A woman’s touch for the motor workshop industry
Being a woman in a male-dominated industry can be intimidating but for Andrea Bogner, owner of Bogner Motor City Truck and Car Workshop, being different is refreshing and challenging. “I find women have a different touch and deal more emotionally when it comes to serving customers, maintaining them, and offering peace of mind. We are also thorough when it comes to procedures and the manner in which work is performed,” she says.
Bogner took over the business from her father in 2007 and has seen many changes in the industry since then. “The market and pricing has become very competitive. There has also been a change in purchasing parts. Parts suppliers give small discounts to workshops like mine and most of the time customers will receive the same purchase price as we do. This makes it extremely challenging to make profit and employ staff and keep up with industry standards.”
Also read: Advice for women wanting to be in the motoring industry
She also explains that when new vehicles are bought their warrantee periods are being extended, “which means it takes longer for these vehicles to reach my workshop,” she says. Another challenge is that, for various reasons, consumers are hesitant to spend and only take their vehicles in for the necessary repairs to get them running again. “Sadly consumers aren’t maintaining their vehicles regularly but expect full guarantees and warrantees.”
For those thinking about opening a workshop and entering the industry, she says it is important, if you are not qualified, to make it your business to know and understand what is going on with every single job so you can gain knowledge and experience. “It is extremely important to have the right, qualified people in the right places.”
“Communication is vital. There needs to be constant communication between the business and customers at all times. The communication workflow between the workshop, office and customer needs to be ongoing.” She recommends making sure everything is in writing. “I use a sms system so that I have proof of correspondence and updates of any extra work or problems found.”
Speaking on the Right to Repair Campaign championed by the Motor Industry Workshop Association (MIWA), she believes it is the right way to go. “This campaign will make sure that everyone has a fair chance. If their service is good and pricing is competitive, they will receive work. I welcome the opportunity to have access to information so that we can all gain knowledge and apply and teach it to our fellow work mates. It also offers the chance to receive better or special prices from suppliers so that we can start making profits and give back to our communities through possibly training staff or learners and upgrading our workshops when upgrades are due,” she says.
“I love to be different and I love having my workshop. It is not only a business but I see it as my family. I involve every one of them in the decisions I’m making and ask for their input, feedback and suggestions. We are a team and operate as one. If there’s a goal to be reached, everyone is involved. If there are issues, again I involve everyone so that the best possible solutions are found. And lastly everyone has to take responsibility for their actions.”
Bogner believes firmly in no shortcuts or ‘making-a-plan’ jobs. “I serve, and give with pride, my warrantee on the jobs we do, therefore repairs have to be done correctly the first time. If you create a good, trustworthy, and safe environment with high standards and ethics, one can attract business and do anything you put your mind to,” she concludes.