Fredericksburg, VA hAzARDous MATeRiAls, PeRsonAl sAFeTy & ReFinishsAFeTyFrederick Co. Career & Tech, Frederick, MD

November 17, 2015susPension sysTeMsSouthern Collision Center, Chesapeake, VAunDeRsTAnDing & PRevenTing ReFinish DeFecTsCoxtons Gold Team Collision Center, Yorktown, VA

November 18, 2015ADvAnceD MATeRiAl DAMAge AnAlysisN T Auto Body Inc., Alexandria, VA squeeze-TyPe ResisTAnce sPoT WelDing Refinish Solutions, Springfield, VA

November 19, 2015hAzARDous MATeRiAls, PeRsonAl sAFeTy & ReFinishsAFeTyRefinish Solutions, Springfield, VAcoloR TheoRy, Mixing ToneRs & TinTingFrederick Co. Career & Tech, Frederick, MD

November 24, 2015ADvAnceD MATeRiAl DAMAge AnAlysisVirginia Farm Bureau, Richmond, VADocuMenTATion & DigiTAl PhoTogRAPhyCoxtons Gold Team Collision Center, Yorktown, VAhAzARDous MATeRiAls, PeRsonAl sAFeTy & ReFinishsAFeTySouthern Collision Center, Chesapeake, VA

November 30, 2015 DRiveTRAins & engine MounTsMoore Cadillac, Chantilly, VA secTioning oF sTeel uniTizeD sTRucTuResHarrison Body Works, Richmond, VA

7October 2015

WMABA PresentsOnline Marketing Basics: Website, Video, Social MediaPresented by AP Media

6:30pm Networking 7:00pm Presentation

Location: Precision Collision7901 Kincannon Place, Lorton, VA 22079Questions? Contact Jordan Hendler at (804) 789-9649 /[email protected] / www.wmaba.com

Register online at www.wmaba.com

Lee Emmons is vice president incharge of AP Media, based inSykesville, MD. He and hisagency are certified Google Partners, with certifications in AdWords and in Googles Video Advertising Advanced Certification. You can visit hiscompanys website at AbsolutePerfectionMedia.com.

Information and updatesfrom WMABA.

NEWSLOCAL

SAVE THE DATE!October 22, 2015

8 October 2015

9October 2015

Rodney Bolton ([email protected]) 410-969-3100 ext. 250Mark Boudreau ([email protected]) 703-671-2402Kevin Burt ([email protected]) 301-336-1140

RT Plate ([email protected]) 703-929-8050Phil Rice ([email protected]) 540-846-6617

ADMinisTRATionexecuTive DiRecToRJordan Hendler ([email protected]) 804-789-9649WMABA coRPoRATe oFFiceP.O. Box 3157 Mechanicsville, VA 23116

sTAFFPuBlisheR Thomas greco

[email protected]

DiRecToR oF sAles Alicia [email protected]

eDiToR Joel [email protected]

MAnAging eDiToR Jacquelyn [email protected]

ART DiRecToR lea [email protected]

oFFice MAnAgeR Donna [email protected]

PUBLISHED BY TGP, Inc.244 Chestnut St., Suite 202Nutley, NJ 07110973-667-6922 FAX 973-235-1963

Reproduction of any portions of this publication is specifically prohibited without written permission from the publisher. The opinions and ideas appearing in this magazine are not necessarily rep re sen ta tions of TGP Inc. orof the Washington Metropolitan Auto BodyAssociation (WMABA). Copyright 2015Thomas Greco Publishing, Inc.

FIFTEENYEARS OFFRIENDSHIPS

Fifteen years ago today, I walked into theThomas Greco Publishing, Inc. office for thefirst time as the companys managing editor. Atthe time, I was fresh out of school and eager tobuild a career in publishing. Since I was aboutto spend a considerable amount of timecovering an industry that was quite unfamiliar to me, I decided that the best thing to do wouldbe to reach out to as many shop owners,technicians, auto parts dealers/suppliers and

Joel gausten(973) 600-9288

[email protected]

MESSAGEEDITORS

10 October 2015

WMABA oFFiceRsPResiDenT Don Beaver

[email protected] 443-539-4200 ext. 17061vice PResiDenT Torchy chandler

[email protected] 410-309-2242TReAsuReR Mark schaech Jr.

[email protected] 410-358-5155secReTARy John Krauss

[email protected] 703-534-1818iMMeDiATe PAsT PResiDenT Barry Dorn

[email protected] 804-746-3928

BoARD oF DiRecToRs

consumers as I could in order to get wide-reaching perspectives on what drove theautomotive world.

The first call I made was to a state association executive director, who gave me quitean earful about some of the many issues that shops faced (and, in many cases, continueto face) with insurers. After introducing me to these problems, he proceeded to list some ofthe ways his association was working to solve them on behalf of its members.

The second call I made was to a longtime body shop owner in New Jersey who haddecided to sell his very successful facility and devote the rest of his working years to beingan instructor at his local vocational school. He reasoned that the industry needed helpencouraging young students to pursue this trade, and he wanted to put in the effort toguide them in a positive, proactive environment.

These two conversations left a lasting impression on me for two reasons: 1) Theyshowcase just two examples of how members of the industry roll up their sleeves andwork to find solutions to common obstacles, and 2) Both of these individuals are not onlyregular contacts of mine to this day, but they are truly great people who I always enjoyseeing at industry events. Over the years, Ive been fortunate enough to build solidrelationships with some extraordinary people in the automotive field, and its always a joyto cross paths with them at either a local meeting or a major gathering on the other side ofthe country.

Of course, Im not the only one who has experienced this kind of camaraderie thatonly an industry association can inspire. As you can see by this issues coverage ofWMABAs recent Golf Outing, enjoying a day of simple fun and relaxation with industrypeers is just as meaningful as standing alongside them in a meeting room or at a StateHouse hearing.

As crazy and frustrating as this industry gets at times, never forget that you are partof a trade that survives due to the quality of its people. Its been an honor getting to knowso many of you, and I look forward to building new connections within this industry foryears to come. H&D

11October 2015

If you dont see your vendor on our list, send me a note with their information,or ask them to consider supporting the important work we do! Their continued support means that we can move aheadwith the initiatives making an impact on theindustry.

iMMeDiATe AcTion iTeM: If youhavent already, get your airfare, hotel

reservation and SEMA Registration and getto Vegas November 3-6! The informationand concentration of expanded businessopportunities is unrivaled in our industry. Noexcuses do it right now and Ill see youthere! H&D

EXECUTIVE DIRECTORS Jordan hendler(804) [email protected]

Thank YouSponsors,Fall-ingfor Us

During the preparation for our annualWMABA Golf Outing this fall, the most importantpart of the workload was gaining sponsorships.Every year, with tentative aspirations, I am overwhelmed by how giving our vendor commu-nity is. You need to know that those folks youpurchase parts, supplies, paint, services, etc.from are all going beyond the associations expectations with their support.

These same vendors get asked for sponsorships from every angle like rapid fire.Rather than shirk it off and give lame excuses,they step up. For us, its in a big way. They wantto help our association continue the good workthat we do, whether with education, advocacyor through our technical schools. Many say thatits a no-brainer to get involved in this way,but I think it is much greater than that.

Please, please, please review the list ofannual WMABA sponsors on page 16 of thisissue. Check out the coverage of the Golf Outing from September 16 on page 44. Look tosee who you work with and thank them! Callthem, email them or give them a handshake inperson for this generous effort.

Many times, our vendors take a beatingfrom us, whether for a better price or fasterservice. They heave the load of supplying ourindustry with heavy shoulders. Its not often thatyou get the opportunity to take that moment andgive them gratitude. So do that.

MESSAGE

Check the WMABA website and newsletters for regular updates and reports from theExecutive Directors perspective.

12 October 2015

Joe Mattos took home a galaxy tablet as the winner of this years Pro-Assist raffle,which benefits the Jerry Dalton Memorial education Fund.

13October 2015

14 October 2015

15October 2015

THANKS

YOU

16 October 2015

WMABAthankstheir Generous

Supportersof the newCorporateSponsor Programfor 2015!

We encourageYOUR SUPPORT

of those whoSUPPORTUS!For more information about the sponsorship program,

please contact Executive Director Jordan Hendlerat (804) 789-9649

or [email protected]

3M Automotive AftermarketAutomotive Training Institute

Certified Automotive Parts AssociationFinishMaster

Mid-Atlantic Paint & SupplyNational Coatings and Supplies

LEVEL 1

LEVEL 2

www.wmaba.com

17October 2015

WMABA MEMBERSHIP: GET YOUR QUARTER BACK

Its always a good time to get involved with WMABA. If yourereading this, your first benefit is already being realized: staying up onthe news in our area and beyond.

Get Your Team JerseySupporting WMABA is an investment in the future of your busi-

ness, and your industry. By becoming a member, you are representedin all the places the Board or Executive Director goes. Whether at atradeshow like SEMA or locally at the state capital testifying at a hearing, your interests are at the forefront. Though repairers oftenfeel competitive, the association is a place for camaraderie and community. Here, were all on the same team.

The PlaybookThe association is your resource for all things. Whether you

have a question about current Labor Rate data, operations, customer

interaction, insurer relationships, vendor products or national news,your association is the place to ask first. Through our relationshipsnationally, we can even take issues to the forefront of places such asthe Society of Collision Repair Specialists, Collision Industry Confer-ence or national contacts for insurers and vendors.

Locally, we research the governmental regulations and oversightto make sure the repair industry is protected from any negative legis-lation. Represented in both Virginia and Maryland, WMABA proposesand opposes recommended bills that come into the legislature duringopen session. Also, we work with consumer-related entities, govern-ment agencies and other related industry organizations to ensure thatthe voice of the repairer and their customer are heard.

Call the GameAs a member, you decide your personal level of participation. Do

you have interest in committees to address particular issues you feelpassionately about? Would you want to be a Board member and as-sist in guiding the direction of the association? How about sitting onthe sidelines so you can focus on your own business? All answerscan be correct! While WMABA would like to encourage your spirit ofvolunteerism, it is solely up to you at what level you get involved.

The minimum is getting your membership. 2015 can WIN with your commitment to the betterment of your business and your industry. Sign up today! H&D

Find more association updates atwww.wmaba.com.WHATS

UP TO?

18 October 2015

19October 2015

What makes an employee in any industry great? A goodteam.

Randy Seek, a painter at King Collision Center in Gaithersburg,MD, knows that he wouldnt be where he is today without the influenceof the people hes worked with in the past (both positive and negative)and the strength of the individuals he works with today.

Having been exposed to a number of shop environments sincehis days in the vocational technical program at Gaithersburg HighSchool in the early 90s, Seek is grateful for the experiences hes hadand the position he currently holds.

I have to say that from the beginning to the end, God bless, Ivebeen places with the right people around me, he states. Whether theinfluences have been good or bad, theyve all helped me get to whereI am today.

Seeks cites his positive experience with a fellow painter, ChrisCooper (a.k.a. Coop, with whom he started working early on in his career in 1993), as the reason for his strengths in decision-makingand his ability to get every job done the right way. Seek explains thathes been fortunate enough to know wonderful people in the past(like Cooper), as well as in his current position (like his managersJon Benson and Jason Thorton). He believes that under their influence, he has the foundation necessary to be successful.

I never intended on being in the position Im in, having a fullstaff, Seek says regarding his four assistants (Jose Ledesma, Ricardo Barbarra, Irving Carranza and Fidel Juarez) and fellowpainter Jason Haynes. I have the right people around me. Theyrepeople who work hard. Theyre a major part of what helps us succeed every day. I couldnt do it without them. And its not justmy team. A lot of people rely on what I do, and vice versa. Theresoffice staff, good body techs, parts people, etc. For instance, RobMorris [a body tech] has been here since my interview and hasalways been an awesome friend and coworker. He works withme and helps me out even when I dont need him.

Although the industry is often demanding, it is this aspect of automotive service that keeps Seeks interest in the field alive. Afterjoking that he may have lost his passion for painting cars from doing itday in and day out for years, he explains that the challenges of thefield (between the varying jobs that roll into the shop and the peoplewho accompany them) are what still bring him satisfaction even this farinto his career.

Despite having another five to 10 strong years of hard work leftpainting cars, Seek would eventually like to move over to the man-agement or office side of the business, and he knows that the King Collision Center family is the place where he will be able to do so.

King Collision Center has consistently been opening doors forme and others, Seek says. Theyve been good to us, allowing us to

do the things we can with what weve got. They let us give it our all,give it our best. King has been overwhelmingly good to me, and attimes Ive been ungrateful. But the doors keep opening and thingskeep falling into place throughout 17 years of employment with them.

When Seek isnt at the shop, he enjoys spending time with hiswife, Jennifer, and his four children Nicholas (17), Justin (13), Shan-non (11) and Shayne (8) keeping up with their very active lifestyle.Whether his team is at home or in the shop, Seek finds his ability tothrive through his relationships with others a lesson that many otherpeople in the industry can learn from. H&D

THE MONTHTECHNICIAN OF

Randy Seek

By JAcquelyn BAuMAn

Hammer & Dolly chats with theWMABA communitys best and brightest.

If you would like to nominate someone as Technician ofthe Month, please contact Hammer & Dolly Managing EditorJacquelyn Bauman at [email protected]

20 October 2015

The King collision center paint team: (left to right) Jasonhaynes, Ricardo Barbarra, Randy seek, Fidel Juarez and

Jose ledesma (not pictured: irving carranza)

Randy seek with his family. (clockwise from top left:nicholas, Jennifer, Justin, shayne, Randy, shannon)

21October 2015

INTERNATIONAL

22 October 2015

NEWS

WMABA's Jordan hendler participated in a panel discussion (with moderatorDavid newton-Ross) during the 2015 Australian industry Forum.

WMABAREPSSHINEat AustralianIndustry ForumWMABA's Barry Dorn represented the American industry to his peers Down under.

If you want to gain a newperspective on the US auto bodyindustry, get as far away from it asyou can.

On August 15, WMABA ExecutiveDirector Jordan Hendler and PastWMABA President Barry Dorn wereamong the collision industryprofessionals who traveled to theCrowne Plaza Coogee Beach inSydney, Australia to take part in the2015 Australian Industry Forum.Organized by David Newton-Ross ofNewton International Marketing, theall-day event featured a variety ofpanels and discussions designed togive a broad overview of the manysuccesses and challenges that definethe Australian repair industry. It alsoprovided attendees a rare look into theAmerican field thanks to activeparticipation by Hendler, Dorn andfellow stateside industry representativeGary Wano, Jr. (G.W. and Son AutoBody, Inc.; Oklahoma City, OK).

Building on the well-receivedsocial media discussion she presentedat last years Forum, Jordan Hendler

got the festivities off to an intriguingstart with a special follow-uppresentation on the topic. Newton-Ross feels that the Forums ongoingfocus on shops utilization of onlinemarketing methods offers true value toAustralian automotive repairers.

There were a lot of newattendees this year, so Jordan did aquick refresher on last year and thenprovided updates on the social mediascene, he says. Unfortunately, theaverage age of shop owners inAustralia is probably 90 percent over50. They do not really embrace socialmedia as they should, but maybe afterlistening to Jordan they will at least try!The presentation was excellent.

Naturally, WMABAs executivedirector was happy to provide a currentoverview of this important andalways-developing marketing tool.

Just like vehicle technology,social media changes so fast, shesays. As a result, a presentation canbe a lot different year after year. Thegrowth theyve had in their country isastronomical, seeing a huge increase

American industry repsgain a global perspective.

23October 2015

in the people looking for services online. Theproblem with our industry and getting on boardwith changing technology is that it is a veryslow process, and those who embrace it canown the market. It behooves everyone to lookinto how their business presence is online.

The mobile Internet revolution is stillhappening, so a huge message point was tomake sure their website is mobile responsive,she adds. It also needs to have more than thebasics, including answers to questionscustomers normally ask. If you have socialpages, they need to be connected back to thewebsite.

Later in the day, moderator and USindustry veteran Jeff Hendler (J.D. Hendler /Associates) joined Dorn and Wano in a specialdiscussion on their successful US businesses,association involvement, training activities andplans for the future. Jordan Hendler alsoparticipated in a panel exploring the future ofthe industry from an association perspective,while Dorn and Wano took part in a paneldiscussion with shop owners from Australiaand New Zealand.

Grateful to have had the opportunity toconnect with his peers Down Under, Dorn isquick to note that there are striking

commonalities between their industry and theone he experiences at home.

The Australian collision industry hasalways embraced us, and we workcollaboratively together most of the time, so itmakes it very easy and worthwhile to meet, he offers. They have the same needs andconcerns as we do. They understand thatbeing a part of and working with theirassociations is key to understanding what theyneed to do next.

Our industry is a global market, so all ourissues in the States are similar to Australia,adds Jordan Hendler. Actually, they may beeven worse off, with a major insurer owningtheir own shops and contractually obligatingpolicyholders to use them. It is not a goodsituation at all. Id really like to see theirrepresentatives attack that issue with vigor, asthis situation is incomprehensible to me.

With the August event marking his 49thtrip to Australia, Jeff Hendler was pleased toagain work with Newton-Ross (a partnershipthat has spanned decades) in developing andpresenting meaningful events for the countrysauto industry.

I have a great love for the collision repairindustry over there, he says. [Participating in

their events] gives me a wider perspective onwhats going on worldwide, both in the collisionrepair industry and the auto industry. The moreyou know, the more you can share and themore you can be prepared.

Away from the meeting rooms, Wano(who also attended the first day of theinaugural Australian Automotive IndustryNational Summit on August 19 in Canberra)used his time to visit with a couple of shops toget firsthand knowledge of how things aredone in that country particularly when it cameto operating as a manufacturer-certified facility.He walked away greatly impressed by what hesaw.

A lot of those guys are doing anincredible job, he shares. The level ofcraftsmanship that their technicians have to gothrough to be part of these programs is justphenomenal.

Looking back at another successfulAustralian Industry Forum, Newton-Ross ispleased to have had yet another opportunity toconnect with some of his counterparts from theStates.

It is always good to have someone fromoutside provide their own experiences in theirown country, he says. With Barry, Gary and

They have the same needs and concerns as we do. They understand that being a part of andworking with their associations is key to understanding what they need to do next. - Barry Dorn

Jordan hendler provided Australian repairers with valuable information on howto use social media to grow business.

Jeff hendler during one of his manytrips to Australia

Photos courtesy of The National Collision Repairer

24 October 2015

Jordan, we have three outstanding individualswho have great experience and are capable ofimparting this to others, and who enjoy doingso.

Back in more familiar territory in Virginia,Jordan Hendler feels that her recent time in aforeign land has had a strong impact on her

work on behalf of WMABA.I find myself with a global perspective the

more I travel, she says. When a member callsme about an issue, I feel much more able totackle it from a top-down way, or have theconnections to make it happen. H&D

Going to Australia gives a humbling per-spective as to how shop issues are trulyglobal. There isnt an issue that a shopowner in Charlottesville, Virginia has thatisnt similarly faced by an owner in Syd-ney, Australia. - Jordan Hendler

Executive Directors Thoughts

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gary Wano, Jr. (right) with gadget ManMark Pulham of Mark Pulham Panel Beating (sydney) and Marks daughter, Amy.

gary Wano, Jr. with panel beater (as they say in Australia) Keith Page (left) and AndrewDuncan, the manager of Perfect Auto Body in sydney.

25October 2015

26 October 2015

27October 2015

28 October 2015

EQUIPMENT ANDTRAINING IN THEREAL WORLD:A Conversation withDAVE GRUSKOS

By Joel gAusTen

As any proactive reader surely knows,the last handful of years have seen thebiggest changes in equipment and proce-dures that the collision repair field has everencountered. With everything from ad-vancements in materials to complete revolutions in training causing even themost experienced auto professionals toreevaluate their qualifications, there hasnever been a better time for members ofthe WMABA community (and beyond) to takea closer look at their operations to ensurethat they are truly producing modern, high-quality work.

Food for thought froma leading equipment expert.

FEATURENATIONAL

As president of Reliable AutomotiveEquipment, Inc. (RAE), Dave Gruskos has direct access to shops throughout the coun-try. This allows him a firsthand look intowhere the industry at-large stands in terms of equipment and training. Although he visitsmany premier collision centers that do things100-percent right, what he sees at someother facilities isnt good for anyone at all.

Obviously, many of the major changesunfolding in the auto body world require adrastic evolution in how technicians approachand perform collision repairs. In addition todiligently staying on top of the procedural requirements to legitimately repair todays (or tomorrows) automobiles, repairers oftenneed to adjust their physical and emotionalnatures as well. As the industry moves aheadinto uncharted territory, Gruskos stresses thatmore has to be done to provide repairers withthe proper structure, tools and informationneeded for success, both now and in thefuture.

The changes in federal fuel economystandards require the OEMs to change thematerials used in vehicle production, whichhas caused equipment manufacturers andshops to be much more aware of what theyare working on, Gruskos says. Right now,the industrys willingness to pursue the correct training to properly handle some ofthese developments is just not good enough.There is always a reluctance by some shopsto send their biggest asset their techs totraining, and that needs to stop in order forthe business to progress in the future.

Not surprisingly, this lack of suitabletraining has led Gruskos to uncover somefrightening things in the field. From loadingup an improperly prepped vehicle with sub-standard parts to accidentally overheatingmaterials, the missteps occurring in shopsacross the country are plentiful and shopsare in for even greater trouble as aluminumand other advanced materials (carbon fiber,nylons, very thin hard steel, etc.) continue togrow.

It used to be that paint was the centercomponent for training, Gruskos says. Nowwith special welding, riveting and gluing procedures, technicians need to be moreaware of their entire environment.

As for the future, Gruskos suggests thattechs get ready to deal with plenty of riveting,bonding and carbon fiber dust. Additionally,repairers need to prepare for a greater-than-ever push to make manufacturers recom-mended procedures the standard of repair though Gruskos cautions that making this areality might take a while.

As he says, Having these proceduresbe the standard of repair sounds great, but allthe manufacturers first have to have proce-dures and be on the same page. That is notthe case at the moment.

There are many great OEM trainingprograms that are weeks long, such as Tesla,Audi, Mercedes-Benz and BMW, he adds. Iam sure many other OEMs will follow.

Of course, Gruskos is quick to point outthat truly safe, professional repairs will alsodepend on the insurance industry stepping

up to the plate and doing the right thing forshops and drivers alike.

With all the technology and sophistica-tion needed to do a proper repair, I find itmind-boggling that an insurance companycan ask a person to use recycled or recondi-tioned parts or to not follow the OEM guidelines exactly how they are written, he observes.

While the future holds exciting possibili-ties for automakers, equipment manufactur-ers, repairers and consumers alike, it is clearthat the industry is facing a rapidly increasingdemand for genuine experts on shop floors.For some facilities, this means either gettingon top of tooling and training now or walkingaway from the trade. There is little room leftfor gray areas.

Training and professionalism at all levels of the collision center are key from thefloor sweeper to the general manager,Gruskos offers. Having educated and properlytrained technicians is absolutely critical if youwant to stay in business in this industry. Ifyoure not regularly training today and keeping your eye on whats coming down theroad, youre not going to be able to providesafe and suitable repairs. After all, a fractionof a millimeter in a poorly repaired vehiclecould mean the difference between a deploying airbag saving a persons life orleaving him or her with a severe or evenfatal injury.

For information on RAE, please visitraeservice.com. H&D

PHONE: 732-495-7900 FAX: 732-495-7904E-MAIL: [email protected] www.raeservice.com

VISIT US ON FACEBOOKwww.facebook.com/ReliableAutomotiveEquipment

29October 2015

30 October 2015

31October 2015

If you own (or managethe marketing for) a collisionrepair facility, you know that Internet marketingshould be a vital part of your business strategy.Your customers are very likely to use the Inter-net to search for your services immediatelyafter an accident, so the strength of your onlinepresence can have a huge impact on your revenue.

Even if you realize that your Internet exposure is important, there are so many options available that it can be difficult to knowwhere to start. Should you be using socialmedia? If so, what should you be posting? Howdo you know if your website will be effective?What kind of content should be on your web-site? What is SEO, and what makes goodSEO?

With Googles frequently changing algo-rithms and the constantly evolving rules of social media marketing, the situation can beoverwhelming. In this article, Ill tell you themost important places to focus your efforts,especially if youre just starting out. This fea-ture will also serve as an overview of myupcoming WMABA presentation, OnlineMarketing Basics: Website, Video, SocialMedia, which will be held on October 22 at Precision Collision in Lorton, VA. (Seepage 7.)

Your WebsiteYour website serves as the face of your

business its where branding, content andlead generation collide. An effective websiteis visually appealing, easily navigable, informative and search engine optimized.

Search engine optimization (SEO) is theprocess of increasing the number of visitors toa website by achieving a high rank in GoogleSearch Engine Results Pages (SERPs). SEO

strategies and best practices are always evolving as Google updates roll out and generate new methods of ranking results.

Websites that are mobile responsiveadapt to the screen sizes of mobile devicesand tablets. Google announced in its April 2015update that it will begin penalizing websitesthat are not mobile responsive. Therefore, ifyour shops site is not up to speed with this,that is the most important place to start.

Even if Google hadnt made this an-nouncement, you would still want to make sureyour website was optimized for mobile devices.Internet traffic from mobile devices has signifi-cantly surpassed the amount of traffic fromdesktop computers.1 This means that most ofthe visitors to your website will be using theirphones. If you arent providing a good user experience to smartphone visitors, a large portion of potential leads will immediately leaveyour website and submit an inquiry to anothershop.

Guaranteeing ExcellentExperiences and Usability

Due to Google updates, SEO has shiftedfrom being link-building and keyword-focusedto being all about user experience and qualitycontent. The shotgun approach of targeting asmany relevant keywords as possible is nolonger enough. Your primary goal should be tocreate content that is informative and satisfying

to people reading and navigating the pages onyour website.

The quality of your content provides an indirect but measurable benefit to a sites ex-ternal popularity, which the engines can theninterpret as a signal of higher quality.2 Hereshow to make sure your website has good,high-quality content:

1. Make sure your pages are easy to navigate.It should be easy for a visitor to your site toreach you through your phone number or contact form, and for them to find informationabout the services theyre looking for.

2. Make sure your pages are well written andinformative. If a visitor to your site wants toknow about your refinishing and paint capabili-ties, make sure your page gives them useful information on the features and benefits of yourservices (and not just a jumble of keywords).

3. Use pictures, videos and graphics. Usethese forms of media to direct and enhance the user experience and create a more aes-thetically pleasing page. While its vital to makesure your Web pages are well written, its alsoimportant to consider the fact that most peopleare visual learners.

Content MarketingContent marketing is the creation and

sharing of written content, graphics, pictures

MARKETING FEATUREInternetMarketing:Where DoI Start?

32 October 2015

A beginners guide tosuccessful Web marketing.

By lee eMMons

and videos in order to attract and retain cus-tomers. Content marketing revolves aroundquality. At your shop, its not about the quantityof repairs through the door, but the quality ofeach individual repair. The same goes for thisconcept.

Dont focus on producing as much contentas possible; instead, focus on producing qualitycontent that speaks to the wants and needs ofyour audience and expresses your shops mission in useful and engaging ways. Use thevarious content types to express what distin-guishes your shop from others. Emphasizeyour certifications, the advanced systems youuse for repairs and things that enhance thecustomer experience. (One example of thatwould be on-site rental car services.) Anythingyour shop offers that aids in providing an excel-lent customer experience can be highlightedthrough content marketing and help to turn awebsite visitor into a customer.

Understanding your audience, and creat-ing content that will engage them, should guideyour efforts with both your website and yoursocial media marketing.

Social Media MarketingSocial media marketing is an affordable

and customizable outlet for growing brandawareness, connecting with new customers,retaining past customers and driving people toyour website. Oftentimes, the toughest part ofimplementing social media is developing astrategy. The most effective approach is tofocus on building a presence on two or threemajor platforms. We recommend Facebook,Twitter and Google+, with a heavy focus onFacebook.

These major networks will each serve aunique purpose in your strategy and offer aparticular set of benefits. Facebook is thelargest of the three and allows your shop toreach its target audience through organic

(unpaid) and paid efforts. It is the platform thatproves most effective in generating engage-ment (likes, comments, shares) for the shopswe service.

Twitter has a younger user base and isgreat for contributing to conversations thanksto hashtags. Hashtags categorize tweets andallow users and brands to follow or contributeto specific conversations and topics. Twitter is a hashtag-based network, so dont forget to hashtag your tweets and check out thetrending ones to see if any are related to the industry.

Lastly, Google+ is an important platformfor businesses to take advantage of because a Google+ business page allows searchers to see your shops address, phone number,hours and customer reviews directly in theirsearch results. Google+ customer reviews areparticularly important because 88 percent ofconsumers trust online reviews as much aspersonal recommendations.3 Asking satisfiedcustomers to write a Google+ review is a greatmethod to using the platform.

Paid Ads on Facebook While using all of the aforementioned

platforms and features is free, its crucial to allocate some of your marketing budget to paidFacebook ads. Facebook has slowly been transitioning to a pay-to-play social network,making it a challenge to reach your audiencethrough strictly unpaid (or organic) means.

Lets say that your shop has 400 follow-ers. Because of Facebooks algorithm, yourposts may only reach 30 people on average. A combination of creating Facebook paid adsand consistently publishing quality organicposts is an excellent method to overcoming thesites difficult algorithm.

Additionally, Facebook offers very cus-tomizable targeting options for paid ads. Youcan target Facebook users by location, age,

interests, job industry and much more. Paidads are fantastic for getting your brand in frontof people you would otherwise have a hardtime reaching.

Video Marketing Video dominates the Internet in terms of

viewership and engagement. To put it into perspective, only 20 percent of online visitorswill read a page of plain text, while 80 percentwill watch a video with the exact same informa-tion.4 Embedding a video on your website willmake your pages much more engaging to visitors than if they only contained text. Duringmy October 22 WMABA presentation, I willdiscuss how body shops should use videoif they want it to be a successful part oftheir marketing plan.

AdWordsHave you ever noticed the Google search

results that are labeled as Ads? These areads created through Googles pay-per-click(PPC) advertising platform, AdWords. AdWordsis an incredibly customizable advertising solu-tion and one of the most direct ways to accessa customer who is ready to make a purchase.

People often think its expensive to createand show these ads, but because AdWords is a PPC platform, you pay for your ads onlywhen a searcher actually clicks on them. Thisplatform works with the daily budget you set,and you control the total amount spent. Additionally, AdWords has several optionsavailable that allow you to target only qualifiedleads.

Locations and keywords are the primarytargeting options, but there are many more to explore. You can be as broad orspecific as you want with the keywords you target, such ascollision repair or Ford aluminum repair.

33October 2015

Lee Emmons is vice president in charge of AP Media based in Sykesville, MD. His public relations and marketing efforts on behalf of collision repair shops throughout the Mid-Atlantic have gained industry press coverage for thoseshops in trade publications and local media. He and his agency are certified Google Partners, with certifications in AdWords and in Googles Video Advertising Advanced Certification. Marketing for auto body shops has become hispassion and personal area of expertise. You can visit his companys website at AbsolutePerfectionMedia.com.

34 October 2015

AdWords also offers incredibly informative

and intuitive data on your campaigns. Its data shows you

which keywords or ads are performing best,and which are lacking. Its important to stay ontop of this to determine what is producing thehighest return, and where your campaigns canbe improved.

ConclusionAt first glance, Internet marketing can be

intimidating, with seemingly unlimited optionsavailable and constantly changing rules. Fortunately, there are some fundamentals that every shop can start with. These include:

making sure your website is responsive anduser-friendly;

making sure you have good content on yourwebsite that is informative and engaging toviewers;

focusing on one or two social media channels (and developing a strategy that willprovide your followers with interesting content);

using video marketing to make all of your online marketing efforts more effective; and

considering using AdWords to really focus onbringing in qualified leads.

Dont worry about doing everything. Focuson the fundamentals, and youll start to bring inleads. I look forward to exploring these andother topics with you on October 22! H&D

1. smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/2. moz.com/beginners-guide-to-seo/how-usability-experience-and-content-affect-search-engine-rankings3. searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-1958034. slideshare.net/BlogGrowth/how-to-increase-business-profit-by-videos

The point of marketing online is gettingin front of your customers (existing orpotential) and establishing yourself asthe professional. Having this presence isnecessary for both DRP and non-DRPshops. Shirking the Internet from your existence will soon deem youirrelevant. - Jordan Hendler


35October 2015

36 October 2015

Conquest your Mitsubishi parts needs!

Mitsubishi now offers Genuine OEM parts through our new Opt-OE parts program at discounted prices. See Mitsubishis Ultra-Conquest parts and prices in the Optional OEM Suppliers category of popular collision estimating systems.

Ultra-Conquest Collision Parts Program Highlights:

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To find out more about Ultra-Conquest pricing contact your local Mitsubishi dealer.

For Genuine Mitsubishi parts, contact these authorized Mitsubishi Dealers.

Buy Genuine Mitsubishi Parts and get the perfect fit at the perfect price. 10% off on all parts orders when you mention this ad.

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Annapolis, MD 21401

Direct: 410-224-4636

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Hagerstown, MD 21740

Direct: 800-296-1190

Fax: 301-733-5465

www.youngermitsubishi.com

Malloy Mitsubishi14655 Jefferson Davis Hwy

Woodbridge, VA 22191

Direct: 703-490-8263

Toll Free: 888-533-3400

Fax: 703-490-3864

[email protected]

37October 2015

38 October 2015

The countdown to the industrysbiggest gathering begins.UPDATE By Joel gAusTen

One of the biggest things that SCRS has planned for thisyears SEMA is the OEM Collision Repair Technology Summit, aday-long event on November 5 that is broken into three, two-hoursegments and will focus on emerging trends in vehicle constructionand technology and how both of those aspects influence vehiclerepairability and collision industry preparation. Topics for discussionwill include the future of aluminum in the automotive industry, thecontinuing evolution of advanced steels in automotive bodies, thefuture of automaker joining techniques, the role of programmingand diagnostics in post-repair road worthiness and much more.

Participants confirmed as committed at the time this articlewas written included representatives from companies such as Audi,GM, Mercedes-Benz, Chrysler, Wielander & Schill Engineering,3M, Collision Diagnostic Services, Ellis & Associates and SEMAsVehicle Technology Division. It has also been confirmed that crowdfavorite Doug Richman of Kaiser Aluminum (who also serves asTechnical Committee chairman for the Aluminum TransportationGroup) will be returning for this years discussions. Additionally, Dr.Blake Zuidema, director of automotive product applications forArcelorMittal (the worlds largest steel and mining company), willtake the stage to present on innovations in steel in automotivestructures and lead a panel discussion with automakers. Althoughthe industry already boasts a number of forums devoted to ad-dressing key industry issues, SCRS Executive Director AaronSchulenburg promises that the Summit will deliver something trulyspecial.

It will differ to some degree in the same way that most of

SCRS things differ, in that the Summit is built with the repairer inmind, he says. Our objective is toprovide tangible information thatshop owners and operators can utilize. The way that the questions areposed, the panelists are prepped and themoderators approach the event are all based onlooking at how all of these topics whether were talking about join-ing techniques, scans and diagnostics or aluminum and steel im-pact repairability at a shop-floor level.

Always looking for new ways to expand his knowledge baseas a shop owner, SCRS Chairman Andy Dingman expects to walkaway from the Summit with a broader perspective on some of themajor changes impacting his industry today and down the road.

[The Summit] is a great look into the future of where the in-dustry is going, he offers. It gives business owners an opportunityto prepare for whats coming. We talk about trying to be ahead ofthe curve. Well, in todays age, its ultimately impossible. The carsare already out; we just need to know where the curve is and howto try to get on it and keep up. Things are changing so fast; to beable to try to keep up is a daunting task that keeps getting harderand harder. Having these representatives from the OEs to en-lighten us on where things are going and to forecast is invaluable toour business in being prepared, making sure were doing repairsthe way they need to be done and taking care of our vehicle ownercustomers.

The collision industry is taking over the worlds largest automotive event.As this issue of Hammer & Dolly went to press, the Society of Collision Repair Specialists (SCRS) was busy signing up the largest Collision

Repair & Refinish exhibitor list in SEMA Show history. This years Show (November 3-6 at the Las Vegas Convention Center) will feature addi-tional booth space at the Westgate Las Vegas Resort & Casino. This ever-growing vendor overflow is a clear indication that the industry at-large has acknowledged SEMA as the premier national trade show destination.

With mere weeks to go before the doors of the Las Vegas Convention Center open to more than 100,000 automotive industry representatives and enthusiasts from around the world, the level of excitement within the US auto body community is impossible to ignore.

SEMA is the most talked-about and well-attended collision repair event, period, offers Past WMABA President and SCRS Past ChairmanBarry Dorn. No matter what you are looking for, you can see it or learn about it at SEMA. The SCRS RDE [Repairer Driven Education] learningtrack is without a doubt the best, most comprehensive class lineup that we have ever offered. The best news is that this event is open toeveryone and not exclusive to anyone. If you are in the collision repair industry, you should take the time and see whatis available and what we have planned for you at SEMA.

Inside the OEM Summit

In addition to featuring seminars by independent firms(P&L Consultants, B2B Automotive, QLC, Inc., etc.), theRDE Series boasts training opportunities from some of themost recognizable vendors in the industry. This years slateincludes presentations by AkzoNobel (Getting Paid for In-vesting in Facility, Equipment and Training, The Myths,Mysteries and Fallacies Surrounding Accurate Repair Plan-ning), PPG (Paint Shop Performance), Sherwin-Williams(Compensation Solutions, Process-Driven Collision Re-pair, The Lean Office Organizing the Shop Office forMaximum Efficiency, In-Process Quality Assurance),BASF (Scheduling and Work in Progress [WIP], PanelDiscussion Our Journey to Become a Successful Colli-sion Center), 3M (Structural Adhesive Bonding: The NewFrontier), Chief Automotive Technologies (Advanced andEvolving Automotive Structural Technologies) and Ford(2015 F-150 Repair Information). Not surprisingly, SCRSis encouraged by the outpouring of interest and support of-fered by these industry mainstays.

As Schulenburg says, I think these companies arelooking for ways to support good, healthy, helpful programsthat benefit the industry. A lot of companies out there in-cluding our sponsors are looking to find a way to be apart of the industry becoming more knowledgeable. Sec-ondarily, [presenting at SEMA] gives them access to apretty advanced audience. We cycle a lot of collision re-pairers through the Repairer Driven Education program,and most of those repairers have made a commitment toinvesting in bettering their business by spending a week atthe SEMA Show and attending classes. These are reallythe leading shops in the country and exactly the type ofpeople that every corporation and speaker wants to get infront of.

While RDE classes will offer plenty of valuable insightinto how attendees can improve their business lives, whatthey wont feature are sales pitches.

Our education programs are not about products;theyre not about selling companies or services, Schulen-burg insists. Theyre about getting valuable informationinto the hands of repairers.

39October 2015

For RDE Doctorate-Level sponsor PPG, participating in SEMA at this highlevel is in line with the philosophy of the companys MVP Business SolutionsGroup.

Our charter is to determine and develop training and educational programsthat are current and relevant to assist our customers on the business end of the collision repair industry, explains John Fagan, a PPG business solutions managerand MVP training manager. It only makes sense for us to continue to support programs like RDE at industry-wide shows.

Repair pros who attend Fagans November 3 Paint Shop Performance seminar will experience an in-depth examination of how to overcome some of theindustrys most common production obstacles.

Paint shop performance is grounded in the fundamentals of what we need toknow in the collision repair industry, he says. If we are struggling to perform wellin the paint shop, what are the things that influence our performance there? Howdo we extract the correct data to know and understand why we have substandard performance? Once we know what is potentially influencing poor performance inthe paint shop, then we can focus on measures that make sense based on the information we have available to us to take corrective action.

Already veterans of the SEMA experience, longtime exhibitor Global Finish-ing Solutions (GFS) will elevate its presence at the 2015 edition by becoming aRDE Masters-Level sponsor for the very first time.

Global Finishing Solutions is really excited this year to be involved with SCRS,offers GFS Marketing Sales Coordinator Jessica Leinon. GFS has a wealth ofknowledge behind the walls of our facility here, and we wanted to be able to sharesome of that with the industry to help educate them and support their businesses.

While the industry offers plenty of other ways for a company to market itsservices, GFS (who is also supporting this years OEM Summit) feels that SEMAis truly a promotional opportunity not to be missed.

SEMA is more than a trade show, Leinon says. Its proven to be a great networking source for us, as well as [an industry] resource.

After debuting as a SEMA exhibitor last year, CCC has also committed its dedication to the 2015 RDE Series by becoming a first-time Masters-Level spon-sor and supporter of the OEM Summit.

From an education perspective, weve been very impressed with the feed-back weve heard from repairers [about] the value that they get from those sessions, explains Mark Fincher, CCCs vice president of market solutions. Wethink theres a great opportunity for repair facilities to use these courses to figureout ways to continually improve the management of their business.

Elevating Auto Education Sponsors Speak

40 October 2015

When not experiencing the best edu-cational and networking environment of-fered in todays industry, SEMAshowgoers obviously have a world of en-tertainment options to explore in the city.But what happens when those cab linesget too long and the crowds waiting to getinto the nightclubs get just a little toocrazy to handle after a long day at theConvention Center? On November 5, themagic of Las Vegas will be brought rightto the Westgate when SCRS hosts its an-nual RDE Sky Villa After-party. Held onthe same floor previously used by celebri-ties ranging from Elvis Presley to MichaelJackson, the private After-party will giveRDE attendees and other members of theSCRS community a truly unique chanceto unwind in one of the most opulent set-tings in America.

Its an iconic location and a funspace to be inside of, Schulenburg says.Its on Thursday night; weve all done alot of work up to that point. Its a perfectopportunity to let your hair down, relax alittle bit and have a little fun. With theWestgate directly connected to the Con-vention Hall and part of the SEMA Shownow being in the Westgate as well whatwe have is a great event in the eveningthat nobody has to go anywhere for. Mostof the collision industry members attend-ing SEMA are staying at the Westgate, sothey can take the elevator up to the After-party and the elevator back down to theirrooms.

Party Like a Star

41October 2015

SEMA is the biggest, baddest-a**, compact place for you to go learn, invent and achieve businessbreakthroughs. Its a shame more folks dont take advantage of these tremendous opportunitiesand shrug SEMA off as just a car show it couldnt be further from the truth. This is whereeveryone should be in the first week of November! - Jordan Hendler


The Only Place to BeFrom hundreds of the biggest exhibitors in the industry to high-end education

and training you simply cant find anywhere else, SEMA offers an experience likeno other. If youre new to this unforgettable event, make plans now to attend thelargest automotive gathering youll ever see.

In the words of Jeff Hendler, Everybody is there. H&D

A complete list of RDE classes and SCRS-related SEMA events (as well as registration information) is available at tinyurl.com/q34qu9f.

Of course, no SEMA would be completewithout experiencing the collision repair indus-trys altruistic side. Once again, the CollisionRepair Education Foundation (CREF) will bein Las Vegas to announce the winners of theirannual $50,000 Ultimate Collision EducationMakeover Grant. According to the Founda-tion, the goal of the Grant is to honor schoolsthat have been doing an outstanding job ineducating students in collision repair, but thatneed some financial assistance to improvetheir programs teaching materials and equip-ment. This year, a record 140 high schooland college collision programs from 33 statesapplied for the Grant. The Foundation will be awarding a $50,000 Ultimate Collision Education Makeover Grant to one highschool and one college collision program.(More information on the Collision Repair Education Foundation is available attinyurl.com/nm9dlyo.)

SEMA 2015 will also see the return ofthe National Auto Body Councils RecycledRides Luncheon on November 4. RecycledRides is a special automotive industry pro-gram in which collision repair facilities, partsvendors, insurers and others work together torepair and donate refurbished automobiles toindividuals and service organizations acrossthe country. To date, nearly 1,000 RecycledRides have been donated to the needy sincethe programs inception eight years ago.(More information on Recycled Rides is available at tinyurl.com/no335e9.)

Giving Back

For many industry stakeholders, a trip toSEMA also means attending the final CollisionIndustry Conference (CIC) of the year. If newsreports from the last several CICs are any indication, attendees of the two-day meeting(held November 3 and 4) can expect to seeforum participants continuing their work in addressing parts procurement, rental time formulas, steering and a variety of other issues. For CIC Administrator Jeff Hendler,SEMA provides the perfect environment for aConference founded on the principals of inter-industry collaboration and understanding.

SEMA is the gathering point now for thecollision repair industry, he says. Its a greatopportunity to see all the latest technologyand equipment on display for your business.Its probably the easiest place to network withpeople who know about the collision repair industry, and I think thats very important.

CIC Comes Back to Vegas

42 October 2015

43October 2015

COVER STORY

44 October 2015

1

2015 WMABA Golf Outing

September 16, 2015The Timbers at Troy Golf Course, Elkridge, MD

Benefiting the Jerry Dalton Memorial Education FundAlways, in Memory of John A. Mattos

Photos by Alicia Figurelli

2 3

4 5 6

7 8 9

left to Right:

national coatings and supplies Team: Joe Mattos, Tom Wighington, nat Wollet, scottPeterson

Packer norris Parts Team: Wayne Ward,Dennis elliot, Dennis Boyle, Rick Paukstitus

Wheelsonsite Team: Mark zavacky, Brian Dean, Brad Dean

1 2 3

Refinish solutions Team: Danny guilliams,Matt Kessler, Mark huddleston, Phil Rice

Refinish solutions Team (2): sean hanagan, Anthony hanagan, Justin Durham,Mason Fisher

st. gobain Team: chris Birkett, Mike hemmer, charles lipford, Mike Peroni

4 5 6

st. gobain Team (2): John Poole, Jeff steinbach, zan Dodson, Theresa leet

Marks Auto Body Team: Dave harris, Mark schaech Jr., nick giro, Drew Barone

sherwin-Williams Team: chris Dolan, JakeWren, stephen haney

7 8 9

45October 2015

Fun and industry camaraderieout on the golf course.

Team Entrants10 11 12

13 14 15

16 17 18

PPg Team: Tom Brown, Randy haranin,Jason ginesky, Mark Miller

PPg Team (2): Ryan Perry, lance ellison,Bob ellison, scott Kennedy

Automotive Training institute Team: Doug Worm, Brian Turley, Barbara Keane, eric Anderson

10 11 12

Axalta Team: Jacob Autry, Jay Troyer,David Fisher, Bob Fisher

BAsF Team: Rob Brunner, John schweizer,Roger colbert

BAsF Team (2): Jack vogel, Thad greene,steve neek, Johnny Morris

13 14 15

Mid-Atlantic Paint & supply Team: Frank Jones, Tommy Thomas, chuck Jones,Ralph Krzielec

chesapeake Automotive equipment Team:Paul Acito, Jet Taylor, Pat oneill, graysonAshby

enterprise Team: Mark hudson, MichelleMoore, Tim Wess

16 17 18

46 October 2015

LEVEL 1 SPONSORSAxalta coating systems

Akzonobel BAsF

caliber collision centerschesapeake Automotive equipment

PPg industriesPacker norris PartsRefinish solutions

LEVEL 2 SPONSORS3M Automotive equipment

Automotive Training institutecertified Automotive Parts Association

enterprise Rent-A-carFinishMaster

Mid-Atlantic Paint & supplynational coatings & supplies

BEVERAGE CART SPONSORMid-Atlantic Paint & supply

HOLE-IN-ONE SPONSORBrandywine Automotive Parts

PRO-ASSIST SPONSORPrecision collision

CLOSEST-TO-THE-PIN SPONSORSchesapeake Automotive equipment

ccc information servicesMitchell international

2015 HOLE SPONSORSAlexander & cleaver legal and lobbying Firm

chandlers collision centerDaves collision center

Fort Washington Auto BodyHammer & Dolly

i-cARKaren Radley Acura/volkswagen

Marks Body shopsherwin-Williams

springfield Auto Bodysullivans Auto Body

Thomas greco Publishing, inc.Wheelsonsite

WMABA would like to thank these sponsors for making this years Golf Outing such a success:

COVER STORY

Tournament Winnersherwin-Williams Team

closest-to-the-Pin WinnerRyan Perry (hole #14)

closest-to-the-Pin WinnerJake Wren (hole #5)

closest-to-the-Pin Winnerscott Kennedy (hole #8)

Pro-Assist Raffle Winner Joe Mattos

47October 2015

HAVE WELOST IT?

MESSAGEPRESIDENTS Don Beaver(443) 539-4200 ext. [email protected]

I appreciate WMABA working on my behalf at the state capitol(s)!Here is my contribution to the legislative efforts.

Name: ______________________________________Company: __________________________________

Address: __________________________________________________________________________________

City:____________________________________________State: ______________________Zip: ________

Phone: ______________________________Email: ____________________________________________

Donation Amount: $50 $100 $500 Other ________________

Check Enclosed Credit Card (Visa, Amex, MC)# __________________________________________________________ Exp: ________

Name on Card: ______________________________Signature: __________________________________

WE NEED YOUR LEGISLATIVE CONTRIBUTION!

P.O. Box 3157 Mechanicsville, VA 23116

48 October 2015

Have we lost the art of conversation and personal communication? Recently, after we hadsent him several supplemental requests via email, an appraiser rang me up and asked, Why didntyou just call me? I had to stop and think to myself, Yeah, why didnt I just call him? Technologynow allows us to communicate without interaction. It provides a provable timeline and a writtenrecord of our conversations. What it also does is remove the personal relationships that many of ushave with people on a day-to-day basis. By removing the personal touch, we also lose the trust andrespect that have been groomed over a period of time (many years in some cases).

The next time you are sitting in public (be it the mall, a restaurant or a movie theater), lookaround. Look at the number of people with their noses buried in a phone, tablet or laptop. Nobodyis talking to each other. We are becoming slaves and zombies to this trend. Dont get me wrong;this technology is here to stay and has made us more proficient in many instances. This is the wayof now and the future, but dont lose sight of what makes this business and life in general click relationships.

You cant have relationships without communication; otherwise, we all just become a number. Icant tell you how many times I have said to someone here, Just call them. What happens then?An email or text is sent and something gets lost in communication. Or someone on the other endreads too much or too little into a message, and the next thing you know, nobody is talking ortexting. A conversation would so easily eliminate that. The next time you need something fromsomeone, call them or (better yet) talk to them in person. You just might be surprised by what youhear. H&D

49October 2015

50 October 2015

ADVERTISERSINDEX

Air-Tech Products ................................24

Alexandria Toyota ................................34

All Foreign Used Auto..........................40

AP Media ............................................7

Audi Group ..........................................13

Audi Silver Spring ................................IBC

Axalta Coating Systems ......................OBC

BMW Group ........................................26-27

BMWof Silver Spring ..........................IBC

BMW of Fairfax....................................3

CAPA ..................................................11

Chesapeake Automotive Equipment ..50

Empire Auto Parts................................34

Ford Group ..........................................15

Future Cure ........................................41

GM Parts Group ..................................9

Hendrick Honda ..................................25

Honda Group ......................................18

Hyundai Group ....................................21

Koons Ford ..........................................25

Malloy Auto Group ..............................8

Mazda Group ......................................31

MINI Group ..........................................19

Mitsubishi Group..................................37

Mopar Group ........................................36

Nissan Group ......................................35

NuCar ..................................................4

ODonnell Honda ................................40

Packer Norris Parts ............................14

Porsche Group ....................................49

Porsche Silver Spring ..........................IBC

PPG ....................................................IFC

Reliable Auto Equipment ....................29

Safety Regulations ..............................50

SEMA Show ........................................42

Subaru Group......................................47

Toyota Group ......................................43

VWGroup............................................30

51October 2015

Hammer & Dolly October 2015

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