As a shop owner, to ensure success, it is important to nurture and grow your relationships with vendors in the automotive industry. But where should you start? How do you maintain a positive relationship when circumstances become difficult?
For this Quick Lube Q&A, NOLN spoke with Amber Kossak. Kossak is the CEO of Solid Start, a line of preventative maintenance products. With her experience in the automotive vendor market, Kossak shares her thoughts on shop and vendor relationships.
NOLN: Why is it important to build strong relationships between vendors and shop teams? How does each party benefit?
Amber Kossak: It is vital to have a relationship with your vendor partner. When you do, you will have confidence that you are receiving the service you deserve, the products and quality you expect, and an unmatched partnership. You can trust that when you need something, your chosen vendor partner is there for you.
This is not to mention how important it is for the vendor partner to have a strong relationship with the customer (owner/operator). I have always appreciated the saying, “If you are not serving your customer, you better be serving someone who is!”
NOLN: What should shop owners consider when choosing a vendor to ensure a productive relationship?
Amber Kossak: A productive relationship is a relationship that would prove to be good for you (the owner/operator), your team, as well as the growth of your business long-term. We all want the best price, but I would say if you can have a fair and good price, service, trust, and communication take precedence to make for a productive relationship.
When looking for a great vendor partner, one thing we have always done and recommend is research. So, take advantage of your peers and ask around. Who is doing business with whom? What do you like about them? What do you not like? Do they have quality service? What are their programs, etc.? Depending on the service you are choosing, this would depend on how in-depth you need to go.
When speaking with a new vendor, it is good not to simply take what they say as the truth. It is sad, but some will make promises that they will do this or that and fail you with product delivery, service, quality, and more.
I like to say they promise the world but only deliver a mountain. A mountain is great if a mountain is what you are expecting. This is why research is so vital. When you have a service-driven partner, you will have a productive relationship. They will prove to help you, your team, and your business.
NOLN: How important is it for shop owners to stay educated about the products and services offered by their vendors, and what strategies can they use to keep informed?
Amber Kossak: It is vital to stay informed. There are a few things to consider. If your team is not informed of the products and services you offer, they will sit there. Your team will most likely not understand the benefits of the service or why the customer should use the products you purchased, and they will simply not ask the customer.
Another reason education is important is so your team knows how to present the services to the customer and (feels) comfortable offering them. Education not only builds confidence in your team but also builds trust and confidence with your customers.
Let me ask: who is not interested in customer retention or increasing a customer’s trust and experience? I know we are, so for us, education and training on what we do, why we do it, and how we do it is vital.
There are many ways to educate our teams on what is happening in the automotive industry. One way is to find a few fellow operators you can collaborate with on industry trends, possibly how they do things versus how you operate, intending to help your store and team become better. Not to mention, we have the PAMA training course, which is readily available. We have our vendor partners that can be a strong source of education; depending on the supplier, they will offer different levels of training, but make sure to call them. That is what they are there for.
For example, we offer detailed product services, and how to approach customer training by teaching not only in a classroom setting but also with hands-on training demonstrations. Who doesn’t learn more when they get to do it themselves versus being told how to do it? This is what we call the “aha moment.”
NOLN: What are the best practices for maintaining consistent and clear communication between vendors and shop owners?
Amber Kossak: We communicate regularly with the customer/shop owner/manager. If you are a vendor partner, you do not wait for the customer to reach out to you. Of course, there are times this will happen, and they call; however, if we only talk to them when they call us, there may be an issue.
Being the vendor partner, you can set calendar reminders on a set schedule to reach out to specific shop owners/customers. We can call, text, or email, and if you are not able to meet in person, have a Teams call to still have a face-to-face meeting to review specific topics.
First, I would say for best practice be as organized as possible, which is not always easy. It is not up to the shop owner/customer to stay in contact or keep the relationship. Second, if the shop owner/customer needs something, handle it right away. Never put it off. This is part of having excellent service. Do your best to imagine being in your customers’ shoes, handling what they deal with day to day. I like to say as a good reminder, “It is not about us; it is about them.”
NOLN: How can shop owners best handle conflicts or disagreements that may arise between themselves and vendors to ensure a positive resolution?
Amber Kossak: For the shop owner/operator, my suggestion is to communicate this to the appropriate personnel. Make sure things are happening, as you do not want situations hanging around. Start communication with the person who is over the account. Then, depending on the level of the situation, you may need to make sure upper management is aware. Always assess how they—your vendor partner—are handling things.
Are they working well for you and making sure you are a priority? I like the saying, “Listen with the intent to understand, not with the intent to reply.” Being the vendor in this scenario, we always say it is on us! It is on us to make sure if there is a disagreement or issue that arises, it is our responsibility that the customer feels happy in the end. Of course, it is best when both parties are nice, cooperative, kind, understanding, etc., but we keep in mind that, “it is not about us, it is about them,”—the customer.
NOLN: From your interactions, what qualities do you see in shop owners who have the most successful relationships with their vendors?
Amber Kossak: There are a few things, but one major quality that stands out among the rest, and that is open and clear communication. Having open and clear communication strengthens the relationship, helping both parties build success. In turn, this communication builds a foundation of trust. When you build trust, the real partnership begins, and success comes from both parties becoming fully invested.
When the vendor partner communicates regularly and does not sit back waiting for the customer to reach out when they need something, they are showing they are invested and that they care. When the customer shares how things are going with them, sales, their customers, their team, or even possibly where the vendor might be failing, this communication only helps both parties. Remember, communication does not always mean a positive conversation. However, if we have communicated clearly from the start of our partnership, whether the communication is positive or negative, it will be taken so much better. You know why? Because you trust each other! You have the foundation for a long-lasting relationship when you communicate regularly and clearly.
