Newly Hired AGRSS Business Development
Director Dan Mock Offers Insight to Future
by Penny Stacey
Read All About It
Want to hear more of AGRSS Council Inc. business development director
thoughts on the industry and its future? Visit www.agrss.org
to read his blog, “AGRSS-ive Updates,” or click on his photo at
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This year marks the tenth anniversary of the original release of the Auto
Glass Replacement Safety Standard (AGRSS) by the American National Standards
Institute (ANSI)—along with its official approval that same year. The
creation of a uniform standard for auto glass aftermarket installations
has been one of the greatest achievements the industry has ever seen,
and, just in the last two years, the AGRSS Council Inc.’s work has grown
In late 2009, the group inaugurated its own third-party validation program,
allowing independent auditors to come into registered shops and review
their practices. This year, the organization has hired a business development
director to increase the acceptance of the Standard throughout North America.
Dan Mock (DM), who has more than 36 years of experience in the glass industry,
was pegged for the role in early-January. Mock, who previously served
as vice president of franchise relations and training for Waco, Texas-based
Glass Doctor franchise. He was a long-time member of the AGRSS Board of
Directors. Mock recently took the time to talk with AGRR™ magazine about
his hopes and goals for the future.
AGRR: What are your goals as business development director?
DM: Well, I look at the position of business development director
really as having two different goals. One is to promote and inform the
insurance industry about the AGRSS Standard and the other is to make AGRSS
an attractive organization for glass shops to belong to. I am trying to
make AGRSS-registered companies irresistible to consumers and insurers.
AGRR: I understand one of your goals also is to market the Standard
to insurance companies. How do you plan to accomplish that?
DM: Well, the board actually voted to develop the validation video,
which is an important part of the message that we need to get to the insurance
industry. Right now I’m researching basically the different insurance
associations, their conventions and that type of thing to promote AGRSS
and familiarize the insurance industry with AGRSS.
AGRR: What type of response have you seen so far among insurers?
DM: The people I’ve talked to have been very open to it. One person
with whom I spoke was with a very major insurance company and I asked
her if she knew about AGRSS, and she said ‘yes, but really I don’t know
enough.’ She was familiar with it, but wasn’t comfortable with it.
AGRR: I’ve heard that one of the goals of the validation program
was to help give the AGRSS Registration Program “teeth.” Have you found
that insurers are responding favorably to the validation program?
DM: I think that’s one piece of the puzzle. There needs to be multiple
benefits and I am working on several. Just like any other customer, if
I went to buy a car and it only had one headlight, you know, I might not
buy that car, but if it came with all the headlights and all the bells
and whistles, I’d probably buy the car. I think validation is one of multiple
reasons why insurance companies would want to use AGRSS-registered shops.
It’s an important piece—don’t get me wrong—but if you talk to most TPAs
or insurance companies, 80 percent of their issues come from 20 percent
of the shops. I truly believe in my heart that an AGRSS-registered company
is part of the 80 percent that does not cause 80 percent of the problems.
Everything is price-driven of course, but, in reality, customer service
is still very valued. I truly believe that an AGRSS-registered company
can provide the best quality service, along with safety, in the industry.
“I am trying
to make AGRSS-registered companies irresistible to consumers and insurers.”
—Dan Mock, AGRSS Council Inc.
AGRR: What do you recommend that shops do on a daily basis to help
with the consumer and insurer education effort?
DM: It’s really going to take a grass-roots marketing effort. AGRSS
is a non-profit organization; we don’t have a large marketing budget.
With everyone working in their individual markets with some grassroots
marketing, we can build the AGRSS brand. I’m putting together a marketing
budget, so people can figure out how much they can spend to promote themselves
and to promote AGRSS Registration.
AGRR: What types of marketing efforts would you recommend?
DM: AGRSS has a lot of marketing tools available, very inexpensive
marketing tools; the brochures are great. When you’re making a sales call
to an insurance agency, it’s always nice to have something new to talk
about. If you can go in with something in your hand to hand to the agent,
it’s a great tool to have and it’s great to show people.
AGRR: Is there anything else you’ve observed in speaking with
industry representatives as you’ve taken on this role?
DM: One of the things that I’m seeing is interest from manufacturers
and distributors in the Standard itself as being an integral part of what
they do. I think they’re finally starting to come around. I think there’s
going to be some major news this year on what manufacturers are doing
… I really think there’s going to be some positive movement in the industry
Inside the AGRSS Third-Party Validation Program
A recent panel featuring Dale Malcolm of Dow Automotive,
chair of the AGRSS education committee, Jeff Olive of Glasspro,
Penny Ouellette of Orion Registrar Inc., and Jean Pero of Mygrant
Glass, chair of the AGRSS accreditation committee, offered an insight
into what has been learned through the most recent rounds of validations.
Malcolm launched the session by stressing that a business’s entire
environment has to be safety-minded in order for the effort to trickle
throughout the company.
“Technician commitment clearly comes from the shop,” said Malcolm.
“You can’t tell your people they have to care about AGRSS if you
And Olive pointed out that technicians need to be given the proper
tools to be able to be compliant. “[You should] provide a timer
to that technician so he can time how long he shakes that cleaner,”
he suggested. “When you have to time something for a minute or five
minutes, that time is a lot longer than you think.”
Binders also might be helpful, said Olive, as one noncompliance
that’s come up in some situations is that an improper safe drive-away
time has been given. A binder, prepared with a technician’s certifications
and all the necessary information he might need, would be helpful
in this case, said Olive.
Record-keeping also has been an issue in some cases. In some cases,
while lot numbers have been recorded, they haven’t been tracked
properly, Malcolm said.
“It’s important to ensure that the lot numbers being recorded are
the lot numbers actually being used,” he added. “It not about just
having a number; it’s about having the right numbers.”
Ouellette discussed what happens when a noncompliance is found.
“If there’s a noncompliance, that doesn’t mean you have to leave
AGRSS,” she said. “If there’s a problem, you work at it you fix
it, you prove you fix it, and you move along.”
Olive agreed. “If you fail, it’s not the end of the world,” he said.
“All you’ve got to do is put in a place a process to change it.”
And Pero added that the program is still in the early stages and
continually is being updated to meet registered shops’ needs. “It’s
crucially important for you guys that are being validated to let
us know if there are things that aren’t working,” she said.
Malcolm ended with some words of advice.
“I think repetition is the key,” he said. “You don’t want to cram
for the exam the night before. You want to live it everyday.”
Have you seen the validation video developed by the AGRSS Council Inc.
for the insurance industry? Scan the tag at left to view. (Download the
free Microsoft Tag reader at http://gettag.mobi.)
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