The Independent Glass Association (IGA) capped off the industry's
participation in Auto Week in Las Vegas with a successful Fall Conference
Saturday at the Mandalay Bay Convention Center.
The conference kicked off with a two-hour discussion of the services
offered by the association and the overall theme of the meeting
(one of the most important topics for independent AGRR companies)steering.
|Yarborough led the discussion of the IGA's
brand-new anti-steering initiative.
Among the new services that IGA is offering are free AGRSS registration,
legislative alerts, IGA certification, CSR training and certification
and the anti-steering campaign.
The 'Don't Get Steered' campaign was introduced by IGA board member
Bryan Yarborough. "It's hard to explain to those outside our industry
what is going on in our market," he explained. "That's the purpose
of this campaign."
Consumer brochures, radio spots, TV advertising scripts, postcards
for consumers and representative press releases are all included
as methods to get the message out on what steering is and why consumers
need to be aware of it.
Ralph Nader, consumer advocate, suggested a comic book to explain
the complex concept to consumers when he spoke to members at their
"We are within 8 to 12 weeks of having this printed," said Yarborough.
"This is a fun way to get the message out and use as a leave-behind,"
Yarborough added. "And all these materials will be made cost effective
so that you can use them in your shop," he added.
Shawn Newport, an IGA board member, picked up the discussion on
steering by advising that everyone check on whether consumers have
the right to choose in their state. "This is the first thing you
have to find out. Do consumers have the right to choose a shop to
do their work?" he stated. Also, because consumers are increasingly
using the Internet to find a shop to do auto glass work, Newport
advised attendees to be sure they have a web presence that will
capture these consumers.
He also led a discussion of successful techniques to avoid having
a client steered by what IGA calls a competitor administrator. There
was an emphasis on the importance of controlling the call so that
the consumer doesn't get steered.
There was also a discussion of how to respond if a customer asks
if a claim is going to affect their premium. Representatives of
State Farm, who were in the audience, explained that even the claims
department cannot provide an answer to this question because of
the many factors which are involved. They advised telling clients
that they should ask their agent for information on whether filing
the claim is going to affect the premium.
The final consensus was that it is up to the individual shop to
educate its customers. IGA is putting into place tools to help do
this. The IGA Annual Convention and Spring Auto Glass Show, which
is co-located with Americas' Glass Showcase ™, will be held May
1-3, 2008, at the Cashman Center in Las Vegas.
Click on the links below for other stories from the conference.
Mr. IGA Goes to the State Capital
The IGA finished out its morning program on Saturday with a
legislative update program led by Tom Grim of All Star Auto Glass,
and Alan Epley of Southern Glass & Plastic Co.
CLICK HERE to
Into the End Zone with IGA
The IGA wrapped up its Fall Conference with two sessions Saturday
afternoon. Invoking a fall Saturday afternoon analogy, the group's
meeting scored a touchdown with members getting the kind of practical
information, and peer discussion, they were seeking.
to read more.
Need more info and analysis about the issues?
HERE to subscribe to AGRR magazine.