Green is in today. Troubles with the Earth’s environment are being highly publicized these days, and some of the evidence is disturbing. Even if you’re skeptical about such a thing as global warming, it’s not hard to be convinced that our huge population is finally taking a toll on the planet. There are more people on the planet than ever before, and that alone is cause for concern.
It stands to reason then that a growing number of people feel more of a responsibility to patronize environmentally friendly businesses and use environmentally friendly products. That includes body shops, which the average person probably perceives as big contributors to air pollution.
With most insurance companies’ DRPs at full capacity and many shops cut out of the loop by aggressive steering tactics, shops now more than ever need to differentiate themselves and market those differences. Shop owners should be looking for innovative ways to market to the actual customer, the vehicle owner. Becoming certified to repair Mercedes or BMW vehicles, for instance, isn’t an option for everyone given the great expense and all the hoops you have to jump through. Going “green,” however, is a great way to differentiate yourself in that it makes the consumer feel better about patronizing a shop dedicated to minimizing its environmental footprint.
It seems like the trend is catching on. I’m seeing more and more news stories on the Web about this shop or that shop going “green” and transitioning to environmentally friendly business practices. I used to see only one or two of these stories a month but now I see four or five. It probably has to do with two things: more waterborne conversions and more shops realizing the marketing value of going green.
Aside from doing something good for the environment, what’s also encouraging to me is that these newly green shops are getting the message out and marketing themselves with official press releases. Many shops do newsworthy things all the time, but so few adequately publicize them. After undergoing such a drastic change in your business, why wouldn’t you announce it to the world and use it as a marketing tool?
I don’t see this as a fad that’s going to go away anytime soon. The planet appears to be hurting, and the average everyday consumer is seeing this, too. Consumers now go out of their way to patronize businesses that are trying minimize their eco-footprint and get a good feeling from doing so. And you as a business owner will feel good, too, because of a plumper wallet.
Some shops are simply converting to waterborne paint, which contains less Volatile Organic Compounds (VOCs) than solventborne paint. Others are taking the green approach a step further by recycling and/or properly disposing of all paint waste and dismantled car parts, as well as using:
• Ultraviolet curing body fillers and primers that reduce or eliminate the use of solvents.
• Multi-stage dust filters in controlled work environments.
• Ceiling filters to trap dust that would otherwise escape through the roof into the air.
• Biodegradable soap when washing cars.
• High-pressure wash systems that use minimal amounts of water. Runoff water is then filtered before it goes into the proper drains.
In some parts of the country, a shop can obtain an official certification as a green business. Typically, the business has to prove it recycles all paper, glass and plastic products, uses energy efficient lighting, etc.
Have you gone green yet? It may be part of the answer to standing out from the crowd and surviving in an increasingly hostile market.
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