THE SHOP

Performance & Hotrod Business - April '15

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April 2015 n Performance & Hotrod Business n 27 of these interesting machines, there should be no limit to obtain- ing new business and relationships." DeFord reminds businesses to reach out to new diesel owners, suggesting "opening up to a larger customer base." George says that collaboration is always a key to business success. "By partnering with reliable, service-oriented companies, even the smallest shop can leverage the talents, skills and assets of lead- ing manufacturers and suppliers. Every shop can offer customers the latest technology and cutting-edge parts by working with top companies like Sinister Diesel. Shops that work with us also benefit from the lowest prices, thereby boosting profit margins. Plus, we provide free live technical support, so they can offer the latest technology with confidence." Of course, you have to know your stuff. "Get educated," Monyhan says. "Diesels have a whole new vernacular, as well as clearances and other specifications that regu- lar gas engines do not." Reliability and efficiency can be important words as you explain to customers all of the benefits aftermarket upgrades offer diesel engines, notes Scharfenberg. "Diesel performance products not only improve horsepower, towing capacity or even fuel mileage; they can improve reliabil- ity as well. The selling of diesel fuel systems can be improved by viewing these modifications as reliability improvements, as these systems have benefits far beyond simple capacity issues," he says. "For many diesel vehicles, the lift pump systems are being replaced due to poor OEM reliability performance. Other things that can help include learning more about the products and how to better sell or market quality parts and service. More business will return if you are offering a higher level of service than a just fix it repair service." And when you begin to understand all of the products and how they work together, then you can start creating packages that offer customers a total experience, Snyder adds. "Bundle selling helps provide clear and easy decision-making for customers. Customers prefer them because they know all the parts in a package are quality components chosen by you and are proven to work together," he says, noting that one of his company's dampers can be the basis for such a package. "It's a fundamental building block that will optimize per- formance gains of other parts and help provide long-lasting durability." Follow the Rules Shops should understand that there are important laws and regulations governing the diesel market. It's your job to get and stay educated. "Shops have to be proactive about getting the education they need regarding the various rules and regulations governing the diesel market," George says. "Frankly, the EPA and CARB haven't done a great job of reaching out to the industry with useful material. As a result, we're often providing our customers with (800) 264-9472 BoomMat.com Dealer & Distributor Inquiries Welcome DESIGN DESIGN ENGINEERING INC. ESIGN NGINEERING 800-264-9472 DesignEngineering.com Reduces radiant heat coming off muffler resulting in a cooler interior and protection from damaging heat. Reduces radiant heat coming MUFFLER SHIELD KIT off muffler resulting in a cooler MUFFLER SHIELD KIT MUFFLER SHIELD KIT MUFFLER SHIELD KIT MUFFLER SHIELD KIT INC. NC. NEW FOR 2015! HEAT PROTECTION MUFFLER SHIELD KIT MUFFLER SHIELD KIT MUFFLER SHIELD KIT MUFFLER SHIELD KIT MUFFLER SHIELD KIT MUFFLER SHIELD KIT FOR COMFORT AND PERFORMANCE GOLD offers the highest heat protection for lines, hoses, wires and more! GOLD offers the highest heat GOLD LINE SLEEVING GOLD LINE SLEEVING GOLD LINE SLEEVING GOLD LINE SLEEVING Insulates plug wires, heater hoses, lines & more from damaging engine heat. Insulates plug wires, heater TITANIUM LINE SLEEVING TITANIUM LINE SLEEVING hoses, lines & more from damaging engine heat. TITANIUM LINE SLEEVING TITANIUM LINE SLEEVING TITANIUM LINE SLEEVING TITANIUM LINE SLEEVING TITANIUM LINE SLEEVING TITANIUM LINE SLEEVING TITANIUM LINE SLEEVING TITANIUM LINE SLEEVING Easy to use tool gets locking ties tight! Easy to use tool gets LOCKING TIE TOOL

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