Factor customers rely on training to grow their expertise and business, so it is important for counter staff to keep them up-to-date on any new training opportunities that may appear. Behr Hella Service has launched its own free educational initiative, the Advanced Training Academy (ATA), for the benefit of both garage technicians and factors alike.
Premium line branding
At the beginning of 2017, the company introduced a new Premium Line branding. More than 7,500 products currently encompass the Behr Hella Service range, which will be grouped under two different markings: The premium line, which will include around 4,500 part numbers produced by OE manufacturers, with the remaining 3,000 references forming the basis of the standard product range.
Standard products will produce equal performance under normal conditions, whereas the OE Premium Line offers higher performance reserves to cope with extreme conditions and are designed to last for the entire life of the vehicle.
Behr Hella Service’s recently launched Advanced Training Academy provides the independent workshop with free thermal management product training and ongoing support, which should, in turn, benefit the motor factor. As a thermal management expert, the company has a knowledge base and product range that allows motor factors to offer their customers quality components when servicing heating, venting and air conditioning (HVAC) systems. To achieve this goal, factors not only need to provide high quality products, but ensure workshops have a complete understanding of the HVAC system and any recent technological advances.
The free academy focuses on providing workshops with essential updates on the technical developments of the HVAC system, but also refreshes the technicians’ memory on existing challenges and industry best practise.
Factors can profit from this new initiative in a number of ways, through improving customer loyalty, increasing their own productivity and also gaining a vital competitive edge over competitors in the area. Behr Hella Service has also announced that it will be launching regional training workshops throughout the UK to deliver specific customer training on the factor’s behalf.
Furthermore, the company is supporting motor factors through this academy by providing marketing materials, such as signage, and providing staff training from Behr Hella Service experts.
Head of Business Development, Steve Hudson, said: “This is a really exciting initiative for workshops and motor factors; it solidifies technicians’ knowledge on the systems – making them more confident in their abilities – and teaches them new things about technologies they may not have come across before.
“We’re pushing this academy through local motor factors because it’s advantageous to them, as well as the garages. They can build a network of brand-focused garages and increase sales through this new network.
“In addition, the teaching delivered through the academy should result in fewer returns and warranty claims, which will again, strengthen the relationship between the factor and garage.”
To register interest, garages need only to complete the online form found at www.strengthenyourpotential.com
