The advantages of participating in a 20 group

Sept. 28, 2018
Ask yourself what your main goals are for being part of a 20 group. Is it growth of financial acumen? Keeping up with technology? Finding a mentor or peers to work together with?

There seem to be so many advantages to being involved in industry 20 groups; I am sometimes surprised when I realize that not every business owner or manager has found their way into a 20 group. I have had the good fortune to participate in several 20 groups in several industry segments. For those not familiar with the concept, there are a few common-ground rules that most groups seem to have:

  • Must be in a similar business model. While this may sound like common sense, there is a little more to it. Being among your peers brings more value to the meetings. A shop owner with one location doesn’t share all the same issues with a multi-location shop covering a couple of states, or a fleet/heavy duty shop.
  • Must not compete directly with other group members. No one wants to share their financial information with a potential competitor or worse yet expose a perceived weakness.
  • Must attend regular meetings (agendas should be shared in advance)
  • Must participate openly in discussions and provide valid data
  • Must be accepted (voted in) by the group to become a membership. This is primarily to avoid direct competitors and insure that everyone is invested in the group’s growth and improvement.

In addition, there are three main components to a 20 group meeting:

  • The content, subjects, speakers and materials covered
  • The participants
  • The leader or facilitator

Selecting the right 20 group
Twenty groups are not all the same. While most body shop 20 groups will likely cover similar topics, KPIs and financial comparisons, they each have their own tempo and dynamic. This will be an investment in time, personal effort and should challenge you. If you’re not challenged to improve and are not part of driving improvements for your group, why attend? Ask yourself what are my main goals of being part of a 20 group: Is it growth of financial acumen? Keeping up with technology? Finding a mentor or peers to work together with?  Do you want to improve your numbers but are not making progress as fast as you would like? Do you want to be able to call on a fellow member and ask about specific reports from your management system? If you answered yes to several these questions, and you’re willing to invest the time and be part of the solution, then 20 groups are for you!

In addition to what you want to get from a 20 group, ask yourself what are my (my company’s) strong points — what do we do really well and what can we contribute to the group?

The content

The content should include current industry issues and concerns, but it also needs to have a continued review and discussions about business basics. Right now, every body shop 20 group is or has spent time on ADAS, scanning, photo estimating, etc. These are great topics and need to be part of the discussion, sharing and learning. Others include website presence (on all platforms, including mobile) as will other topics and issues that we may not even be aware of talking about … yet.

The comradery can’t be overstated; being among peers and other business leaders either facing or having faced similar challenges can be a great support system.

Basic business practices that have been part of the discussion for many years are still relevant and worthy of continued improvement, review and sharing by members working towards best practices and the ever-evolving business models and environments. Groups that share and compare detailed financial information and KPIs can help drive even great businesses to higher levels. In-depth understanding of key financial ratios may be very critical especially for shops looking to expand, merge or grow through acquisitions. Performance-driven KPIs presented with actionable/improvable measurements are a must with the fast pace of modern business.  When you find a group that doesn’t lose sight of the basics (KPIs, financial ratios, etc.) you may have found the right group for you. 

The participants

The participants or group members need to encompass a broad group of business models and individuals. Twenty groups where each member brings and shares different viewpoints can often find new or unique tools or skills to deal with business dynamics. Selecting a 20 group focused on working together to help elevate everyone/member in the group is the best way to go. There are still a few 20 groups that serve more as a business deductible vacation than a true learning and growing environment. Fortunately, this is NOT the case with most 20 groups in our industry. While you want to get along with most of the members of your prospective 20 group, you will learn as much from those you disagree with as those you mostly agree with.

When a longtime member reaches out and welcomes the new members into the group, you may have found the right group for you.

I also like breakout sessions at the group meetings where smaller sub groups of members or tables breakout to discuss specific topics and solutions. This is where you can get to know other members and find some great out of the box ideas.

When possible, I try and seat myself with different people or at different tables at the meetings. This helps me not only meet more people and share more ideas, but also takes me out of my comfort zone. 

In years past, I (and others I have networked with) commented that these were the two main value points of group meetings. In recent years we have seen the emergence of dynamic, knowledgeable industry leaders. When your 20 group has one of these leaders, hold one tight, sharpen you pencil, take notes and get to the meeting on time; you won’t want to miss anything.

The leader
This third leg of the modern 20 group — the leader or facilitator — has grown in importance. This is no easy job. The leader needs to have a commanding presence, an in-depth knowledge of the industry and probably most important the ability to maintain the tempo, subject matter and overall flow of the meetings. Keeping industry professionals, owners and managers involved and getting the best out of all members is key to having a great 20 group. Leaders, just like the rest of us, have different styles and methods to build teamwork and ultimately build value. There is more than one good way to lead a group; I think a leader that inspires and motivates me to take action after the meeting is what I most appreciate.  

These leaders will ask hard questions and make you squirm a little when you don’t know the answer. They will also drive you to be a better leader in your own business. This may mean putting you on the spot, especially if you are not prepared or are not fully involved in the group.

When you find a leader/facilitator that inspires and challenges you to view things from new perspectives and makes you want to change and grow, you may have found the group for you.

I remember a large meeting I attended where I watched the heads bob, fending off naps, while the presenter droned on. This leader was very knowledgeable, but was not very captivating (to be kind).

Most meetings have very vocal members and members who need to be coaxed a little to get involved. A good leader keeps both involved. More than once I have been pleasantly surprised by that seemingly quiet individual who, when called upon, provides very astute insights or new perspectives. And that very vocal individual opens the door for the shyer among us to speak up. When you find a group where most all members have input and are engaged, you may have found the group for you.

When you are attending a good 20 group meeting with a great dynamic meeting, you find yourself drawn in, even with content that is not the latest and greatest industry buzz. There are several leaders who come to mind that have this ability to command a room. For those who have had the good fortune of attending or listening to Mike Anderson at a 20 group meeting, trade show or other industry event know what I’m talking about. For those already involved in a Mike Anderson 20 group, congratulations, you are among the best. Mike is not only extremely knowledgeable, but he also drives every member of his groups to participate and work!

There are some cautions about some 20 group events. Attending 20 group meetings and being away from our businesses can be expensive. Some 20 groups seem to select meeting locations that are very expensive and trendy. A $400 per-night hotel added to all the other travel expenses can be a little overwhelming for some of us. Traveling to new places and seeing new sites is great, as is the comradery of networking with industry fellows. But I for one am there for the content, my fellow participants, the leader/facilitator, the motivation to improve and to learn something — not to be impressed with an overly expensive hotel/destination.

Groups that allow members to have selective attendance or selective participation are another pet peeve. If you aren’t all in, it detracts from the whole group. The modern group leaders, for the most part, seem to weed these members out…eventually.

Meetings need to be managed (by the leader/facilitator), keeping the meeting focused and moving. Member  input must be heard, but the meeting focus should not go down a rabbit hole. Again, this is a challenging balance managed by the leader/facilitator.

If you pay attention, take notes and network with your fellow members and most importantly go back to work and make changes, your membership costs will very likely be paid for several times over.

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