As we approach the turn of the century, collision repair professionals are taking on a whole new set of challenges. Shop owners are confronted with aggressive competition, ever shrinking margins and a shortage of technicians like we've never seen before. For those of you who run good businesses, I have some good news and some bad news.

The good news is that you are probably making a decent living and you won't need to attend the International Autobody Congress and Exposition (NACE) this year. The bad news is that your business will more than likely be gone in the next few years. Don't misunderstand me, there are still a lot of really good operators in the industry. You don't have to look far to find shop owners who are dedicated to the industry and have a great sense of pride in what they do. Unfortunately, they are the last of a dying breed. But not because of governmental regulations, insurance companies or consolidators. You see, they're going to fade into history because they run good shops, not great shops. Today, good just isn't good enough. So, for those of you who want to join the ranks of industry leaders, I'd like to share some observations.

Over the past three decades I've met with all types of shop owners from around the world and I've found the truly great ones have some common characteristics. First, they have clearly defined goals and well thought out plans. They know where they're going, and when and how they'll get there. They also steer away from hiring good employees. Instead, they identify and hire industry superstars. I've also found that all the great shop owners have a firm understanding that the fundamental difference between a good business and a great business is nothing more than applying the basics of good, ethical business while at the same time incorporating leading-edge ideas into the business. This isn't a new strategy by the way. In fact, it's been around for centuries and it's been used by such business greats as Ford, Rockefeller, Carnegie and Gates. So if you're ready to join the ranks of the industry leaders - and turn your good business into a great one - here's the plan you'll need to follow.

First, set long-term business goals and then break them down into short-term goals. Then, share the goals with your entire crew. Interview each employee to learn about their goals, and make a personal commitment to reaching these goals. Second, surround yourself with a team of superstars. History has proven that average employees will give you average results, whereas great employees will give you exceptional results. In today's business environment, the competition for the superstars is heating up and we all know it's going to get a lot hotter in the coming years. Third, use every tool you can find to give you leading-edge ideas you can incorporate into your business. I've found these tools come in many different forms, and I call them "success tools." Here's why.

The owners who are destined to be great never see membership in organizations such as the ASA as an expense. Rather, they look at such memberships as success tools that will help them develop a more successful business. At the end of the day, the great shop owner is paging through the success tools found in the business management section of the local bookstore. The average shop owner? He's kicked up his feet, settled into his sofa and clicked on the TV.

Great shop owners also attend business management seminars to stay ahead of competitors. Seminars remind you of the basics of good, ethical business; provide new ideas; and help shop owners learn more about what the future holds.

So as we approach NACE, we know where we'll find the great shop owners. If you run good businesses, are you ready to take the next step in becoming more successful? Are you ready to set your goals, surround yourself with successful people and take advantage of some industry success tools? Because if you are, then we look forward to seeing you ... not in bankruptcy court, but at the NACE seminars, along with all the other industry leaders.

Bob Cooper is the president of Elite Business Services, a management and sales training company for automotive professionals. He will present his AMI-accredited course, "Compensation & Incentives ... That Work!" at the International Autobody Congress and Exposition (NACE) this month in Dallas.

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