What if someone told you there was a way to raise your revenue without spending tons of money on some exotic new software or a complicated marketing campaign? Would you be interested? Skeptical? Curious? Probably all the above. Any of us in this industry would be a fool to at least not investigate the possibility of raising our revenue by any means, and yet there is one simple question you can ask yourself that has the potential to generate more visibility for your business and elevate sales. "What makes you special?" That is the question. You probably have heard it referred to as a unique selling proposition.

We see them all day every day, and they have become so commonplace that we don't always consciously notice them. If you consider brands like Subaru, FedEx, or Domino's, chances are you know what their USP is without even knowing what it is. You know that document is absolutely going to get there overnight, or you will have that pizza pie in thirty minutes or less. We have come to expect that, and it has been burned permanently into our brains. As auto recyclers, no matter the size and scale of our business, this is of no less value to us. We need to find what appeals most to our customers and make that our own USP.

Our USP is a little different for all of us depending on our location, customer demographic, or even the climate. So, ask yourself, what makes you special? What do you do different that will appeal? When it comes down to it, all of us in the recycled auto parts industry pretty much offer the same parts. So, what sets you apart from those around you? (I really dislike words like "competitors" and "competition" as it makes it seem like we are not all working together, when in fact I believe we are, or should be). Maybe you have a warranty that rivals that of the OEMs. Perhaps you have a delivery system in place that is incredibly fast. Maybe you donate to the local VFW based on percentage of sales. The possibilities really are endless; you just need to find what works for you.

My dad (the founder of Rocki Top Auto) is a perennial entrepreneur. When we bought him out, he almost immediately started a new business, something he and mom always wanted to do. It started out as kind of roadside fruit stand and has blossomed into a full-on grocery store. We are a very small town, and many years ago when the giant blue store moved to town that was the death knell for a lot of the local small businesses. The one actual grocery store even failed in the face of "always low prices." It defies logic, yet there was Ma and Pa starting a little store at the time, and it is as busy as ever.

What did they do differently that made this possible? You would kind of have to see it to get it. They are not cheaper. They are not the best and biggest. The place is unique and has a certain curiosity about it that keeps people coming back. Some customers will always prefer mom and pop stores, while others like the different options. Some people just stop in to see what the place is, and others are there on the regular. You can get pretty much anything you would get at any normal grocery, but on any given Saturday you might discover an impromptu flea market happening in the adjacent lot, or a car show, or maybe someone has a boat parked in front for sale. You might hear live bluegrass music, a bunch of oldsters sitting around drinking coffee and gossiping, or the gospel being preached. If you ever find yourself driving through Ladysmith Wisconsin, stop and check out Holly's Last Stand and see it for yourself.

The point is it works very well despite looking nothing like convention. In your own business, find what makes you special. Find what you do a little differently, what you do better. Promote that! If you cannot find anything different or special, maybe now is a good time to figure it out. As grandpa always said "there are seven days in a week, someday isn't one of them."

One of our projects this last summer is a new warehouse space. It is fairly conventional in construction for our part of the world – a steel-clad building. This is fairly common all across the country and most likely you are familiar. Posts of either steel or wood make up the backbone of the structure, while purlins (also of wood or steel) are fastened to the frame that we attach the outer sheeting to. And what holds all the sheeting on the roof and sides? Very small screws.

Since we have been handling the construction in house, I have been pitching in wherever I can on the construction and have found myself with a driver in hand and a pouch full of these amazing little screws. The work is a little monotonous and I find myself daydreaming as I often do. My thoughts have turned to all these screws. What really strikes me is that by themselves, or even in a small group, they are not that strong of a fastener. If I put up a fourteen-foot sheet of steel on the wall and only use two or three screws to hold it, I could easily pull it down. A little breeze would bend the sheet, tear around the screws, and ruin it just like that. Yet when we apply many screws, it becomes very difficult to damage the sheet, and it will stay in place like it's supposed to.

But wait, there's more! When the structure is first erected with the rafters and all the purlins on, it is fairly strong. However, by its nature the whole thing has a little wobble to it. If you are standing up in the rafters you can feel it sway a little from work being done, or even from the wind. Once the sheeting starts going on the roof however, the mechanical action of all of those fasteners working together with the sheeting makes the structure very rigid. Once the roof and walls are clad with sheeting, what had been a structure that had noticeable "give" to it is now super-strong and ready to withstand mother nature's elements. From a distance you cannot even see the fasteners, but that is what is holding it all together.

That's how our business works. There might be some elements of it that get a lot of attention, or maybe even some individuals. But the glue, the strength, and what really makes it all work and stay together is the collective application of all the "little" things – people's efforts that go unnoticed from a distance. These are the most important things. So, as you look around today at your business, make sure and notice the small things that are so vital but easy to take for granted.

Back to the screws, you may be wondering as I was, how many are being used? On this structure alone we are approaching twelve thousand and are not done yet. We have several buildings using this construction method and by my estimation there are well over one hundred fifty thousand of these screws working together to hold up our structures. As I imagine what this means to our economy across the nation – the infrastructure that depends on them – it is absolutely staggering to think about the scale which we have implemented these little marvels on. What I can tell you for sure is my arm is feeling it. I'm going to go find an ice pack. Cheers!

Happy November!

With Thanksgiving just around the corner, it seems fitting to pause—not only to give thanks—but to reflect on our year at the yard, the shifting landscape of recycling, and the opportunities ahead for Wisconsin recyclers. Here's a look at what's happening, where we need to stay sharp, and how our shared work matters.

Industry Spotlight: AI and EVs

• AI and the Future of Auto Recycling: A Tool for Transformation, Not Replacement: Troy Webber, CEO of YardSmart, believes artificial intelligence is set to transform, rather than replace, the auto recycling industry. He sees AI as a tool to enhance operations, improve decision-making, and support workers. By combining data-driven insights with hands-on expertise, Webber envisions a smarter, more efficient, and sustainable future for recyclers. Click here to keep reading.
• The constant changing horizon for EV manufacturing and recycling: The electric vehicle (EV) industry is in a constant state of flux. From evolving EV mandates by the U.S. government to the limited raw material supply for EV battery production to the challenges of EV battery recycling, auto recyclers who are gearing up to recycle EVs and their components are facing an ever-evolving future. Click here to keep reading.
• Scrap Metals MarketWatch from American Recycler: Click here to view.

November is all about gratitude, and I want to say how thankful we are for each of you. Whether you run a small family yard or a large operation, your work keeps vehicles, materials, and communities moving forward. You're proving every day that recycling isn't just good business, it's also good stewardship.

Wishing you and your families a warm, safe, and happy Thanksgiving. May your month be filled with good company, great food, and maybe even a well-deserved day or two away from the yard.

All the best
Annie Kauffman | CARS of WI Ex. Secretary