Prior to being promoted to his current position at the company, Cushing joined Advance with the acquisition of General Parts International (GPI), which included the WORLDPAC subsidiary. He had served in several WORLDPAC roles since 1999, culminating in being named president and CEO in 2008.

Cushing, who had previously held executive-level positions at Metrix Parts Warehouse, Interco Parts Corp. and Robert Bosch Corp., recently answered several questions posed by Aftermarket Business World about the marketing and management programs that Advance offers to its commercial customers.

Q: What does your TECHNET program entail?

A: TECHNET Professional Auto Service is Advance’s banner program for independent repair facilities across the country that provides marketing programs, access to instructor-led and online training, warranty programs and more.

Put simply, TECHNET exists to help independently owned repair facilities provide quality service, grow their business and compete with larger chains while maintaining their shop’s own identity. The number of independent repair facilities that are TECHNET locations has grown tremendously in recent years – to the point that Advance now counts more than 9,000 TECHNET member shops.

We are constantly improving offerings and adding benefits for TECHNET members, from expanding nationwide warranty programs available via TECHNET to forming regional TECHNET Councils where shop owners can meet to share wisdom, training or issues they are facing in the market; and offering sales training programs for new service advisers. Much more information can be found at www.technetprofessional.com.

Q: What are the key elements of your MotoSKILL Shop Tech Training program?

A: MotoSKILL Shop Tech Training is a technology solution that Advance makes available to shops seeking a training program that is primarily video-based and available on-demand.

Shops that subscribe to MotoSKILL can access more than 150 archived video courses designed to help technicians and owners refine their skill sets and stay current on technical trends.

The platform also features functionality that allows a shop owner or manager to track their team’s progress through certain courses or learning tracks. Content is web-based; available to subscribers at any time on any device with internet access.

Q: How does your MotoLOGIC Repair & Diagnostics program assist shop owners?

A: MotoLOGIC is the best friend of the shop’s technicians. The easy-to-search functionality allows technicians to find the repair information they need fast – whether they prefer searching by keyword, by vehicle systems menu or by following the OE Table of Contents.

MotoLOGIC houses more than 30 million searchable articles of repair and diagnostic information, covering 98 percent of the cars and light duty trucks on the road today. The platform is also extremely nimble – web-based, it can be accessed from any device with an internet connection.

Key components loved by technicians are colored wiring diagrams and repair illustrations. Everything built into MotoLOGIC is with the technician in mind – if we are able to offer a service like MotoLOGIC from Advance that can help a technician work smarter or more efficiently, ultimately the shop’s bottom line is going to see a significant impact.

Q: What are some of the details of your MotoREV Shop Marketing program?

A: We help shops generate repeat customer visits through triggered email service reminders, build automotive-oriented websites and generate and track customer reviews through MotoREV.

The marketing suite of services integrates with a shop management system to help capture, store and quantify customers’ service visit information and automate future customer communications.

Ultimately, more regular and controlled customer outreach can help shops retain customers and deliver a positive ROI on marketing efforts.

Q: How important is it for a shop owner to glean positive online reviews?

A: Our industry is built on trust. The more positive affirmations of trust that a shop can build in their “bank,” the higher the likelihood that they will be considered by a new customer shopping for options. Taking customer reviews seriously and obtaining an understanding of the digital landscape are becoming increasingly important for shops competing for customers.

Q: What can a shop owner do to generate an increased amount of positive online reviews?

A: Existing customer results show that close to 90 percent of reviews generated by the MotoREV service are positive, and the program allows shop owners to take care of the negative reviews that come from customers, too.

Q: How does the MotoREV Shop Marketing program assist in attracting new customers?

A: Positive reviews are automatically posted to a shop’s website, to their Facebook pages (if the shop selects that option) and also are posted to other websites that Google uses for search results.

Q: What does your MotoSHOP Shop Management System entail?

A: MotoSHOP Shop Management System helps shops automate functions of their business – so technicians can spend more time in the service bay and service writers can deliver more efficient service. The streamlined service includes a shop’s customer database, estimate creation, parts ordering, bay management, appointment scheduling, invoice handling, accounting and more.

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