Trading Your Time For Your Money

Babe Ruth once said, "The way a team plays as a whole determines its success. You may have the greatest bunch of individual stars in the world, but if they don't play together, the club won't be worth a dime." Now think about this in terms of your industry … Your competition … Your business …

There are countless options for you to become more involved in the automotive service industry—however, local trade shows, industry events and associations top the list. They are your best opportunity to prove your support for—and camaraderie with—your customers and their industry.

Many organizations regularly set up local trade shows or industry events for end-users, mobile tool distributors, glass-front tool distributors, warehouse distributors and suppliers alike. Organizations hold these shows to

• demonstrate their support for the industry;
• to access real input from end-users;
• to solidify relationships with vendors, suppliers and asso- ciation members;
• and to learn about or discuss industry issues.

Ask yourself how it would impact your business' value to your customers if you were to join a local association or chapter of a national association, or attend more local trade shows and industry events: How can your increased participation in the industry benefit your customers? Ah, let us count some of the ways.

Make Yourself Known

More involvement in the industry can provide you with at least one of the following options. If you are a warehouse distributor or a supplier, you can build up your brand or warehouse name to expand your customer base.

If your name is already well-known, build upon it further. If your name is well-known, but not in the way you'd like it to be, work to change the public's perception by focusing on how you plan to improve whatever ails your reputation or concentrating on another aspect of your business that excels.

If you are a mobile tool dealer or glass-front tool distributor, brand yourself to expand your customer base — by that, we don't mean singeing your company's name into your skin with a hot iron. We mean let your face be your logo. It serves you well to establish a repertoire within the industry, and therefore, confirm your credibility as an authority in it with your customers.

If you've noticed, real estate agents almost always include a photo of themselves in their advertising. Why? Is it because the real estate business is more narcissistic? Not necessarily. Because so much of their business is concentrated in one local area, it's easier for those people who see the advertising to approach these agents on the street.

Making appearances at local trade shows or events, or gaining face within an association can do the same for you. It's kind of like free advertising when you take the time to get acquainted with your industry, but be prepared to field more phone calls.

Branding is a very powerful marketing tool, so be sure to take advantage of it as much as possible. Make sure to carry business cards with you to leave professional, lasting impressions, and not only with customers, but also with other association members, end-users, suppliers, warehouse distributors, etc. You may even want to highlight your participation in any associations by displaying an association logo right on your business cards.

Your Own Network

To cite a recent example of successful networking in progress, look up the Coalition for Auto Repair Equality's (CARE) effort (as well as many others' efforts) to change legislation regarding the Right To Repair Act. What have you done for your business in the way of networking lately? Here Babe's adage comes even more into play.