..and what men can learn from them

Attend any national trade show, conference or association event in the collision industry, and one thing is likely to become apparent: While men may still far outnumber the women, both the number and success level of women involved in the industry is growing rapidly.  

In talking with women shop owners around the country, most can cite one or two specific things they are doing to succeed in what is often perceived as a male-dominated industry. While their stories should be heartening and encouraging to other women involved in the industry, there's a lesson here for men as well: The actions these women cite as the reasons for their business success have little to do with their gender. Because of that, the "secrets" of their accomplishments could be used by anyone who is willing to follow their recipe for success.

Stand up for what's right

Those who oppose insurer ownership of collision repair shops can't point to a lot of victories. Texas passed strict regulations that limit insurer-owned shops, but Allstate, which owns Sterling Collision Centers, promptly filed a suit that has kept the legislation from taking effect. Efforts to pass similar legislation in other states have yet to be successful.

But one shop owner was successful in keeping Sterling out of her community. When the planning board for Bolingbrook, Illinois, in mid-2003 granted Sterling a special use permit to build a shop in that community, Teresa Kostick, general manager and co-owner of All Line CARSTAR, didn't give up the fight, despite having to go up against a much larger opponent.

She began calling everyone she could think of to garner support and get information for her efforts to prevent Sterling from opening in her area. She went to the township trustees and convincingly argued that the three shops already in town were enough to serve the community. Adding a fourth shop, she said, particularly one the size of Sterling's 15,000 sq. ft. model, would likely put one or more of the existing shops out of business.

Her argument prevailed. Trustees voted 5-0 in June of 2003 to not let Sterling build on a property in Bolingbrook.

Kostick's success in the industry points to the importance and value of doing - and standing up for - what's right, even when it means going up against stronger or intimidating foes.

Get involved as a leader in the industry

Kottschade

One key thing the successful women in the collision industry seem to have in common is that although in many ways they are pioneers, they tend to find other women who inspire or guide them. They find these mentors - and then become one themselves for other women - largely by playing an active role in the numerous associations and organizations in the industry.

Geralynn Kottschade is no doubt one of the women inspiring others in the industry. Kottschade, co-owner of Jerry's Body Shop, an 18,000-sq. ft. facility in Mankato, Minnesota, was the first woman to chair the national board of directors of the Automotive Service Association (ASA). It's a position she earned after many years on the board and ASA national committees, and a quarter-century of involvement in the industry.

"I felt there was so much the association and industry have done for my husband Jerry and me that we needed to keep giving back," Kottschade said of her decision to serve on ASA's board. "My parents raised me to be involved, to contribute, and to try to make a difference. When I met Jerry, he was president of the Automotive Service Council of Minnesota, and the first event I attended was their annual convention. So I guess you could call it baptism by fire. It only seems right to be involved in ASA."

Kottschade said there is no shortage of opportunities - and a real need - for anyone, but women in particular, who want to take on leadership roles in the industry. The state and national associations need input and volunteer leaders. The Collision Industry Conference (CIC) has an ongoing need for committee participants and co-chairs. The National Auto Body Council, I-CAR and ASE all seek leaders on a local, state or national level. Kottschade has served on the board of the Collision Industry Electronic Commerce Association (CIECA) - the organization developing standards for the computerized and electronic communications systems used between shops, insurers and vendors.

This involvement pays dividends in any number of ways, Kottschade said. It will improve your own personal leadership skills. It will give you access to some of the most successful people in the industry. And most importantly, it will give you a role in improving the industry, not only for yourself, but for those who follow.

Kottschade is the first to admit that leadership roles in the industry can add yet another challenge for time-strapped business owners. But, she said, the benefits outweigh the downsides, particularly when you see progress being made, even if slowly.

"From the outside, it may sometimes appear that it takes too much time [for industry organizations] to get things done," Kottschade said. "I know as a shop owner I find that hard to understand, since most of us are impatient and action-driven. But progress does happen. I know that ASA volunteers, for example, are committed, and serve the association unselfishly. They are results-oriented and would be frustrated if their service [had] no tangible outcomes."