June 2006

One of these new additions makes it's first appearance this month; as I say "hello" to our first guest interviewee. Over the coming months, many more guest interviewees will be coming into the Commentary Box. Each one will have a vital contribution to make, explaining how their services are specifically designed to either help bodyshops improve their margins of profit, or cost effectively comply with the ever growing burden of legislation.

Without doubt, many bodyshop owners still remain anxious, when it comes to having the ability to maintain a consistent flow of profitable work into the bodyshop. As we know, being busy without being particularly profitable is not that unusual in our industry, so is it time to start taking a different approach, when it comes to securing better work provision for bodyshops.?  

In fact, this is just one of the many questions I found myself putting to this month's guest Bob Bancroft of R B Business Development, whom I am delighted to welcome into the Commentary Box. So, without more ado, allow me to introduce you to Bob Bancroft. 

PW "Bob. Many thanks for making the time available to join me in the Commentary Box; and I wonder if you could start this interview by telling us something about yourself, and where you fit into the Accident Repair Industry?" 

RB "Well Peter, as you know I've been associated with the Industry for some thirty plus years now; both in the UK and overseas. As you can imagine, I started off in one or two junior positions; gaining much needed experience, along with the qualifications needed to ensure progress "up the ladder". Most recently, I ended a fifteen year spell with Zurich Insurance where, as Technical Manager, I headed up the motor engineering operation. 

Then, having amassed a great amount of experience, by working directly with bodyshops, service departments, software houses, accident management companies and, of course, insurance companies; the next step was quite predictable. I started my own company, in the form of R B Business Development "

PW "Clearly your accumulated experience acted as an ideal launch pad for your company. However, for the benefit of our readers; can you qualify what your business actually does please? 

RB " Not a problem. R B Business Development can be classed as a business improvement company where we use our expertise, in marketing, to help bodyshops who, in the current climate, are struggling to find more profitable customers." 

PW " I'm with you there but, right now, there is a lot of talk about actual work volumes. So, as you are constantly in touch with a broad spectrum of repairers across the country; what are your views on this?" 

RB "Because we work with both insurance and accident management companies; as well as repairers themselves, we keep well abreast with what is going on. With regard to claims, and repair management; we have seen something like a 15% drop in the level of claims." 

PW "Like you; I'm regularly in touch with scores of repairers and, it's fair to say, many are asking how they can increase their supply of good paying work. In your view, how can they tackle this one?" 

RB "Naturally, while every bodyshop has a desire to grow; it's achieving growth in the most effective way that is the key to success. Sadly, most bodyshops only see the necessity to look for more work when things go quiet. The first port of call, when things do go quiet, is a quick ring round to other bodyshops to see if the picture remains the same. Perhaps, reassured by the answers, the average bodyshop owner hopes "for things to pick up," while the more adventurous may try a quick mail out to a few insurance companies. This is a familiar scenario because, in honesty, most bodyshops have no plans in place to acquire more work, or even know where to get extra work from." 

PW "So, what you are saying is that the majority of bodyshops do not really plan for the future?" 

RB "Correct. The major risk to bodyshop survival, and success, actually comes from NOT planning. Planning helps the bodyshop manage the future; and if they fail to manage the future, the future will manage them. This really is one of the basic axioms of marketing. 

PW " As always you make a good point. Something that reminds me of a very powerful expression. Namely that, in business; while no body plans to fail, many people fail to plan. In my experience, many bodyshops actually confuse marketing with advertising.  Is there an easy way to tell the difference?" 

RB " I could talk for hours on this one, as you can imagine. But, simply put, marketing is about identifying customers; understanding their needs, and developing a plan that surrounds, and meets those needs. Advertising is, in fact, part of marketing". 

PW "Marketing, planning, identifying customers and their needs. I can see that this all makes perfect sense but, in to-day's pressurised bodyshop environment, where do they find the time and money to tackle this? What do you say to this?" 

RB " This is where R B Business Development stands out. We sit down with the bodyshop, and discuss with them what they want to achieve, while identifying the customers they actually require. Once these key issues have been flagged up; we specialise in designing, and implementing, the plan that will capture these customers." 

PW "Right. I can see that you are on track there, but what happens next?" 

RB "Then we settle down, and do all the hard work. This includes sending out specially constructed letters, from the bodyshop on their headed note paper; and then making the essential follow up telephone calls for them. To make the point, we even go along and meet the customers. So doing what we are expert at; while leaving the bodyshop to get on with what they are good at; repairing damaged vehicles" 

PW "Bob, having known you for some while, and having seen you in action; I know that what you do really works. However, for the benefit of our readers; can you throw a little more light on how successful your strategy for bodyshops really is?" 

RB "As you know. We have an easy to watch marketing presentation that we show to bodyshop owners. Once we have presented this; making them aware of what marketing is all about, and how successful it can be for their businesses; they are usually very keen for us to do their marketing. As always; we make sure the bodyshops have a mix of work, and are not reliant upon just one or two providers. In this way our customers experience a long term improvement; one that reflects positively in their bottom line" 

PW "Bob, in my experience, the subject of cost will always influence the bodyshop,s decision making process. Therefore, and without trying to pin you down, can you give us some idea of your fee structure?" 

RB "Here at R B Business Development; we take pride in the fact that we do things differently. Not only are we very efficient, but we have a low cost base that reflects in our charges. Because every bodyshop is different, be this in size, turnover, volumes and working practices; we tailor our charges to individual bodyshop requirements, not to a "one size fits all mentality". For example, where a bodyshop only wishes to spend a few hundred pounds a month on marketing, that's what we provide; to meet, and satisfy, the bodyshops identified criteria. They tell us what they want to achieve, and what they can afford; therefore reaching an arrangement with which we are both satisfied with" 

PW " Bob, I know that you and I could go on chatting about marketing, for quite a while now. However, I do appreciate the time you have given us and I feel certain that you will have whetted the appetite of many readers. In summarising your comments, I think it's fair to say that; where bodyshops fail to do anything to market themselves, results will be poor to non existent. Or, as you put it; it's about managing the future. Having seen you at work, I know the power of what you can deliver, and how you can unearth the potential "gold mine" that many bodyshops can find themselves sitting on. Thank you for your time." 

Robert Bancroft, of R B Business Development, can be contacted by telephone on

01422 200 100. Alternatively "click" onto the Bodyshop Marketing button, on this website, and use the e-mail link to contact Bob Bancroft. 

NEXT MONTH In the July edition of Commentary Box I shall, with the help of my guest, be exploring the extensive and largely untapped potential income that can be available to many bodyshops, by securing Non Fault accident repair work.Joining me will be the Managing Director of a dynamic, and highly respected, Non Fault company. As a preview, the combination of higher labour rates, rapid inspections, prompt payment and a "like for like" courtesy car supplied must make perfect sense for any bodyshop that's serious about maximising profit.