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Selling Tools For Electrical Repairs
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By Counterman
Over the years, I’ve been in many different roles in an automotive shop, from sweeping and washing cars to technician, shop manager and owner. As a result, I’ve heard many different approaches to selling oil filters. Many times, I was just listening in, sometimes on the receiving end of a sales pitch, sometimes on the delivering end, explaining to a customer what filter is being used on their vehicle, and why there can be a drastic difference in cost.
Overall, there’s a lot to consider – from both sides – but the best place to start is with the facts. There are multiple manufacturers of oil filters, and as with many things, they’re often branded and sold under different names. Keeping track of who makes what can seem to change quicker than the weather, and as a technician, I always relied on my suppliers – the counter professionals – to keep me in the loop.
Under any given brand, there usually are at least two and sometimes more grades, or quality, of filters. The only real exceptions are OEM-branded filters, which generally don’t offer options. They tend to offer a top-of-the-line filter. But no matter how you stack it, quality is the factor that drives the price, and rightfully so, as it also drastically affects the performance.
Selling is all about knowing and differentiating between the levels of filter, and it comes down to the individual components that make up the filter itself. I’ll use a typical spin-on filter as the basis for explanation.
The filter housing is where dependability begins. High-quality steel is important for a tough, sturdy housing, because not only must it protect against pressure surges, but no filter is immune to the possibility of getting hit by road debris, and a sturdy housing also guards against punctures. Additional features such as a non-slip or textured grip applied to the outside simply make it easier to install and remove them.
The seals all might look the same, but they’re all not created equal. It’s generally known to apply a thin film of clean engine oil to the seal before installing the filter. The reason, if your customer asks, is that it reduces the friction that normally builds between the oil-filter flange and the seal, preventing damage and potential leaks. However, the oil also is forced out as the filter is tightened, resulting in high seal friction during removal.
Many filters now use an internally lubricated seal, which is one that’s made with friction-reducing ingredients in the elastomer formula. Not only does this offer additional protection during installation as the oil film is forced out, but it also allows for much easier removal. If you’ve ever removed an oil filter or heard someone talk about one that feels as if it’s been welded in place, you’ll appreciate an internally lubricated seal.
On filters designed for longer synthetic oil-change intervals, nitrile rubber seals offer extended durability and temperature protection.
Now let’s get to the business end, on the inside of the filter. The main components are the media, the relief valve and an anti-drainback valve.
There are different types of media, the most basic being a cellulose type. However, there also is synthetic filter media or microglass media, and many different proprietary media blends as well. This is a science all on its own, but it makes a big difference, and it simply comes down to how much dirt they trap and how long the filter efficiently traps dirt while allowing for proper, unrestricted oil flow.
The relief, or bypass, valve is designed to open and allow oil flow under extreme conditions in which the oil is too thick or if the filter becomes plugged. It’s important that this is a well-made part of the filter.
Last but not least is the anti-drainback valve that keeps oil in the filter to provide protection at startup. It’s just one more hidden piece of the oil filter. They all might look the same on the outside, but there’s a clear difference, and ultimately, engine protection depends on what you can’t see.
Selling to the DIYer
Knowing and being able to educate your customer on what makes a quality oil filter gives you the confidence to sell top-of-the-line, every time. But you must be careful characterizing a value-line filter as a low-quality filter – especially if it’s part of your branded line. One approach is to represent a value-line filter as a quality filter that’s designed for more frequent changes, so your customer has the understanding that the filter won’t last as long.
Then you can point out how the different media in a higher-quality filter provides better filtration for a longer period of time, which leads into the additional selling features of more expensive filters. If someone opts for the value-line filter, you’ve still given them the feeling they’re getting a quality filter.
I also like to use the “positive-reinforcement” approach. Many people will come through the door with a pre-conceived notion of the best filter there is, or a filter brand they prefer. When a customer asks for a certain brand, then asks you what you think of them, you’re always better off agreeing that you, too, like that brand.
By agreeing with a customer’s choice, not only does this build rapport by making them feel knowledgeable, but it also makes them more likely to trust your opinion. Maybe that’s not a brand you stock, or maybe you have a better deal that includes a different filter – for example a bundle offer. Since you’ve already gained their trust by agreeing with their initial choice of filters, you then can easily compare how another brand “has the same quality features,” for example, and if the customer knows that another filter is “just as good” as their original choice, they’ll most likely be willing to buy.
Selling to Professionals
This crosses over into different territory. When you’re selling to a shop or professional technician, you generally don’t have to educate them about the construction and quality of filters. We’re all familiar with the fact that top-line filters are much better, which is why we use those products on our vehicles. Truth be told, I’ve used several different brands of filters over the years, but I always use top-of-the-line. I don’t skimp and I’ve never experienced a filter-related issue, or any oil-related issue for that matter.
As technicians, however, we have other hurdles to jump. More often than not, we’re dealing with oil changes that are way over their interval, and the other big one is price competition. Many of us truly care about the quality of our oil-change services, but it’s a simple fact that one of the most popular forms of marketing to get people into a shop is the lure of an affordable oil change. This approach is highly exploited by shops that simply don’t care about the cars. They’re looking at the bottom line and what they can upsell when the vehicle is on the lift.
Of course, upsells are important and we all do it, but there’s the honest upsell and then there’s the other … a topic for another day. As far as the oil change, there are some established shops that may take the stance of only offering top-of-the-line filters and the cost is the cost, take it or leave it. But due to demographics and local competition, many shops have no choice but to offer inexpensive oil changes, simply to remain competitive and get traffic through the door.
I’ve heard many a sales rep talk down their value-line filters in an attempt to stock the shelves of a local shop with their better and best products. That doesn’t mean they’re wrong about the quality or that we don’t agree as technicians. However, as I just pointed out, we know from the standpoint of running a business that we simply may have no choice but to stock low-line product in order to remain competitive.
One thing you can do to help professional shops is provide them tools – such as counter displays or pamphlets – that explain what makes a top-of-the-line filter different from a value-line filter. This makes it much easier to offer different levels of oil-change services that include higher-quality filters. It’s always our goal to sell top-of-the-line, but you’d be surprised how tough it can be with so many shops offering inexpensive oil changes. The more tools we have to sell top-of-the-line, the more we can stock in our shops.
Upsells
For your walk-in customer or the DIYer, you always should offer an upsell – not from a negative or pushy standpoint, but out of professionalism and sharing your knowledge, making sure they have everything they need to get the job done. Never assume. But, it’s a safe bet that if they need an oil filter, they’re changing the oil too – even if they aren’t getting any oil. They may already have the oil. A drain pan and shop towels are number one. Just ask if they need either, and it’s always best to replace the oil drain-plug gasket.
link hidden, please login to view Funnels are a good upsell, because how many of us can really hit that hole every time, right on the money? I even like the “extra quart of oil for the trunk.” You’d be surprised how many people agree with that idea.
This is more of a rarity, but if they’re working on an older vehicle (pre-catalytic converter), make sure to ask them if they need a zinc additive for the engine oil. Oil-filter wrenches are another good upsell, as well as latex gloves and hand cleaner.
Tech Tips
There are a few extra things you can suggest that can help your customer. One, if the filter is an element-style filter, check the box and make sure it contains the replacement O-rings for the filter housing. Remind them to be sure to use them. Also remind them about using a thin film of clean engine oil on the filter seal before installing.
Some newer vehicles are designed with single-use drain plugs that require special tools to remove. If they have one of these, not only could they be looking for the tool, but they also might ask if you really have to replace the drain plug. The answer is to recommend “yes.” Is it overkill? Some may argue it is, but these are plastic plugs that turn and lock in place, quickly losing their tension with multiple uses. Have I personally ever seen one fall out? No, not yet, but if the manufacturer says to replace them every time, that’s what I do. Nobody wants to take the chance of ruining an engine.
Sharing what you know makes oil-filter sales easy, and it’s the basics like this that brings customers back to your store.
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By NAPA
5 Must-Have Tools You Can Use Outside the Garage
It’s true: NAPA boasts nearly 6,000 Auto Parts stores and more than 17,000 Auto Care centers. With America’s largest network of aftermarket automotive parts and auto service, it might come as a surprise that NAPA also specializes in equipment and expertise outside the garage. That’s right, NAPAonline.com carries a huge range of tools from the smaller
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Even the most complicated at-home projects require those small toolbox staples like a reliable measuring tape. This
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One of the simplest ways to improve your home is a good, old-fashioned scrub down! As time passes, ultraviolet rays, dust, insects and even algae and smoke can build up on and stain siding, outdoor furniture and concrete driveways. The garden hose is rarely sufficient for a quality clean and the cost of hiring a service racks up quickly. Shop NAPAonline.com for a personal pressure washing system, so you can keep the outside of your home looking great and free of damage.
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By NAPA
Our Top-Selling Craftsman Tools link hidden, please login to view
NAPA is proud to offer Craftsman tools, a reliable brand in existence for nearly 100 years and manufacturing lines of garage tools, lawn and garden equipment and protective work gear. The household brand has changed owners throughout the years beginning with Sears. Today, Craftsman is headed by Stanley Black & Decker. The household name proved that it is one that stands the test of time, and it continues to aid homeowners, builders, early career technicians and master mechanics with top-of-the-line manufacturing practices.
The
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By Counterman
Being a somewhat evolved primate, I appreciate tools. I have a LOT of tools – maybe more than strictly necessary for a guy who spends most of the day behind a parts counter rather than in a shop bay. To be completely honest, I even own a few tools that I’ve never actually used, simply because at the time of purchase, I thought they were pretty darn cool, and I might need them some day. Better to have it and not need it, than to need it and not have it, right?
Historically, tool selections were pretty basic: an open stock display of wrenches, sockets and drive tools, and a small display of specific-use tools from one of the major jobber distributor brands. These days, in-store tool selection reflects the diversity of manufacturers in today’s aftermarket and the vehicle-specific engineering that goes into servicing a wide range of global nameplates. Given the tight confines of the modern engine bay and the variety of service opportunities, the “underhood” tool category is spread across several vehicle systems, and includes a number of specialty tools.
Underhood services can include belt-drive and cooling-system service; electrical diagnosis and repair; fuel and emissions; LOF (lube, oil, filter) and other fluid-exchange services; and internal engine repairs. Considering that performing one repair often requires disassembly or removal of multiple components just to access the affected part, underhood repairs often will require multiple specialty tools as you dig deeper into the engine bay. While a complete review of each and every specialty underhood tool is nearly impossible, there are a few types that are universally required for servicing many different vehicles.
Quick-disconnect (QD) tools are one of the most universally requested tools in this category, and also the most diverse. Fuel and emissions lines, transmission and coolant connections and A/C lines all routinely feature a QD fitting of some variety. From scissor-type tools to pliers and spring-lock tools, each is designed for a particular type of fitting. Master-disconnect kits cover the majority of styles in one convenient case, and many QD tools can be purchased individually.
For OEM clamped-hose connections, flat-band clamps have mostly replaced worm-drive clamps, and the “go-to” tool for this type of clamp is the cable-operated plier, which can reach remotely into the engine bay where your hands won’t fit. Another popular OEM clamping method is the “Clic” and “Clic-R” clamp, a reusable clamp similar to the Oetiker ear-type clamps found on CV boots.
Clic-R-style pliers make removal and re-use of these clamps possible without damage. Blunt flat-bladed hose-removal tools then can be used to separate stubborn hoses without puncturing or gouging the rubber – a common problem when improvising with a screwdriver or pick tool. Screwdrivers also can damage stretch-to-fit serpentine belts, so using the proper removal and installation tool increases the chances of reusing a good belt! Belt-tension release tools make accessing buried tensioner assemblies much easier, especially when clearance issues prevent the use of a breaker bar or ratchet.
LOF service – once the most basic of maintenance tasks – has become increasingly complex in recent years. The resurgence of cartridge-type filters has resulted in a variety of specialty sockets for opening engine-oil and diesel-fuel filter housings. GM, Ford and some European OEMs now feature uniquely shaped plastic oil-drain plugs that require specialty sockets to remove and replace without damaging the plug.
Some tools (for example, a particular-size specialty socket or bit) are “required” in the sense that you cannot use any other tool to perform a specific task, while others have been developed to make a job easier or beat the published flat-rate schedule. For professional technicians, time is money, and specialty tools are an investment that help them save time and earn more money. For DIYers, specialty tools reduce the frustration of fighting with an unfamiliar component, and reduce the potential for damaging new or existing parts when using improvised tools
and methods.
Tool rentals allow the DIYer (and even some professionals) access to more expensive tools that they otherwise wouldn’t purchase. As add-on sales, specialty tools can earn the parts store additional income, encourage sales of parts that may be more difficult to install without the proper tools and reduce “defective” returns resulting from installation errors. Having a diverse selection of relevant specialty tools in stock is easier than ever before, and is another way to differentiate yourself in an increasingly competitive market.
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By NAPA
Three Auto Repairs You Can Do at Home
Many drivers avoid working on their own vehicles out of fear that they don’t have the expertise or the time. Some vehicle owners imagine a sizable garage full of tools is required for a standard repair. But investing yourself in an at-home vehicle repair is rewarding and can ultimately save you time and money in the long run. You don’t need a bunch of fancy tools or a big garage to complete routine maintenance. All you need is NAPA.
The experts at NAPA Auto Parts can help you perform three straightforward vehicle repairs at home as part of your regular vehicle upkeep: replacing worn or
link hidden, please login to view, rotating tires and changing your wiper blades. With the right tools and tips, adhering to a routine maintenance schedule prevents critical failures and expensive repairs plus keeps your ride on the road longer. Find Your Spark: How to Change Spark Plugs link hidden, please login to view
Replacing aging
link hidden, please login to view is a critical part of vehicle maintenance as they are responsible for igniting the fuel that powers your engine. Most vehicle manufacturers recommend changing your spark plugs every 30,000 miles or so, depending on your year, make and model. If you notice your fuel efficiency decreasing or your vehicle is starting or idling rough, then it possibly time to link hidden, please login to view. First, do your research. Refer to your vehicle’s manual for the information you need about the kind of spark plugs required and where they are located. Make sure you’re wearing gloves and eye protection to avoid injury. Clear any debris from around the plug with a brush and
link hidden, please login to view to ensure no particulates get into the engine through the plug hole. Then, remove the old plugs (always pull from the wire boot, never pull the wire itself). Once you remove the plug, inspect it carefully for blistering or an abundance of soot. This could indicate your fuel mixture is incorrect or there are deeper issues in the engine. Before you install the new plugs, refer to your owner’s manual for the proper spark plug gap measurement. Using a
link hidden, please login to view or a link hidden, please login to view, set the gap by gently lifting or lowering the electrode to the proper width. When installing the new plugs, make sure not to use anti-seize on the threads. Check the manufacturer’s recommended torque specs and tighten the plugs with a socket and ratchet accordingly. Simply reinstall your plugs in the proper order and that’s it! You’re officially a home mechanic.
A Good Rotation: How to Rotate Tires
Rotating your vehicle’s tires is another important part of vehicle maintenance, but an easy one you can do at home. As you drive, the rubber composite of your tires naturally wears down. When you steer your car, the front and back wheels move differently, so the tires wear down at different rates. To extend the life of your tires and maintain proper alignment, you should rotate your tires at least once a year. If you live in a colder climate, consider rotating them twice a year.
Before getting started, familiarize yourself with your vehicle’s drivetrain (Front Wheel Drive, Rear Wheel Drive, 4 Wheel Drive) and the kind of tires your vehicle uses (directional or non-directional). These factors affect the
link hidden, please login to view. Once you’ve established the rotation pattern that works for your vehicle, put on your gloves and goggles and get to wrenching. To perform a successful tire rotation, you’ll need
link hidden, please login to view, link hidden, please login to view and a lug nut wrench. Make sure your vehicle’s parking brake is engaged, then: Loosen the lug nuts on each wheel before lifting your vehicle Use the jack and jack stands to lift your vehicle Remove the tires and reinstall them according to your vehicle’s ideal rotational pattern Hand-tighten lug nuts, and you’re done No More Losing Streaks: How to Change Wiper Blades
You may not consider your windshield wiper blades a very important part of your routine vehicle maintenance. It’s easy to forget that these essential components can wear down, and no one wants to get caught in a rainstorm with windshield wipers that can’t do the job. If your wipers are leaving behind streaks or jumping and squealing over the glass, it’s time to
link hidden, please login to view. Do your research and figure out the correct length of wiper blades for your vehicle. Using the incorrect blade size can put undue strain on the wiper arms and wiper motor, which could mean they wear out faster. Consider the climate you in which you live and the time of year you use your wipers the most. In the winter, make sure your windshield is always deiced before engaging your wipers. Avoid engaging your wipers in the summer without moisture present on the windshield. NAPA Auto Parts carries a vast range of
link hidden, please login to view for hundreds of vehicles and any weather condition. Shop all the best brands: NAPA Exact Fit, Proformer, Rain-X, Bosch and many more. Once you have the correct blades for your vehicle, turn off the engine, then lift and secure the wiper arms. If your wiper arms are spring-loaded, lay a towel over your windshield while replacing the blades to avoid cracking your windshield if the arm springs back into place. Once replaced, test the wipers to make sure they work using a hose or your windshield washer function. While you’re replacing your wiper blades, check that the arms aren’t warped or cracked and clear out any leaves and debris that can collect in the air intake at the base of your windshield.
While acting as your own mechanic is a great way to give a little love back to your ride, it’s not always easy to get under the hood yourself. Whether your baby is a premium SUV, a reliable sedan or a beloved old jalopy, you can always trust the ASE-certified technicians at your local
link hidden, please login to view to get the job done right. Now, you can use our handy link hidden, please login to view so you can budget for a repair job and know what to expect before you bring in your vehicle. Featured image courtesy of
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