Retail Observer

RETAILOBSERVER.COM FEBRUARY 2016 62 Paul Mac Donald—Executive Director, United Servicers Association. For more information, call 1-800-683-2558 or visit www.unitedservicers.com. S E R V I C E D E P A R T M E N T AFTER ASTI: KNOW MORE, MAKE MORE RO K now More, Make More" is a notion to take to heart regardless of your role or responsibility in the appliance repair industry. It's a broad idea, one that encourages us to "learn ways to be more efficient with our time, more analytical with our processes, and more profitable in our bottom lines." Know More, Make More may seem to be easier said than done, but at this years' ASTI convention we gathered some of the best minds in business, marketing, service, sales and much more—to share insights and ideas into how you can make the most of your efforts day-to-day in your business. We all know that the last several years have seen many changes in the appliance industry. Manufacturers are incorporating increasingly complex technology into their products. But is the training keeping pace with the advancements? Not always. The answer? Keep up with training. Trade groups such as the United Servicers Association can help, by acting as a liaison between manufacturers and service technicians. We collect and categorize the challenges, questions and obstacles technicians face in their day-to-day operations, and can serve as your voice to communicate with manufacturers. The result is a better dialogue between all parties, and faster solutions to the most pressing issues. Each year, ASTI brings field technicians, small business owners and managers together with the original equipment manufacturers in one place (this year, the ASTI is in Miami Beach), and the outcomes always exceed expectations. This year we heard from OEMs about anticipated smart appliances and the future of warranty, and we heard from technicians and SMBs about what customers are saying about the products. It's the very definition of a win-win scenario. We also welcomed presentations from experts in the fields of marketing, communications, and small business consulting, who provide invaluable support to the work you do every day. Marketing in particular is a field that is under constant change, with new tools and technologies with the capacity to make life easier for businesses. Again, the key is training, and understanding what technologies are right for your business, market, industry, and sales model. Authoritative and current on-line content has huge potential as a communication vehicle, but do you have the right content? Websites and blogs and their content are absolutely essential for nearly all organizations, and they are getting easier to prepare and publish, but do you keep yours up to date? These are some of the questions that trade associations and member gatherings can help you answer. One of the guest speakers at ASTI 2016 included Tyler Collins of Swell Marketing, an organization focused on helping clients generate sales through search engine optimization who shared best practices with SEO. In a world where Google is the new Yellow Pages and local search is growing by leaps and bounds, getting positive customer reviews is vital. Reviews influence purchase decisions and play a role in local SEO ranking. Marketing consultant and author Paul Chaney outlined the importance of getting customer reviews, listed seven ways to get more of them, and provided practical tips for how to deal with negative reviews. All in all, ASTI 2016 in Miami Beach was another huge success. It's a testament to our members that ASTI has been going strong for over two decades and continues to gain momentum despite the many changes in the work we all do. It's a valuable lesson in the realities of business today: you don't have to be able to anticipate every change that's coming, but you have to be conscious that the customers, technologies, trends and tastes are constantly evolving. The best way to stay relevant—and profitable—is to continually engage with customers, partners, marketing experts, and other members of your industry. The Annual Service Training Institute is a chance to do just that. If you attended the event this year in Miami Beach, we commend you for investing in your future success and growth. If you're considering attending next year, we invite you to visit ASTI.us for more information. We think you'll find it rewarding and refreshing. "

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