Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Cottman Internal Newsletter Sample Q4 2010
1. 2011 is here - Is This The Year You
Make IT Happen?
Well…you knew it 11) Monthly Town Hall Meetings 5) Regional Seminars – July through
was coming and sure 12) Fast Blasts September with enhanced Center
enough 2011 has Manager training opportunities
13) The Cottman Score Card
arrived. Another year 14) New Point of Sale System Beta Test 6) Annual Convention – May
of opportunity and And more… 7) Additional emphasis on standardization
another clean slate. Is and quality across the board at the store
Perhaps a more appropriate question is – are YOU level
this the year you take
doing all you can to help yourself?
control of your
1) Are you reaching out to your Regional From what I‟ve been reading and hearing these
destiny? Is this the year you achieve your
Operations Manager on a regular basis? past few months, the US economy appears to be
personal and financial goals? Is this the year you
2) Are you refreshing the look of your shop gradually improving and so far most of the “leading
take charge and start running your business and cleaning up inside and out? economic indicators” are heading in the right
instead of allowing your business to run you? If
3) Are you getting out of your shop and direction. Although I am cautiously optimistic about
your answer to these questions is “YES,” then 2011 regularly conducting outside sales visits?the American consumers‟ willingness to open their
is going to be a good year for you. If your answer
4) Are you focusing on managing your parts wallets, we must continue to maintain an
is “NO,” then perhaps it‟s time to take a good, long and labor costs? aggressive posture with regard to proactively
look in the mirror and ask yourself what‟s stopping
5) Are you holding your Center Manager seeking new business, and we absolutely cannot
you. accountable for closing sales and for afford to rest on our laurels and wait for the
pricing jobs correctly?
Some important questions and answers: business to come to us. I believe that 2011 will be
6) Are you working with Sue Burg at Ross
the year that we step up our game, upgrade our
Q: Is Cottman going away / dying / being Advertising to maximize your marketing
dollars? systems and become the cutting edge transmission
absorbed by “Brand X”, etc, etc? and Total Auto Care brand. We may not be the
A: NO! As a matter of fact, we (your Cottman 7) Are you holding your tech(s) and builder(s)
accountable for doing solid work and largest, but where it really counts (at the store
Home Office Support Team) are devoting more
resources than ever to help ensure your success, keeping comebacks to a minimum? level), there is no reason why we can‟t take on all
and our goal is to help you to be as successful as 8) Are you managing your cash flow so that competitors and win.
YOU want to be. you‟re able to pay your expenses, I wish everyone much success and the very best of
franchise fees and taxes?
Q: Why isn’t Cottman helping me / what has luck in 2011 and let‟s make the dream a reality!
9) Are you attending the monthly Town Hall
Cottman done for me lately? Sincerely,
meetings and being an active participant
A: Cottman IS helping you. As a matter of fact, we in the Cottman system?
rolled out more programs and support opportunities
last year than in the past several years combined.
Following is a brief list of just a few of these Q: What is Cottman doing in 2011 to help me
Rick
programs: grow?
1) 90-Day Same as Cash A: Glad you asked. Here‟s a summary of our this issue
2) 3rd Party Warranty primary 2011 projects:
3) Lease Renegotiation 1) New Point of Sale Software – Q1 The Direction of Marketing in 2011 2
4) Outside Sales in a Box (barring any unforeseen circumstances) The Shrinking Dollar 2
What does 2011 hold for Social Media 3
5) New National Account/Fleet Support 2) New and improved Site Visits for all
Centers in the Spotlight 2010 6
6) Monthly Sales Contests locations, which will include the new
Preparing your vehicle for
Outside Sales in a Box program cold weather hazards 8
7) New Cottman.com web site and
3) New push for Fleet Sales growth Town Talk 10
franchisee / tech “portals”
New Outside Sales in a Box 10
8) In-field Group “Mini-Convention” Seminars 4) Enhanced marketing/advertising
Preferred Customer Discount Cert. 11
9) Enhanced web-based marketing initiatives, both web-based and new
creative
10) Voice Mail Message and Email Address
Upgrades
Page 1
2. The Direction of Marketing
For 2011 A Word from the Operating
Let me take this opportunity to wish all of you a Happy and Healthy New
Managers…..
Year! I am looking forward to an exciting year ahead with some significant
changes in the direction of our marketing plans and initiatives.
The creative process for a new TV, Radio and Print campaign has begun. “2011 is going to
Our focus is on Cottman Transmission and Total Auto Care being be a strong year,
represented as a locally owned business, with customer service as a top and I will be
priority. Our goal is to send a message that promotes Cottman as being a focusing on
vital component of the local community. conducting site
visits and “getting
One of my goals this year, in addition to the major strides we will be making back to basics.”
on the internet, is to look at “out of the box” marketing ideas. I will be looking While working in
at different outdoor/signage opportunities. We will be getting involved with community events by Oklahoma last year I saw firsthand how
partnering with local radio and TV stations. And, of course, I am always on the lookout for new important it is to use the Cottman word
creative web ideas, so if you hear of anything in your local market please send them my way. tracks, and I want to help my Owners to
load their parking lots with cars! I will
Remember, you each have the option of having your own coupon offers on your web page. Please also be focusing on outside sales, rolling
give me a call and let me know what you would like to offer to your customers! out the new point of sale system and
As always, I look forward to working with you and making 2011 a prosperous year for us all . helping my owners to put more money
in their
pockets” .
- Sue Burg - Robert Hettenbach
Director of Advertising
The Shrinking Dollar: What Happens “I am expecting a
great year in
When There is a Delay in Collecting my territory in
2011. I’m looking
Franchise & Advertising Fees forward to working
with each one of
my centers and
this year we’ll be
Cash flow is the For instance---a dollar's value shrinks to focusing heavily on
"engine" that drives approximately 70 cents if the receivable is allowed
outside sales. I will be implementing the
all businesses large to age 3 months. At one year, the same dollar's
and small. Delinquent value has been estimated to be only 23 cents! Outside Sales in a Box program with
accounts are the each visit in the 1st quarter, followed by
"brakes" that can Today's competitive economy requires that continued support on outside sales
quickly bring companies and stores alike maintain a healthy ideas. In addition, I will be helping to
companies to a cash flow with the ability to adapt to constantly
implement the new point of sale system
screeching halt. changing market conditions. This is especially
true in the automotive after-care market. in each center. Last but not certainly
The economic
least I will be focusing on center
circumstances of Delinquent accounts, if they are permitted to age,
recent years has profitability.
can cause confusion and disorder as well as tie up
pushed many valuable management and staff time that could be
companies to extend the time that they will permit put to far better use. Companies and their dealers Let’s Get Selling!”
accounts receivable (A/R) to age prior to instituting must take a hard line on past due receivables if
collection efforts. Based on various surveys of they intend to be successful in maintaining healthy - Richard Taylor
multiple accredited agencies, this loosening of cash flow during these challenging economic
payment requirements may be severely impacting times.
companies‟ cash flow and bottom line. The results
of these surveys clearly show the importance of Until next time – I‟m available to answer any
taking positive action when a receivable ages past questions and I‟m looking forward to continuing
it's due date. This is critical whether it is here at our positive working relationships into the new
the home office or for you, our Franchisees, at the year.
store-level.
- Steve Freeman
Account Manager/Collections
Page 2
3. One of our primary initiatives for 2011 is to create a comprehensive “internet strategy” based on one primary objective –
to drive more leads to Cottman locations. This new strategy will enable us to better coordinate all of our on-line activities
(web sites, Search Engine Marketing (SEO), social media, etc.), which will in turn allow us to maximize both our time and
our (your) dollars. One important component of this new strategy will be our new foray into the world of “social media,”
so in an effort to provide some basic education, our new Director of New Media, Derik Beck, found an excellent article
which serves as a good “jumping off point” for our next steps. Please take a few minutes to read this article and don’t
worry if you’re still feeling a bit confused about the whole social media concept. We’ll be providing some excellent
webinars in the near future which will help to further clarify this topic.
Enjoy,
Rick
What Does 2011 Hold for Social Media?
By John Theriault
The recent interview of Facebook founder Mark The first trend is that the Internet and social This technology is already in use overseas,
Zuckerberg on 60 Minutes, which revealed media are becoming more visually driven, and variations are in development for the U.S.
changes to the site, has business people all over with an emphasis on photos and videos. market (PayPal is desperately trying to own this
the region talking about social media. Everyone, A whitepaper published by Cisco in June space).
it seems, is wondering what will be other major estimates that video will account for 57 percent
Mobile web use may also increase once the new
changes in 2011? of all traffic on the web by 2014. YouTube is
“tablet” computers, such as the iPad, gain real
already the second most popular search engine
In 2010, Facebook become the predominant market share. A long-time industry leader, Barry
after Google, and video often gets higher
social media site with over 500 million users Diller, chairman of IAC/InterActiveCorp, (which
placement on Yahoo and Bing‟s search engine
globally. In the U.S., the site has attracted an owns a host of successful e-commerce sites),
results. In addition, web users tend to click on a
increasingly mainstream population (particularly stated that he believes “tablet” computers will
video instead of reading text when visiting a site.
women under age 55). This is why major replace laptops, the way laptops replaced
national brands began setting up pages in hopes The second trend is being driven by the rapid desktops a decade ago.
of connecting with their customers. adoption of smart phones. High sales of the
The move to true mobile computing, which is
iPhone and Droid are resulting in a plethora of
While big money Facebook campaigns will poised to take off in 2011, will change how we
new location-dependent applications. If you
abound in 2011, (see Corona Light‟s Times use the Internet, interact on social media sites,
purchase a Droid for example, you‟ll immediately
Square promotion for an example); a number of and market to customers on-line. Social media
notice that many of the applications use a GPS
local businesses are using Facebook effectively platforms will no longer be something we
signal. The focus on location is growing quickly
at low cost. “access” intermittently but will always be “on”
because developers see it as way to monetize
and available everywhere. It will become how
The Kinsale Inn in Mattapoisett has over a social media.
we communicate throughout the day (much the
thousand followers on their page for example,
Facebook uses the data to offer locally targeted way we use e-mail and phones today). Once
and First Citizens Credit Union in Fairhaven
ads of interest, and sites such as Foursquare, that ubiquity becomes mainstream (its currently
offers a constant stream of new content to
use it to send „real time‟ messages to nearby limited to younger users and early adopters)
engage visitors. It‟s clear that Facebook will
phones. For example, when you walk by a businesses will find it impossible not to engage
continue to be the dominant player in 2011, and
bakery Foursquare will push an ad for “Fresh customers on social media. We should think of
therefore should be the first site businesses
blueberry muffins!” onto your phone‟s screen. the sites we‟re using today as early stage
focus on when considering social media.
We‟ll likely see new forms of locally focused prototypes. These platforms will either rapidly
The changes Facebook announced on 60 advertising emerge in 2011, particularly aimed at evolve or be overtaken by much more
Minutes – most importantly placement of user small businesses. sophisticated platforms yet to emerge. 2011
photos and location prominently on the profile promises to be a seminal year in social media
The next step in mobile technology will be to use
page – are indicative of two larger social media technology.
your phone as a wallet. Instead of pulling out
trends we‟ll see in 2011.
your debit card, you will simply wave your phone
over a sensor at the cash register.
Page 3
6. Cottman Centers in the
Spotlight in 2010
Columbus, SC – James Maiden Mike Price of Hammond, LA, believes there is a
process of small steps required to build consumer
Greensboro, NC – Fred Bowen confidence, “I attribute much of my success to
Hammond, LA – Mike Price paying attention to detail and making customers
feel comfortable and confident that the job will be
Denver & Wheatridge, CO – Jim done right.”
Dietvorst
Jim Dietvorst of Denver and Wheatridge, CO is
a proponent of consistency. “We know that every
2011 As we begin another
new year, now is a
customer is different. Some are just passing
through and others may never require us to
Cottman Convention good time to reflect on perform a major transmission service. But, if we
one of the hallmarks treat each one of those customers with the same
of the Cottman brand commitment to honesty, value and service, then we
as personified by have fulfilled our discipline as a team and can work
Cottman towards future success with less likelihood of any
Franchisees who take customer calamities.”
pride in their positive
interaction with the Fred Bowen of Greensboro, NC recognizes the
public. importance of getting the customer satisfaction
message to everyone within the organization and
There are four Cottman centers in particular says, “I tell everyone this is a team sport. We all
that have stood above the rest in 2010 based need to work together.”
Please join the Cottman Home on providing outstanding service and attention
to their customers. These Cottman centers know So there you have it - four solid business principles
Office Team for our that the key to making their business successful is from an elite group of customer service experts.
2011 Annual Convention quality customer service. Each of these centers Understanding the importance of customer satis-
has customers who took the time to write to tell us faction, paying attention to the details and providing
Venue: Baltimore Inner Harbor, MD about their exceptional customer service consistent, high quality service is what sets this
experiences, so we‟ve asked these Cottman group apart, so CONGRATULATIONS to all and
Date: Latter part of May 2011 dealers and managers to share their secrets. let‟s keep up the great work in 2011!
James Maiden of the Bush River, Columbia, SC - Carol Iacullo-Kohlmeir
Please Stay Tuned Cottman understands the practical application of Director of Customer Service
having satisfied customers. According to James,
For More Information…. “We would like for every existing customer to be a
booster for us locally. It‟s not only the cheapest
form of advertising, but also the most persuasive.”
Picture This!!!
Photos: Courtesy of Mike Morrison,
Spartanburg, SC
Page 6
8. Preparing Your Vehicle for Cold Weather Hazards
By Bob Afflerback
Here it is January, and if the weather in A battery that was working will during the summer could have a hard timing
your area hasn‟t gotten cold it will be very cranking a cold engine when the temperature drops to near freezing. Your
shortly. As is the case every year, for the qualified technicians have the knowledge and the tools to check the entire
past few months you should have been battery and charging system so they don‟t have any problems in January
telling your customers to prepare their and February.
vehicles for the winter months. Most
of the country has already been If they drive a 4WD vehicle, when was the last time it was put in 4WD?
experiencing periods of extended cold, During the summer months most people never encounter conditions that
heavy rain, icy roads and even snow. would require 4WD. Wouldn‟t they appreciate knowing their 4WD is
Each of these creates difficult driving working properly before they encounter snow, ice or mud? Having you
conditions, and you need to help ensure check their 4WD will go a long way towards providing a peace of mind.
your customer‟s vehicles are prepared to
deal with these conditions. NOW is the Knowing the condition of their car and taking care of minor problems and
time to have a qualified technician evaluate their vehicle to determine if it is services prior to bad weather is the best way to protect them from major
ready for the bad weather. You need to explain to your customers that your problems. Have you ever been driving down the road in bad weather and
technicians are trained to evaluate their vehicles and remind them that we seen someone stranded by the side of the road with the hood up and
often uncover problems that they might have missed. This could be the smoke all over the place? Have you ever felt sorry for that person? The
difference between smooth winter driving or being stuck the first time the difference between that unlucky person and your customer could be the
weather gets really cold. bad hose that your technician found when you took their car in to have it
winterized.
Cold weather will affect all of the rubber parts on their car. Hoses and
belts that were fine in the summer can get brittle and break as the Remember, winterizing their car is much more that having the local parts
temperature drops. A broken belt or a leaking radiator hose could easily house check the freezing point of their antifreeze. You‟ve heard it before
leave them stranded in the most uncomfortable weather. Making sure their and it‟s a bit cliché, but it‟s definitely true with regard to your customer‟s car
antifreeze is up to the job now is easier than having problems later. – “an ounce of prevention is worth a pound of cure.” Do yourself a favor
Antifreeze is important in the summer because it helps keep your engine and check their vehicle soon. It could stop them from being that person
from overheating, but just because it was good in the summer doesn‟t stranded on the side of the road.
mean it‟s going to do the job in the winter weather.
Wouldn‟t this customer love you if they got in their van and it actually started?
Page 8
10. Town Talk
With a New Year comes new beginnings When you left the mini conventions (or our main convention in Vegas) and
and those customary promises we make made those promises to yourself regarding all of the positive changes you
ourselves on diet, lifestyle, finances, etc. were going to make - what did you really do? If you didn‟t accomplish any
Most of us make these promises to ourselves of your goals, ask yourselves why not? Well the opportunity is here RIGHT
with the best intentions, yet the next year we NOW so dust off those promises, grab some enthusiasm and get busy
find ourselves making the same promises making those changes your business needs! Because time waits for no
again…only “we‟re serious this time!” During one, this upcoming year is going to bring more evolution of the brand and
this past year we introduced a lot of changes our systems. We are going to host a series of infield training classes;
in our town; communication improved another great convention; roll out a new POS system, revive our national
dramatically, services improved and most Fleet program and so much more. In order to be ready for the next step
importantly there was a renewed feeling that your shop needs to have its basic systems and staffing in order. Focus now
our “brand” was again headed in a positive direction. We ran a series of on what you wish you had already done, and embrace the offerings and
changes headed your way in this New Year. By working together we can
mini conventions around the county to talk about every aspect of our
GROW our stores, increase your profits and most importantly have fun
performance; from profitability and how to fine tune our current business
while we‟re doing it! Here‟s to New Year‟s resolutions and a fantastic 2011
model, to staffing and having the right mix of people. We discussed
for all of us!
financing and extended warranties, center appearance, and the importance
of proper training and management. Perhaps most importantly, we talked
about running our shops the “Cottman way” – the way we originally
- Joe Josko
intended when Cottman first began franchising. Regional Operations & Training Manger
Well New Year‟s has come and gone, every state except Florida has
had snow and ice at one point or another and the economy is still forcing
customers to fix rather than replace their vehicles. We have waited for
this “perfect storm” of challenges for several years, and now it has finally
arrived!
Outside Sales in a Box
Page 10
11. New Version
Smaller Logo with
Minimal TAC Reference
Dear Cottman franchise community,
As I‟m sure you‟re aware by now, last quarter we launched our new “Outside Sales in a Box” program and I‟m pleased to report that so far the reaction
has been very positive. For 2011 my primary goal is to increase YOUR revenue and profits by focusing on outside sales, and I wanted to share a new
tool we just created to assist you in this endeavor.
Introducing the NEW Cottman Preferred Customer Discount Certificate:
These new certificates will be included in the new Outside Sales in a Box kit, and will come in pads of 20. The pads are designed to be provided to each
of your outside sales accounts as a means of enhancing their relationship with their customers.
Here‟s how it works:
1) First, add your address information to each Discount Certificate in the pad in the space provided.
2) During your next outside sales call, provide the pad of Preferred Customer Discount Certificates to your account.
3) Explain to your account that this is a great way to provide a “value added service” to their customers, and that
our goal is to make them look good!
4) When your account has a customer that needs transmission work they simply:
a. Complete the side panel with the date, customer‟s name, vehicle info and referral info.
b. Write their name and company on the “Recommended by” line on the Discount Certificate.
c. Cut along the dotted line and provide the Discount Certificate to their customer.
d. Keep the side panel for their records.
5) When you receive the certificate:
a. Thank the customer for coming in and provide some positive praise for the referring account (they‟re great to work with or we do lots of
work with them, etc.).
b. Call the referring account, thank them for the referral and let them know that you‟ll be happy to pay them a referral fee as soon as the
work is complete (the specific referral fee and should be discussed during your outside sales call).
c. Complete the work and keep the Discount Certificate for your records so you can track the number of referrals you‟ve received from each
account.
It‟s as simple as that! I wish I could take credit for this idea, however this concept has been used very successfully by Cottman in the past, and I thought
this would be an excellent addition to our outside sales program.
If you have any additional questions regarding this concept, please contact your Regional Operations Manager. To order additional copies, please
contact Leonie Sowah at lsowah@cottman.com or 215-643-5885, x-101.
Good luck and happy selling!
Rick
Page 11
13. What Total Auto Care Means To You
& Your Customers
Cottman Transmission has now become Cottman Transmission and A close inspection revealed that the right front tire was coming apart.
Total Auto Care. Whether you like it or not, for our business to continue When I returned to the Goodyear Center I was informed that that
to grow some changes had to be made. Manufactures are building particular failure was not covered under the Goodyear warranty and that
better cars, giving better warranties and many repair shops now have a new tire was going to cost me $100. The original tires were sold to me
access to rebuilt transmissions that they can install themselves. as Goodyear‟s “top of the line,” and I felt that the Double Eagles should
have lasted at least as long as the cheap tires that originally came with
The biggest change, now that we are in the Total Auto Care business,
the car (35,000 miles). Not being happy with their answer, I took the car
is our relationship with our customers. When we were a transmission
to Firestone and had all 4 tires replaced. To this day I will not own a
shop we wanted our customers to bring us all of their transmission work.
Goodyear tire.
We didn‟t care where they went for oil changes, tune-ups, brakes or
anything else. As long as we got to fix their transmission we were I brought this up to show you how easy it is to drive customers away.
happy. This meant that we were probably going to see a customer once
I spend all day on the phone speaking with Cottman Centers. You would
or twice in their lifetime. Now that we are doing Total Auto Care, we
be surprised how some of your phones are answered. I‟ve gotten “Yo,”
want our customers to really be our customers. We want them to think
a blanket “Hello”, etc. I‟ve had centers answer with please hold and then
of us for everything no matter how big or small. Let‟s face it, if our
hang up when trying to put the phone on hold. I even got a recording
customers are comfortable coming to us when they need an oil
that told me they were too busy to come to the phone. Well if you‟re too
change, or brakes they will be comfortable coming to us when they
busy to answer the phone you are clearly too busy to work on my car.
need a transmission repair.
Next time you‟re out, do yourself a favor. Shop your center from an
The key word in the above paragraph is comfortable. A customer will
unknown phone number. You might be surprised. Ask yourself if you
generally put up with a little unprofessionalism if you are the only game
would do business with a company that answered the phone in that
in town. If, however, there are other places for them to spend their
manner.
money where they feel more comfortable, they will most likely go there
before coming to you. Your relationship with your customers begins the I worked for a guy back in the seventies that had the following beliefs:
moment you interact with them. This includes everything from how you
answer the phone, to how you treat them in person, to how you deliver 1) Repair your customer‟s car to the best of your ability.
their car and even how you handle a warranty issue. 2) Get paid the proper amount for that repair.
3) Stand behind that repair no matter what.
In the early seventies I purchased 4 Goodyear Double Eagle tires for 4) Treat the customer like you‟d want your wife to be treated.
a Town car I was driving. When I went to pick up the car, the rug was
all greasy and there were hand prints on the steering wheel. When I Tom had some real creative ways to check his business to be sure
complained to the manager his response was “you know how it was being run to his standards. He would tell you he was going
mechanics are.” 11,000 miles later the car started to pull to the right. out to get parts, then call the center from a pay phone while he was
out. He would park his car up the street and walk back to the restaurant
that was across the street and just watch. He even gave one of his
neighbors $50 and told him to take their car into his shop for an oil
change knowing he wouldn‟t be there. Then the customer would report
to him on how he was treated and Tom would check the car to see that
the work was done correctly.
Tom understood, like you should, that the relationship between a shop
and its customers is a fragile thing. The customer that came in for a
$25 oil change could be your $2500 transmission job next week. If
your center makes that customer feel like changing their oil was an
inconvenience, they may feel that their transmission repair is also
inconvenient.
There is a lot of competition for your customers‟ auto repair dollars
these days. It‟s the little things that will keep your customers happy and
ensure that they keep coming back…and they‟ll tell their friends! A
good, trustworthy, professional mechanic is a very valuable commodity
Professional??? these days, so be that “Cottman Man” every day.
- Bob Afflerback
Technical Services Director
Page 13
14. Greetings and Happy New Year to all.
I have spent the past few weeks reviewing and bringing up to date our fleet and warranty materials. We are in the final
stages of the graphic design and verbiage, and we‟re anticipating that the new 2011 Fleet Pricing Guide should be ready
for distribution to you by mid February.
I am looking forward to a New Year and to bringing on additional new business as we work to reestablish old accounts
and cultivate new relationships with fleet and warranty companies. This is a process that will take some time…and will
require cooperation from you, our Franchisees. It is vital that we establish a close working relationship at every level of the
national fleet and warranty companies if we hope to develop these accounts to their full potential. All of the gains we make
here at the home office can be destroyed with one bad experience at the center level. The warranty and fleet companies
have far too many options to put up with poor attitudes or workmanship; and I‟m sure we can all agree WE CAN”T AFFORD TO LOSE WORK!
I will go into much more detail on how you can “help me, help you” in the upcoming Fleet/Warranty webinar (date/time to be announced).
Some of the topics that will be covered include:
Identifying new accounts in your area
Different types of accounts
How to market to these accounts
How to initiate a claim
How to properly quote jobs
Proper documentation
How to get paid quickly
How to handle problem issues with customers or adjusters
You will all be notified by email and phone as soon as we have set a firm date for the webinar. In the mean time, if any of you have any fleet or
warranty company related questions please call me at the home office ext. 209.
- Roland Camunas
National Fleet Account Sales Rep.
2011 Territory Re-alignment
ROBERT HETTENBACH JOE JOSKO RICHARD TAYLOR
FL, FERN PARK DE, NEW CASTLE VA, ALEXANDRIA
FL, JACKSONVILLE ATLANTIC MD, WALDORF VA, CHANTILLY
FL, JACKSONVILLE BLANDING MD, BELTSVILLE VA, MANASSAS
FL, OLDSMAR NJ, TRENTON OLDEN VA, WOODBRIDGE
FL, ST PETERSBURG NJ, WILLINGBORO VA, RICHMOND BROAD
FL, TAMPA NJ, WOODBURY VA, RICHMOND
FL, BRANDON NJ, MAPLE SHADE NC, BURLINGTON
KS, OLATHE PA, EMMAUS NC, GREENSBORO
KS, SHAWNEE PA, FEASTERVILLE NC, CARY
MO, GLADSTONE PA, KINGSTON NC, DURHAM
MO, INDEPENDENCE PA, LANCASTER NC, GARNER
MO, KANSAS CITY PA, LANSDALE NC, RALEIGH
MO, ST CHARLES PA, PAOLI NC, CHARLOTTE
MO, ST PETERS PA, 13TH ST PHILADELPHIA NC, CONCORD
OK, MIDWEST CITY PA, STROUDSBURG NC, CORNELIUS
OK, MEMORIAL PA, BABCOCK NC, MOORESVILLE
OK, WESTERN PA, GREENSBURG NC, WILMINGTON
OK, ROCKWELL PA, WEST MIFFLIN SC, COLUMBIA
OK, YUKON PA, ERIE SC, GREENVILLE
OR, BEAVERTON VA, HOLLAND RD SC, MAULDIN
AZ, CAVE CREEK VA, INDIAN RIVER RD SC, SPARTANBURG
NV, JONES BLVD VA, NORFOLK KY, LEXINGTON
WA, VANCOUVER LA, BOUTTE KY, LOUISVILLE
CO, DENVER BORADWAY LA, EARHART BLVD OH, CINCINNATI EASTGATE
CO, WHEATRIDGE LA, GRETNA OH, COLUMBUS BROAD
IA, DES MOINES LA, HAMMOND WV, CHARLESTON
IL, LONG GROVE LA, LA PLACE GA, ATLANTA BUFORD
WI, KENOSHA LA, KENNER GA, MARIETTA
WI, RACINE MI, FLINT GA, MARTINEZ
TX, AUSTIN CONGRESS MI, GRAND RAPIDS TX, SAN ANTONIO
TX, AUSTIN YEAGER TX, CORPUS CRISTI
TX, CEDAR PARK TX, WOODLANDS
TX, ROUND ROCK NS, DARTMOUTH
NS, HALIFAX
Page 14
16. A Satisfied Customer
The following is an email sent by a satisfied customer of Bard Estabrook, Phoenix, AZ .
From: cdelrae@gmail.com Here is the message that I posted online...
To: CottmanPhoenix@aol.com, bestabrook@cottmanauto.com
Sent: 11/16/2010 12:28:24 P.M. US Mountain Standard Tim
Subj: Very satisfied with you and your shop I’d like to share a story of outstanding service I received from a local
auto mechanic. I hope this story will influence you to use this mechanic
for all your auto repair needs.
Bard, My name is Chris and I own a 2003 Chevy Tahoe. When the Tahoe had
125,000 miles on the engine, the transmission went out and had to be
rebuilt.
My name is Chris.
In April of 2009, I took the vehicle to Cottman Transmission at 12445
Cave Creek Road Phoenix Az. 85022 (602) 371-1667.
I am writing you to let you know how happy I am with the service your shop
provided me last week in rebuilding my transmission. They rebuilt the transmission for a cost of approximately $2,400. They
also gave me a three year, 36,000 mile full warranty.
I am so happy that I want to let you know that I've started a personal cam-
paign to tell all my friends and colleagues about Cottman The automatic transmission worked perfectly for 18 months, but then
Transmission. began to have problems shifting gears. I took the vehicle back to
Cottman Transmission, thinking there would not be any problems since
At this point I've told about 10 people my story and I've been passing your it was still under warranty. I was informed that the transmission would
business cards out to them. Somehow, though, that does not seem like need a complete rebuild and to my bad luck I was notified that I had
it really shows how grateful I am for your service. So I've decided to go online passed the 36,000 mile warranty by a mere 300 miles. That sickening
and post my story about you at a number of Mechanic review websites. feeling began to sink in. Was this stupid transmission going to cost me
ANOTHER $2,400???
So far I have posted comments to the following sites:
As luck would have it, the mechanic working with me, advised that he
had spoken with the owner, Bard Estabrook, who decided to honor the
Mechanicratingz.com warranty even though I had technically gone past expiration! I couldn’t
believe that this auto repair shop was going to do this. I have never
http://www.mechanicratingz.com/ShowRatings.jsp?
experienced this type of service from any repair shop in my life.
thank=1&tcvid=1236365
mechanic-review.com (Still waiting for submission approval) True to their word, this auto shop did a complete rebuild of my
transmission for free.
my3cents.com
http://www.my3cents.com/showReview.cgi?id=90215 Let me say again that they rebuilt my transmission for FREE!
pissedconsumer.com When I picked up the vehicle, I asked what it would have cost if I had to
http://cottman-transmission.pissedconsumer.com/very-happy-with- pay for the work and was told it would have been around
cottman-transmission-20101115207337.html $2,000. Astounded, I asked why they would do such a thing. The me-
or chanic told me they have discovered that a satisfied customer’s word of
mouth worked better than any advertising they could pay for. Well…if
http://tinyurl.com/2dzf3dd you’re reading this, then that is probably a true statement.
If you have any other websites you would like me to post my story to, please I have a total of three cars. As a result of this experience I’ve decided
send me the information at cdelrae@gmail.com to take all my vehicles to Cottman Transmission at 12445 Cave Creek
Road in the future. One of my cars needs brake work and a new
catalytic converter. I expect these repairs to cost over $1,000, but I truly
Now, even though I am telling my friends and posting my story on different want to give the money to this Cottman Transmission repair shop
websites, somehow that still did not seem like enough to pay you back for because of this experience.
the service you have provided to me so I decided to nominate your business
for the 2011 Better Business Bureau Ethics Awards. I've attached two screen I hope that you will consider Cottman Transmission (602) 371-1667 for
shots of the application website to prove to you that I've done this. I've done all your future auto repair needs.
my best to convey how grateful I am to the BBB for your service.
Thanks for your time reading this article.
Chris
I want to you know that I will keep on passing my story on even if I don't
tell you about it and I plan to bring all my vehicles to your shop in the future
where I expect to take all your business cards so I can continue to pass them
out.
If you are curious as to what I am posting on line about you and what
message I sent to the Better Business Bureau, I've pasted the message
below.
I want to wish you best of luck and I plan on being in your shop again soon.
Sincerely,
Chris Del Rae
cdelrae@gmail.com
Chris’ Better Business Bureau (BBB) Nomination for Phoenix, AZ
Page 16
17. 2010 AWG Ranking
Rank Center Name/No Rank Center Name/No
1 PA, PAOLI 205 Phil Montagno 49 TX, CORPUS CHRISTI 2128 Jim Robinson
2 MD, WALDORF 3535 Ken Barker 50 TX, AUSTIN YAGER 2425 Tony DeFloyd
3 CO, DENVER BROADWAY 2936 Jim Dietvorst 51 VA, CHANTILLY 3555
4 LA, GRETNA 140 Daniel J. West 52 NC, MOORESVILLE 3435 Donna Da Silva
5 NC, GREENSBORO 2732 Fred Bowen 53 MO, ST. PETERS 3527 Ted Boyer
6 KY, LOUISVILLE SHELBYVILLE 3367 Jeff Ballard 54 NC, CORNELIUS 3520 Donna DaSilva
7 MI, FLINT (SAGINAW) 3364 Rob Kress 55 NJ, MAPLE SHADE 3195 Lou Guarini
8 VA, NORFOLK 2178 Bob Cowie 56 NC, CONCORD 3542 Brian Robbins
9 PA, EMMAUS 2064 Jeffrey Umstead 57 IL, LONG GROVE 3267 James "Lenny" Vance
10 LA, N.O. (EARHART) 1138 Randy Cato & Rusty Cato 58 FL, JAX (ATLANTIC) 1971 Ron Vinduska
11 FL, FERN PARK 3528 Phil Esposito 59 OK, OKLAHOMA CITY 3550 Corporate Center
12 NC, RALEIGH 2430 Richard White 60 LA, METAIRIE, VETS 2102 Vince Buck
13 OH, CINCINNATI (EASTGATE) 3021 Nicholas Carpinello 61 LA, LA PLACE 3360 Randy Cato & Rusty Cato
14 NC, GARNER 2229 Ralph Smith 62 OK, OKLAHOMA CITY ROCKWELL 3551 Corporate Center
15 IA, DES MOINES 2658 Dan Harrington 63 TX, WOODLANDS 3516 Joe Giovanniello
16 WA, VANCOUVER 2364 Larry Postlewait 64 SC, SPARTANBURG 3540 Mike Morrison
17 MO, GLADSTONE 3088 Steve Juett 65 NJ, WILLINGBORO 3441 Mike Mann
18 PA, LANSDALE 220 Ozzie Bombaro 66 WI, KENOSHA 2344 Scott Aicher
19 SC, COLUMBIA BUSH RIVER 3536 Jim Maiden 67 LA, BOUTTE 2978 Jack Lyons
20 FL, OLDSMAR TAMPA RD 3499 Rick Hoover 68 NC, CHARLOTTE (SUGAR) 1571 Paula G. Davis
21 NJ, TRENTON (OLDEN) 1405 Beth Burns 69 SC, GREENVILLE 2243 Chandler Beacham
22 KS, SHAWNEE 3533 Ken Beermann 70 FL, TAMPA (DEL MABRY) 127 George Fischer
23 DE, NEW CASTLE 108 Gregory L. Dittbrenner 71 TX, CEDAR PARK 3559 Steve Fulton
24 TX, SAN ANTONIO PATRICIA 3508 Carl Cox 72 OK, OKLAHOMA CITY WESTERN 3552 Corporate Center
25 NC, WILMINGTON 2700 Ronald E. Thayer Jr. 73 PA, ERIE 2915 Wagdy Fahmey
26 VA, WOODBRIDGE 3512 Jeff Myers 74 TX, ROUND ROCK 3560 Steve Fulton
27 OR, BEAVERTON 2095 Mitch Vicino 75 PA, PHILA (13TH) 2248 Chuck Dilworth
28 NJ, WOODBURY 187 Ozzie Bombaro 76 PA, PITTS (BABCOCK) 3556 Robert Wittkopp
29 VA, MANASSAS 3538 Cham Sethi 77 PA, STROUDSBURG 3532 Joseph Forgione/Christopher Forgione
30 PA, FEASTERVILLE 2999 John Hilgar 78 OK, MIDWEST CITY 3549 Corporate Center
31 KS, OLATHE 3523 Chris Foote 79 WV, CHARLESTON 2690 Gerald L. Gilkerson
32 VA, RICHMOND 3136 Barbara Guardino 80 GA, ATLANTA (BUFORD) 3001 Yoni Pineda/Claudio Cueva
33 MO, INDEPENDENCE 3500 Brad Bergeson 81 OK, YUKON 3553 Corporate Center
34 MO, KANSAS CITY 836 Kevin Kuse 82 FL, ST PETERSBURG 3548 Company Owned
35 PA, WEST MIFFLIN 2032 Jay Kapcin 83 NC, BURLINGTON 3227 Terry & Andrea Glass
36 NC, CARY 3509 Daniel Simon 84 GA, MARTINEZ 2957 Todd Strader
37 AZ, PHOENIX CAVE CREEK 3530 Bard Estabrook 85 LA, HAMMOND 2994 James Mike Price
38 SC, MAULDIN 3504 Jim Harrington 86 NS, HALIFAX 2134 Joe McKay
39 MD, BELTSVILLE 3293 Ken Barker 87 MI, GRAND RAPIDS 3263 Don Lenartz
40 FL, BRANDON 3557 Terry Comly & Ricardo Wagner 88 NC, DURHAM (ROXBORO) 3554 Fred Bowen
41 TX, AUSTIN CONGRESS 3558 Steve Fulton 89 KY, LEXINGTON 3196 Matt Davis
42 CO, WHEAT RIDGE 3544 Jim Dievorst 90 VA, ALEXANDRIA 2555 Jeff Myers
43 OH, COLUMBUS (BROAD) 199 Gary Williams 91 MO, ST. CHARLES 3537 Ted Boyer
44 FL, JAX (BLANDING) 3126 William Wade 92 VA, VA BEACH (HOLLAND) 3529 Frank Bair
45 PA, LANCASTER 218 John Tippett 93 NV, LAS VEGAS (JONES) 2484 Albert Lake
46 PA, KINGSTON 2961 William O'Hara 94 VA, RICHMOND BROAD 3371 David Khaef
47 VA, VA BEACH (INDIAN) 3545 C.E. & Jane Forehand, III 95 WI, RACINE 2571 Tim Ratliff
48 GA, MARIETTA (Cobb) 2983 Kent Nicholson 96 PA, GREENSBURG 3539 Mike Gano
97 NS, DARTMOUTH 1615 Fred Mackay
Page 17
18. I recently came across a great article in the November/December issue of Gears Magazine, which really helps to put our
business into perspective. As an organization we’re somewhere between the “Generation II” and “Generation III” models,
however we’re clearly moving from a more “commodity-focused sales model” to a more “service-based” model. Please take a
few minutes to read this valuable article and ask yourselves, “Which model am I and where do I see the most opportunity for
growth?”
Rick
Page 18
