UCC Article Archive – 2019 – Matelyn Harris

The automotive recycling industry has become one of the most crucial market-driven industry’s in the US. An estimated $32 billion in annual sales. Employing more than 140,000 people at over 9,000 locations across the country. The opportunity for growth is exponential. But so is the temptation for bribery, fraud, money laundering, and other unethical behaviors. Especially when dealing specifically with scrap catalytic converters. How do you continue to grow as a business within an industry where corruption can at times come easier than taking a principled stand? You simply improve your customer relationships.  

So what are your customers saying? 

‘Talk is cheap’ can have an entirely different meaning in this scenario because word-of-mouth advertising is priceless. It cost you absolutely nothing as a company and can build a positive brand reputation quicker than any other form of marketing.  Research shows that on average, one happy customer can lead up to nine referrals. I think it is safe to say that the automotive recycling industry relies heavily on referrals when deciding who to partner with so understanding this concept is crucial. Recently a very reputable recycler said to us, “Good people need to do business with good people.” Before a customer decides to make initial contact with you, they will take into consideration and even research what other people have said before moving forward. If you do not take care of your customers, your competitors will.  Good customer service can be the difference between a potential customer becoming a long-term partner or a current customer leaving to do business elsewhere. I encourage you to focus on four things when considering how to develop strong, consistent customer service in your business. 

1. Communication. In the world of scrap catalytic converters trust is huge. Which means clear, consistent communication is one of the most important traits that a business will look for when deciding who to partner with. 
2. Accessibility.  This goes alongside trust and communication. Your customers need to know that they can easily contact you. And more importantly, receive a response in a timely manner. 
3. Educate them. Share your knowledge. The more they grow, the more you grow. Be generous. At United Catalyst Corporation we believe that an educated recycler is our best customer. In fact, we give you an education in auto catalyst processing and precious metals refining. We take a complex process and try to make it understandable and easy to use. We know that once you learn about your converters and your yard profile, you will increase your profits, and no one will ever be able to take advantage of you again.
4. Acknowledge them as an individual, not just as a customer doing business with you. Invest in them. Show appreciation. They choose you as a partner, what an honor!

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” -Warren Buffet