There are many business models prevalent in the collision repair industry, explains Todd Kraft of Kraft’s Body Shop, Inc. in Santa Cruz. At the low end are predominately old school shops that don’t reinvest in equipment or training. They many present themselves as technologically sophisticated, but they often represent the worst the industry has to offer.
“Behind the facade is a mentality to turn the dollars as fast as possible,” says Mr. Kraft. “They cut corners, switch out parts or hire cheap labor—workers who are undocumented, uneducated, untrained, or uninsured, who receive cash under the table. These operators give the industry its bad reputation.”
At the other end of the spectrum, says Mr. Kraft, are shops that recognize the need for quality repairs. They invest in modern equipment for their shop and provide personnel training for their office. They pay workers’ compensation insurance, carry the necessary operating permits and insurance, and have earned the high regard of past customers.
“These shops are trying to stay ahead of the curve,” says Mr. Kraft. “They’re trying to run their business efficiently and remove waste in the repair process. They have highly trained staff members and can handle all facets of insurance claims and estimates. They’re competing to be the best in the industry while setting and keeping the highest standards.”
Mr. Kraft says those are the facilities customers should seek out. Before entrusting your keys to a body shop, he advises you look carefully at its reputation, its staff’s professionalism, its ethics, and the resources at its disposal, the training its technicians receive, and the experiences of prior customers. “Remember, if there’s ever a problem down the road, you want a shop that’ll be able to stand behind its work and still be there for the customer.”
