Steed’s Collision Centre Grows Through Certification and Customer Trust

For James, the biggest value in Certification has been the ability to market his shop’s expertise effectively. He uses Facebook to highlight Steed’s as one of the most Certified facilities in the region. These efforts have proven powerful. After expanding his marketing efforts into nearby communities, James saw his market share in one area jump from three percent to over twelve percent, which led to the opening of another location.

James believes most customers do not know what Certification means until they need a repair, so his team takes time to educate them. He explains how Certified shops use manufacturer-approved repair procedures, have specialised training, and use the right tools for the job. “When you come to my shop, we have the education, the equipment, and the expertise to repair your vehicle to standards,” James explained. “Everybody thinks a body shop is just a body shop until you explain it to them like that.” He stresses the importance of educating customers. Certification alone is not enough to win business. It’s how you use that Certification to show customers the value and safety behind your repairs that makes the difference.

Internally, Certification has enhanced nearly every aspect of operations. The shop now runs more efficiently thanks to improved parts availability, fewer delays, and standardised repair procedures. With access to manufacturer repair guidelines and a strong focus on quality components, Steed’s team can streamline workflow and reduce rework. James has also found that being Certified gives him leverage when working with insurance adjusters. Drawing from his experience as an adjuster, he speaks their language and explains that his shop cannot risk losing its Certification by cutting corners. “I can explain that maintaining our Certification means we have to meet specific repair standards, and I work with adjusters to find solutions that align with those requirements.” This transparency builds mutual respect and often leads to better outcomes during negotiations.

Beyond marketing and operations, James has cultivated a strong company culture by prioritising relationships with employees. He maintains close ties with local trade schools, which gives him early access to emerging talent. He believes in training young technicians from the ground up rather than relying on technicians possibly set in outdated methods. When asked about the staffing shortages that have challenged the collision repair industry, James responded: “I don’t have those problems. I treat people differently. I don’t see my employees as numbers.” His leadership style is rooted in compassion and treats his employees like his own family.

Looking ahead, James plans to continue leveraging Certification to grow his business. He currently owns four locations, three of which operate under the Steed’s Collision name and hold I-CAR Gold Class status. When it comes to getting Certified, he does advise shop owners to pace themselves. Acquiring multiple Certifications at once may seem appealing, but James warns that the annual renewals can be overwhelming if the process is not staggered properly.

For James, the impact of Certification is clear. While others are seeing declining numbers, his phone is ringing daily with offers from MSOs wanting to buy his shops. That, to him, is a sign of success. Steed’s Collision Centre continues to grow not just because of the logos on the wall, but because of the trust it builds every day with customers, employees, and the community.