SEMA Member News—July/August 2011

TORA Readies for Second Annual New Products Showcase

	The Carlisle Truck Nationals held in Carlisle, Pennsylvania, is one of the largest gatherings of light-truck enthusiasts in the country. It will also host the second annual TORA New-Product Showcase on August 5–7, 2011

The Truck and Off-Road Alliance (TORA) and its member companies are gearing up for the second annual TORA New Products Showcase. Carlisle Events will once again host the Showcase at the Carlisle Truck Nationals, August 5–7, 2011, in Carlisle, Pennsylvania. Last year’s inaugural event drew 35 products from 15 TORA-member companies, including two full-size display trucks. This year’s event promises to be even bigger and better.

“The event came together very quickly last year,” said TORA Chair-Elect Melanie White of Hellwig Industries. “Even with minimal time to market it, the response from our members was very positive, and the post-event feedback made it easy to plan for a second event in 2011. If you are an TORA-member company and have not signed up a new product or products, there is still time to get in. Registration is online and takes just a few minutes.”

A Thursday-evening member mixer will be a new event feature this year. The mixer will be held right in the New-Product Showcase tent and will add another networking opportunity to the TORA calendar.

“The Carlisle Truck Nationals is an excellent venue for our members to connect with each other and with thousands of light-truck enthusiasts,” said TORA Chair George Lathouris of Keystone Automotive. “The Truck Nationals is a first-class event, and Carlisle Events is a wonderful partner. If you are an TORA-member company, you don’t want to miss this second annual TORA New-Product Showcase. And if you’re a company that is on the fence about joining TORA, this incredible opportunity for 12 months of product exposure should convince you of the value of an TORA membership. New Products Showcase registration and TORA memberships are available here. Don’t wait to take advantage of either one!”

The TORA New Products Showcase provides member companies with the opportunity to display new products in front of one of the largest gatherings of light-truck enthusiasts in the country. But product exposure does not end with the Truck Nationals.

Each product is professionally photographed during the event, and each photograph and product description is then posted to a gallery on the TORA website, where it lives for 12 months. The photographs and descriptions are also played in a looping video in the TORA booth during the SEMA Show in Las Vegas and during the TORA Fall Nationals awards reception at the SEMA Show. Additionally, products may be featured from time to time in SEMA eNews.

All of this product exposure is provided as an TORA-member benefit. Companies need only pay for shipping of their products to the Showcase. Carlisle Events and SEMA take care of all the unpacking, set-up and teardown and will even package and ship product back following the event. Registration is open through August 1, 2011.

Don’t delay! Register now.

TORA Member Spotlight

DFW Camper Corral—The Truck Accessory Store (808 E. Division St., Arlington, TX 76011; www.dfwcamper.com) is owned by Ed Abbott and employs 45 people in four retail locations, including Arlington, Dallas, Mesquite and Fort Worth, Texas. The business seeks to provide its customers with the best value and service in automotive aftermarket accessories and treat its customers and vendors like the employees and ownership itself want to be treated.

DFW Camper Corral is in the midst of a location change, but the process has not been without complications.

“When we opened 33 years ago, there were car dealers of every make and 16 truck cap and accessory dealers located along the same street,” Abbott said. “By 1997, the dealerships and all but one or two of the aftermarket dealers were gone. After a very lengthy evaluation, we chose a new location in Arlington because of its proximity to new-car dealers, high traffic count, shopping, restaurants and major freeways.”

The site was placed under contract, and all of the necessary zoning changes were started with the city of Arlington in mid-2008. But just as everything was approved and DFW closed on the real-estate purchase, the new-vehicle markets crashed.

The project was revived in the summer of 2010, with a cautious eye on what economic conditions DFW would find in mid-2011. Other than that brief hiatus, the ongoing construction process has been relatively on time, with only minor delays.

Among Abbot’s recommendations to fellow TORA members regarding this type of project are doing one’s homework to ensure that city zoning restrictions can accommodate your kind of business. But, he said, if you build it, they will come.

The new location is slated to open in late summer 2011.

SEMA Member News—July/ August 2011

What Is Customer Service?

The SEMA Education Institute (SEI) is just one of the offerings that can make a difference for HRIA-member companies. Online classes are available 24/7 to provide resources and tools for your staff’s professional development. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

Customer service is nothing more than communication. We are not selling just metal, chrome, rubber or plastic. We are selling information and services.

So what does the customer really want from you? Well, think about what you would want if you were the customer. You are perfectly willing to pay a fair price for a product that you have decided best serves your purpose. Your selection criteria may range widely based on price, quality, delivery, features, reputation and so on. When you are ready to make a purchase, you have formed expectations about all of these categories. All you want is to have those expectations fulfilled.

What if those expectations are unrealistic? Whose fault is that? The blame for unrealistic expectations falls squarely on the business.

Part of the “product” is to properly explain the component or service in its entirety, including features, price, delivery time, warranty, performance and any other relevant information that a customer might need.

Communication seems so simple, but it eludes so many. I would venture to say that 95% of all customer service issues could be favorably resolved with better communication. Take the time to over-inform your customer, telling him or her all about your product or service before the sale. An educated customer is a happy customer. And in this day and age, websites make it exceedingly easy to offer a ridiculous amount of information at virtually no extra expense.

Let’s look at some of the top customer complaints:

Delayed Shipping: A customer was told that the item would arrive in three to five days, but it took 10. That’s poor communication.

Wrong/Missing Parts: Caused by a failure by the engineering department to properly communicate to the shipping department exactly what is supposed to go in the box.

Tech Support: This area is all about communication and can be addressed in two parts:

Your product is not finished just because it fits the car and improves performance. It is not finished until you have communicated the entire package of information about the component and the sales experience surrounding it to the end customer. When you complete that circle of information, you will see your tech calls go down and your customer (and staff) satisfaction go up.

And remember that customers talk to their friends….

How HRIA, SEMA and PWA Can Help

In challenging economic times and an ever-changing industry, your customer service staff is your front line to success. The Hot Rod Industry Alliance (HRIA), SEMA and PWA provide a variety of tools and resources to assist you with constant improvement of your customer service and technical support staff. Some of that assistance includes:

HRIA Education Day: HRIA hosts the annual Education Day each year, at the Hotrod & Restoration Show in Indianapolis. This day-long summit includes training sessions from manufacturers and professionals that will help your staff sell, support and serve your customers better.

SEMA Education Institute (SEI): Online classes are available 24/7 for all SEMA-member companies to provide resources and tools for your staff’s professional development. These webinars include topics related to customer service, sales, marketing and technical support. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

SEMA Show Education Sessions: SEMA provides top-notch training at the annual SEMA Show from some of the nation’s most well-regarded trainers and professionals. Training topics include customer service and sales solutions, exhibitor product training, marketing, business efficiency and much more. Resources from past sessions are also available online free from the SEMA website.

PWA University: The Professional Warehouse Association provides free training programs online at
www.pwauniversity.com that can improve skills and offer tools for jobbers, retailers, warehouse distributors, sales reps and manufacturers to evaluate the product knowledge of their key employees as well as their inside and outside sales people. The results of these lessons show training administrators the areas where their workforce may need improvement.

Upcoming HRIA Events

Summertime is not only car show season, but also HRIA planning season. Throughout the summer, HRIA holds open meetings for its member companies. HRIA provides industry and legislative updates at these sessions that are important to your business, and the council also seeks input and ideas for the prosperity of the member businesses and the hot-rodding hobby. Upcoming meetings include:

• July 7, General Meeting, 3:30 p.m.–5:00 p.m., Goodguys Nationals, Columbus, Ohio
• August 8, General Meeting, 3:30 p.m.–5:00 p.m., NSRA Nationals, Louisville, Kentucky

SEMA Member News—July/ August 2011

What Is Customer Service?

The SEMA Education Institute (SEI) is just one of the offerings that can make a difference for HRIA-member companies. Online classes are available 24/7 to provide resources and tools for your staff’s professional development. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

Customer service is nothing more than communication. We are not selling just metal, chrome, rubber or plastic. We are selling information and services.

So what does the customer really want from you? Well, think about what you would want if you were the customer. You are perfectly willing to pay a fair price for a product that you have decided best serves your purpose. Your selection criteria may range widely based on price, quality, delivery, features, reputation and so on. When you are ready to make a purchase, you have formed expectations about all of these categories. All you want is to have those expectations fulfilled.

What if those expectations are unrealistic? Whose fault is that? The blame for unrealistic expectations falls squarely on the business.

Part of the “product” is to properly explain the component or service in its entirety, including features, price, delivery time, warranty, performance and any other relevant information that a customer might need.

Communication seems so simple, but it eludes so many. I would venture to say that 95% of all customer service issues could be favorably resolved with better communication. Take the time to over-inform your customer, telling him or her all about your product or service before the sale. An educated customer is a happy customer. And in this day and age, websites make it exceedingly easy to offer a ridiculous amount of information at virtually no extra expense.

Let’s look at some of the top customer complaints:

Delayed Shipping: A customer was told that the item would arrive in three to five days, but it took 10. That’s poor communication.

Wrong/Missing Parts: Caused by a failure by the engineering department to properly communicate to the shipping department exactly what is supposed to go in the box.

Tech Support: This area is all about communication and can be addressed in two parts:

Your product is not finished just because it fits the car and improves performance. It is not finished until you have communicated the entire package of information about the component and the sales experience surrounding it to the end customer. When you complete that circle of information, you will see your tech calls go down and your customer (and staff) satisfaction go up.

And remember that customers talk to their friends….

How HRIA, SEMA and PWA Can Help

In challenging economic times and an ever-changing industry, your customer service staff is your front line to success. The Hot Rod Industry Alliance (HRIA), SEMA and PWA provide a variety of tools and resources to assist you with constant improvement of your customer service and technical support staff. Some of that assistance includes:

HRIA Education Day: HRIA hosts the annual Education Day each year, at the Hotrod & Restoration Show in Indianapolis. This day-long summit includes training sessions from manufacturers and professionals that will help your staff sell, support and serve your customers better.

SEMA Education Institute (SEI): Online classes are available 24/7 for all SEMA-member companies to provide resources and tools for your staff’s professional development. These webinars include topics related to customer service, sales, marketing and technical support. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

SEMA Show Education Sessions: SEMA provides top-notch training at the annual SEMA Show from some of the nation’s most well-regarded trainers and professionals. Training topics include customer service and sales solutions, exhibitor product training, marketing, business efficiency and much more. Resources from past sessions are also available online free from the SEMA website.

PWA University: The Professional Warehouse Association provides free training programs online at
www.pwauniversity.com that can improve skills and offer tools for jobbers, retailers, warehouse distributors, sales reps and manufacturers to evaluate the product knowledge of their key employees as well as their inside and outside sales people. The results of these lessons show training administrators the areas where their workforce may need improvement.

Upcoming HRIA Events

Summertime is not only car show season, but also HRIA planning season. Throughout the summer, HRIA holds open meetings for its member companies. HRIA provides industry and legislative updates at these sessions that are important to your business, and the council also seeks input and ideas for the prosperity of the member businesses and the hot-rodding hobby. Upcoming meetings include:

• July 7, General Meeting, 3:30 p.m.–5:00 p.m., Goodguys Nationals, Columbus, Ohio
• August 8, General Meeting, 3:30 p.m.–5:00 p.m., NSRA Nationals, Louisville, Kentucky

SEMA Member News—July/ August 2011

What Is Customer Service?

The SEMA Education Institute (SEI) is just one of the offerings that can make a difference for HRIA-member companies. Online classes are available 24/7 to provide resources and tools for your staff’s professional development. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

Customer service is nothing more than communication. We are not selling just metal, chrome, rubber or plastic. We are selling information and services.

So what does the customer really want from you? Well, think about what you would want if you were the customer. You are perfectly willing to pay a fair price for a product that you have decided best serves your purpose. Your selection criteria may range widely based on price, quality, delivery, features, reputation and so on. When you are ready to make a purchase, you have formed expectations about all of these categories. All you want is to have those expectations fulfilled.

What if those expectations are unrealistic? Whose fault is that? The blame for unrealistic expectations falls squarely on the business.

Part of the “product” is to properly explain the component or service in its entirety, including features, price, delivery time, warranty, performance and any other relevant information that a customer might need.

Communication seems so simple, but it eludes so many. I would venture to say that 95% of all customer service issues could be favorably resolved with better communication. Take the time to over-inform your customer, telling him or her all about your product or service before the sale. An educated customer is a happy customer. And in this day and age, websites make it exceedingly easy to offer a ridiculous amount of information at virtually no extra expense.

Let’s look at some of the top customer complaints:

Delayed Shipping: A customer was told that the item would arrive in three to five days, but it took 10. That’s poor communication.

Wrong/Missing Parts: Caused by a failure by the engineering department to properly communicate to the shipping department exactly what is supposed to go in the box.

Tech Support: This area is all about communication and can be addressed in two parts:

Your product is not finished just because it fits the car and improves performance. It is not finished until you have communicated the entire package of information about the component and the sales experience surrounding it to the end customer. When you complete that circle of information, you will see your tech calls go down and your customer (and staff) satisfaction go up.

And remember that customers talk to their friends….

How HRIA, SEMA and PWA Can Help

In challenging economic times and an ever-changing industry, your customer service staff is your front line to success. The Hot Rod Industry Alliance (HRIA), SEMA and PWA provide a variety of tools and resources to assist you with constant improvement of your customer service and technical support staff. Some of that assistance includes:

HRIA Education Day: HRIA hosts the annual Education Day each year, at the Hotrod & Restoration Show in Indianapolis. This day-long summit includes training sessions from manufacturers and professionals that will help your staff sell, support and serve your customers better.

SEMA Education Institute (SEI): Online classes are available 24/7 for all SEMA-member companies to provide resources and tools for your staff’s professional development. These webinars include topics related to customer service, sales, marketing and technical support. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

SEMA Show Education Sessions: SEMA provides top-notch training at the annual SEMA Show from some of the nation’s most well-regarded trainers and professionals. Training topics include customer service and sales solutions, exhibitor product training, marketing, business efficiency and much more. Resources from past sessions are also available online free from the SEMA website.

PWA University: The Professional Warehouse Association provides free training programs online at
www.pwauniversity.com that can improve skills and offer tools for jobbers, retailers, warehouse distributors, sales reps and manufacturers to evaluate the product knowledge of their key employees as well as their inside and outside sales people. The results of these lessons show training administrators the areas where their workforce may need improvement.

Upcoming HRIA Events

Summertime is not only car show season, but also HRIA planning season. Throughout the summer, HRIA holds open meetings for its member companies. HRIA provides industry and legislative updates at these sessions that are important to your business, and the council also seeks input and ideas for the prosperity of the member businesses and the hot-rodding hobby. Upcoming meetings include:

• July 7, General Meeting, 3:30 p.m.–5:00 p.m., Goodguys Nationals, Columbus, Ohio
• August 8, General Meeting, 3:30 p.m.–5:00 p.m., NSRA Nationals, Louisville, Kentucky

SEMA Member News—July/ August 2011

What Is Customer Service?

The SEMA Education Institute (SEI) is just one of the offerings that can make a difference for HRIA-member companies. Online classes are available 24/7 to provide resources and tools for your staff’s professional development. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

Customer service is nothing more than communication. We are not selling just metal, chrome, rubber or plastic. We are selling information and services.

So what does the customer really want from you? Well, think about what you would want if you were the customer. You are perfectly willing to pay a fair price for a product that you have decided best serves your purpose. Your selection criteria may range widely based on price, quality, delivery, features, reputation and so on. When you are ready to make a purchase, you have formed expectations about all of these categories. All you want is to have those expectations fulfilled.

What if those expectations are unrealistic? Whose fault is that? The blame for unrealistic expectations falls squarely on the business.

Part of the “product” is to properly explain the component or service in its entirety, including features, price, delivery time, warranty, performance and any other relevant information that a customer might need.

Communication seems so simple, but it eludes so many. I would venture to say that 95% of all customer service issues could be favorably resolved with better communication. Take the time to over-inform your customer, telling him or her all about your product or service before the sale. An educated customer is a happy customer. And in this day and age, websites make it exceedingly easy to offer a ridiculous amount of information at virtually no extra expense.

Let’s look at some of the top customer complaints:

Delayed Shipping: A customer was told that the item would arrive in three to five days, but it took 10. That’s poor communication.

Wrong/Missing Parts: Caused by a failure by the engineering department to properly communicate to the shipping department exactly what is supposed to go in the box.

Tech Support: This area is all about communication and can be addressed in two parts:

Your product is not finished just because it fits the car and improves performance. It is not finished until you have communicated the entire package of information about the component and the sales experience surrounding it to the end customer. When you complete that circle of information, you will see your tech calls go down and your customer (and staff) satisfaction go up.

And remember that customers talk to their friends….

How HRIA, SEMA and PWA Can Help

In challenging economic times and an ever-changing industry, your customer service staff is your front line to success. The Hot Rod Industry Alliance (HRIA), SEMA and PWA provide a variety of tools and resources to assist you with constant improvement of your customer service and technical support staff. Some of that assistance includes:

HRIA Education Day: HRIA hosts the annual Education Day each year, at the Hotrod & Restoration Show in Indianapolis. This day-long summit includes training sessions from manufacturers and professionals that will help your staff sell, support and serve your customers better.

SEMA Education Institute (SEI): Online classes are available 24/7 for all SEMA-member companies to provide resources and tools for your staff’s professional development. These webinars include topics related to customer service, sales, marketing and technical support. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

SEMA Show Education Sessions: SEMA provides top-notch training at the annual SEMA Show from some of the nation’s most well-regarded trainers and professionals. Training topics include customer service and sales solutions, exhibitor product training, marketing, business efficiency and much more. Resources from past sessions are also available online free from the SEMA website.

PWA University: The Professional Warehouse Association provides free training programs online at
www.pwauniversity.com that can improve skills and offer tools for jobbers, retailers, warehouse distributors, sales reps and manufacturers to evaluate the product knowledge of their key employees as well as their inside and outside sales people. The results of these lessons show training administrators the areas where their workforce may need improvement.

Upcoming HRIA Events

Summertime is not only car show season, but also HRIA planning season. Throughout the summer, HRIA holds open meetings for its member companies. HRIA provides industry and legislative updates at these sessions that are important to your business, and the council also seeks input and ideas for the prosperity of the member businesses and the hot-rodding hobby. Upcoming meetings include:

• July 7, General Meeting, 3:30 p.m.–5:00 p.m., Goodguys Nationals, Columbus, Ohio
• August 8, General Meeting, 3:30 p.m.–5:00 p.m., NSRA Nationals, Louisville, Kentucky

SEMA Member News—July/ August 2011

What Is Customer Service?

The SEMA Education Institute (SEI) is just one of the offerings that can make a difference for HRIA-member companies. Online classes are available 24/7 to provide resources and tools for your staff’s professional development. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

Customer service is nothing more than communication. We are not selling just metal, chrome, rubber or plastic. We are selling information and services.

So what does the customer really want from you? Well, think about what you would want if you were the customer. You are perfectly willing to pay a fair price for a product that you have decided best serves your purpose. Your selection criteria may range widely based on price, quality, delivery, features, reputation and so on. When you are ready to make a purchase, you have formed expectations about all of these categories. All you want is to have those expectations fulfilled.

What if those expectations are unrealistic? Whose fault is that? The blame for unrealistic expectations falls squarely on the business.

Part of the “product” is to properly explain the component or service in its entirety, including features, price, delivery time, warranty, performance and any other relevant information that a customer might need.

Communication seems so simple, but it eludes so many. I would venture to say that 95% of all customer service issues could be favorably resolved with better communication. Take the time to over-inform your customer, telling him or her all about your product or service before the sale. An educated customer is a happy customer. And in this day and age, websites make it exceedingly easy to offer a ridiculous amount of information at virtually no extra expense.

Let’s look at some of the top customer complaints:

Delayed Shipping: A customer was told that the item would arrive in three to five days, but it took 10. That’s poor communication.

Wrong/Missing Parts: Caused by a failure by the engineering department to properly communicate to the shipping department exactly what is supposed to go in the box.

Tech Support: This area is all about communication and can be addressed in two parts:

Your product is not finished just because it fits the car and improves performance. It is not finished until you have communicated the entire package of information about the component and the sales experience surrounding it to the end customer. When you complete that circle of information, you will see your tech calls go down and your customer (and staff) satisfaction go up.

And remember that customers talk to their friends….

How HRIA, SEMA and PWA Can Help

In challenging economic times and an ever-changing industry, your customer service staff is your front line to success. The Hot Rod Industry Alliance (HRIA), SEMA and PWA provide a variety of tools and resources to assist you with constant improvement of your customer service and technical support staff. Some of that assistance includes:

HRIA Education Day: HRIA hosts the annual Education Day each year, at the Hotrod & Restoration Show in Indianapolis. This day-long summit includes training sessions from manufacturers and professionals that will help your staff sell, support and serve your customers better.

SEMA Education Institute (SEI): Online classes are available 24/7 for all SEMA-member companies to provide resources and tools for your staff’s professional development. These webinars include topics related to customer service, sales, marketing and technical support. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

SEMA Show Education Sessions: SEMA provides top-notch training at the annual SEMA Show from some of the nation’s most well-regarded trainers and professionals. Training topics include customer service and sales solutions, exhibitor product training, marketing, business efficiency and much more. Resources from past sessions are also available online free from the SEMA website.

PWA University: The Professional Warehouse Association provides free training programs online at
www.pwauniversity.com that can improve skills and offer tools for jobbers, retailers, warehouse distributors, sales reps and manufacturers to evaluate the product knowledge of their key employees as well as their inside and outside sales people. The results of these lessons show training administrators the areas where their workforce may need improvement.

Upcoming HRIA Events

Summertime is not only car show season, but also HRIA planning season. Throughout the summer, HRIA holds open meetings for its member companies. HRIA provides industry and legislative updates at these sessions that are important to your business, and the council also seeks input and ideas for the prosperity of the member businesses and the hot-rodding hobby. Upcoming meetings include:

• July 7, General Meeting, 3:30 p.m.–5:00 p.m., Goodguys Nationals, Columbus, Ohio
• August 8, General Meeting, 3:30 p.m.–5:00 p.m., NSRA Nationals, Louisville, Kentucky

SEMA Member News—July/ August 2011

What Is Customer Service?

The SEMA Education Institute (SEI) is just one of the offerings that can make a difference for HRIA-member companies. Online classes are available 24/7 to provide resources and tools for your staff’s professional development. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

Customer service is nothing more than communication. We are not selling just metal, chrome, rubber or plastic. We are selling information and services.

So what does the customer really want from you? Well, think about what you would want if you were the customer. You are perfectly willing to pay a fair price for a product that you have decided best serves your purpose. Your selection criteria may range widely based on price, quality, delivery, features, reputation and so on. When you are ready to make a purchase, you have formed expectations about all of these categories. All you want is to have those expectations fulfilled.

What if those expectations are unrealistic? Whose fault is that? The blame for unrealistic expectations falls squarely on the business.

Part of the “product” is to properly explain the component or service in its entirety, including features, price, delivery time, warranty, performance and any other relevant information that a customer might need.

Communication seems so simple, but it eludes so many. I would venture to say that 95% of all customer service issues could be favorably resolved with better communication. Take the time to over-inform your customer, telling him or her all about your product or service before the sale. An educated customer is a happy customer. And in this day and age, websites make it exceedingly easy to offer a ridiculous amount of information at virtually no extra expense.

Let’s look at some of the top customer complaints:

Delayed Shipping: A customer was told that the item would arrive in three to five days, but it took 10. That’s poor communication.

Wrong/Missing Parts: Caused by a failure by the engineering department to properly communicate to the shipping department exactly what is supposed to go in the box.

Tech Support: This area is all about communication and can be addressed in two parts:

Your product is not finished just because it fits the car and improves performance. It is not finished until you have communicated the entire package of information about the component and the sales experience surrounding it to the end customer. When you complete that circle of information, you will see your tech calls go down and your customer (and staff) satisfaction go up.

And remember that customers talk to their friends….

How HRIA, SEMA and PWA Can Help

In challenging economic times and an ever-changing industry, your customer service staff is your front line to success. The Hot Rod Industry Alliance (HRIA), SEMA and PWA provide a variety of tools and resources to assist you with constant improvement of your customer service and technical support staff. Some of that assistance includes:

HRIA Education Day: HRIA hosts the annual Education Day each year, at the Hotrod & Restoration Show in Indianapolis. This day-long summit includes training sessions from manufacturers and professionals that will help your staff sell, support and serve your customers better.

SEMA Education Institute (SEI): Online classes are available 24/7 for all SEMA-member companies to provide resources and tools for your staff’s professional development. These webinars include topics related to customer service, sales, marketing and technical support. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

SEMA Show Education Sessions: SEMA provides top-notch training at the annual SEMA Show from some of the nation’s most well-regarded trainers and professionals. Training topics include customer service and sales solutions, exhibitor product training, marketing, business efficiency and much more. Resources from past sessions are also available online free from the SEMA website.

PWA University: The Professional Warehouse Association provides free training programs online at
www.pwauniversity.com that can improve skills and offer tools for jobbers, retailers, warehouse distributors, sales reps and manufacturers to evaluate the product knowledge of their key employees as well as their inside and outside sales people. The results of these lessons show training administrators the areas where their workforce may need improvement.

Upcoming HRIA Events

Summertime is not only car show season, but also HRIA planning season. Throughout the summer, HRIA holds open meetings for its member companies. HRIA provides industry and legislative updates at these sessions that are important to your business, and the council also seeks input and ideas for the prosperity of the member businesses and the hot-rodding hobby. Upcoming meetings include:

• July 7, General Meeting, 3:30 p.m.–5:00 p.m., Goodguys Nationals, Columbus, Ohio
• August 8, General Meeting, 3:30 p.m.–5:00 p.m., NSRA Nationals, Louisville, Kentucky

SEMA Member News—July/ August 2011

What Is Customer Service?

The SEMA Education Institute (SEI) is just one of the offerings that can make a difference for HRIA-member companies. Online classes are available 24/7 to provide resources and tools for your staff’s professional development. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

Customer service is nothing more than communication. We are not selling just metal, chrome, rubber or plastic. We are selling information and services.

So what does the customer really want from you? Well, think about what you would want if you were the customer. You are perfectly willing to pay a fair price for a product that you have decided best serves your purpose. Your selection criteria may range widely based on price, quality, delivery, features, reputation and so on. When you are ready to make a purchase, you have formed expectations about all of these categories. All you want is to have those expectations fulfilled.

What if those expectations are unrealistic? Whose fault is that? The blame for unrealistic expectations falls squarely on the business.

Part of the “product” is to properly explain the component or service in its entirety, including features, price, delivery time, warranty, performance and any other relevant information that a customer might need.

Communication seems so simple, but it eludes so many. I would venture to say that 95% of all customer service issues could be favorably resolved with better communication. Take the time to over-inform your customer, telling him or her all about your product or service before the sale. An educated customer is a happy customer. And in this day and age, websites make it exceedingly easy to offer a ridiculous amount of information at virtually no extra expense.

Let’s look at some of the top customer complaints:

Delayed Shipping: A customer was told that the item would arrive in three to five days, but it took 10. That’s poor communication.

Wrong/Missing Parts: Caused by a failure by the engineering department to properly communicate to the shipping department exactly what is supposed to go in the box.

Tech Support: This area is all about communication and can be addressed in two parts:

Your product is not finished just because it fits the car and improves performance. It is not finished until you have communicated the entire package of information about the component and the sales experience surrounding it to the end customer. When you complete that circle of information, you will see your tech calls go down and your customer (and staff) satisfaction go up.

And remember that customers talk to their friends….

How HRIA, SEMA and PWA Can Help

In challenging economic times and an ever-changing industry, your customer service staff is your front line to success. The Hot Rod Industry Alliance (HRIA), SEMA and PWA provide a variety of tools and resources to assist you with constant improvement of your customer service and technical support staff. Some of that assistance includes:

HRIA Education Day: HRIA hosts the annual Education Day each year, at the Hotrod & Restoration Show in Indianapolis. This day-long summit includes training sessions from manufacturers and professionals that will help your staff sell, support and serve your customers better.

SEMA Education Institute (SEI): Online classes are available 24/7 for all SEMA-member companies to provide resources and tools for your staff’s professional development. These webinars include topics related to customer service, sales, marketing and technical support. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

SEMA Show Education Sessions: SEMA provides top-notch training at the annual SEMA Show from some of the nation’s most well-regarded trainers and professionals. Training topics include customer service and sales solutions, exhibitor product training, marketing, business efficiency and much more. Resources from past sessions are also available online free from the SEMA website.

PWA University: The Professional Warehouse Association provides free training programs online at
www.pwauniversity.com that can improve skills and offer tools for jobbers, retailers, warehouse distributors, sales reps and manufacturers to evaluate the product knowledge of their key employees as well as their inside and outside sales people. The results of these lessons show training administrators the areas where their workforce may need improvement.

Upcoming HRIA Events

Summertime is not only car show season, but also HRIA planning season. Throughout the summer, HRIA holds open meetings for its member companies. HRIA provides industry and legislative updates at these sessions that are important to your business, and the council also seeks input and ideas for the prosperity of the member businesses and the hot-rodding hobby. Upcoming meetings include:

• July 7, General Meeting, 3:30 p.m.–5:00 p.m., Goodguys Nationals, Columbus, Ohio
• August 8, General Meeting, 3:30 p.m.–5:00 p.m., NSRA Nationals, Louisville, Kentucky

SEMA Member News—July/ August 2011

What Is Customer Service?

The SEMA Education Institute (SEI) is just one of the offerings that can make a difference for HRIA-member companies. Online classes are available 24/7 to provide resources and tools for your staff’s professional development. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

Customer service is nothing more than communication. We are not selling just metal, chrome, rubber or plastic. We are selling information and services.

So what does the customer really want from you? Well, think about what you would want if you were the customer. You are perfectly willing to pay a fair price for a product that you have decided best serves your purpose. Your selection criteria may range widely based on price, quality, delivery, features, reputation and so on. When you are ready to make a purchase, you have formed expectations about all of these categories. All you want is to have those expectations fulfilled.

What if those expectations are unrealistic? Whose fault is that? The blame for unrealistic expectations falls squarely on the business.

Part of the “product” is to properly explain the component or service in its entirety, including features, price, delivery time, warranty, performance and any other relevant information that a customer might need.

Communication seems so simple, but it eludes so many. I would venture to say that 95% of all customer service issues could be favorably resolved with better communication. Take the time to over-inform your customer, telling him or her all about your product or service before the sale. An educated customer is a happy customer. And in this day and age, websites make it exceedingly easy to offer a ridiculous amount of information at virtually no extra expense.

Let’s look at some of the top customer complaints:

Delayed Shipping: A customer was told that the item would arrive in three to five days, but it took 10. That’s poor communication.

Wrong/Missing Parts: Caused by a failure by the engineering department to properly communicate to the shipping department exactly what is supposed to go in the box.

Tech Support: This area is all about communication and can be addressed in two parts:

Your product is not finished just because it fits the car and improves performance. It is not finished until you have communicated the entire package of information about the component and the sales experience surrounding it to the end customer. When you complete that circle of information, you will see your tech calls go down and your customer (and staff) satisfaction go up.

And remember that customers talk to their friends….

How HRIA, SEMA and PWA Can Help

In challenging economic times and an ever-changing industry, your customer service staff is your front line to success. The Hot Rod Industry Alliance (HRIA), SEMA and PWA provide a variety of tools and resources to assist you with constant improvement of your customer service and technical support staff. Some of that assistance includes:

HRIA Education Day: HRIA hosts the annual Education Day each year, at the Hotrod & Restoration Show in Indianapolis. This day-long summit includes training sessions from manufacturers and professionals that will help your staff sell, support and serve your customers better.

SEMA Education Institute (SEI): Online classes are available 24/7 for all SEMA-member companies to provide resources and tools for your staff’s professional development. These webinars include topics related to customer service, sales, marketing and technical support. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

SEMA Show Education Sessions: SEMA provides top-notch training at the annual SEMA Show from some of the nation’s most well-regarded trainers and professionals. Training topics include customer service and sales solutions, exhibitor product training, marketing, business efficiency and much more. Resources from past sessions are also available online free from the SEMA website.

PWA University: The Professional Warehouse Association provides free training programs online at
www.pwauniversity.com that can improve skills and offer tools for jobbers, retailers, warehouse distributors, sales reps and manufacturers to evaluate the product knowledge of their key employees as well as their inside and outside sales people. The results of these lessons show training administrators the areas where their workforce may need improvement.

Upcoming HRIA Events

Summertime is not only car show season, but also HRIA planning season. Throughout the summer, HRIA holds open meetings for its member companies. HRIA provides industry and legislative updates at these sessions that are important to your business, and the council also seeks input and ideas for the prosperity of the member businesses and the hot-rodding hobby. Upcoming meetings include:

• July 7, General Meeting, 3:30 p.m.–5:00 p.m., Goodguys Nationals, Columbus, Ohio
• August 8, General Meeting, 3:30 p.m.–5:00 p.m., NSRA Nationals, Louisville, Kentucky

SEMA Member News—July/ August 2011

What Is Customer Service?

The SEMA Education Institute (SEI) is just one of the offerings that can make a difference for HRIA-member companies. Online classes are available 24/7 to provide resources and tools for your staff’s professional development. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

Customer service is nothing more than communication. We are not selling just metal, chrome, rubber or plastic. We are selling information and services.

So what does the customer really want from you? Well, think about what you would want if you were the customer. You are perfectly willing to pay a fair price for a product that you have decided best serves your purpose. Your selection criteria may range widely based on price, quality, delivery, features, reputation and so on. When you are ready to make a purchase, you have formed expectations about all of these categories. All you want is to have those expectations fulfilled.

What if those expectations are unrealistic? Whose fault is that? The blame for unrealistic expectations falls squarely on the business.

Part of the “product” is to properly explain the component or service in its entirety, including features, price, delivery time, warranty, performance and any other relevant information that a customer might need.

Communication seems so simple, but it eludes so many. I would venture to say that 95% of all customer service issues could be favorably resolved with better communication. Take the time to over-inform your customer, telling him or her all about your product or service before the sale. An educated customer is a happy customer. And in this day and age, websites make it exceedingly easy to offer a ridiculous amount of information at virtually no extra expense.

Let’s look at some of the top customer complaints:

Delayed Shipping: A customer was told that the item would arrive in three to five days, but it took 10. That’s poor communication.

Wrong/Missing Parts: Caused by a failure by the engineering department to properly communicate to the shipping department exactly what is supposed to go in the box.

Tech Support: This area is all about communication and can be addressed in two parts:

Your product is not finished just because it fits the car and improves performance. It is not finished until you have communicated the entire package of information about the component and the sales experience surrounding it to the end customer. When you complete that circle of information, you will see your tech calls go down and your customer (and staff) satisfaction go up.

And remember that customers talk to their friends….

How HRIA, SEMA and PWA Can Help

In challenging economic times and an ever-changing industry, your customer service staff is your front line to success. The Hot Rod Industry Alliance (HRIA), SEMA and PWA provide a variety of tools and resources to assist you with constant improvement of your customer service and technical support staff. Some of that assistance includes:

HRIA Education Day: HRIA hosts the annual Education Day each year, at the Hotrod & Restoration Show in Indianapolis. This day-long summit includes training sessions from manufacturers and professionals that will help your staff sell, support and serve your customers better.

SEMA Education Institute (SEI): Online classes are available 24/7 for all SEMA-member companies to provide resources and tools for your staff’s professional development. These webinars include topics related to customer service, sales, marketing and technical support. Visit the SEI section of the SEMA website for an updated list of upcoming classes.

SEMA Show Education Sessions: SEMA provides top-notch training at the annual SEMA Show from some of the nation’s most well-regarded trainers and professionals. Training topics include customer service and sales solutions, exhibitor product training, marketing, business efficiency and much more. Resources from past sessions are also available online free from the SEMA website.

PWA University: The Professional Warehouse Association provides free training programs online at
www.pwauniversity.com that can improve skills and offer tools for jobbers, retailers, warehouse distributors, sales reps and manufacturers to evaluate the product knowledge of their key employees as well as their inside and outside sales people. The results of these lessons show training administrators the areas where their workforce may need improvement.

Upcoming HRIA Events

Summertime is not only car show season, but also HRIA planning season. Throughout the summer, HRIA holds open meetings for its member companies. HRIA provides industry and legislative updates at these sessions that are important to your business, and the council also seeks input and ideas for the prosperity of the member businesses and the hot-rodding hobby. Upcoming meetings include:

• July 7, General Meeting, 3:30 p.m.–5:00 p.m., Goodguys Nationals, Columbus, Ohio
• August 8, General Meeting, 3:30 p.m.–5:00 p.m., NSRA Nationals, Louisville, Kentucky