Building trust and putting people first

Whether a small stand-alone, owner-operated store or part of a regional network of wholesale and/or retail outlets, auto parts suppliers play a critical role in the highway travel and goods transportation sectors. Well-stocked locally-based parts outlets with, as far as possible, an inventory of quality components and accessories tailored to the area’s needs, help ensure that shop repairs and maintenance work are done in a timely fashion with parts that a customer can trust.

Sometimes, of course, having the required quality part on hand at once is not always possible. Or a mechanical component suddenly fails when it obviously shouldn’t—within weeks or even days of installation. At this point, inconveniences and mishaps like these are more likely resolved as quickly and smoothly as the situation permits if the customer’s trust extends beyond the product that’s failed and includes the supplier he or she buys from.

Key ingredient
Jobbers interviewed for Autosphere seemed in agreement that building trust with honesty is a key ingredient to auto parts suppliers’ long-term success and good reputation with their client base. “Sometimes being honest isn’t easy when you are delivering bad news but getting caught lying is going to be worse. The vast majority of our customers are repeat customers and will not tolerate ‘creative storytelling’. I have lost customers to being painfully honest, but they have always come back and they have always expressed their appreciation for my being honest with them,” says Kenton Switzer, the president of Pat’s Auto Supply, which sells parts through retail outlets across northern regions of Alberta and B.C.

The head of an after-market parts wholesaler sounds a similar note. “Long-term success comes down to consistency and trust. That means doing the fundamentals well every day, with reliable parts availability, knowledgeable people, and a genuine commitment to helping customers succeed in their own businesses,” says Zara Wishloff, President and CEO of Automotive Parts Distributors (APD), which sells through distributorships to repair shops in Alberta and Saskatchewan.

Open communication
Mutual respect and open communication with service centre personnel are also essential, Wishloff says. “Service centres value partners who understand their business pressures, provide dependable support, and stand behind what they supply. Being responsive, transparent, and solution-oriented, especially when challenges arise, goes a long way in building long-term, productive relationships. We have benefited with our ‘incentive’ travel trips, where we get to know our customers on a personal level, which earns mutual trust, the cornerstone of how we operate.”

Although not widely used in the auto parts sector, reward programs that involve holiday and /or overseas trips can make a big difference. For every dollar spent on travel, businesses get an average boost of $12.50 in revenue and $3.80 in profits. Also, “78% of incentive travel participants reported feeling more engaged with their organization following an incentive trip,” according to 360insights, a partner engagement and business optimization company.

Supply-chain disruptions, rising costs and demand fluctuations are adding complexity when it comes to managing inventory. “Flexibility and regular reviews are the best tools we use to navigate these unique times that started during the Covid era,” Wishloff says.

He recommends an approach to service that is pro-active rather than reactive. Well-trained staff who listen carefully to customers, anticipating what’s needed and responding quickly when issues arise are a key part of the mix. “When customers feel supported rather than sold to, satisfaction and loyalty follow. APD is of the size that we buy competitively with the ‘big guys’ but we can pivot quickly to deal with market volatility or supplier changes.”

Constructive approach
This kind of constructive approach strengthens positive relationships with customers and is reflected in a description of the locally-based aftermarket parts supplier sector by Matto Gasket, a Taiwan manufacturer of gaskets supplying Caterpillar, Cummins, Komatsu, Toyota, Honda, Nissan, Mazda, and Suzuki. “Beyond their logistical advantages, local suppliers often establish strong relationships with their customers. These interactions foster a sense of community, where trust and personal service trump the impersonal nature of larger, national chains. Local suppliers often employ knowledgeable staff who can provide valuable advice based on years of experience, cultivating a wealth of automotive knowledge that benefits the community. This hands-on expertise is particularly advantageous for local mechanics who rely on timely and accurate information to make informed decisions about repairs and maintenance.”

Given this endorsement of locally-based parts suppliers, it is perhaps not surprising that Wishloff views supporting community initiatives as a natural extension of the role of a jobber.

“We participate with many local business chambers and sponsor and support industry associations. We try and support as many staff and client initiatives in the community when the cause reflects our values,” he says.

Family first
Local businesses get many requests for donations and sponsorships. “Being a ‘family first’ company, we tend to gravitate toward kids or family initiatives, but there must be a connection somehow with our industry. Car races, car shows, poker runs, and lots of kids sporting event sponsorships, are a focus for us, as many of our customers have kids,” Switzer says.

His ‘family first’ approach to community events and projects finds an echo in a ‘people first’ approach to parts supply that Switzer advocates. “A strong business in our industry is a direct result, I believe, of putting people first. Customers, staff and vendors are always our top priority and in return we are often given special consideration from all of them. Customers are more forgiving and willing to work with us, staff are more loyal as they feel appreciated, and vendors will move the world for us if we ask for help.”