Posts Tagged social media

Help Wanted: Writer Wanted for Social Media Conversation Page on Auto Glass Repair & Replacement

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An interesting email hit my inbox on Monday from a company representing Service AutoGlass, a part of Safelite Group, Inc. The email came from Fun Online Corporation which is headquartered in New York, New York. Mike Schoenback  (and his partner Ron Luks) sent the email and it started with,

“Hi David,

I came across your contact information through Glassbytes.com.  Our company (Fun Online Corp) is working with Service AutoGlass®, a national provider of wholesale vehicle glass products and installation materials, to launch a social media conversation page in the fall of 2014.”

So the wholesale division of Safelite wants to interact with its customers via social networking sites such as Facebook, Twitter, Pinterest, YouTube, along with numerous other social media sites? The email went on to say,

“We are interested in connecting with a person with good writing skills who has technical experience with auto glass repair and replacement and a familiarity with the industry. We are looking to hire such a person on an ongoing (freelance) basis to respond to posts on the social media page and work with us to develop conversation starters. Experience as a blogger is a big plus. This is a paid position.”

I guess I tick a couple of the boxes they’re looking for. I’ve spent my career in the auto glass repair and replacement (AGRR) industry, I am on some social media sites so I’m familiar with how those work and I blog. Even though it looks like the opportunity is being “outsourced” to Fun Online, the fact that it is a paid position is also great to know. The email ended with,

“I’m writing to see if you may be interested or if you have a colleague who may be interested in this opportunity.  We’re happy to have a phone or email conversation if you’d like more information about this.

Thanks very much!

Mike Schoenbach

Ron Luks”

Their email didn’t mention Safelite, just Service AutoGlass. I replied to let them know that I really appreciated the email letting me know about the opportunity, but I didn’t think I would be an appropriate person for the role they were looking at for a variety of reasons and I guess they didn’t look at some of my blog posts. I replied to Mr. Schoenback explaining that I was pretty sure that Safelite wouldn’t want me to fill the role even if I was interested. That being said I was once a part of Safelite filling a number of positions in the mid to late 1980’s leaving as the regional vice president of New England in late 1989; so I do have some familiarity with the company. I just didn’t think I’d be a good person to help “develop conversation starters” for them at this point in time. I’m sure that I could come up with a few “conversation starters” though. Here are some possibilities:

“If an auto glass replacement somehow slips through the hands of Safelite and you’re lucky enough that the opportunity comes to your company would you consider giving us a call so that we could sell you the part?”

“Here at Service AutoGlass we’re your all-in-one source for products and service, even if Safelite is spending countless millions on television and radio ads and is your biggest competitor. Come on…..give us a call. Won’t you?”

“We know that Pilkington, PGW, Mygrant and other wholesale distributors aren’t in the retail AGRR space installing auto glass in competition with you, but that shouldn’t stop you from giving us a call should it?”

I’m sure that you can come up with a few of your own. I asked a friend in the industry for a social media conversation starter for them and he suggested,

“They say you get what you pay for…. What did you get from us?”

I wished Fun Online success in finding someone to fill the social media role for Safelite…  er’ I meant Service AutoGlass. I found out that they sent the same email to a few other people in the AGRR industry as well. Imagine my disappointment hearing that. Perhaps they contacted you to see if you were interested? If not and you’re interested in the freelance position you can contact Mike and Ron to find out more. The Fun Online web site states:

“At Fun Online Corp. we’re your eyes and ears during business hours, evenings, weekends and holidays. A round-the-clock business infrastructure is expensive and can be a logistical nightmare. We can create a social media team or expand your current team and save you money. You’ll have 100 percent full coverage.”

It seems like a great opportunity.

Just sayin’.

 

 

* Cartoon courtesy of TomFishburne.com/Cartoons

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Just Sayin’ Blog – Inconvenient Truth(s)

An inconvenient truth is a truth that no one likes to admit, but it is the truth nonetheless. A number of these inconvenient truths exist in the auto glass repair and replacement (AGRR) industry and everyone in the industry deals with them every day.

 

 

Over the years it has become more and more difficult to find success in the AGRR industry. Once upon a time, anyone could own a retail auto glass company and survive, but I think that has changed. One inconvenient truth is that some in our industry aren’t going to survive. As an owner you’ve got to master many new tasks that didn’t even exist 10+ years ago and some owners just aren’t capable of doing so. As a business owner you’ve got to figure out how to attract customers, especially in a time when the weather, the economy and miles driven are working against your business.

As we entered the new millennium, who in our industry really would have seen the need to understand the concept of search engine optimization (SEO) for a “website”? Who would see social media sites such as Facebook™, Twitter™, Craigslist, etc. becoming such an important way to market and communicate with customers; or that the Yellow Page Book™ that we once relied on would become a relic of the past?

Who, other than Steve Jobs, the co-founder of Apple®, would have thought that you could ask someone called Siri, the lady that lives inside my iPhone to list the “closest auto glass shops” near where I live in Chicago. Siri told me “Careful with the broken glass, David,” and then she gave me a listing of fifteen AGRR shops with two names (Safelite® Auto Glass and Gerber Collision & Glass) you’d easily recognize in the market because both are big advertisers in the local media. I also told Siri I was looking for “auto glass in Chicago” and she told me “I found fifteen glass repair shops in Chicago:” followed by a slightly different list of companies, but including the same two names aforementioned. Somebody is paying attention to their internet strategy aren’t they? Are you?

How convenient you make it for your customers to interact with you online will contribute to your future success. If you’re not willing to embrace innovative ways to grow your business in the ever changing marketplace you compete, you will not attract the customers willing to pay you the best price for the products and services that you provide. The truth is that if you’re going to survive and thrive as an AGRR retailer or as a network, you have to know that no one is going to turn the clock back to make it easier for you to be successful in your business. You have to compete in the marketplace with the hand that is dealt to you each day and if for some reason the way business is done changes tomorrow, you’ve got to figure out how to deal with it.

 

Another inconvenient truth is that AGRR networks provide great value to the clients that utilize the various services offered. As much as those who don’t participate in networks complain about the existence of them; clients vote with their feet and they obviously perceive value in the bundled services that networks provide. Can, or will, that change? Certainly it can change, but in the absence of a client deciding to take back direct responsibility for managing its AGRR losses (or a new platform that could take the place of the current networks that operate in the AGRR industry) it’s unlikely. We could certainly see movement of clients from one network to another network in the coming year(s) of course; and depending upon the relationship that your company has with the network that “wins” a new client you can hope that more profitable jobs come your way. But if that hope is what you need to make your business successful you might look for another source of jobs that you have more control over.

 

And staying on the topic of networks; I don’t think that a network that utilizes a “buy/sell” or “spread” (when the network “buys” the glass repair or replacement from an AGRR retailer providing the repair or replacement and then “sells” the repair or replacement to its client at a higher price) pricing model for its clients can continue to exist long-term in the marketplace. Relying on the AGRR retailers who actually do the repairs and replacements to accept lower and lower prices, while continuing to provide high quality repairs and replacements has to someday hit a wall. At some point AGRR retailers will push back and the networker that only makes profit on the “spread”  is going to have difficulty providing its clients with the same levels of service other competitors can provide in the marketplace. Those networkers must know this.

 

You can’t really find the greatest success in your business without surrounding yourself with the best people you can find. Basketball legend John Wooden was quoted as saying,

Whatever you do in life, surround yourself with smart people who’ll argue with you.” 

Sound advice from a true winner.

If you’ve been in the AGRR industry for a while you’ll remember one of the true gentlemen that help build it –Larry Anderson, President of Harmon Auto Glass back when it was a part of Apogee Enterprises, Inc. On his office desk in Minneapolis there was a small sign that read “Delegate Authority. Ruthlessly.” Larry surrounded himself with many of the best in the industry. There are some owners in the AGRR industry who don’t value the people that work for them. You can’t be successful if you don’t take care of those who work for you and let them have a voice.

 

Yet another inconvenient truth is that just because you have money, it doesn’t mean that you’re going to find success in the AGRR industry. History has proven that businesses owned and managed by those who have direct experience in the industry find the greatest success. Sadly, those that don’t have the experience, regardless of the size of their checkbooks, historically have tended to not be successful.

 

In writing my blog posts over the past year I’ve tried to raise issues about which I think those in the AGRR industry (or are associated with it) should give thought. I know that there are more inconvenient truths regarding the industry that no one likes to admit that I’ve not touched on, so please let me know what yours are.

Just sayin’……

 

  

 

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