by Michael V. Freeze
Managing Editor, Counterman
LAS VEGAS — Returns are a necessary evil in the parts distribution world. Every store has encountered a situation where, for example, a fuel pump is returned. The installer claims that it’s defective. The counterperson, however, opens the box only to discover the manufacturer delivered the wrong part, the part was misinstalled or even worse, damaged. Place a group of concerned store managers and owners in a room to discuss that type of problem, and others concerning returns, and you’re bound to get a lively discussion.
That was exactly the case during the 25th annual Automotive Parts Associates (APA – Professionals’ Choice) shareholder and manufacturer’s conference held in Las Vegas last month. The Lenexa, KS-based programmed distribution group held its meeting at the Rio Convention Center.
In its breakout session, New Returns: Problems and Solutions, APA board members Robert Jacobs and J. Michael Faley moderated a powerful forum of ideas and suggestions. The session’s focus centered on handling the customer as well as the due diligence of the most central person in this issue — the counterperson.
The two men presented a sample sales policy list that featured tried and true ideas such as an implementation of a 5 percent return fee and “firing” the five very worst offenders of returns.
“That (chronic returner) is the rotten apple and he is going to ruin the whole batch,” said Faley. “I take stress out of my life, my counterpeople’s life and my salesman’s life. It’s the best day of my life,” he said discussing the firing of a customer.
“Don’t be afraid to fire your customers,” added Jacobs.
Other policy suggestions made were to encourage counterpeople to search more in-depth in electronic cataloging and to develop better communication with customers.
“Some of us are too lax,” said Faley. “We need to step up to the next level. We need to get more involved to see if these returns are defective.”
Jacobs emphasized the importance of getting counterpeople trained to better assist the installer customer looking for a part.
“We know the guy on the counter gets busy,” said Jacobs. “They just don’t have much time, but he needs to get to the next page [in electronic cataloging], go to the bottom of the page and look at all the options to make sure that part is the right choice before making the final decision.”
Members of the audience weighed in on the topic and some added other perspectives, as well.
“When running a business, you are focused on the bottom line,” said Ward Myers, director of inventory management for San Francisco-based SSF Imported Auto Parts. “You have to make wise decisions; you have to trust in your staff.”
“Communication is the key when dealing with the customer especially with our top-tier customers,” said Myers. “We have to pay close attention and communicate with them by any means necessary. We just have to give better support to our customers.”
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