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July 2015 27 tion came along. It's as critical for a specialist to stay on top of market and product developments as it is for a generalist. It's mission critical to keep your customers happy. Your customer pool is smaller by definition. As a re- sult, you can withstand fewer upset customers. Design a program to handle the issues that come in advance so you're ready when they happen. You need to commit more to face time with your customers. People coming to you want to see the ex- pert. They are generally paying more and know it, so see your attention as important to their satisfaction. It will be key to make a regular appearance to welcome people in to your shop personally. Your target audience can get smaller quickly. Years ago when I was first out of school I began by selling a product to a very well defined group of people. The problem was that they were in life situations where moving and any number of maladies could take place. For example, say you were to market to seniors pri- marily because you were located in an area with a heavy senior population. Then, as time goes on, these folks begin moving out to be replaced by younger families, as is often the case. All of a sudden you find yourself without a market. Watch your market care- fully and begin to structure alternatives early enough so that as one goes away, another takes its place. I suspect you might think of some more pros and cons. And, I would imagine if we asked Ed Hansen, one of my fellow writers here at the magazine, to weigh in, he could expand our lists. As the past owner of a very successful shop specializing in exhaust, Ed has certainly had his share of challenges. But, know- ing Ed, he would tell you it's the best decision he made. There are a lot of people who specialize in a lot of things. A few closing issues to resolve. If you decide to specialize, you need the right suppliers and the right market. We'll begin with market. One of the respondents to our discussions said he first set up an import-specialty business for one make in an area that, as it turned out, was not large enough to support a single-make specialist. He recovered by quickly expanding to any import make. Later, as the U.S. driving public began to see some imports as an- other domestic, he once again moved his business in another direction, specializing in certain regions that offered a large enough market for the area. The lesson here is simply to make sure your area will support your concept. One of the big advantages that franchises enjoy is that the supporting company generally has a lot of expertise in site selection. They know the number and types of vehicles it takes to suc- cessfully support one of their shops. If you are going independent, you'll need to make the same calcula- tions before launching your new business. Back to Ed Hansen. It wasn't many years ago when the OEMs went to different exhaust system materials, and much of the replacement market was pushed out considerably. Ed was able to rely on other areas of specialization that he had developed prior to this market hit. It may be a demographic, it may be a tech- nology, but be sure you are positioning your shop for success up front. The choice of suppliers is also critical. The simple reason is that people who go to a specialist and pay more don't want to hear how their vehicle isn't done because you had to order parts! Ask your current sup- pliers if they are willing to support you with invento- ry. Look at specialty houses. For example, if you are going into engine rebuilding and heavy work, there are engine-part specialty warehouses out there. And, prepare to keep some inventory on hand if need be in your area. There are many fantastic reasons to specialize. You'll probably make more money, have a chance to streamline your business, be thought of as an expert in your area, and much, much more. It's simply im- portant to look before you leap. ■ Thomas M. Langer Jr. is president and general manager of The Langer Group Ltd. and TLG Research Inc., diverse business firms specializing in the on- and –off highway parts and service industry. You can call him at 414-302-1740. Mid-Range JT2525XL Resonated 2.5" C/C, 6" Round, 26" Overall Length JT3535XL Resonated 3.5" C/C, 6" Round, 26" Overall Length JT5050XL Resonated 5" C/C, 7.5" Round, 30" Overall Length JT3030XL Resonated 3" C/C, 6" Round, 26" Overall Length JT4040XL Resonated 4" C/C, 6" Round, 26" Overall Length 800-525-9629 • 731-632-1255 www.jonesexhaust.com www.fullboarmotorcyclemufflers.com www.youtube.com/jonesexhaust www.facebook.com/jonesexhaustsystems TURBINEXL The ultimate muffler for cars, trucks, SUV and Diesel, giving a more mid-range tone. These models incorporate a resonator, resulting in decreased EGT's and increased performance and fuel mileage. Circle No. 8 on Reader Card