THE BIG IDEA - Sherwin

the big idea
curb appeal
It's In The Details
Wood floors and warm
lighting are part of
the design strategy for
Collision Cure Body
Werks in Indiana.
A
New
larry gindhart
standard
Expectations for body shop appearance are growing, but that
doesn’t mean a huge investment on your part. Any shop can add
curb appeal with the right tactics. By Jake Weyer
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the big idea
curb appeal
R
ick Fields knows firsthand what
a nice building can do for a
business.
Fields, who runs four shops under
the name Collision Cure Body Werks
in Indiana, opened his newest facility last November in a beautiful
17,000-square-foot brick building originally slated to be an Ace Hardware
store. Working off the exterior design,
Rick Fields’ wife, Lynn Fields, added
wood floors, leather seats, warm lighting and a fireplace inside, along with
an open layout that allowed customers
to see what was going on in the production area.
His 75 percent closing ratio at that
store in Westfield, Ind., is already
12 percent higher than at his other
three locations with more traditional
designs. And at $165,000 a month, his
revenue at the new facility is almost
triple what he budgeted.
“I like to think the collision repair
business is moving into a retail mind-
Eye For Design Lynn Fields, the wife of
Collision Cure Body Werks owner Rick
Fields, came up with design details like
leather seats and a fireplace.
set,” says Fields, who has worked in
the industry for 36 years. “I think customers want to go somewhere where
they have a warm and fuzzy feeling.
They care about how a place looks,
just like they care about how their car
is going to look.”
Fields worked with Judy Lynch, a
designer from paint company SherwinWilliams, to develop the new space.
Design consultants are hearing more
and more from shops interested in pursuing standout designs to stay ahead of
the competition, but it doesn’t take a
full rebuild or a heap of cash to add a
little curb appeal to a facility.
Ann Salazar, owner of Avant Garde Interiors, Judy Lynch, manager of Sherwin-Williams’ collision repair design service, and Tom
Nicholas, facility layout and design manager at PPG.
“It sets the tone for
all transactions. Curb
It’s all about branding, Salazar says. Big
Design as a marketing tool
appeal is really a
dealer shops, franchises and consolidated
Salazar, an independent designer for compaform of advertising.”
businesses understand this, and devote
nies such as BASF and DuPont, says shop
money to building a consistent, professional
appearance is more important now than
Judy Lynch, manager of
ever before, especially in areas with dense
image that customers will remember. This
Sherwin-Williams’ collision
repair design service
populations and more competition.
is something all shops should think about,
“As much as I’d love to say, ‘don’t judge
she says.
“It sets the tone for all transactions,”
a book by the cover,’ in this ever-changing,
“[Corporate shops] understand that
she says. “Curb appeal is really a form of
fast-paced society, first impression may be
potential customers experience branding
advertising.”
all the time we have to grab someone’s attenfrom the shoes they wear to the coffee they
Lynch says shops need to remember
tion and draw them in the door,” she says.
drink. Why not do the same for body shops?
that their customers have just been through
“Once you have that, then you can show
In this economy, it is more important than
an accident, they’d rather not be dealing
them what else you have to offer.”
ever for a shop to recognize this and strive
with vehicle repairs and they’re looking for
to project a similar image of confidence and
"First impression may
comfort and reassurance. This is especially
professionalism, to leave a lasting impression
be all the time we have
important for women, she says.
that will stand above their competitors,”
to grab someone’s
Tom Nicholas, who has worked for 16
Salazar says.
attention and draw
them in the door.”
years as a shop designer for PPG, says
Lynch, who has spent 20 years with
owners need to put themselves in their
Sherwin-Williams designing shops, agrees.
Ann Salazar, owner of
customers’ shoes, or better yet, their family
She says shop design has grown into an
Avant Garde Interiors
members’.
important marketing tool.
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top: larry gindhart; bottom: courtesy annsalazar, judy lynch
FenderBender talked with three designers for advice on how to bring any shop up to today’s higher design standards:
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Changing the stereotype
“Body shops have this image of being
dirty, dusty, dingy places, like a black
hole where I drop my car off and return
to get it back,” Lynch says. “We’ve been
trying to change that.”
Rick Fields’ new shop, in a retail
area near a grocery store and several
banks and restaurants, is an example
of maximizing that change. Its homey
design and transparency—even the
overhead garage doors are lined with
glass so customers can see in from the
outside—have made it stand out from
other shops in Westfield.
“I was kind of scared to do it,” Fields
says of the glass. “But I’m starting to
see something here. We’re a brand-new
start-up and we’re doing well.”
Fields was even invited to be the
lead sponsor of the town’s July 4th celebration this year. In more than three
decades of business, he says he’s never
had a shop that was so embraced by the
community.
Each of the design consultants recommend developing and maintaining a budget
for image enhancements, but they say shop owners can make immediate low-cost
improvements to their shop’s curb appeal following these tips:
De-clutter signage. Drivers
should be able to easily identify
your shop from the street and know
where to park and enter. Awkward
sign placement or an abundance
of signs can create problems.
Clean regularly. Doors and windows
should be routinely washed and trash
and debris should be removed from
the parking lot and sidewalks. Floors
should be swept and interior spaces
should look neat and clean, especially
bathrooms. Restrooms should also be
well stocked with toiletries and soap.
Make sure everything works.
Nothing says you’re going out of business like a flickering sign or burnt light
bulbs. Bulb replacement is generally
cheap and easy and should be done
as soon as a problem is noticed.
Rotate seasonal décor. Christmas
lights in July don’t project a strong
statement about your work ethic.
Decorations are fine, but remove
them in a timely manner.
Keep trash, parts and tools out
of sight. Enclosed storage bins can
right: larry gindhart; bottom: courtesy tom nicholas
“If you have a facility you wouldn’t let
your wife or daughter go in, you’re probably
not going to make a good impression on
customers,” he says.
“If you have a facility you
wouldn’t let your wife or
daughter go in, you’re
probably not going to
make a good impression
on customers.”
Tom Nicholas, facility layout
and design manager at PPG
Nicholas, along with Lynch and Salazar,
says many shops these days are more concerned about efficiency than giving their
facility a facelift, but lean principles and
curb-appeal strategies are both important.
A clean, well-organized shop, will look and
function better, Nicholas says.
Use a floor mat. A commercial-grade
floor mat at the front door will look
nice and help keep the shop clean,
especially during wet weather.
Keep your interior updated. “If
you have dusty silk plants, dried floral
bouquets, craftwork, floral fabric cushions from the 80s, change them out
immediately,” Salazar says. Artwork
is a good idea, but make sure it fits
the space. Furniture should also be
modern and void of rips and stains.
Replace magazines. Recycle your magazine and newspaper selection regularly and
offer customers a variety to choose from.
Use consistent colors. Tie
your exterior, company logo, front
office and shop floor together with
consistent colors or a theme.
Offer refreshments and snacks.
make your shop look neater inside
and out. When tools aren’t being
used, they should be put away.
Maintain your property. Patch any
cracks in your building and restore peeling paint. Fill potholes and maintain
sidewalks, so customers don’t decide
to leave before they reach the door.
Plant low-maintenance vegetation.
Potted shrubs and other easy-tomaintain plants or trees can make an
entrance more inviting, provide shade
or act as a screen for an unsightly
parking lot. Plants and grass should
be checked regularly, and watered
or trimmed if needed. Interior plants
can also help, as long as they are
maintained and not overwhelming.
Free coffee, soda and snacks are a
good way to make customers happy
while they wait for a repair. Make sure
the refreshment area is well stocked.
Coffee machines, sinks and other appliances should be free from leaks.
present a Good final impression.
Think about the last image a customer sees while driving away. If it’s the
Dumpster, you should find a new spot
for it. Customers should leave with an
image of a clean, organized facility that
looks as good as the repairs to their car.
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