AIA RELEASES NEW OUTLOOK STUDY • SUPPLIERS GET LOOK AT NEW TECH Jobber NewsServing the Automotive Aftermarket Since 1931 NOVEMBER/DECEMBER 2018 Canada Post Canadian Publications Mail Sales Agreement No. 40063170 PLUS THE ART OF UPSELLING HIGHLIGHTS FROM AAPEX GET THE MOST OUT OF YOUR AIR*. Cabin Air Filter Engine Air Filter *FRAM Fresh Breeze® removes up to 98% of dirt, *FRAM ExtraGuard Air filter lets through dust and allergens1, the only cabin air filter that 2x less dirt2 than the average of leading uses the natural deodorizing qualities of Arm & brands. Hammer ® approved baking soda. Vehicle Maintenance Done Right. 1 Road dust and pollen particles ranging in size from 5-100 microns. 2 Vs. average of leading standard retail brands. Based on FRAM Group testing of air filter efficiency of models CA4309, 8755A, 8039, 326 and 6479, and their standard retail brand equivalents, under ISO5011. The Arm & Hammer logo is a registered trademark of Church & Dwight Co. FRAM Group IP LLC 2017 and is used under license. contents | november / december 2018 » vol. 86 no. 09 Jobber News Serving the Automotive Aftermarket Since 1931 news 6 NTN celebrates It’s been 100 years in the making for Japan-based NTN Bearing, including 50 of those years here in Canada. The company recently 6 celebrated with special guests in tow – Prime Minister Justin Trudeau and former long-time 16 local mayor Hazel McCallion. COVER STORY | The new free trade deal 7 Outlook Study $ AIA Canada has released its latest It was at the last minute, but the U.S., Mexico and Outlook Study. By all indications, Canada have agreed to a new trade deal. The USMCA 7 things are looking good as value ends uncertainty and brings relief – but some changes, hit an all-time high. too. It’s a mistake for the aftermarket to think it’s unaffected. Things won’t be ‘business as usual,’ one expert warns. 9 Tomorrow’s technology Suppliers gathered in Clearwater, in this issue Fla., recently to get a peek at the technology they need to 9 meet customer demand. The 20 AAPEX REPORT | aftermarket needs to figure out if it will give customers what they Another year in the books want. Automotive Aftermarket Industry Week has wrapped up for another year in Las Vegas. AAPEX and 9 Autonomous boost SEMA welcomed more than 160,000 aftermarket Rivals are working together as professionals, showcasing the latest technology and Honda is investing $2.75 billion in parts from manufacturers. 9 GM’s autonomous unit, Cruise. 10 Names in the News Who is where? Catch up on all the moves around the industry. 15 22 COUNTERTALK | columns How to upsell 5 Leading off It’s not a dirty word. In fact, upselling is a necessary Be ready or else part of a counterperson’s job. It informs customers 15 Business Management about their options on higher quality parts, upgrades Spotting trouble and complementary products. When done correctly, 26 New products it can build trust as it shows a counterperson’s breadth The latest offerings of knowledge. 20 30 Stock in Trade Cover image: Denis_prof, iStockimages.com No pat answers | Twitter: @JobberNews | www.facebook.com/JobberNews JOBBER NEWS / NOVEMBER / DECEMBER 2018 |www.autoserviceworld.com 3 WHAT ARE YOU REACHING FOR NEXT? WE’LL GET YOU THERE. Whatever problem you’re trying to solve, WIX Filters will never steer you wrong. We offer the ultimate protection for your customers’ cars, trucks and off-road equipment with no returns and no do-overs. With a product for every vehicle and every driver, however they drive — we’ll keep you on the road to success. wixfilters.com Jobber News leading off | with adam malik, editor » [email protected] FOUNDED 1931 Jobber News is Canada’s longest-established publication serving the distribution segment of the Canadian automotive aftermarket. It is specifically directed to warehouse GET READY OR WATCH THE SHIP SAIL distributors, wholesalers, machine shops, and national accounts. he aftermarket has a lot working in its favour. Editor | Adam Malik (416) 510-6763 T The Automotive Industries Association’s latest Outlook E-Mail: [email protected] Study – you can see the key highlights on page 7 – analyzed Contributing Writers | Bob Greenwood, where the aftermarket is and what may lay ahead. It had Allan Janssen, Donalee Moulton plenty of good news. Art Director | Barbara Burrows Value of parts and labour was at an all-time high at $21.6 Editorial Director | billion in 2017. Almost 400,000 people are employed in the Allan Janssen, (416) 614-5814 aftermarket overall in Canada – that’s up 1.6 per cent from the E-Mail: [email protected] 2015 study. And, perhaps most interestingly, there are a record Director of Business Development | Peter Bulmer, (416) 605-5346 number of vehicles six years of age and older (18.4 million out E-Mail: [email protected] There’s of 26.8 million total). Quebec & Eastern Canada Sales Director | plenty of That last stat jumps out. There’s an enormous pool of out-of- Denis Arsenault, (514) 947-7228 E-Mail: [email protected] opportunity warranty vehicles – almost 70 per cent of all cars on the road – for the aftermarket to target in coming years. Advertising Production Manager, Print/Digital | out there. Alicia Lerma (416) 510-6845 Jobbers There’s plenty of opportunity out there. Jobbers need to ride E-Mail: [email protected] need to ride the wave’s crest, rather than fall underneath it. That means Circulation Manager | ramping up the use of digital tools, revamping customer service Lilianna Kantor, (416) 614-5815 the wave’s E-Mail: [email protected] crest, rather and readying their shop customers. Let’s start with ‘digital maturity.’ The Business Development than fall Jobber News is published by Newcom Media Inc. Bank of Canada (BDC), released a study that found nearly All rights reserved. Printed in Canada. The contents underneath it. 60 per cent of small businesses – which includes jobbers – of this publication may not be reproduced or transmitted in any form, either in part or full, are weak on that front. Not even one in five are truly including photocopying and recording, without the competent. written consent of the copyright owner. Nor may any part of this publication be stored in a retrieval Digital maturity measures how ready your business is to transform. The aftermarket system of any nature without prior consent. needs to be mature. Use online tools (social media, e-commerce platforms, etc.) to Canada Post Canadian Publications Mail Sales communicate with customers. Google Adwords, e-mail marketing and the like need Product Agreement No. 40063170 “Return Postage Guaranteed” Send change to be part of a digital marketing strategy. Collect data on customers who visit your of address notices, undeliverable copies and website (what they’re looking for, where they’re from). Digitize your operational subscription orders to: Circulation Dept., Jobber News, 5353 Dundas Street West, Suite 400, activities. Canadian Tire, for example, has undergone significant digital changes in their Toronto, ON M9B 6H8 warehouses, even implementing augmented reality. Jobber News Magazine (ISSN#0021-7050) is These types of changes would make a big difference to jobbers. Those with more published monthly by Newcom Media Inc., 5353 Dundas Street West, Suite 400, Toronto, digital maturity are 62 per cent more likely to have higher sales and profit growth, BDC ON M9B 6H8 said. Businesses with less will often see sales fall. From time to time we make our subscription list available to select companies and organizations Customer service is another increasingly important area. The world has moved away whose product or service may interest you. If you from the days when price was the differentiator. do not wish your contact information to be made available, please contact us. It’s now about the service and value provided to customers. Jobbers need to have the right parts in stock and get them delivered quickly. Go back to the Jobber News Shop Survey from the January/February issue: 93 per cent of respondents had availability/inventory on their list of most important factors when deciding which jobber MEDIA INC. they called first. Far fewer included price. Chairman and Founder | Jim Glionna President | Joe Glionna Customer service includes making sure your staff is up to date on training, being Vice President, Publishing | Melissa Summerfield willing to go the extra mile and ensuring the right parts are being sold for the job. After CFO | Peter Fryters all, a cheap part that’s wrong is no good. Director of Circulation | Pat Glionna Work with shops on getting ready for future vehicle technology. Predictive analytics, Corporate Offices for one, will be a boon for their business. Get them on board. With all the sensors on 5353 Dundas Street West, Suite 400, Toronto, ON M9B 6H8 newer vehicles today, having the right equipment for repairs is a must. Shops need to be Phone: 416-614-2200 able to take on that work and not send it to the dealer. Money is being left on the table Fax: 416-614-8861 by not keeping up. The opportunities are there for the aftermarket, essentially on a tee. But we still have to Association of ISSN 0021-7050 Business Publishers 205 East 42nd Street New York, NY 10017 Online 1923-3477 hit the ball on to the fairway. The onus will be on the industry to take advantage. It starts by being ready. JN JOBBER NEWS / NOVEMBER / DECEMBER 2018 | www.autoserviceworld.com 5 over the counter | NTN CELEBRATES 100 YEARS WITH PRIME MINISTER Prime Minister Justin Trudeau helped NTN Bearing celebrate a significant mile- Spectra stone recently. Premium The company celebrated the 50th Anni- versary of NTN Bearing Corporation of acquires Canada and the 100th anniversary of its Swedish Japan-based parent, NTN Corporation.