What makes you different?

I talked about some of the challenges our industry faces in my last article and the fact that the signs to me are for a positive future. This week got me thinking about differentiation and how bodyshops still seem a little divided on the benefits of specialisation.

As a custodian of several fairly eclectic repair networks in that past I sat across from many businesses to listen to their proposition and talk about where both ours and their businesses were likely to be headed in the mid to long term.

They were always useful meetings and I was always happy to give the time but I remember on frequent occasions being left somewhat disappointed by the pitch. Perhaps because some were not very well structured and/or presented or perhaps because there seemed to be no clear differentiator between them and most others. The "What makes you special?" question appeared to be the hardest thing for bodyshops to not only articulate, but indeed to identify in the first place.

Yes it's a fairly homogenous market and yes crash repairs are viewed by many principals as commodities but creating a positive distinction has to be the right strategy doesn't it?

We talked for years about the unique nature of vehicle body repairs (where two vehicles can be hit in the same place at the same speed and produce two quite different repairs) but I suspect that in some quarters, this would have been viewed as justification for not being comfortable in providing accurate or reliable completion dates. I'd say not particularly helped either by the emergence of large repair operators trading volume and to some, seemingly diluting the fiercely protected 'artisan' nature of the profession. Thankfully, VOR times became the number one topic for a while and today sits high on the scale of priorities along with cost and quality.

'To specialise or not to specialise' has been a constant dilemma for many bodyshops over the years with many choosing to recognise value in being suitably endorsed by the people that built the car in the first place. It's expensive for a business to implement and it's expensive to maintain; and along with the financial barriers to be broken through, the prospect of being selected by either the VM or the local retailer may be a slim one.

There are however significant advantages once on board, the training is pretty much enforced and is usually of very high quality. It's flexible too with E-Learning, Classroom and Practical Examination all utilised. There's also a defined career path for technicians (and support staff) at any stage in their career offering branded qualifications.

Of course there's occasionally resistance on the ground from some of the technicians with many originally opting for the trade because they "didn't want to sit any more exams" but in truth, these objections are not historically that difficult to overcome when backed up by the 'future skills and experience' wealth-proposition.

There are also manufacturer standards to be achieved and upheld. I think few would question the value that a standard like BSI's BS 10125 Kitemark has delivered to the market, but for a consumer, which standard would resonate deepest, a BSI accreditation or an accreditation from their vehicle manufacturer?

There are huge operational advantages to be had too, efficiency improvements from top-drawer training, task repetition and developing an intimate knowledge of a range products. Knowledge so deep that it becomes embedded, reducing the need for heavy pre-repair methods research or re-learning specific operations. Being seen as the expert by the customer, benefiting from a consumer's increasing awareness of their right to choose where their vehicle is repaired.

Marketing assistance from both the retailer and the manufacturer, a skill that hasn't ever really been a prominent aspect of a bodyshop's capability. There's also a firm argument for enhancing rates in recognition of the considerable initial investment and cost of ownership. VM's place heavy emphasis on their individual customer experience and one of the keys to success is in being able to operate as an extension of that brand whilst maintaining your own.

There's the safety aspect too, working with manufacturers gives a unique insight into what's ahead for the product range. There are many new construction techniques coming each year, using literally hundreds if not thousands of new materials, often bringing new repair techniques with them. Technology advancements also, ADAS Systems involving RADAR, LIDAR, Traffic Sign Recognition, Lane Departure Warning Systems, Adaptive Cruise Control, Adaptive Headlights to name but a few. Not forgetting of course that many manufacturers are already changing the game significantly with vehicle electrification.

Whilst working with Vehicle Manufacturers I remember thinking, "If you're nervous that your network might not be truly ready for what's here today, you wait until tomorrow!" It has to be in the interests of all that a vehicle is repaired to the standard it was built and is backed by a manufacturer guarantee.

Such technology was once reserved for the prestige marques, but is now finding its way into the volume vehicles. Many bodyshops in the past made a beeline for the high end manufacturer approvals, in some instances I'm sure because of the perceived Kudos attached. But the reality is that the owner of a volume vehicle values his investments no less than a high-end owner does. The advantages of approval for the bodyshop are similar and the beauty with the volume marques is that there are of course, many more of them.

There may always be space in the market for non-approved shops, not least because in vehicle manufacturing today's optional extra becomes tomorrow's standard equipment and aftermarket specialists will always arrive at a solution sometime soon. It certainly helps any business however to be ahead of the game.

It is inconceivable to me given the complexity of today's vehicles, the knowledge and skill required to repair them, and the ever-present duty of care requirement, that even a highly skilled 'General Practitioner' bodyshop could ever manage to keep pace with all of the new technology, repair techniques and special tools requirements.

There are of course other avenues to specialisation, Express Repair, aluminium, structural aluminium for example and my advice to any bodyshop would always to be to find what makes you different, refine it, elevate it and exploit it.