Hybrid FAQ s. What s Your Brand? Marketing tips for building your business. Know Your Steel. Trained Estimators + Thorough Repairs = Happy Customers

Transcription

1 Collision Pros Dedicated to Promoting Quality Collision Repair of Toyota Vehicles Summer 2010 Hybrid FAQ s What s Your Brand? Marketing tips for building your business Know Your Steel Handling HSS & UHSS Trained Estimators + Thorough Repairs = Happy Customers

2 CP Table of Contents Summer 2010 DID YOU KNOW? Toyota s only recommended repair procedure for HSS is cold straightening, and recommends against the repair of UHSS. 4 Tips for Boosting Your Collision Repair Business Part 1 of a 4 part series Learn how to increase your collision center business by building a strong brand image. 6 Toyota Collision Repair: Focus on Passenger Safety Occupant safety is Toyota s number one priority in every collision repair. Following Toyota-specific repair procedures will help ensure safe repairs. 8 Trained Estimators + Thorough Repairs = Happy Customers Technical training can help estimators write more complete estimates up front and reduce time-consuming supplements Prius: Learn about some of the safety and technology features on the new 2010 Prius. 12 Eliminate the Clutter, Use Auto Partsbridge To avoid delays use the Bridge. Auto Parts- Bridge shortens cycle time by eliminating manual processes. Know Your Steel Following special precautions for HSS and UHSS High Strength Steel (HSS) and Ultra High Strength Steel (UHSS) remain the materials of choice for most Toyota, Lexus, and Scion body parts. And, although repair handling precautions should be followed when repairing HSS and UHSS, most collision repair centers typically have the tools and equipment needed to work with it. Toyota rarely uses alloys that require specialized tools. In the areas that Ultra-High Strength Steel (UHSS) is used, Toyota publishes repair information to make collision repair professionals aware of any special handling requirements or repair restrictions. HSS and UHSS characteristics make them thinner and lighter than conventional steel of the same strength ratings, which improves fuel efficiency. HSS is typically used for hoods and door panels. Furthermore, a combination of HSS and UHSS is used for structural components and frames because it s stronger and provides for greater passenger safety than conventional steel. Due to its role in enhancing structural integrity and occupant safety, HSS and UHSS require respect and special handling. For example, you should avoid stretching, cracking, and heating these materials. Heating HSS and UHSS is not recommended because it decreases its strength which affects its ability to absorb impact energy, and destroys corrosion prevention attributes. To remove welds when replacing HSS and UHSS components, use spot-weld drill bits designed for the job with a high-torque drill at low speeds, lubricating the bit with a small amount of drilling oil. Toyota s only recommended repair procedure for HSS is cold straightening. Toyota recommends against the repair of UHSS because in most cases it is used to enhance occupant safety. Cold straightening HSS is considered to be pushing, pulling, and hammering without the use of heat to restore components to their original condition. Parts that can t be restored to their original condition through cold straightening must be replaced. Toyota uses UHSS in specific locations to enhance occupant safety. UHSS is typically used for pillar, rocker, door, lateral floor, and roof rail reinforcements, as well as side-members, frames, and some bumper reinforcements. Bumper reinforcements have some of the highest strength ratings in order to distribute front and rear impact energy and reduce the affect it has on the occupant cabin. Because of this function, damaged bumper reinforcements should not be repaired. Refer to Toyota s Collision Repair Information Bulletin (CRIB) #172 for more information. You can find the location of HSS and UHSS parts in the Structural Outline in most model-specific Repair Manuals For Collision Damage and more information on HSS and UHSS reparability in CRIB s #176, #161, #90, and #89. Repair Manuals For Collision Damage and CRIB s can be found on Toyota s Technical Information System website ( For more information on HSS and UHSS, attend Toyota s Collision Repair and Refinish Training (CR&R). Schedules and training information can be found on the CR&R website ( 2 Collision Pros Collision Pros 3

3 Tips for marketing Your Collision Repair Business Part 1 of a 4 part series Making your collision center more profitable is the top challenge cited by body shop owners according to the Body Shop Business 2009 Industry Profile. If you re facing the same challenge, it s time to look at the way you bring business into your collision center and what impression customers have of your shop, once they arrive. The first step to profitability: assess your body shop brand image. A brand image is the perception of a product, service or company as defined by its customers. The impression prospective customers have of your shop will help them decide which body shop to do business with. As Chris Mummert, Manager of Marck Motors Body Shop in El Cajon, California sees it, The collision repair business is service based. We re in the people business. Our customers show up with a problem and it s our job to fix it. We let them know we understand they ve been inconvenienced and we ll do everything we can to help them. In a service business like collision repair, you re not selling a product that can be seen, handled and used. Instead, you re selling a promise that you ll restore your customer s car to its original condition. Selling a promise to a customer is much more challenging than selling a product. First you must showcase your capabilities, expertise, reliability and promise to deliver a service that meets your customers expectations. You do this through the brand image you create. A strong brand image is clearly communicated with every customer interaction. Marck Motors promises their customers invisible repairs which means the repair is so seamless that customers can t tell their vehicle has been repaired. But it s much more than just providing high quality repairs. Marck Motors clearly understands that customers make judgments and develop perceptions about the service a company provides based on tangible elements, things they can touch and feel. In a service business, the key tangible elements are people, processes, and physical evidence. Let s look at these elements from a customer s perspective. Showcase Your Staff Employees who are directly or indirectly involved in any customer transaction are part of the customer experience. Customers will judge your shop by the employees they encounter, so be sure you choose suitable people to staff your shop and train them well for their job. Your staff should be able to communicate the high standards of repair work that you offer customers by the way they dress, and how they interact with customers verbally and non-verbally. Customers come first at Marck Motors, Treat people the way you would like to be treated, adds Mummert. Everyone at Marck Motors, from management to technical staff, is trained in a hands-on, situation-by-situation basis. If there is a customer issue, such as a dissatisfied customer, Marck Motors management uses that real life example as a teaching moment. They ask their employees how they would have handled the situation differently to achieve a more positive outcome. Processes What do customers experience when they arrive at your shop? Your business processes are a key element of your brand image. Take a look at your business processes from a customer s perspective starting with how customers are treated when they first contact your shop, all the way to the follow-up after the repair. Make sure your employees are friendly when they answer the phone and greet customers during peak times. Standardize your estimating procedure and train your employees so they understand the technical requirements of collision repairs and can write effective estimates. Follow up with customers after the estimate to get feedback about their experience and improve your them in meetings make consistent shop processes a habit. Efficient business processes are essential in communicating a consistent brand image. Physical Evidence The right employees and sound business processes are only part of the equation. The next part is the physical impact your body shop makes. Customers get a distinct impression of your shop even before walking in the front door. Parking lots that are unkempt and full of damaged vehicles or facilities with messy work areas, peeling paint, disorganized customer waiting areas, or employees in dirty uniforms, send a negative message to your customers. If you don t focus on the details of your facility, how will you convince customers that you ll focus on details when fixing their car? Look at your shop from a customers perspective. Ask yourself; when customers arrive at my body shop, what s their first impression? Is there adequate, convenient parking? Is the office professional looking, well lit and clean? How is the waiting room decorated? Are the restrooms Your Collision Repair Checklist People Yes No Are your employees neatly groomed and dressed appropriately? Do you train your employees to address new customers, customer complaints, and insurance inquiries in a consistent manner? Do you treat your employees the way you want them to treat customers? Are your technicians trained to speak to customers? Do you hire employees for personality and technical skills? Do you talk to your employees often about what type of image you would like your shop to project? Process Yes No Do you have standard processes for estimating, part ordering, and vehicle repair? Do you review common processes with your employees on a regular basis? Do you train your new employees on business process? Do you have scripts for front desk employees to follow? estimating process. Keep customers informed of delays or issues clean and accessible? Your physical evidence should Do you have a standard customer greeting? with their vehicles throughout the repair process. According to Mummert, If a customer calls reinforce your brand image. When asked how a customer would describe Marck Motors, Do you have a standard process of handling customer issues? Tips for Boosting Your Collision Repair Business me first, I m unhappy it means I m falling short on keeping them informed. Give your employees scripts with a standard customer greeting and answers to common questions or issues. A consistent message to your customers makes it easier for your employees to do their jobs. Emphasize best practices and keep estimators and technicians up-to-speed on technical training to help your shop run smoothly and provide a consistent customer experience. Post easy to follow steps for Mummert answers, clean, professional looking some even say we look more like a bank then a collision repair shop. Marck Motors clean, well-groomed appearance is physical evidence that supports their brand positioning of invisible repairs. If you believe your people, processes and physical evidence combined communicate a consistent brand image to your customers, you re on the right track. Stay tuned to the next three issues of Collision Pros to find out more tips on boosting Physical Evidence Yes No Is your shop freshly painted? Do you have adequate parking for your customers? Is the customer waiting area comfortable and clean? Is there a clean restroom for your customer to use? Is there a tidy, comfortable office in your facility where you can meet with your customers? Does your customer enter your facility without having to walk through a lot with damaged vehicles? standard procedures and review your collision repair business. 4 Collision Pros Collision Pros 5

4 Toyota Specific Repair Procedures Focus on Passenger Safety Occupant safety is Toyota s number one priority in every collision repair, and by following Toyota-specific repair procedures you ll help ensure safe repairs. Don t use unapproved repair methods, or cut corners to save time or money. Fix it once, fix it right you ll help increase customer satisfaction and reduce your chances of repeat repairs. Toyota Testing Toyota s extensive crash energy testing resulted in the development of both general and vehicle-specific repair procedures. The ultimate goal is to return each vehicle to its original safety, strength and performance ratings following a collision. For Toyota quality results, only use Toyota s resources for approved repair procedures. Ensuring Vehicle-Specific Repairs Toyota uses High Strength Sheet Steel (HSS) and Ultra High Strength Sheet Steel (UHSS) in all passenger cabins; however, there are variations from each vehicle model and model year including sectioning locations, welding requirements and other vehicle-specific repair requirements. For vehicle-specific detail, refer to Toyota s model-specific Collision Damage Repair manuals available online at Toyota s Technical Information System (TIS). Model specific collision repair courses, found on the CR&R Website, are also recommended to learn the nuances of repairing different models. CRIBS When repair procedures apply to all vehicles, Toyota issues Collision Repair Information Bulletins (CRIBs), also found on TIS. Some shops enlarge important CRIBs and display them to help explain to customers and insurance companies the importance of following Toyota repair procedures. CRIBs also work well as a marketing tool to assure customers that you re following Toyota guidelines for their safety. Bottom Line Use your Toyota training and knowledge to differentiate your shop from the competition. By following Toyotaapproved repair methods, you can help improve customer satisfaction while reducing the potential for repeat repairs. Specifics Matter Note the difference between the passenger cabin of the Toyota Camry, Scion XD and Lexus LS 460. Cuts made in the wrong place or repairing a dent when the panel should be replaced could compromise passenger safety and create potential liability for the shop if the repair fails in a subsequent collision. Lexus LS 460 and 460L Scion XD 980 MPa Ultra High strength steel 590 MPa High strength steel Foamed material application areas Laser welding 440 MPa High strength steel 340 MPa High strength steel Foamed sealing material application areas Laser welding Adhesive application area Toyota Camry 1500 MPa Ultra High strength steel Laser welding (12points) 590 MPa High strength steel Customers appreciate attention to training and detail, so team up with your affiliated Toyota dealership to highlight your shop s expertise in Toyota-approved body shop repairs. Reinforce the message that your shop is up to date on all Toyota-approved repair procedures. With the right marketing, your customers will be confident that your number one goal is to ensure their safety by restoring their vehicle to factory specifications. 6 Collision Pros Adhesive Application Area Over 590Mpa High strength steel Over 440Mpa High strength steel Formed material application areas (refer to PC-8) Collision Pros 7

5 A thorough estimate is one of the most effective ways to manage the repair process. It not only eliminates the wasteful task of starting and stopping a repair, it also bumps up technician productivity, reduces cycle time, and ensures that your shop gets paid for all the work required to fix a collision damaged vehicle right the first time. It s not an easy task, however, because many collisions result in damage you just can t see until the vehicle is disassembled. So why do so many shops develop estimates after just a visual inspection and then rely on time-consuming supplemental estimates as additional damage is found? Why would any shop want repair tickets left open longer while technicians jump from job to job and, in some cases, have insurance adjusters return for multiple inspections? One reason may be that many insurance companies only require an estimate of visual damage to get the repair process going. Another possible reason is that a shop s estimator may need more extensive technical knowledge to write a complete and accurate estimate up-front. Pairing an estimator with an experienced technician is one approach to help ensure thorough estimating. Meyer also recommends that estimators take the same technical training as a technician so they can be on the same page when it comes to repairs. Toyota s Technical and Body Training Development group offers a full range of applicable Collision Repair and Refinish courses that include interactive, instructor-led training as well as handson practice in manufacturer-approved repair procedures. The courses include: Non-Structural and Structural Body Repair, Paint Finish Repair, Color Matching and Advanced Paint Techniques, Body Electrical Diagnosis and Repair, and Steering and Suspension Analysis and Repair. For more information on attending these training courses visit ( There s also an estimator-specific training program taught in conjunction with Sherman Williams. Estimating Solutions for Profit participants practice using real-world estimating scenarios and learn about industry-specific issues that relate to body shop operations and insurance company relations. For more information on this training course visit ( com/en/training/trainingcourses.aspx). Shops who have made complete and accurate estimates a way of doing business are finding that it enhances productivity as well as profitability, says Meyer. Technical training and a technician mentor can help your shop s estimators keep repairs on schedule. Trained Estimators + Thorough Repairs = Happy Customers Many estimators come from allied industries and positions that have common sales and negotiating skill sets, but don t have experience with collision repairs. To do a thorough job, estimators should have enough training to understand the technical requirements of a collision repair. James Meyer, Senior Technical Training Administrator, Toyota Motor Sales U.S.A. 8 Collision Pros Collision Pros 9

6 ProsTips For more collision repair details refer to the Toyota Technical Information System (TIS) at or You may also contact the Toyota Material Distribution Center at (800) Prius The 2010 Prius receives a series of technological upgrades that collision repair professionals should be aware of. Help With Hybrids Answers to some frequently asked questions about Toyota and Lexus hybrids Radar Cruise Control Solar Roof Panels and Pre-Collision System The 2010 Prius is available with a dynamic Radar Cruise Control System that can detect vehicles in its path, and automatically reduce speed when necessary. The millimeter wave radar sensor that makes this possible is located just behind the center of the bumper cover. The same sensor is also used for the Pre-Collision Sys- The 2010 Prius has a solar cell roof panel that captures sunlight and turns it into electrical energy to power the HVAC blower motor for ventilation while the car is parked. Be sure to become familiar with the features and components of this system before attempting repair or replacement of solar roof panels. This system replaces the vacuum reservoir canister used in the prior model. recognition camera sensor, located in the headliner at the top Questions: Answers: tem that can predict a collision, and optimize safety systems to reduce the impact affect on occupants. Even a minor collision can knock the sensor out of alignment so be sure to inspect it after a collision. For these systems to work properly, the sensor must be aligned correctly. Exhaust Heat Recirculation System Because the 2010 Prius cooling system has been upgraded, be sure to inspect it closely after a collision. The upgraded system uses a pressurized forced circulation system and an exhaust heat recirculation system to warm coolant quickly. For more details about the relationship between the exhaust and cooling system, refer to the 2010 Prius Repair Manual. Lane Keep Assist System The available Lane- Keep Assist System alerts drivers when they stray from their lane. The system uses a lane of the windshield, to capture an image of the road ahead. The camera detects lane markers and calculates deviations from the center of the driver s lane. After a collision, inspect the sensor to be sure that it s aligned and in proper working condition. Q: Did Toyota use aluminum to reduce the weight of the 2010 Prius? Q: Are there any special requirements to repair aluminum? The 2010 Prius has a steel unibody structure and sheet metal exterior panels except for an aluminum hood and rear hatch, which is the same as the previous model. Although aluminum is generally considered non-toxic, fine aluminum particles can become airborne while sanding. Wear appropriate respiratory protection, gloves, and safety glasses when working with aluminum. Minor damage to aluminum hoods and rear hatch panels can usually be repaired by pushing, pulling, and hammering. Controlled heating may be necessary to prevent cracking and work-hardening. However, damage like cracks, tears, and holes typically require panel replacement. Consult the 2010 Prius Collision Repair Manual for heating guidelines and other aluminum repair tips. Detailed information Q: Can hybrid batteries be damaged during paint baking? No, although extremely high temperatures can damage High Voltage (HV) batteries, there is no likely chance of reaching that threshold during paint baking cycles. In fact, on a hot summer day, vehicle interior temperatures may well exceed spray booth temperatures. on all of these systems can be found in the 2010 Baking temperatures may cause the HV battery cooling fans to start up, but do not be alarmed if this happens. Prius Repair Manual on Toyota s Technical Information System Q: Do I need to follow any special guidelines when towing a Toyota or Lexus hybrid? Yes, towing with drive wheels on the ground can seriously damage Hybrid electrical components. Front-wheel-drive only models must be towed with the front wheels off the ground. All-wheel-drive models must be transported on a flat-bed tow vehicle. Q: Is the 2010 Prius solar roof ventilation system part of the vehicle s high voltage system? No, the panel is NOT part of the vehicle s high voltage system. A broken solar panel will not cause an electrical hazard. The solar ventilation system uses electrical energy generated by a solar roof panel to run the blower motor fan to ventilate the vehicle when it is parked in direct sunlight. 10 Collision Pros Collision Pros 11

7 Minimizing cycle time can significantly boost a collision repair shop s profitability and customer satisfaction. When Toyota introduced Auto PartsBridge an electronic parts ordering system that gives repair shops the same parts information that Toyota dealerships have repair shops were immediately impressed with the results. Collex Collision Experts in Ann Arbor, Michigan began using the system and realized the benefits right away. Eliminate the Clutter: Use Auto PartsBridge The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. Bill Gates Any time I have a Toyota order, it goes through Auto PartsBridge, says Jason Watson, Parts Manager of Collex Collision. I have direct access to the Toyota Parts Catalog I can bring up diagrams and schematics and see every part number I need for a repair. Streamlined estimating Auto PartsBridge eliminates the need to contact the dealer for detailed parts information, or go to the vehicle to get paint codes and trim package information. The system instantly decodes the VIN, so we can perform an immediate parts check whenever we have an estimate in the system, says Watson. If there s a problem with the VIN, the system notifies us immediately. The days of the dealership calling to tell us the VIN was incorrect are long gone. It saves us from having to double check the VIN and call the dealership back a time-consuming process. Fast ordering Ordering parts is simple Watson just exports the file from his estimating system, verifies estimate, opens Auto PartsBridge and clicks, Send to Dealer. The program moves very fast, says Watson. The first time I used it, I was on the phone with the Toyota dealership parts manager. I said, OK, I m sending it to you now, and he had it almost immediately. Eliminates manual processes When a tech comes to me with a request for the specific clip or bracket, I go right into the original estimate and get the part number, says Watson. If a tech needs a schematic, I bring it up on the system there s no need to ask the dealership to fax it to me. With other vendors, I still have to go through the manual processes, because I don t have access to their catalogs, he continued. But when it comes to Toyota collision repair, Auto PartsBridge has taken our parts ordering process to a whole new level of efficiency. CollisionPros is published four times a year by Toyota Customer Services. Contents may be reprinted with permission. EDITOR: Roberta Clark MANAGING EDITORS: Elisa Liehr, Lynda Palmer COPYWRITING AND DESIGN: Liehr Marketing & Communications 2010 Collision Pros. MDC# Jul10 CONTRIBUTING DEPARTMENTS: TIS STAR Lexus Collision Repair & Refinish Toyota Collision Repair & Refinish Toyota Certified Collision Centers Toyota Genuine Parts University of Toyota, Lexus College Toyota Technical Education Network REFER ALL CORRESPONDENCE TO: Collision Pros Toyota Motor Sales, U.S.A., Inc S. Western Ave., WC21 Torrance, California Fax: (310) collisionpros@toyota.com 12 Collision Pros