Advance Auto Parts Marketing Continues to Hurt Auto Repair Shops

"This is what I have been battling with Advance and no one will listen. Why? They made the sale and that's what's important to Advance."

To play devil's advocate here for a minute, isn't that what matters to any business, the sale? If you weren't personally and directly affected would you feel the same way? if it were a different industry wouldn't that be justified as "competitive advantage?"

Having read your comments for years I think the answer to my question is, "No." But I think you can also understand that to many shop owners, the answer is an absolute, "Yes." So long as they aren't the ones being negatively affected.

"The Advance marketing strategy will hurt the independents and send the wrong message to the consumer. Free testing, free battery installation, reading codes in the parking lot,loaner tools sets; will all do more harm than good to the relationship between Advance and the repair shops. How can Advance expect me to buy from them when they want to compete with me? That makes no sense."

I have made this same argument for years. I refuse to buy anything from Advance, period. I will close my business if they are my only choice. I refuse to buy from Autozone unless they are the ONLY option. Why so many shops will and do buy from AAP and now CarQuest is beyond me. Talk about holding the knife that's cutting your throat.

"And please don't tell me, "That's not your customer." I am so tired of hearing that. It is my customer! The entire motoring public hears and sees the advertising."

I too have been making this same argument for years. Often to the scourge of other shop owners. Condescending arrogant types who think they know it all and that because they do this or that in their shops that everyone else should do the exact same thing too.

"This is why I have serious issues with Advance, and cannot support them. And nothing will change as long as Advance listens to Wall Street and not Main Street."

It's not just Advance, it's almost any corporate interest, Joe. And many smaller businesses follow the same, "Take no prisoners. No price is too high so long as someone else pays it," mentality. i would dare to say some are even members here. It's an difficult reality to acknowledge,but it is reality all the same.

We need a better people. But so long as greed is rampant, we will never achieve fairness for all.

Wow....BIG HEADLINES!! How about this?

O'Reillys Auto parts marketing continues to hurt Auto Repair shops???(Advance and Autozone are not the only ones)

-or-

Home depot marketing continues to hurt contractors!!!

_how about-

Walgreens affecting Doctors bottom lines by offering physicals in store!!!

Why the sensationalist headlines?? Why the one off story about how you lost an alleged customer?

Or how about this headline (I like it much better)

HOW ADVANCE AUTO PARTS ADVERTISING CONTINUES TO HELP PROFITABILITY OF AUTO REPAIR SHOPS!!!!

This person is now back in your shop after attempting to fix his own car. Hopefully this lesson will teach him is cheaper to let the professional do it the first time rather than to pay him to fix what he screwed up. You are not going to change how big business markets themselves nor are you going to gain by lathering up the troops about it. You would be far better off to focus on how to offer more value to your customers who dont fall prey to marketing schemes and the like so you can remain prosperous and come up with other USP's your business has to offer.

my .02

Now...let's talk about something really serious...how about all those shops that advertise discount oil changes....we should really do something about that!

@WheelingAuto,

I think Joe refuted your point in your holier-than-thou condescending rant.

First of all, Joe is 100% correct, the entire motoring public hears the marketing message, either on the radio or on TV that all these services are free so why should they have to pay us?

We can market that our battery testing isn't just hooking up the tester and "Yup/Nope" but we check the integrity of the cables, we test the alternator in real world conditions, etc.etc. But all the customer knows for sure, what they come to the counter thinking is "the other guy does this exact same thing for free." It's not the exact same thing, but that's what they think and when we try to explain otherwise, all too often we have lost before we even get to talk.

Or how about the check engine light and code scans? I can't tell you how many people think all we do is, "Plug that thing into my car and it tells you what's wrong." You know that's true, that the customer thinks that. But we all know it's not true. That code is only a starting point. Every single code has a minimum of 3 possible causes, 1)the component identified ie the oxygen sensor, 2) the wiring connecting the component to the control module identifying the problem or 3) the control module identifying the problem. But the cheapo DIY stores won't tell the customer that. The official line from these places is that the counter people are NOT supposed to indicate a diagnosis, they are supposed to equip the customer with the knowledge of what the code is and then be referred to a shop. Even in the ideal world where this is the case, that is implying that shops are crooked and dishonest and you need to go to AZ/AAP/O'Reilly's etc. and get the low down so you don't get ripped off when you go to the shop. But we all know what really happens, the customer goes there, gets their code scan and little printout and then comes to you telling you what is wrong. The guys told me this is what I need. But it isn't.

Real world examples, from my own customer database:

2002 Ford Mustang, Memory Code P0402, KOER code: P1408

AZ told him AND sold him that he needed an EGR valve.

We all know he didn't, that he needed the DPFE sensor.

1998 Pontiac Grand Am 3.4L

DTC: P0172

Exhaust is BLACK, engine starts hard, Oxygen sensor registers full rich and does not fluctuate.

The parts store told him he needed an oxygen sensor.

You can probably guess what he needed instead, a fuel pressure regulator. But they told him so I must be wrong.

Same car, 2 years later.

The engine was hunting for idle, DTCs P0171 and P0121 and you hear a hissing noise when the hood is opened. The parts store guys told him he needed a TPS because of the DTC. They are just minimum rage guys who can punch buttons on a computer but because they work at a parts store they think they are auto repair professionals. Turns out he had a gross vacuum leak at the emissions hose connection right behind the throttle body. But they told him it needed a TPS so it had to need one.

These people ARE our customers, there is no escaping that. There aren't enough "A" grade customers for us to ignore these "B" and "C" grade people. Even our "A" customers hear the marketing and wonder causing us to have to reestablish ourselves as the experts and rebuild their trust in us. Even if they don't lose trust completely it does diminish. Think about it, the typical customer visits the repair shop on average 3-4 times a year. But they hear the marketing message probably at least once a week.

No, Joe has it right, these parts stores actively and aggressively market to countermand our worth and then expect us to buy from them to support the assault on our integrity, honesty, knowledge, skill, expertise and worth. There is no comparison to the shops that advertise those discount oil changes. They aren't trying to convince OUR customers that we are overcharging the customer AND trying to get us to buy from them.

I wrote on a different thread that buying from these stores is like holding the knife that is cutting your own throat. I still stand by that statement.

 

 

I wrote on a different thread that buying from these stores is like holding the knife that is cutting your own throat. I still stand by that statement.

I will address the rest of your post when I get a chance. What I would like to know @thetrustedmechanic is where do you buy your parts from?

Please let us know where you purchase your aftermarket parts from.

 

I will address the rest of your post when I get a chance. What I would like to know @thetrustedmechanic is where do you buy your parts from?

 

Please let us know where you purchase your aftermarket parts from.

Ooh! Do I detect a note or desperation to defend one's business decisions? I mean what difference does it make where I buy my parts from?

But I'll play your game because I think I know where you're trying to go.

I buy most of my parts from NAPA. Most but not all. I have a very low failure rate and I know for a fact that the local store will scan codes but every single counter person has told me they will NOT sell parts and will not give a diagnosis. They will only scan the code and refer the owner of a broken car to a shop, my shop. And many of those who are referred confirm that they were told what the code was but that it required further professional attention to properly address the concern.

My second call is to a local independent part store with 3 local stores where no other parts supplier has two. They also have at least 10 stores in outer lying towns and villages. They do NOT scan codes. They are affiliated with AutoValue and a Motorcraft supplier downstate.

My third call is to another local independent part store who is the local AC Delco distributor and also is affiliated with AutoValue and a Motorcraft supplier downstate. I am told by the salesman, who I know and trust, that they do NOT scan codes either.

All 3 will test your alternator and starter for you IF you remove it and bring it in. I think they all test batteries too. I know the ones that do ask why the customer has a concern about the battery and if it's anything but a bad battery they will advise the customer to seek professional assistance with a shop.

My last call is to the manufacturers' dealers. But I stand by my statement, I will close my doors if Advance becomes the only part store in town. It's not just because of the issues raised here. I dealt with them when I first opened because I knew the manager. But after two abysmal warranty issue within a month I was done. Then the following year I had an issue with a brake pad that delaminated and was told it had to be a problem with a different part of the brakes and therefore there was no warranty. All other brake pads (I did four wheel pads, rotors and calipers) had worn 1 mm from new. So there was no other problem. But they refused to stand behind their products too many times so I will NEVER spend another penny with AAP. Oh, and just in case you were gonna try playing "Gotcha" if I said I bought from CarQuest, we don't have a CarQuest in town anymore. And when we did, they were literally my last call and then only if no one else had it in stock and I absolutely had to have it that day.

Thanks for playing, but you didn't win.

After reading both of your posts I think you may feel as if I am protecting or aligned with Advanced or any other parts vendor. I am not. I choose not to buy from advanced for the same reasons above but more importantly they sell junk. My point about where do you buy your parts from is NAPA Auto Value all do the same thing and advertise the same way. I am happy to hear you think they dont by you but up here in the big city they do. And weather they admit to you or not they will there also. Their bosses are looking for growth.

As far as comparison of auto parts stores and cheap oil changes. They both are trying to do the same thing. Take the car out of your bay and put it in their bay or parking lot. There are many auto repair shops who advertise free code scans just as there are many who do free brake inspections...maybe you do that?

It;'s all in an effort to get the magical $$$$. I can say if you (meaning anyone) do free brake inspections or cheap oil changes your devaluing our industry.....but what good would it do me?

I see Joe Marconi who writes for a National publication who by fault becomes an industry leader standing on a soap box creating headlines that lather up the common folk to get a reaction. What I think he should be doing is educating us about what we should focus on as small businessmen. How about you forget about the few that make life difficult and focus on the ones who don't. When the one idiot darkens your door step who installed Chinese ball joints and now wants you to fix it right get paid, every step of the way. Charge for what you know, and what you fix without concern of what someone else would do.

No, you're right. I did not win the internet message board fight.

I have never spent a penny with AAP. But I do spend more than 10k a month with World Pac (Guess who owns them).

MY thoughts are as small business owners we should figure out our Unique selling points. If ours are weak or non existent we need to create or strengthen them. Figure out what you need to do to be successful. Whining about what they are does nothing for you.

“MY thoughts are as small business owners we should figure out our Unique selling points. If ours are weak or non existent we need to create or strengthen them. Figure out what you need to do to be successful. Whining about what they are does nothing for you. “

You have a legitimate point, as far as it goes. But it ignores a great deal of reality too. You are defending your business practices because you do reward the enemy. Yes I know AAP owns WorldPAC.

As for our USPs, guess what? When your so-called ally, your partner, your supplier is actively and aggressively trying to tear down your USP, your competitive advantage, your value-added part of the equation, continuing to reward their assault by continuing to buy from them is foolish and self-destructive.

We all know that what they are selling (free code scans) is not what the customer thinks they are getting. And the DIY stores are dishonest in that they are banking on that ignorance from the customer. But instead of working WITH us to build up the integrity of auto care the DIY stores are working AGAISNT us, just as Joe and I explained above. But keep it up, keep rewarding their efforts to devalue what you and we do and maybe you will find yourself only doing $5k a month with them and not by choice.

Sorry, but you still don’t have a valid argument.

My argument Is I dont think Joe should be focused on stirring up the masses to get a response that will not do any of us good. Whining about what AAP is doing is like whining about what the national auto chains are doing with all the low priced based offers (or free) which do not align with out viewpoints.

You might want to write about AAA too!!! look at what they are doing!

In selecting a vendor I am looking for an entity who can supply me with quality parts, give me great delivery and who will stand behind it when needed. Since WP and other vendors can do that I purchase from them. I do not purchase from the AAP AZ and the like because they sell crap. The more they do stuff for free the less I have to deal with those that believe it is/should be free.

I can then focus on my customers and their needs.

Basically I see this person not as our client any ways , We do have a hard job deciding vendor ethics and who we use . The client as well as us hear and see all day weather it be radio / TV / Internet/ Ebay / driving by / Etc. This is why we need to keep are ethics good and continue to educate the consumer each chance we get. As well add benefits that they cannot get from the parts store or internet.

Thanks Dan R.

Basically I see this person not as our client any ways , We do have a hard job deciding vendor ethics and who we use . The client as well as us hear and see all day weather it be radio / TV / Internet/ Ebay / driving by / Etc. This is why we need to keep are ethics good and continue to educate the consumer each chance we get. As well add benefits that they cannot get from the parts store or internet.

 

Thanks Dan R.

Agreed. I define those who patronize our businesses as consumer, customers and clients. We all want clients but we deal with consumers too. And it is the consumer we should be most wary of and concerned with. They will have a far greater impact on our reputation than any of the other two.

Client = They know you, they like you. They trust you. They advocate for your or refer friends, co-workers and strangers to you. They value what you do and typically don't question your price although they may ask, "How much," just so they can budget for it. They have a broken car and know that you will take care of it for them, and trust that you have their best interests at heart. They pay the bill without question. If there is ever a question or problem you will the first person they talk to, because they know you, they trust you, they are comfortable with the thought that you care and you will make it right.

Customer = Again, They know you, they like you. They trust you. The may refer someone but typically only if they are asked. They trust that you will do what you say you will do but they don't fully trust that you won't do more than is needed. They have a broken car, they want it fixed and are willing to pay what you charge. They really don't place much value in what you do for them, it was broke, you fixed it, that's that. If there is ever a question or problem you might hear about it but more than likely they will either not bring it up but not trust you the next time they need your services or they will simply just go away.

Consumer = They have a broken car and think it is your responsibility to fix it for them. They don't really value you or your skill, your knowledge or what you do for them. They reluctantly pay what it costs to have the bare minimum fixed to get their car back on the road but nothing more. If it's not broken they won't fix it. But when it breaks it's your fault because you didn't fix it last time they were in. They consume, that's why I call them the consumer. They consume your time, your patience, your goodwill, your happiness and anything else they can get for cheap or free. But they are also the first to tell everybody else what a horrible experience they had instead of telling you, even if you did everything right but they were too cheap and distrustful to have you fix it right. It used to be we didn't need to worry about these people because the adage was, "You don't need the aggravation and the people who know them know how they are and won't trust what they say about you or are just like them and you don't want those people anyway." But with the internet today the people who listen to the consumer don't know them but they sure do trust the Yelp! review.

That last part is why I feel the consumer is the worst but the one we need to pay the most attention to. Because you could do everything the consumer approved, do it to the best standard possible but since they don't value what you did none of that matters. But boy, you screw up one little thing and they will sacrifice you on the altar of Google Places. And all those 5 start reviews won't mean anything. They're all plants anyway, right?

Now we get back to your point and the point I was trying to get to. These Diy'ers aren't our clients. They aren't even our customers, they are the consumers who visit us. You could charge $50 for a diagnostic process while everybody else charges $150 but because the consumer has been brainwashed that there is no value to it because the garbage parts stores do it for free, then you are "Ridiculously overpriced and charge for work you didn't do and for work other places do for free." What they don't reveal is you said it was $50 and might take up to an hour and you were done in 35 minutes. You charged them for 25 minutes you didn't work on their car. They also don't admit that those "other places" who do it for free are the parts stores and only read the codes, they don't do any testing. But to the consumer, the audience that these parts stores are advertising to, all we do is "Plug that thing into my car and it tells you what's wrong with the car." Just where do we think all these people get this notion from?

As I wrote before, it's not just the consumer or the "D" and "F" customers (consumers) who are hearing this cr@p, it's the customers and clients too. These parts stores are brainwashing the listening public to devalue our worth, our skill, our labor, our industry. And some shops reward that effort by putting their hard-earned money in the marketing budget of these corporate entities by buying parts from them. If a shop owner doesn't think that Advance Auto Parts doesn't take profits from WorldPAC to market AAP stores then they deserve what AAP is doing to us. It's just the rest of us who don't deserve to have our hard work and professional, ethical efforts devalued like this.