When Matt Lasher had a customer approach him about needing a new scan tool with the ability to read and clear codes as well as perform J2534 reprogramming, Lasher was ready to help him find the best tool for his shop.
The independent mobile tool dealer provided his customer with some information on the features and benefits of a scan tool he had sold recently, then gave the customer a link to the company’s website for further perusal.
“Like any big purchase, they’re going to do research on their own, and I tell them to. I say, ‘Don’t take my word for it,’ because I don’t want them to come back and say, ‘You said it would do this, and it doesn’t.’ Now there’s a problem,” says Lasher, who is based in Port Angeles, Washington. “I have them tell me what they want and then guide them and give them the best pricing.”
Not every sale will be as simple as the customer approaching you with an idea of what they’re looking for in mind, and sometimes they won’t be the one to approach you at all.
Every automotive shop does its best to provide their customers with the broadest range of services possible, but there are some services many shops are still on the fence about due to lack of space, lack of understanding, and/or lack of funds. One service that has shops particularly wary is J2534 reprogramming (also referred to as reflashing).
J2534 reprogramming is an SAE developed standard for communication between a computer and a vehicle, explains John McNelis, sales and marketing manager for DG Technologies. The standard provides dealerships and independent repair shops with the latest software to upgrade and solve many drivability issues.
Though not much can be done about space or funds, independent mobile tool dealer Matt Lasher knows that a lack of understanding can be rectified. When Lasher’s customers come to him with questions on J2534, he works with them to find the tool that best suits their needs.
Why shops should offer J2534 reprogramming
The question “why” is bound to come up in any conversation concerning adding J2534 reprogramming to a shop’s suite of services.
Some shops may argue they don’t see this enough to warrant offering the service, but here’s how to change their mind.
“The ability to update or [reprogram] the software on modules is and will increasingly become a needed skill that your shop would benefit from offering rather than subletting the work out,” says Maurice Miller, director of technical support for Autel.
This point is further shown with Professional Distributor’s research from the Aftermarket Profile featured in the April issue. Looking at Figure 1, the statistics show that from 2018 to 2021 the percentage of shops offering reprogramming has increased from 37 percent to 42 percent. Though slowly increasing, numbers don’t lie, and shops may need this service in order to remain competitive.
As for the shops resisting the change, try sharing this story from Duane “Doc” Watson, national technical trainer for Bosch, as he describes his time as a technician and the many changes he faced.
“We went from carburetors to fuel injection,” Watson says. “We went from drum brakes to disc brakes. We went from old ignition systems to the newest electronic ignition systems. It was all a learning curve. We added airbags, ABS brakes, traction control, it goes on and on and on. If I would have been afraid to jump forward and learn how to fix those items, every one of those cars would have went to a dealership.”
And for the shops claiming lack of training, Watson points out there is much information to be found online from reputable websites for technicians who want to educate themselves.
Regardless of a shop’s reasoning for not offering J2534 reprogramming, they should be aware of the potential they have to gain from it.
“If a shop owner can develop a reputation as the expert in electronics, they will position their business to thrive in the future,” DG Technologies’ McNelis says. “Many businesses charge up to $300 in some areas for this service and if the shop can reprogram and show the report to a customer all in under an hour, there is certainly money to be made.”
Shops without J2534 services will have to forfeit customers or sublet the work to a dealership or other shop, meaning there could be delays. Between the loss of customers, money, and potential delays, shops should seriously consider whether not offering J2534 reprogramming is worth it.
Some equipment required
Having the proper equipment to get a job done quickly and efficiently means everything to a technician. Looking back at Figure 1, the statistics show that an additional 19 percent of shops would be offering J2534 reprogramming if they had the equipment to do so.
According to Miller, a shop needs the following equipment to perform J2534 reprogramming.
- A Windows-based laptop/desktop computer – preferably dedicated to reprogramming alone
- A J2534 Pass-Thru device/scan tool with J2534 reprogramming functionality
- A stable battery supply
- An OE-subscription for the vehicle brand(s) you are hoping to serve
- A strong and stable internet connection.
While Lasher makes his way through his diverse route of dealerships, independent shops, marine facilities, aircraft facilities, municipalities, and more, he keeps his truck stocked with all their needs. But when it comes to J2534 reprogramming, he says that one device stands out among the rest.
“The one I’ve been selling the most is the Autel [MaxiSYS MS909],” Lasher says.
Based on feedback from customers, they chose the MaxiSYS MS909 due to its pricing and ease of use. Lasher notes that when it comes to selling these “big ticket” items — like scan tools or Pass-Thru devices — it’s usually the shop owner coming to him. Typically, they’ve already done some research and have a good idea of what they’d like to buy.
However, some customers need more guidance than others. When this happens, Lasher sits down with the customer and asks them exactly what they’re looking for. From there, he guides them towards the tools that best fit their needs and tries to find them the best pricing possible.
“And that recipe has been very successful,” Lasher says. “I sell a lot of scan tools because of that.”
Additionally, when helping customers find the right J2534 tool for their shop, try to keep quality and service in mind.
“This is a tool that will make them money and it needs to last,” McNelis says. “Does the tool they’re looking at come from a company that has been in business for a while? Do they offer support in the U.S.A.? And can they tell them about their experience understanding the J2534 standard? Technical support, warranty, the ability to withstand the shop environment are also important.”
Going over these questions with customers and helping them understand what their best options are will make them feel more comfortable with their potential purchase.
Research, research, research
Training to learn J2534 reprogramming is the same as training to learn any other tool. The more reprogramming a technician does, the better they get. But it never hurts to break things down a bit more.
Bosch’s Watson explains three simple things technicians need to know to perform J2534 reprogramming.
“Research, research, research,” Watson says.
To begin, technicians must research where to go to find the information for reprogramming the vehicle they’re working on, Watson notes. Though the process of reprogramming stays largely the same each time, each manufacturer is a little different. Navigating one manufacturer’s reprogramming software on their website will be slightly different from navigating another manufacturer’s website.
Next, Watson says technicians will need to research what J2534 device they need to use. Most shops will likely have one tool dedicated to J2534 reprogramming, but if the tool they have doesn’t cover all vehicles, then they may have a second device to cover the less common vehicles.
And finally, Watson explains the technicians need to research how to download the software onto their computer and get their scan tool or Pass-Thru device connected to the vehicle, so the vehicle can be updated.
The whole process is research, research, research, Watson notes, but with time and repetition, technicians will be able to do this quickly and efficiently.
One additional thing technicians will want to research before performing J2534 reprogramming is whether they will need a locksmith ID (LSID).
“There are some [vehicle manufacturers] that after you do reprogramming, you need to relearn the keys to the vehicle,” Watson says. “Because of that, there's a good possibility that the technician will need to have an LSID number.”
For additional training, technicians can attend classes from independent automotive training organizations, watch videos or attend training seminars put on by the OE manufacturers, look up videos on YouTube, or watch the Motor Age Training webinar on J2534 reprogramming.
Sales Tips
1. Get the conversation started
After 21 years in the business, Lasher knows how to breach the topic of services a shop could be offering, like J2534 reprogramming.
“The best way to get the conversation started is just by asking questions,” Lasher says. “’So do you do any reprogramming?’ And based off their response, if they’re doing this a couple of times a month, the [J2534] reprogramming tool is going to pay for itself and eventually be putting money back in their pocket.”
2. Do demos
Lasher will do mock run-throughs with shop owners on vehicles they’re having problems with to show them how the scan tool or Pass-Thru device works. He notes that they don’t actually go through the reprogramming process because there is an expense to downloading the manufacturer’s software.
If a mock demo doesn’t satisfy the customer, Watson suggests getting a video from the manufacturer for a run-through on how to use the device.
3. Establish credibility
Demos, video or otherwise, may not always be an option, so McNelis recommends reviewing what is included with the tool, such as diagnostic software, cables, guides, etc., as well as helping customers understand what the next step is after purchasing the tool.
“The best thing to do is to help customers find out where they go to get software needed to complete the reprogramming process,” McNelis says. “’Where and how do I purchase the software subscription?’ Most customers ask, ‘After I buy the hardware what else do I need and where do I go to get it?’”
4. Calculate their ROI
If a customer is on the fence about spending their money on a J2534 reflashing tool, develop an ROI analysis for them, McNelis says.
Figure out the going rate in their area for reprogramming a vehicle. Look into software subscription costs and how long it will take to reprogram a vehicle once the technician is “good” at it. And of course, McNelis adds, if possible show the customers how to get free updates for their tool.
Conclusion
Most sales concerning J2534 reprogramming won’t come as easily as Lasher’s customer who directly asked him for the relevant scan tool, but through research and understanding your customer’s needs, you will be able to find them a tool that’s just right, he notes.
Everyone has their favorites, Lasher adds, and that includes scan tools, but when it comes down to it, they need something that’s going to get the job done.
“I just try to hold their hand and walk them through it. [In the end,] it’s up to them,” Lasher says.
