SEMA NEWS - AUGUST 2009

By Wayne Peterman
Illustration Colby Martin

How Lack of Standards and Poorly Supplied Information Can Cost Sales

	Almost every company is losing some level of sales because of this issue. Those that address it head on will be the first to reap the rewards.

About seven or eight months ago, a successful retail chain with a 20-year, 10-location brick-and-mortar history decided that it was time it competed on the web with a full e-commerce solution. The chain identified 200 product lines as mission critical for the launch of the site and set out to gather the necessary data.

An internal standard was created that was made as simple as possible to accommodate the known and massive variety of data formats expected to be returned. Calls were made, e-mails were sent and the waiting began. The data started to arrive in every possible format—PDFs, Word documents, Excel spreadsheets, .CSV files and even, in one case, a PowerPoint presentation.

It quickly became clear that the internal staff was not equipped to manage and normalize this massive and growing undertaking simply to get the product information up on the website. They sought alternatives, and data providers were contacted, WDs were contacted and manufacturers were re-contacted. In most cases, the solutions offered were cost prohibitive, restrictive and/or impractical. The process dragged on with little success.

After six months, the original 200 mission critical vendors were reluctantly reduced to 35 for launch—based not on the top 35 relative to sales potential but on the 35 that could reasonably be turned into usable data in the shortest amount of time. Six months and still nothing on the website; therefore, no website. Six months, now bleeding into the prime summer sales season, that this company could have been selling products for 200 different companies. Instead it was selling nothing, and the short term included opportunities for only those 35 that provided something relatively useful. Today, the chain is still fighting to go live.

This isn’t limited to just the web. More companies than not are using some form of electronic product information internally, as well, for counter sales, accounting, inventory, etc.

Beyond the aggravation of spending hours and money to format somebody else’s data— something that can create bitterness on the part of the retailer/distributor because its staff is having to work so hard just to sell your products—there are questions of accuracy and completeness in the absence of standards. When faced with thousands upon thousands of lines of data to sort through and/or create, a project can permanently stall when every part number raises questions. The retailer/distributor folks are faced with problems such as, “They only list ‘F-150’ as an application, but I’m pretty sure this doesn’t fit the Lightning sub-model.” So, more often than not, they guess. They simply cannot make a phone call or send an e-mail for every question. Guessing, of course, leads to errors and lack of confidence and, therefore, fewer sales and higher returns. If there are enough of these types of questions, errors and omissions, the retailer/distributor may decide it simply isn’t worth the effort—not right now, at least. They’ll stick it on the bottom of the stack and move on.

The bottom line is that addressing all these issues takes time, and time is expensive. It costs the vendor up front to pay the person converting the data, but the real cost comes from the delays in getting the products exposed to millions of potential buyers across the nation and the world. The good news is that there are people and resources to help. Almost every company is losing some level of sales because of this issue. Those that address it head on will be the first to reap the rewards.

Learn more about standards and find resources.

Wayne Peterman is the database/customer service manager at Foster, Babcock & Associates. He may be contacted via e-mail at wayne@fosterbabcock.com or via phone at 816/283-3355.

SEMA News - August 2009

By Bob Moore
Illustration Colby Martin

Bringing the Possible Into the Real World

	”I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night,” said Bob Moore.

Yesterday, when I unlocked the door to my store, there was a line of people waiting. Fortunately, my two counter people were on time and waiting behind the counter. One was at a point-of-sale terminal, and the other was at the Internet order pick-up desk. Six customers came through the door, and four cued up for Internet pick-up. Nathan, my lead counterman, immediately approached the attractive female and asked if he could help (typical) while I waited on the male customer.

The male said that he was interested in finding a basic running board for his F-150. I asked him what color it was, and he pointed to a black pickup in my parking lot. I stroked a few keys on my computer and then turned the monitor so that my customer could see an image of his black F-150 equipped with an opening-price-point running board.

He leaned in to study the image and said, “Cool.” Before he could ask how much, I said, “If you like that, check this out.”

Again I stroked the keys and showed him a totally tricked out running board with a brushed-gunmetal finish and running lights.

His eyes lit up and he said, “Sweet.” I took this as a buy signal.

A couple of more key strokes, and I let him know that a really great installer down the street had a 3:30 slot open and could install the part on his truck that afternoon. I didn’t bother to tell him that I didn’t have the item in stock, because I knew from my system that our WD could deliver it to the shop by 2:00 p.m.

After I sent the kid on his way with the product ordered and en route to the installer who was holding the appointment, I asked the others how they had done. Nathan had sold the pretty woman a bike rack for her Prius. He told me, “She was impressed when I showed her the installation instructions to illustrate how easily she could install it herself, and the additional information detailing how environmentally friendly the manufacturing process is sealed the deal and she bought right away.”

Eric told me that he had no problems with the Internet-order pick-ups and added, “I was able to sell a kit with that carburetor. The manufacturer’s demo videos and related product tools make it easy to show why using the kit makes the installation easier.”

I did the math in my head. More than $7,500, and I hadn’t even been open an hour yet.

That’s when I woke up and quickly realized that I had to face another day of begging and pleading with my suppliers to get me some product data in a format that I might use to sell their products.

All those things I was dreaming about are so doable, but not without vendors providing me with usable data.

As I sat on the edge of the bed, elbows on knees, shaking my head, I wondered why in the world it is so hard to get suppliers to understand how important this information is. But what frustrates me the most is they have it but keep giving it to me in ways that are unusable. I feel like the shipwrecked guy dying of thirst: Data, data everywhere, and not a byte to use.

Do I have to beat them over the head with a 2x4 to get them to understand? Sending me a PDF with lots of pictures and snappy marketing doublespeak is not data. Giving me an Excel spreadsheet with application information in the description field doesn’t cut it. Why don’t they understand that calling it a Chevy in one place, a Chevrolet in another and a GM in a third only makes my life miserable?

I lay back down on the bed and thought to myself: “Maybe if I go back to sleep, I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night.”

Well, I can dream, can’t I?

Bob Moore is the president of Bob Moore & Partners, a consulting company that specializes in the automotive aftermarket. He is also a member of the SEMA Board of Directors and a monthly columnist in Aftermarket Business magazine. He can be reached at bob@aftermarkethink.com.

SEMA News - August 2009

By Bob Moore
Illustration Colby Martin

Bringing the Possible Into the Real World

	”I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night,” said Bob Moore.

Yesterday, when I unlocked the door to my store, there was a line of people waiting. Fortunately, my two counter people were on time and waiting behind the counter. One was at a point-of-sale terminal, and the other was at the Internet order pick-up desk. Six customers came through the door, and four cued up for Internet pick-up. Nathan, my lead counterman, immediately approached the attractive female and asked if he could help (typical) while I waited on the male customer.

The male said that he was interested in finding a basic running board for his F-150. I asked him what color it was, and he pointed to a black pickup in my parking lot. I stroked a few keys on my computer and then turned the monitor so that my customer could see an image of his black F-150 equipped with an opening-price-point running board.

He leaned in to study the image and said, “Cool.” Before he could ask how much, I said, “If you like that, check this out.”

Again I stroked the keys and showed him a totally tricked out running board with a brushed-gunmetal finish and running lights.

His eyes lit up and he said, “Sweet.” I took this as a buy signal.

A couple of more key strokes, and I let him know that a really great installer down the street had a 3:30 slot open and could install the part on his truck that afternoon. I didn’t bother to tell him that I didn’t have the item in stock, because I knew from my system that our WD could deliver it to the shop by 2:00 p.m.

After I sent the kid on his way with the product ordered and en route to the installer who was holding the appointment, I asked the others how they had done. Nathan had sold the pretty woman a bike rack for her Prius. He told me, “She was impressed when I showed her the installation instructions to illustrate how easily she could install it herself, and the additional information detailing how environmentally friendly the manufacturing process is sealed the deal and she bought right away.”

Eric told me that he had no problems with the Internet-order pick-ups and added, “I was able to sell a kit with that carburetor. The manufacturer’s demo videos and related product tools make it easy to show why using the kit makes the installation easier.”

I did the math in my head. More than $7,500, and I hadn’t even been open an hour yet.

That’s when I woke up and quickly realized that I had to face another day of begging and pleading with my suppliers to get me some product data in a format that I might use to sell their products.

All those things I was dreaming about are so doable, but not without vendors providing me with usable data.

As I sat on the edge of the bed, elbows on knees, shaking my head, I wondered why in the world it is so hard to get suppliers to understand how important this information is. But what frustrates me the most is they have it but keep giving it to me in ways that are unusable. I feel like the shipwrecked guy dying of thirst: Data, data everywhere, and not a byte to use.

Do I have to beat them over the head with a 2x4 to get them to understand? Sending me a PDF with lots of pictures and snappy marketing doublespeak is not data. Giving me an Excel spreadsheet with application information in the description field doesn’t cut it. Why don’t they understand that calling it a Chevy in one place, a Chevrolet in another and a GM in a third only makes my life miserable?

I lay back down on the bed and thought to myself: “Maybe if I go back to sleep, I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night.”

Well, I can dream, can’t I?

Bob Moore is the president of Bob Moore & Partners, a consulting company that specializes in the automotive aftermarket. He is also a member of the SEMA Board of Directors and a monthly columnist in Aftermarket Business magazine. He can be reached at bob@aftermarkethink.com.

SEMA News - August 2009

By Bob Moore
Illustration Colby Martin

Bringing the Possible Into the Real World

	”I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night,” said Bob Moore.

Yesterday, when I unlocked the door to my store, there was a line of people waiting. Fortunately, my two counter people were on time and waiting behind the counter. One was at a point-of-sale terminal, and the other was at the Internet order pick-up desk. Six customers came through the door, and four cued up for Internet pick-up. Nathan, my lead counterman, immediately approached the attractive female and asked if he could help (typical) while I waited on the male customer.

The male said that he was interested in finding a basic running board for his F-150. I asked him what color it was, and he pointed to a black pickup in my parking lot. I stroked a few keys on my computer and then turned the monitor so that my customer could see an image of his black F-150 equipped with an opening-price-point running board.

He leaned in to study the image and said, “Cool.” Before he could ask how much, I said, “If you like that, check this out.”

Again I stroked the keys and showed him a totally tricked out running board with a brushed-gunmetal finish and running lights.

His eyes lit up and he said, “Sweet.” I took this as a buy signal.

A couple of more key strokes, and I let him know that a really great installer down the street had a 3:30 slot open and could install the part on his truck that afternoon. I didn’t bother to tell him that I didn’t have the item in stock, because I knew from my system that our WD could deliver it to the shop by 2:00 p.m.

After I sent the kid on his way with the product ordered and en route to the installer who was holding the appointment, I asked the others how they had done. Nathan had sold the pretty woman a bike rack for her Prius. He told me, “She was impressed when I showed her the installation instructions to illustrate how easily she could install it herself, and the additional information detailing how environmentally friendly the manufacturing process is sealed the deal and she bought right away.”

Eric told me that he had no problems with the Internet-order pick-ups and added, “I was able to sell a kit with that carburetor. The manufacturer’s demo videos and related product tools make it easy to show why using the kit makes the installation easier.”

I did the math in my head. More than $7,500, and I hadn’t even been open an hour yet.

That’s when I woke up and quickly realized that I had to face another day of begging and pleading with my suppliers to get me some product data in a format that I might use to sell their products.

All those things I was dreaming about are so doable, but not without vendors providing me with usable data.

As I sat on the edge of the bed, elbows on knees, shaking my head, I wondered why in the world it is so hard to get suppliers to understand how important this information is. But what frustrates me the most is they have it but keep giving it to me in ways that are unusable. I feel like the shipwrecked guy dying of thirst: Data, data everywhere, and not a byte to use.

Do I have to beat them over the head with a 2x4 to get them to understand? Sending me a PDF with lots of pictures and snappy marketing doublespeak is not data. Giving me an Excel spreadsheet with application information in the description field doesn’t cut it. Why don’t they understand that calling it a Chevy in one place, a Chevrolet in another and a GM in a third only makes my life miserable?

I lay back down on the bed and thought to myself: “Maybe if I go back to sleep, I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night.”

Well, I can dream, can’t I?

Bob Moore is the president of Bob Moore & Partners, a consulting company that specializes in the automotive aftermarket. He is also a member of the SEMA Board of Directors and a monthly columnist in Aftermarket Business magazine. He can be reached at bob@aftermarkethink.com.

SEMA News - August 2009

By Bob Moore
Illustration Colby Martin

Bringing the Possible Into the Real World

	”I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night,” said Bob Moore.

Yesterday, when I unlocked the door to my store, there was a line of people waiting. Fortunately, my two counter people were on time and waiting behind the counter. One was at a point-of-sale terminal, and the other was at the Internet order pick-up desk. Six customers came through the door, and four cued up for Internet pick-up. Nathan, my lead counterman, immediately approached the attractive female and asked if he could help (typical) while I waited on the male customer.

The male said that he was interested in finding a basic running board for his F-150. I asked him what color it was, and he pointed to a black pickup in my parking lot. I stroked a few keys on my computer and then turned the monitor so that my customer could see an image of his black F-150 equipped with an opening-price-point running board.

He leaned in to study the image and said, “Cool.” Before he could ask how much, I said, “If you like that, check this out.”

Again I stroked the keys and showed him a totally tricked out running board with a brushed-gunmetal finish and running lights.

His eyes lit up and he said, “Sweet.” I took this as a buy signal.

A couple of more key strokes, and I let him know that a really great installer down the street had a 3:30 slot open and could install the part on his truck that afternoon. I didn’t bother to tell him that I didn’t have the item in stock, because I knew from my system that our WD could deliver it to the shop by 2:00 p.m.

After I sent the kid on his way with the product ordered and en route to the installer who was holding the appointment, I asked the others how they had done. Nathan had sold the pretty woman a bike rack for her Prius. He told me, “She was impressed when I showed her the installation instructions to illustrate how easily she could install it herself, and the additional information detailing how environmentally friendly the manufacturing process is sealed the deal and she bought right away.”

Eric told me that he had no problems with the Internet-order pick-ups and added, “I was able to sell a kit with that carburetor. The manufacturer’s demo videos and related product tools make it easy to show why using the kit makes the installation easier.”

I did the math in my head. More than $7,500, and I hadn’t even been open an hour yet.

That’s when I woke up and quickly realized that I had to face another day of begging and pleading with my suppliers to get me some product data in a format that I might use to sell their products.

All those things I was dreaming about are so doable, but not without vendors providing me with usable data.

As I sat on the edge of the bed, elbows on knees, shaking my head, I wondered why in the world it is so hard to get suppliers to understand how important this information is. But what frustrates me the most is they have it but keep giving it to me in ways that are unusable. I feel like the shipwrecked guy dying of thirst: Data, data everywhere, and not a byte to use.

Do I have to beat them over the head with a 2x4 to get them to understand? Sending me a PDF with lots of pictures and snappy marketing doublespeak is not data. Giving me an Excel spreadsheet with application information in the description field doesn’t cut it. Why don’t they understand that calling it a Chevy in one place, a Chevrolet in another and a GM in a third only makes my life miserable?

I lay back down on the bed and thought to myself: “Maybe if I go back to sleep, I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night.”

Well, I can dream, can’t I?

Bob Moore is the president of Bob Moore & Partners, a consulting company that specializes in the automotive aftermarket. He is also a member of the SEMA Board of Directors and a monthly columnist in Aftermarket Business magazine. He can be reached at bob@aftermarkethink.com.

SEMA News - August 2009

By Bob Moore
Illustration Colby Martin

Bringing the Possible Into the Real World

	”I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night,” said Bob Moore.

Yesterday, when I unlocked the door to my store, there was a line of people waiting. Fortunately, my two counter people were on time and waiting behind the counter. One was at a point-of-sale terminal, and the other was at the Internet order pick-up desk. Six customers came through the door, and four cued up for Internet pick-up. Nathan, my lead counterman, immediately approached the attractive female and asked if he could help (typical) while I waited on the male customer.

The male said that he was interested in finding a basic running board for his F-150. I asked him what color it was, and he pointed to a black pickup in my parking lot. I stroked a few keys on my computer and then turned the monitor so that my customer could see an image of his black F-150 equipped with an opening-price-point running board.

He leaned in to study the image and said, “Cool.” Before he could ask how much, I said, “If you like that, check this out.”

Again I stroked the keys and showed him a totally tricked out running board with a brushed-gunmetal finish and running lights.

His eyes lit up and he said, “Sweet.” I took this as a buy signal.

A couple of more key strokes, and I let him know that a really great installer down the street had a 3:30 slot open and could install the part on his truck that afternoon. I didn’t bother to tell him that I didn’t have the item in stock, because I knew from my system that our WD could deliver it to the shop by 2:00 p.m.

After I sent the kid on his way with the product ordered and en route to the installer who was holding the appointment, I asked the others how they had done. Nathan had sold the pretty woman a bike rack for her Prius. He told me, “She was impressed when I showed her the installation instructions to illustrate how easily she could install it herself, and the additional information detailing how environmentally friendly the manufacturing process is sealed the deal and she bought right away.”

Eric told me that he had no problems with the Internet-order pick-ups and added, “I was able to sell a kit with that carburetor. The manufacturer’s demo videos and related product tools make it easy to show why using the kit makes the installation easier.”

I did the math in my head. More than $7,500, and I hadn’t even been open an hour yet.

That’s when I woke up and quickly realized that I had to face another day of begging and pleading with my suppliers to get me some product data in a format that I might use to sell their products.

All those things I was dreaming about are so doable, but not without vendors providing me with usable data.

As I sat on the edge of the bed, elbows on knees, shaking my head, I wondered why in the world it is so hard to get suppliers to understand how important this information is. But what frustrates me the most is they have it but keep giving it to me in ways that are unusable. I feel like the shipwrecked guy dying of thirst: Data, data everywhere, and not a byte to use.

Do I have to beat them over the head with a 2x4 to get them to understand? Sending me a PDF with lots of pictures and snappy marketing doublespeak is not data. Giving me an Excel spreadsheet with application information in the description field doesn’t cut it. Why don’t they understand that calling it a Chevy in one place, a Chevrolet in another and a GM in a third only makes my life miserable?

I lay back down on the bed and thought to myself: “Maybe if I go back to sleep, I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night.”

Well, I can dream, can’t I?

Bob Moore is the president of Bob Moore & Partners, a consulting company that specializes in the automotive aftermarket. He is also a member of the SEMA Board of Directors and a monthly columnist in Aftermarket Business magazine. He can be reached at bob@aftermarkethink.com.

SEMA News - August 2009

By Bob Moore
Illustration Colby Martin

Bringing the Possible Into the Real World

	”I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night,” said Bob Moore.

Yesterday, when I unlocked the door to my store, there was a line of people waiting. Fortunately, my two counter people were on time and waiting behind the counter. One was at a point-of-sale terminal, and the other was at the Internet order pick-up desk. Six customers came through the door, and four cued up for Internet pick-up. Nathan, my lead counterman, immediately approached the attractive female and asked if he could help (typical) while I waited on the male customer.

The male said that he was interested in finding a basic running board for his F-150. I asked him what color it was, and he pointed to a black pickup in my parking lot. I stroked a few keys on my computer and then turned the monitor so that my customer could see an image of his black F-150 equipped with an opening-price-point running board.

He leaned in to study the image and said, “Cool.” Before he could ask how much, I said, “If you like that, check this out.”

Again I stroked the keys and showed him a totally tricked out running board with a brushed-gunmetal finish and running lights.

His eyes lit up and he said, “Sweet.” I took this as a buy signal.

A couple of more key strokes, and I let him know that a really great installer down the street had a 3:30 slot open and could install the part on his truck that afternoon. I didn’t bother to tell him that I didn’t have the item in stock, because I knew from my system that our WD could deliver it to the shop by 2:00 p.m.

After I sent the kid on his way with the product ordered and en route to the installer who was holding the appointment, I asked the others how they had done. Nathan had sold the pretty woman a bike rack for her Prius. He told me, “She was impressed when I showed her the installation instructions to illustrate how easily she could install it herself, and the additional information detailing how environmentally friendly the manufacturing process is sealed the deal and she bought right away.”

Eric told me that he had no problems with the Internet-order pick-ups and added, “I was able to sell a kit with that carburetor. The manufacturer’s demo videos and related product tools make it easy to show why using the kit makes the installation easier.”

I did the math in my head. More than $7,500, and I hadn’t even been open an hour yet.

That’s when I woke up and quickly realized that I had to face another day of begging and pleading with my suppliers to get me some product data in a format that I might use to sell their products.

All those things I was dreaming about are so doable, but not without vendors providing me with usable data.

As I sat on the edge of the bed, elbows on knees, shaking my head, I wondered why in the world it is so hard to get suppliers to understand how important this information is. But what frustrates me the most is they have it but keep giving it to me in ways that are unusable. I feel like the shipwrecked guy dying of thirst: Data, data everywhere, and not a byte to use.

Do I have to beat them over the head with a 2x4 to get them to understand? Sending me a PDF with lots of pictures and snappy marketing doublespeak is not data. Giving me an Excel spreadsheet with application information in the description field doesn’t cut it. Why don’t they understand that calling it a Chevy in one place, a Chevrolet in another and a GM in a third only makes my life miserable?

I lay back down on the bed and thought to myself: “Maybe if I go back to sleep, I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night.”

Well, I can dream, can’t I?

Bob Moore is the president of Bob Moore & Partners, a consulting company that specializes in the automotive aftermarket. He is also a member of the SEMA Board of Directors and a monthly columnist in Aftermarket Business magazine. He can be reached at bob@aftermarkethink.com.

SEMA News - August 2009

By Bob Moore
Illustration Colby Martin

Bringing the Possible Into the Real World

	”I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night,” said Bob Moore.

Yesterday, when I unlocked the door to my store, there was a line of people waiting. Fortunately, my two counter people were on time and waiting behind the counter. One was at a point-of-sale terminal, and the other was at the Internet order pick-up desk. Six customers came through the door, and four cued up for Internet pick-up. Nathan, my lead counterman, immediately approached the attractive female and asked if he could help (typical) while I waited on the male customer.

The male said that he was interested in finding a basic running board for his F-150. I asked him what color it was, and he pointed to a black pickup in my parking lot. I stroked a few keys on my computer and then turned the monitor so that my customer could see an image of his black F-150 equipped with an opening-price-point running board.

He leaned in to study the image and said, “Cool.” Before he could ask how much, I said, “If you like that, check this out.”

Again I stroked the keys and showed him a totally tricked out running board with a brushed-gunmetal finish and running lights.

His eyes lit up and he said, “Sweet.” I took this as a buy signal.

A couple of more key strokes, and I let him know that a really great installer down the street had a 3:30 slot open and could install the part on his truck that afternoon. I didn’t bother to tell him that I didn’t have the item in stock, because I knew from my system that our WD could deliver it to the shop by 2:00 p.m.

After I sent the kid on his way with the product ordered and en route to the installer who was holding the appointment, I asked the others how they had done. Nathan had sold the pretty woman a bike rack for her Prius. He told me, “She was impressed when I showed her the installation instructions to illustrate how easily she could install it herself, and the additional information detailing how environmentally friendly the manufacturing process is sealed the deal and she bought right away.”

Eric told me that he had no problems with the Internet-order pick-ups and added, “I was able to sell a kit with that carburetor. The manufacturer’s demo videos and related product tools make it easy to show why using the kit makes the installation easier.”

I did the math in my head. More than $7,500, and I hadn’t even been open an hour yet.

That’s when I woke up and quickly realized that I had to face another day of begging and pleading with my suppliers to get me some product data in a format that I might use to sell their products.

All those things I was dreaming about are so doable, but not without vendors providing me with usable data.

As I sat on the edge of the bed, elbows on knees, shaking my head, I wondered why in the world it is so hard to get suppliers to understand how important this information is. But what frustrates me the most is they have it but keep giving it to me in ways that are unusable. I feel like the shipwrecked guy dying of thirst: Data, data everywhere, and not a byte to use.

Do I have to beat them over the head with a 2x4 to get them to understand? Sending me a PDF with lots of pictures and snappy marketing doublespeak is not data. Giving me an Excel spreadsheet with application information in the description field doesn’t cut it. Why don’t they understand that calling it a Chevy in one place, a Chevrolet in another and a GM in a third only makes my life miserable?

I lay back down on the bed and thought to myself: “Maybe if I go back to sleep, I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night.”

Well, I can dream, can’t I?

Bob Moore is the president of Bob Moore & Partners, a consulting company that specializes in the automotive aftermarket. He is also a member of the SEMA Board of Directors and a monthly columnist in Aftermarket Business magazine. He can be reached at bob@aftermarkethink.com.

SEMA News - August 2009

By Bob Moore
Illustration Colby Martin

Bringing the Possible Into the Real World

	”I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night,” said Bob Moore.

Yesterday, when I unlocked the door to my store, there was a line of people waiting. Fortunately, my two counter people were on time and waiting behind the counter. One was at a point-of-sale terminal, and the other was at the Internet order pick-up desk. Six customers came through the door, and four cued up for Internet pick-up. Nathan, my lead counterman, immediately approached the attractive female and asked if he could help (typical) while I waited on the male customer.

The male said that he was interested in finding a basic running board for his F-150. I asked him what color it was, and he pointed to a black pickup in my parking lot. I stroked a few keys on my computer and then turned the monitor so that my customer could see an image of his black F-150 equipped with an opening-price-point running board.

He leaned in to study the image and said, “Cool.” Before he could ask how much, I said, “If you like that, check this out.”

Again I stroked the keys and showed him a totally tricked out running board with a brushed-gunmetal finish and running lights.

His eyes lit up and he said, “Sweet.” I took this as a buy signal.

A couple of more key strokes, and I let him know that a really great installer down the street had a 3:30 slot open and could install the part on his truck that afternoon. I didn’t bother to tell him that I didn’t have the item in stock, because I knew from my system that our WD could deliver it to the shop by 2:00 p.m.

After I sent the kid on his way with the product ordered and en route to the installer who was holding the appointment, I asked the others how they had done. Nathan had sold the pretty woman a bike rack for her Prius. He told me, “She was impressed when I showed her the installation instructions to illustrate how easily she could install it herself, and the additional information detailing how environmentally friendly the manufacturing process is sealed the deal and she bought right away.”

Eric told me that he had no problems with the Internet-order pick-ups and added, “I was able to sell a kit with that carburetor. The manufacturer’s demo videos and related product tools make it easy to show why using the kit makes the installation easier.”

I did the math in my head. More than $7,500, and I hadn’t even been open an hour yet.

That’s when I woke up and quickly realized that I had to face another day of begging and pleading with my suppliers to get me some product data in a format that I might use to sell their products.

All those things I was dreaming about are so doable, but not without vendors providing me with usable data.

As I sat on the edge of the bed, elbows on knees, shaking my head, I wondered why in the world it is so hard to get suppliers to understand how important this information is. But what frustrates me the most is they have it but keep giving it to me in ways that are unusable. I feel like the shipwrecked guy dying of thirst: Data, data everywhere, and not a byte to use.

Do I have to beat them over the head with a 2x4 to get them to understand? Sending me a PDF with lots of pictures and snappy marketing doublespeak is not data. Giving me an Excel spreadsheet with application information in the description field doesn’t cut it. Why don’t they understand that calling it a Chevy in one place, a Chevrolet in another and a GM in a third only makes my life miserable?

I lay back down on the bed and thought to myself: “Maybe if I go back to sleep, I can dream about a SEMA data pool loaded with complete, standardized and accurate data that gets updated into my system automatically every night.”

Well, I can dream, can’t I?

Bob Moore is the president of Bob Moore & Partners, a consulting company that specializes in the automotive aftermarket. He is also a member of the SEMA Board of Directors and a monthly columnist in Aftermarket Business magazine. He can be reached at bob@aftermarkethink.com.

SEMA News - August 2009

By Annie Kang

Cultivating Professional and Personal Relationships Within the Specialty-Equipment Industry

Mentor Jason Bruce and mentee Dan Biezonsky are the perfect success story for the SEMA Mentoring Program, powered by the SEMA Businesswoman’s Network (SBN). Not only do they fulfill the program’s goal to connect an experienced SEMA member with a SEMA mentee to cultivate the talents of the mentee, but they have also developed a lasting friendship that will continue to connect and benefit them throughout their careers in the specialty-equipment industry.

“The reason why I was interested in joining the SEMA Mentoring Program was to look for the fastest way to succeed; to start my own business within the specialty-equipment market,” said Biezonsky. “Having a mentor like Jason has made the utmost impact in every single aspect of my business–successfully, always successfully.”

Biezonsky credited Bruce for sharing the knowledge that can only be gained through years of industry experience. He explained how Bruce reviewed and revised the plans for his startup business.

“Thanks to Jason’s advice, I was able to start up my company a lot quicker,” said Biezonsky. “His advice was very tangible. He literally read my entire business plan and told me where he thought I should start out and how I should proceed. I have literally followed his plan to a ‘T’ and it has made my business take off.”

Bruce acknowledged that the relationship has been mutually rewarding.

“I think more than anything what I have gotten out of the SEMA Mentoring Program is the fact that I have another contact in the industry who has turned into a nice friend as well as the satisfaction of helping someone who needed assistance,” said Bruce, director of national sales for Advanced Flow Engineering. “I was able to get him in touch with some of my contacts and provide him with some networking opportunities that he wouldn’t have been able to get on his own.”

The SEMA Mentoring Program was established to create structured, confidential and trusting relationships between SEMA mentors who offer their industry experience, guidance and support to mentees interested in further developing their professional careers in the specialty-equipment industry.

“We’ve got CEOs, SEMA board members and many industry leaders with vast expertise in many different areas signed up as mentors willing to share their knowledge,” said Kellie Colf, SBN select committee member.

“Sometimes the mentee is an individual who is new to the industry and is looking to get more involved; other times it is someone who has been in the industry for a long time but is looking for help and guidance in something,” said Trina Wilson, SBN mentoring task force lead. “We also get students who are pursuing an aftermarket career and getting a degree somehow related to the specialty-equipment industry. We help literally anyone.”

The process of matching a mentor with a mentee begins with both parties filling out a questionnaire. The mentor and mentee are then selected based on their areas of interest and expertise within the industry as well as their duties, education and proximity.

The program is available to all SEMA-member company employees and is administered by the SEMA Businesswoman’s Network.

“I think the SEMA Mentoring Program is important because, frankly, this industry is built on tribal knowledge,” said Bruce. “If knowledge is not passed down to the younger generation and put on the fast track, it can inevitably be lost. This industry can be kind of guarded, and if there is an opportunity to find open doors and gain contacts to get into the industry, that is valuable.”

“I wouldn’t have the type of access to someone like Jason if he weren’t my mentor,” said Biezonsky. “Building a relationship with a mentor like Jason is much more valuable than trying to get information from someone you would just come across within the industry.”

Sign up to be a SEMA mentor. Sign up to be a SEMA mentee. For more details on the SEMA Mentoring Program, contact Trina Wilson at 763/295-2085 or via e-mail.

There are three ways to benefit from the SEMA Mentoring Program:

Ask the Mentor: A mentee submits a question though the SEMA website. The question is matched to the most qualified mentor, and the mentor contacts the individual directly with the answer. Submit a question now.

Short-Term Mentoring: The mentee is paired with a mentor to assist in a situation or project that may not require a lot of time from either party. The duration for short-term mentoring is typically up to 12 months.

Long-Term Mentoring: The mentee is paired with someone who will guide the individual in all aspects of potential business growth and ongoing career development. The duration for long-term mentoring is meant to last for more than one year.