Dent Impressions, Inc. understands that the most important part of any joint business partnership is to protect your investment. We have taken liberty of protecting your investment by being fully insured to give our partners that piece of mind. The insurance coverage that dealerships and body shops tend to overlook is worker’s compensation. Insurance companies have caught onto this trend and some worker’s compensation auditors are now charging dealerships and body shops for coverage on their independent contractors. The reason for this is simple, if your independent contractor does not have coverage, they will bill you as if they are employees. After an average hail storm, this could mean that your business may have to pay thousands of dollars in coverage for uninsured contractors. Other insurance you should require is Liability Insurance and Garage Keepers Insurance. Dent Impressions, Inc. carries all varieties, thus alleviating you from the added expense of paying for insurance and further protecting your investment.
Dent Impressions Policies
Worker’s Compensation Insurance
• Shop Listed as Certificate Holder
Garage Keeper’s Insurance
• Comprehensive/Collision Coverage
• 1MM/2MM Aggregate
Unlike our competition, we feel that setting up retail locations for PDR would be competing with our loyal partners. We believe that this directly competes with the locations that the other company services. We direct our customers to the accounts that we service and promote them as our “Authorized Retailers”. We are currently employing innovative techniques to drive more customers to our partners, to maximize profits for us all. All authorized retailers benefit by using Dent Impressions as they bring new faces to their business which increases their customer base.
Dent Impressions is excited about our new Rental/Loaner Program. Beginning in the summer of 2014, Dent Impressions will offer Rental/Loaner vehicles to the customers of the Authorized Retailers. Let’s face it, nothing is worse than having a customer stop by after a hail storm and leave with their damaged car because the rental companies are sold out of vehicles. More often than not, that customer finds another shop that can service them. Dent Impressions solution to the problem was to get their dealers license so we can provide those customers a vehicle. Dent Impressions will make all attempts to retain customers to their Authorized Retailers.
Every Door Direct Mailers
The cost of customer acquisition is an expensive part of overhead for a body shop. Hail storms are a perfect opportunity to shine for your regular customer base along with providing a shop the chance to service new customers. Dent Impressions recognizes the value in this chance and will share the cost in advertising with their Authorized Retailers. Every Door Direct Mailers have proven to be the most cost effective way to market by mail. We are ready to market new customers, are you?
Over the years, we have spent thousands of dollars on banners and other signage to use at our Authorized Retailers. We noticed that banners seem to give an unprofessional look. So we started investing our money into 28 foot trailers that were completely wrapped with graphics. We bring these trailers to our busiest locations as we call these our rolling billboards. We also purchased a 2 sided LED video trailer to add to our marketing tools. We feel this is the most resourceful tool as we can change what is displayed. The LED sign can be raised up to 13 feet and it can pivot 360 degrees for perfect placement. All of our trailers are available for use by our Authorized Retailers at no cost to them.
THE ART OF UP SELLING
Our research has shown that the general public doesn’t associate PDR with body shops. Many auto body shops fail to realize that a successful hail storm actually starts years before the hail actually falls. At Dent Impressions, Inc. we realize that every door ding we fix is building a foundation to a profitable hail storm. Unlike our competition, we want more $75 dent repairs to be sold to make the public aware that PDR is offered in the shops that we service. Our research has shown that customers who received a $75 dent repair have eventually returned with other hail losses and collision repairs.
Although owners and general mangers expect up selling, we have found that estimators believe they are too busy to up sell a dent. To help motivate the estimators selling our services, we offer a rewards program which is held online at bidonrewards.com. Basically, we will provide points to the people who sell our services. They use these points to bid on items that we have put up for auction. Points never expire so uses can bank points for larger prizes. Our sales force will compete to gain more points and then compete for items in our auction. We have experienced an increase in competition with more sales, larger rewards and we even witnessed little trash talking.
Inside the Numbers
Pricing hail damage on a vehicle doesn’t sound like rocket science. Pricing is directly related to the size of the dents, the number of dents, the type of vehicle needing repairs and the pricing guidelines of the insurance company that is compensating the owner for the repair. Our experience has shown that quality is directly related to pricing. As pricing goes down, so does the quality. Buyer beware, large PDR companies are making backdoor deals with insurance companies to get them into a shop that they do not service. In order to maintain a quality repair, these companies are offering body shops less of a discount and claiming that they brought all the business to the shop. Dealerships will lose money when they hire a dent company to help estimate lot vehicles after a hail storm but are only paying them a flat rate to fix the vehicles. The point here is simple, why would this company work harder for you if they are receiving a flat fee to repair the vehicles? When dealerships and body shops make these agreements, they fail to realize that they are missing out on larger profits.
The chart to the right shows the difference between Dent Impressions estimating and two other PDR companies for the same hail repair. Company A estimated this repair at $875.00 while another company estimated the repair at $1500.00. While all of the companies use the same pricing guides, our experience is proven by settling $3580.01 from the insurance company with our thorough estimate. From this experiment, we can conclude that estimating is directly related to profits.
The chart to the left shows what the profit would be for the shop depending on what company repaired the vehicle. Using the basic discount of 30% on PDR and average profit margins for in house labor, company A would have profited the shop $292.50 compared to Company B’s profit of $450.00. Dent Impressions thoroughness and experience netted $1258.38 for the shop on this job. The same vehicle estimated by different companies will equal different results.