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The Future Is Yours (Continued from page 11) customer fairly and with integrity (that is, do what you say you will do) and be fair in your costs. Give your customer value, not just low prices. It sounds simple and it is, if you just decide you're going to do it. One final point about consumers. To day's consumer is not loyal! That may be hard for you to take -- it is for me -- but it's true. On the average, only 37% of the shoppers in a given store have loyalty to that store. We may not be as badly off in the repair business, but the problem is the consumer has too many choices. If he doesn't like what he gets from you, he's got lots of good alternatives. My answer to this is to change your customers' attitude. Treat them so good they won't even think about going somewhere else. I'm sure that 37% figure is correct, but for you it can be 100% and forget everyone else. How about your competition? Or more importantly, what are you going to do to secure your future? Are you going to forget what your competition is or does? I can tell you what they're going to do -- bury you, eat your breakfast, lunch and din ner, if you let them. Car Repairs Guaranteed For Life! Have any of you seen the Ford Motor Company's inside, front cover, fold out ad that was just in Time magazine and read by millions of people? These ads are ap pearing, along with similar types of ads from your competition, in millions of con sumer magazines and on TV commercials daily. I am not picking on Ford Motor Com pany with this, but it is just an example of what is going on daily. Briefly, the ad focuses on what Ford calls the guarantee of a lifetime. It talks about free parts and free labor and states that, "the list of what's covered reads like an in ventory of the Ford Motor Company Parts Department." At the end of the ad, the copy reads, "Next time you need a repair, see your participating Ford or LincolnMercury dealer." This type of marketing, along with the 5 year/50,000 mile warranty could be a seri ous detriment to your future and ours. What can we do about it? We can support the in dustry action on the 5 year/50,000 mile problem. As to this type of competition, it is serious and I can assure you NAPA is doing some thing about it and I'm sure others will be too. But we have very specific programs and plans to combat this and give you, the independent service station, garage and body shop, some marketing and merchan dising ammunition to fight back at all of this 12 Chart 10 New Car/Truck Dealers by Annual Repair and Service Dollar Volume Annual Repair and Service Volume Under $80,000 $80,000 - $149,999 $150,000 - $249,999 $250,000 - $499,999 $500,000 and Over /o of Shops 1981 1984 11.4% 20.6% 20.6% 22.5% 24.9% 7.4% 12.0% 15.8% 26.2% 38.6% 100.0% 100.0% Number of Dealers 1981 1984 3,192 5,768 5,768 6,300 6,972 1,850 3,000 3,950 6,550 9,650 28,000 25,000 type of competition. It's got to be done and we plan to help but you must be aware and do it in your own town. What About The "It's" In Your Future? To survive in the future you not only need to be a skilled technician and businessman, but you must become a marketer. Like it or not you need to be merchandising and advertising your shop and your service -- otherwise the Firestones, Fords, GM Ser vice, Midas, Precision Tune, Jiffylube, AAMCO's and all the rest will put you right out of business. Full obsolescence protection Outstanding warranties that they stand behind Technical training Factory service personnel Full Line Coverage and Availability Competitive Prices (to get all of the above costs money so the lowest may not always be the best, remember you get what you pay for) Most Importantly For The Future -- Marketing, Merchandising & Advertis ing assistance. There is help! Your best partner can be a source of parts supply. This could be NAPA or-anyone of the good traditional parte distributors who offer you a complete package of full service supply. You see, we also have a- stake in your future. For us to get the parts sales we must have the ser vice repair dealers to install them. Sure, we get some D-l-Y business, but 72% of our business is installed by a professional mechanic. We have an old saying in the parts busi ness, "That you don't buy a profit, you sell at a profit." Keep that in mind and look for a source of supply that will give you: Quality products Excellent service My desire is that everyone of us continue to professionalize our industry and raise it to higher levels of integrity, competence and professionalism. I'm proud to be a part of it as I know you are. We are performing an honest-togoodness service that is needed by mil lions. We have been the subject of much criticism and malignment in the past, but I believe those days are gone. You can con tinue to raise the standards and dignity of this great profession if you put your mind to it. I know you can and I believe you will. The future is yours -- if you only want it and reach out and take it. Thank you for allowing me to be a part of your great meeting. It's been a real pleasure.