Where Is Your ASA Sign?

Posted 8/13/2009
By Earl Dohner, AAM, Chairman

With the way times are today, how can we get the word out to our customers and prospective customers about our fine shops, exceptional employees and the value of the Automotive Service Association in general?

Do you know of an effective way to do this that does not cost a lot of money? I can share one elementary idea that costs nothing, is easy to accomplish, and the more members who do it, the more effective it becomes ... Answer this question: Where is your ASA sign? One more question: Where is the ASA logo in your business? Is it on your letterhead? Your business cards? Your advertising? Your exterior signage? Your note pads? Customer giveaways? The sleeves of your technicians? On your work orders and other forms? If it's business-related and contains print or images, make a spot for your ASA membership logo - it reflects your professionalism and dedication to your customers.

That is the easy part to do.

Here's an idea we came up with at my business that I'm eager to share with my fellow members: AutoInc! It's easy to read, it's packed with valuable information, and frankly, it's "good reading!" Place it in locations where people have time to read it - your doctor's office, your barbershop, hair salons ... any waiting room you may have access to. Certainly you'll want to ask if it will be OK with the business owner. And if you have more than one location in mind, contact the national office to inquire about bulk copies at a reduced rate (in addition to shipping costs) from the published prices. Here's another thought: Some of you are members of a service club (Rotary, Lions, Optimist, etc.) They're always looking for a program speaker. Anyone who drives or owns a vehicle wants to know what's going on in the automotive repair world. Everyone appreciates useful information that can save them time and reassure them that they're making smart choices.

The more we work together as independent repair business owners, the better off we all will be. Support your association and this great industry by placing the ASA logo "everywhere" to show your involvement in promoting professionalism in our industry. Then take it a step further by spreading the word about the importance of proper maintenance and repair - by sharing copies of AutoInc., or speaking at a local or community event. (In fact, you may want to combine the two and order extra copies of an issue to hand out at your next speaking event!)

Today is the day; let's make it a better one ... let's make it a great one.