What top operators say about OEM Certification and how to make it pay off
Webinar recap
OEC hosted a panel of four shop leaders from across the country to discuss how OEM Certifications drive real results in today’s tighter market. They shared how certification strengthens repair quality and customer trust, opens doors with dealers, steadies work as claims counts shift, and improves profitability when supported by smart marketing and disciplined processes.
Panelists
5 big takeaways
- Certification attracts work you want. Restricted parts and connected-car programs surface certified shops in locators and apps, pushing qualified FNOL your way.
- Dealer partnerships grow when you solve their problems. Offer scanning, calibrations, fast turns, pickup and delivery, and VIN sharing for recalls. Earn advocacy, not just referrals.
- Market it everywhere, including the first phone call. Website, Google, social, geofencing, and direct dealer outreach matter, but training CSRs to mention the exact brand certification on every inbound call converts more estimates into repairs.
- Talent retention improves with investment. Clean shops, ongoing OEM and EV training, and clear career paths reduce turnover and raise quality and CSI.
- Pick certs and tooling with a plan. Map your car parc and future target OEMs, then buy equipment that satisfies multiple programs to avoid duplicate purchases.
Certified shops get surfaced in OEM locators and connected-car apps, attract stronger dealer partnerships, and build the kind of reputation that compounds over time. Wondering if your shop is eligible?
Q&A highlights
Which certifications are most beneficial?
Short answer: The certifications that match your market. Prioritize brands with strong local car parc presence or connected programs that route customers to certified shops.
Best ways to market certifications?
Use every channel. Keep the message consistent on your site, Google Business Profile, social, and in-store. Train staff with a word-track so callers hear, “You called the right place. We are certified for your [brand].”
How do certifications help with dealer relationships?
Lead with solutions. Handle scans and calibrations, speed cycle time where needed, share VINs for recall checks, offer concierge pickup. Under promise and over deliver so service writers can refer with confidence.
What about DRP vs. certification?
Many shops run a selective mix. Certifications bring valued work and leverage. If you do accept DRPs, choose partners aligned to safe, by-the-book repairs.
Do insurers steer away from certified repairs?
Experiences vary by state and carrier. Some shops resolve short pays through documentation and supplements. Others use appraisal clause or Right to Appraisal when needed. Set expectations with customers up front and advocate with data.
Common mistakes to avoid
- Buying single-OEM tools that force repeat purchases later.
- Assuming volume arrives automatically. You must market and maintain process discipline.
- Leaving certification unsold on the phone. Train your team.
Proof points from the panel
- Growth despite headwinds. One certified operation reported +26% year-over-year growth in 2023–2024 and +11% YTD with a certification-led strategy.
- CSI discipline. Another shop ties estimator bonuses to a rolling 97%+ CSI and hits it through process and training.
- Startup traction. A new, certification-first shop scaled to ~$300K/month in ~15 months with consistent marketing and dealer partnerships.
- People outcomes. Multiple panelists report near-zero turnover by investing in OEM training, EV readiness, and clean, process-driven shops.
These results didn’t happen by accident. They came from shops that committed to certification and built their business around it. If you’re ready to see what that could look like for your shop:
How to make certification pay off: a quick checklist
- Map your local car parc by brand and model year.
- Prioritize OEMs with restricted parts or strong locator/app traffic.
- Build a cross-OEM tooling plan to minimize duplicate buys.
- Script your CSR word-track to mention the exact brand certification on every call.
- Stand up a simple dealer value offer: scans, calibrations, pickup, recall VIN sharing.
- Allocate 3-5% of sales to marketing and measure cost per repair order.
- Schedule recurring OEM and EV training to raise quality and retention.
OEC’s Collision Performance Network gives you the tools, training, and OEM relationships to put this checklist into action.
Get started with OEC
Ready to explore certification for your market and brand mix? Apply via the OEC application form and an OEC rep will walk you through eligibility, tooling, training, and launch planning.
