Managing the warehouse business alone, without the repair aspect, is very efficient. After determining the specifications of the needed part, the merchandise is pulled from inventory and shipped out. Every single product in the warehouse is inventoried and work flows smoothly.

A leap forward

About five years ago, the company made giant strides forward by cultivating business from the collision repair shops. Although confident about the dependability of her products, Shillito was still inexperienced about the day-to-day workings of the retail body shop. Under the mentorship of Rusty Rauls, FIX Auto, Anaheim, she learned the finer points of working with individual repair shops - providing service, fit and warranty. She visits all her accounts personally about every five weeks. Today, about 60% of the company's business is collision repair shops.

The Imperial Radiator warehouse in Carson is packed to the rafters with radiators, AC condensers, heaters and other AC parts.

Rauls explained why he was so interested in helping Imperial Radiator succeed. "They have the best products I have found in the marketplace. They stand behind their product warranty or fit issue. No matter what happens, they stand behind their product - no questions asked. They will ship overnight - even out of the area.

"The customer support is very professional. There is always someone willing to help. And the prices are competitive."

Rauls coached Shillito on developing a discount cost structure that would be appealing to the collision industry and worked on her presentation to shop owners and managers. She does the same program with all the stores so the details are consistent. What is good for the Anaheim store is good for Ontario. The price quote, warranty and quality are exactly the same.

"Furthermore, Cindy herself does a superb job helping the body shops. She does not employ a hard sell approach, but genuinely wants to help the customer. We saw the chance to help her company and benefit FIX Auto as well," concluded Rauls.

Steve Morris, vice president of operations for the Holmes Body Shop's 8 locations, described his company's relationship with Imperial Radiator. "They are our preferred vendor for radiators and condensers We stay with them because the product they supply is almost identical to OEM components. We have very few fit problems and very few returns. Cindy educated us on the differences between typical aftermarket radiators and the quality product offered by Imperial Radiator.

"They are very efficient in getting parts delivered. And Cindy really cares about the business. She goes the extra mile to resolve any concern. I give her credit for the level of service her company provides and she is successful because she cares about the customer.

It isn't necessary to be a national franchise or own several facilities to benefit from purchasing parts from Imperial Radiator.

Tom Williamson, owner of Marina Auto Body, stated that he likes working with Imperial Radiator because it is a very professional operation. You order a product and that is what you get. In the world of aftermarket parts, getting top quality is imperative. That's what we put in our customer's car - exceptional service.

"Cindy and her father say what they are going to do and then they do it. They deliver good quality and good service that can't be beat."

Outside the shop

Shillito serves the California Autobody Association (CAA) as secretary of two chapters - South Coast and Orange County, and attends meetings each month. Imperial Radiator holds the honor of having been chosen Vendor of the Year by CAA.

She has been married for twenty years and has three children ranging from sixth grade to college.

1-800-317-2342 CA

1-310-542-8518 Outside CA