Go For It - June 2011 - Rancho Cordova

June 2011 GO FOR IT 1

2 GO FOR IT June 20112 GO FOR IT June 2011

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Remember the good old days, before we became a self service society? The days when outstanding customer service really mattered? I remember those warm summer days when my parents would pull into the local gas station, drive across the air-hose and the bells would chime. A clean cut attendant dressed in a crisp white uniform would hustle out, pump our gas for us and ask if we wanted him to check under the hood.

Speaking of cars, do you remember the days when you called your auto insurance provider to report an accident and they would recommend (Not tell) you to go to at least three auto body shops of your choice (Not theirs) for estimates.

Sadly, those days are long gone. When you get into a car collision now, your insurance company will likely tell you that they have an auto body repair facility they’ve built a relationship with that guarantees their work, so they will strongly suggest that you let their chosen repair shop fix your car. On the surface, this may sound appealing. After all, you’ve just been in an auto accident and you may be physically, mentally and emotionally shaken up. You may feel like you’re not in the right frame of mind to make wise choices on your own, so

you feel the urge to let go, hand over your keys and allow your insurance company make all the decisions for you. This is a very common practice in our industry and it’s called steering.

Sherm, why are insurance companies steering their customers into select body repair shops? In today’s ultracompetitive global economy, insurance companies are feeling the pressure from stockholders to maximize quarterly profits. When that doesn’t happen, stockholders get nervous and begin to look for other more profitable companies to invest their money into. With the pressure always on, insurance companies have a strong incentive to shave costs wherever they can, so they have negotiated the best possible prices with local body repair shops. Many shops have become D.R.P.’s (Direct Repair Providers) because of this enticing incentive from the insurance company: “If you lower your shop rates to the price we want to pay, we’ll steer all our customers to your shop.”

Sherm, why not allow my insurance company to steer me into their shop, which guarantees their work? A reputable shop, whether it’s a D.R.P. or an independent facility will always guarantee their work. In many cases, D.R.P. shops

Can my insurance company tell me where to go?By Alan Sherman

are working for a fraction of their hourly rate, which creates a strong incentive for them to rush through jobs and cut corners on service. In order for a D.R.P. to recover from these drastically lower hourly rates, they have to make it up with volume, lots of volume! Insurance companies have become masters at spinning the truth and making us believe that they are looking out for our best interests. With all the spinning and steering going on, it’s a miracle that more accidents don’t happen!

Sherm, where should I go to get the best possible service, like our parents used to get in the good old days? I think Smokey Robinson sang it best, “My mama told me…you better shop around.” And, when your insurance company tries to steer you into their shop, don’t be afraid to hang onto your keys and then turn the tables on them by telling them where to go!

Editor’s notes: Alan Sherman is the owner of Sherm’s Gold River Auto Body in Rancho Cordova and their phone number is (916) 631-1444.

ASK SHERM

4 GO FOR IT June 2011

Have you ever heard of a man named Larry Holmes? The last time I asked that question, I was in a room full of people and only a few hands rose. When I asked if they knew who Mohammad Ali was, all hands shot up. The fact that the legendary boxer’s last fight occurred nearly thirty years ago makes his popularity all the more remarkable. I suppose it’s hard to forget about a man who was nicknamed “The Greatest,” especially when he gave it to himself!

If you were to ask people what they know and/or remember most about Mohammad Ali, you would surely get a variety of answers. Some would recall his epic boxing matches, which spanned three decades. Others would remember how Ali changed his name from Cassius Clay and refused to be conscripted into the U.S. military. What I remember most about Ali was his gift for gab and his ability to trash talk opponents with poetic precision.

So, for all you movie lovers out there, forget “What About Bob!” Inquiring minds want to know the answer to this burning and itching question: What about Larry? Like Mohammad Ali, Larry Holmes was also a World Heavyweight Boxing Champion. Both fighters had a lot in common, standing tall in the ring (Each 6’3) while using their long reach, quick hands and dancing feet to keep opponents at bay.

If you simply analyze the numbers, fans of Larry Holmes would insist that he had the superior boxing career. He won more fights (69 to 56), knocked out more opponents (44 to 37) and fought longer as a professional (29 years to 21 years). He even beat Ali in the ring on February 10, 1980. Holmes was second all time to the great Joe Louis in title defenses (20) and second to Rocky Marciano in consecutive victories to start his career (48). Ali fans would argue that their fighter rocked the ring against many of the greatest sluggers of all time, including Sonny Liston, Archie Moore, Floyd Patterson, Joe Frazier, George Foreman and Ken Norton. They would also have an issue with the head to head match, because Ali was well past his prime at age 38 while Larry was at his peak (30). Regardless of which corner of the ring you’re in, the $80 million question (Ali’s net worth) still needs to be answered, “What about Larry?”

Why do so many of us know Mohammad Ali while so few remember Larry Holmes? Because Mohammad Ali was the undisputed champion of self promotion. Early in his career, Ali borrowed a page out of professional wrestler George Wagner’s book. Ali met Wagner, better known as “Gorgeous George” at a Las Vegas radio station when he was just 19 years old and fresh off his Gold Medal victory in the 1960 Olympics in Rome.

“Gorgeous George” became famous during the 1940’s and 1950’s as “The man you love to hate,” by antagonizing wrestling fans with his exaggerated effeminate behavior. He grew his hair long, dyed it platinum blonde and wore gold-plated bobby pins. This outrageous character would enter the ring wearing an elaborate robe, adorned with sequins and escorted by his ring valet “Jeffries,” who would carry a silver mirror for George to primp and carry on over while spreading rose pedals at his feet! What a spectacle. These outrageous antics caused arena crowds to swell in size and ferocity as fans turned out to heckle and root against George. His credo was “Win if you can, lose if you must, but always cheat!” He would go on to become the most famous wrestler of his time while becoming one of early television’s most watched characters.

During George’s radio interview, the wrestler shouted on air, “If I lose to Classy Freddie Blassie, I’ll crawl across the ring and cut my hair off! But that’s not gonna happen because I’m the greatest wrestler in the world!” Ali recalled, “I saw 15,000 people coming to see this man get beat. And his talking did it. I said, ‘This is a good idea!’” After the interview, the 46 year old wrestler gave his young protégé some advice that had a major influence on Ali’s future: “A lot of people will pay to see someone shut your mouth. So keep on bragging, keep on sassing and always be outrageous.”

You may be wondering how this information can improve your lot in life. After all, chances are good that you’re not a professional athlete or an entertainer. Whether you’re a business owner or working for a company, if you want to reach your potential, you have to do more than just be great in your chosen field. You don’t have to put on a show like Ali or “Gorgeous George”, and by all means do not cheat! But, you do need to have the courage to stand out and be different while letting the world know how great you are, then repeat that message over and over and over again. In the battle for net worth, talk isn’t so cheap after all. It really pays to be remembered, with Ali winning by a knockout ($80 million to $18 million). Being the greatest at what you do is never good enough, because there’s always someone else who’s

doing a lot more than just fighting to be “The Greatest.” But don’t take my word for it…go ask what’s his name!

Bob Cox is the founder and publisher of Go For It Magazine. He can be reached by phone at (916) 266-3115. His email address is [email protected]. Go For It Magazine is owned and operated in Rancho Cordova, CA. Copyright © 2011.

Being Greater Than the Greatest Isn’t Good EnoughBy Bob Cox

www.GoForItMagazine.com

Go for it

Advertisers Index

The Inside Scoop

Ask ShermBy Alan Sherman..….…………….... 3

Sizzling Summer Barbeque Tips

By Monica Ortiz……...................... 5

No Pain, Your Gain!By Dr. Andrade & Dr. Montalvo…… 7

Keep Your Cool This Summer

By Bob Cox............……………….... 8

Interview with Restauranteur & Real

Estate Agent Joel PerezBy Bob Cox............................…….. 15


Granite Transformations………... 2Sherm’s Gold River Auto Body.... 3Contents………………………..... 4Grocery Outlet………...……….... 5Jimboy’s Tacos………………....... 5RU Tan……………………………. 6Fabulous Facials ………...………. 6Dynamic Dental............……...… 7Stoney Folks Jewelers……………. 8 Golden State Transmission……… 8California Family Fitness………… 9Hair by Sandy……………………. 9Avon...………………………….… 9Alco Windows and Siding, Inc.... 10Sac Cycle……..………………….. 10Xleration Services…..…………… 11Cordova Sewing & Vacuum Center.. 11Bell Pest Control…………………. 11Gold River Auto Repair…………. 12Smog N Go……………………… 13Valley Motorwerks…………........ 13Diana Cox Massage....…………. 14Commerce Printing…………….. 14ReMax……………………………. 15Ralph Opfer Floors…………........ 16


Being Greater Than the Greatest Isn’t Good Enough

Sizzling Summer Barbeque TipsBy Monica Ortiz

2801 Zinfandel Dr., Rancho Cordova, CA(916) 858-2801 • www.groceryoutlet.com

Mon–Sat: 8am–9pm • Sun: 8am–7pm Join Us On Facebook

Memorial Day is the un-official kick off to our summer and barbeque season, June is also the month to honor our fathers. We want to help you celebrate dad’s special day on June 19th and invite you to visit our camping and barbeque supply sections. You’re sure to find something special for him to enjoy. Remember to stop by and take advantage of our Harris Ranch beef steaks and ribs and our Foster Farms chicken, perfect for the grill. Go for it, start saving and enjoying the summer time season!

Here are some BBQ grilling and safety tips:• Trim the visible fat from meat and poultry before grilling to

prevent flare-ups.• Grill over medium heat. If food is grilled over heat that’s too

high, the exterior can become overcooked or charred before the interior reaches the desired level. Charring meat, poultry or fish is

not recommended.• Use an instant-read thermometer

and insert it horizontally into the side of the burgers and steaks to check if the meat is cooked to your satisfaction. It should not touch the bone, fat or the grill. It should register 145 F for medium rare; 160 F for medium. To avoid food borne illness, do not consume meat that’s undercooked or raw.

• Use a long-handled spatula to turn burgers and tongs to turn steaks. Do not press, flatten or pierce the meat– flavorful juices will be lost.

• Always keep children away from the grill.• Never turn on or fire up the grill inside the house. • Never leave the grill unattended while it’s on.



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Q: What are some of the biggest benefits of this new anesthetic procedure for your patients?

A: A lot of our patients hated getting a shot because it was uncomfortable, the affects lasted for hours and the entire face or jaw was numb. The STA solves these issues. The anesthetic is delivered so slowly that you can barely feel it. We only numb the tooth or area we are working on, so you no longer have your face or jaw feel numb like before. In fact, we only use about a half cartridge, which will only last from 30 minutes to an hour at most.

I know the STA works because we’ve used it on our most fearful patients, like small children. They are the ones that have really benefited, because for the first time they are having comfortable and stress free dental treatments. For our office, this has been such a rewarding thing because we are helping our patients attain better health.

Q: So, with all of those benefits, shouldn’t patients feel less anxious?

A: Yes. I’ve had so many patients tell me that it was the most comfortable shot they have ever received. In fact, many of my patients tell me they had no idea they were even getting a shot. I know many people have anxiety about dental work and now they can be free from fear and stress.

Figure 1.



As business owners, it’s hard to avoid the temptation of telling our prospective customers that we are the best in our industry. When we slip up and share that opinion, eyeballs tend to roll up and that’s never a good sign. As consumers, we are bombarded with over 2,000 media messages every day from savvy companies who are pulling out all the stops to sell us on why they are the best. As we get older, we’ve grown to ignore those sensational claims, because if everyone is the best, who’s average and who sucks?

For those of us who rely on the referrals from people we trust and respect, we tend to feel a lot more confident when they tell us about a positive experience they had working with a given company. So, when I met with Steve Hawkins, the owner of Alco Siding and Windows, Inc., I explained this dilemma to him. I told him that I knew he was a great guy, easy to get along with and did a fantastic job on my windows etc. The challenge would be to convince the public that Alco Siding and Windows has the skill, knowledge and ability to do a great job on other home improvement projects as well.

Fortunately, Steve has a large number of customers who are willing and eager to share their wonderful experiences working with Alco Siding and Windows. As a matter of fact, Linda Smith,

who is the owner of the home that’s on our front cover, was so excited to share her experience with me over the phone, I thought for a second that she’s was going to pop right out of my little friend they call Droid. “OH MY GOSH, IT WAS FANTASTIC! That portion of the house where I had patio installed had always been a dilemma for me because the house faces east and west and I don’t get a lot of light and I had a big picture window there, so I

was always hesitant to cover it. They (Alco Siding and Windows) came over and told me that it probably would not affect it and they showed me how they could set it up so I would still have as much light in the house. They were just absolutely fabulous,” exclaimed Linda!

Of course, when people tell me how great a company’s service is, a cynical little penny pinching thought tends to claw it’s way into my consciousness with messages like “Yeah, they’re great, but I’ll bet they charged you an arm and a leg for it!” Linda must have been reading my mind, because before I could ask her about the price, she continued to share her story with me. “I’ve had people come over before with some aluminum siding and aluminum patios, and their cost is just too prohibitive. When Alco gave me their estimate, I was thrilled! They did the patio cover and then they also put in electricity so that I would have light over my barbeque island, and a fan and light over the patio covered area. The installations were scheduled for several weeks out, but I had the installer come over here and while we were out chit chatting, I mentioned that I was having a major event at my house (this was on a Tuesday and the event was on the next Saturday). They made sure that structure was out by Friday night so that when I had my event; everybody was ooing and awing all over the place. They were so accommodating, such nice people, it was just fantastic and I couldn’t be happier! It really transformed my whole backyard,” said Linda.

My next interview was with Nancy Minshall, Steve’s mother in law. Once again, the little inner demon chimed in, “Sure, it’s

Keep Your Cool This SummerBy Bob Cox

We can now see why Linda Smith was so excited about her backyard transformation...what a difference!

BEFORE aFtER


Steve’s family. Of course they’re going to brag about how great he is!” Then I thought about the unwritten rule about how mother in laws are supposed to hate their son in laws. A few seem to be biologically hardwired for extreme hating, like Endora from the 1960’s sit-com Bewitched. So, after that counter thought, I added, “Don’t take my word for it, ask Derwood!”

After the dust settled, I actually found a moment of sanity and actually listened to what Nancy had to say. “Well, I have to give just a spec of history. My home was built in 1969, and though it was well maintained, the siding that was on it was 20 years old. The front door was original, the front yard was designed in a desert motif and it been covered with plants and different colored rocks all of those years and it had never been taken up. It was complete hardpan under there as you can imagine. The backyard, although it had grass and shrubbery, it was also hard panned and definitely needed some attention,” explained Nancy.

“He (Steve) completely redid the front, the walkway, porch and driveway. The front yard to the back yard was done in a stamped concrete in a color that he let me pick. He kept everything coordinated so well. When people came to do the border strips around the trees and stuff, that’s all the same color as the stamped concrete. It all matches really well. The back was stripped down to one crepe myrtle tree and it boasts a beautiful stamped concrete patio of the same color, shrubbery and flowers, and I have raised gardens back there. Everything front and back has sprinkler systems and drip systems, which makes the yard care minimal and the enjoyment of both maximum for me, which is what he was striving for to start with,” said Nancy.

I was about to shut off my recorder until I realized that Nancy had even more memories to share. “He just wanted me to enjoy my home and yard which I do, because I look out on the green grass and everybody comes along and tells me what a beautiful place I have! So that’s just an education of the kind of work they

Keep Your Cool This Summer do, but I think the most striking thing about Steve is that he wants to please each customer. That’s his ultimate goal and his reputation over the years has been primarily word of mouth because he does absolute quality work and it’s been his most valuable advertising,” added Nancy.

I asked Nancy if she liked the people who worked with Steve at Alco Windows and Siding. “Yes, Steve seems to instill that quality of work in all of his workers. They have the same attitude in that they just want to please you. They’re very pleasant, and I know that when they were working on my yard, they had to dig down with pick axes and bring in top soil in order to plant grass. It was 100 degrees and there they were out there working and they kept their pleasant demeanor throughout the whole thing. It was just hard to believe,” laughed Nancy.

Nancy told me why Steve and his entire crew do such a fantastic job for their clients. “Initially, I think he finds out what his

Alco Siding and Windows offers complete landscaping service too. Check out Nancy Minshall’s yard...WOW!

Continued on page 10


Keep Your Cool This SummerContinued from page 9

customers want. He had done work with some friends of ours that we didn’t even know he knew and done work for before he ever started with us. But, he finds out about the people and what they want so he can come up with a plan and in some cases the design, like with mine. He designed my whole yard! When he plans it out, it’s just amazing how he pulls it all together with the landscapers, the soil being delivered, ground cover and everything else being done. It just amazes me! He just wants to please you and he keeps you in the loop the whole time. He has the customer approve everything as they go step by step, so there aren’t any surprises or disappointments, and is always available to answer all your questions and work with the customer to make sure everything is right. Afterwards he is also always available in case you have any questions or want something changed. That’s pretty much my story with my son in law. He just has this great work ethic, is conscientious and has great workers. I don’t know how he gathers such great people around him, but if they’re not great, then they’re not going to stay, because he expects perfection of himself and of his workers too and they come through happily,” recalled Nancy. When I asked Nancy about price, she replied, “Well, he does everything possible for as cheap as possible for the customer but still with great quality.”

Editor’s notes: I did an interview with Steve, but his customers were so excited to share their great experiences working with Alco Siding and Windows, we ran out of space! So, for more information about Alco Siding & Windows Inc., visit their office at 10255 Old Placerville Road in Sacramento, log onto their website at www.alcohis.com or call (916) 362-1400.


How about great music, BBQ, fire-works, and carnivals? YES? ME TOO!!

Well, we’re in luck because the greatest 4th of July Celebration in the region is coming to Rancho Cordova on July 3 & 4 at Hagan Park.

The carnival is open July 1-4 but the real party starts at 12 noon on Sunday featuring the Kansas City Barbeque Competition with Country & Western/Blues bands. That night we’ll have the Rancho Cordova All-American Party with tribute bands for the Beach Boys AND Chicago. Cap that all off with fireworks at 9:30.

Monday begins with the legendary Rancho Cordova 4th of July Parade at 10 am. This parade features home-made floats, vintage cars, community groups, and area “per-sonalities”... LOVE IT! Then be sure to check out the carnival, Kid’s Zone and other activities before Superlicious rocks the Park at 8:15. And yes, FIREWORKS again!

Visit www.RanchoCordovaJuly4th.com for details and videos. Visit www.GoRanchoGuide.com for the Cordova Community Calendar with other area events, meetings, and more. This calendar is brought to you by:

*Visit www.GoRanchoGuide.com for links, resources and Bob’s bio.

Love a Parade?

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June 2011 GO FOR IT 15May 2011 GO FOR IT 15June 2011 GO FOR IT 15

When I first met Joel Perez way back in 1995, he looked way too young to have just purchased the Jimboy’s Restaurant in Rancho Cordova. Over the years, two things really surprised me. One, I never expected to consume more than my fair share of those delicious

trademarked tacos smothered in parmesan cheese. And two, I never imagined that Joel would become such a good friend and our trusted real estate agent who has helped me and my family by consistently going above and beyond the call of duty.

Joel is one of those rare individuals who possesses the rare qualities of being extremely driven to excel in business while at the same time being true to his amiable and easy going personality. Joel is easy to like and even easier to respect because he always has the highest level of integrity by doing what’s best for his clients, no matter what the personal cost might be.

I had the recent pleasure to ask Joel a few questions about how he got involved in the restaurant and real estate businesses. Here’s how our conversation went.

Q: Joel, what did you do before you purchased the Jimboy’s Restaurant in here in Rancho Cordova?

A: I was working at McClellan Air Force Base as a civil service employee and I used to work on ground radar systems. I was a ground radar technician.

Q: What motivated you to purchase a Jimboy’s Franchise? A: Well, I quickly realized after being a civil service employee for

12 years and working on ground radar, I wanted to get back to an industry that was more people oriented. An opportunity presented itself where I could get into the restaurant business, and after a little trial run at the business, I found that I thoroughly enjoyed dealing with the public and being back in more of a service industry type of business.

An Interview with Restauranteur & Real Estate Agent Joel PerezBy Bob Cox

Q: You purchased your franchise here in Rancho Cordova, then moved it down the street and built a very successful business over the next few years. What motivated you to become a real estate agent?

Well, at one time, I had two restaurants, the one in Rancho Cordova and then one in Citrus Heights, but real estate had always intrigued me. I thought I’d really like to help people and diversify a little bit and get into something that would help people with probably the largest purchase they will ever make in their lives. So, that’s what drew me closer to the real estate industry.

Q: When did you earn your real estate license? A: In 2004.

Q: You’ve built a strong reputation in the past few years for being a short sale specialist. Why did you decide to become a short sale specialist?

A: It’s been well chronicled that we are in a really big crises and home values are dropping dramatically and probably will for the next couple of years. A lot of people are finding themselves in homes they can no longer afford, so there is a great need for assistance for people to short sell their home as an alternative to a foreclosure. Again, being more prone to try to help people, I just found that if I assisted people in short selling their homes, it can really salvage their credit and put them in a position to purchase a home in the near future. With a foreclosure it would really damage their credit and they’d have to wait a lot longer in order to purchase.

Q: Isn’t a short sale more beneficial to your neighbors in the community in lieu of a foreclosure?

A: Yes, because in most instances with a short sale, the home is never sitting vacant. The home goes from one property owner to a new one who purchased the property, so you don’t have a vacancy in a neighborhood, a neglected property, which is often the blight of the neighborhood. On a large scale, a short sale also helps with the recovery of the real estate industry because the more of these properties we get sold, the faster the recovery is going to be nationwide.

Q: Do you have any tips for people on how to short sell their property?

A: First and foremost, the seller needs to talk to someone who has experience dealing with short sales. A short sale may not always be their sole alternative, but it certainly helps to have a consultation with somebody who can give them different kinds of alternatives. I would suggest getting with a real estate agent who’s done several short sales, who knows the ins and outs, and also gives them an honest assessment and explain to them that a short sale may not be their best alternative at that time. Again, it has to be an honest assessment and not someone who just looking to make some money off a short sale.

Q: Why should people who live in Rancho Cordova list their homes with you?

A: Well, I’ve lived in Rancho Cordova for over 40 years and I know the area really well. I have a vested interest in it and really want to see it continue to grow. With my business, I feel like I am able to contribute to that.

Editor’s notes: For more information about Joel Perez, Jimboy’s Restaurant in Rancho Cordova or ReMax, call Joel at (916) 997-7393.



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Go For It - June 2011 - Rancho Cordova