AUTOINC. ONLINE - Shop Profile

Wood's was a two-bay, two pump service station when Louis Wood purchased it in 1946. Wood paid only $400 for the shop and all its inventory and gasoline. Today, the service center is a full-time responsibility for a third generation of Woods in the automotive business.

Fifty-four years and four generations ago, Louis Wood bought a service station - including all its inventory and gasoline - for only $400. Today that $400 station is a six-bay, 3,000-square-foot service center specializing in mechanical repair for middle-Georgia residents.

Tim and Tom Wood are third-generation owners of Wood's Service Center in Macon, Ga., who, along with their families, successfully own and operate this growing automotive repair shop.

All in the Family
"With the exception of two or three occasional part-time employees, we are all family," says Tom. "We know each other's strengths and weaknesses, and we form a well-rounded organization."

When Louis bought the station in 1946, he recruited the help of his wife for bookkeeping and employed his son, Bubber, who inherited the business when Louis died. Bubber's wife, Betty, began bookkeeping and continued to work for the shop until her death. Tim, Tom and Matt, Bubber and Betty's sons, began working in the shop at an early age, and when they became teenagers, they were given even more responsibility by their father.

Tim and Tom assumed ownership of the shop 16 years ago, and Matt decided to pursue other career options. Tom's wife, Darlene, has worked full time at Wood's since 1994, and continues to balance the responsibilities of bookkeeper, receptionist, wife and mother.

Tim's son Wesley and Tom's son, Chris - as part of the fourth generation of the Wood family - both work part-time in the shop while balancing college class schedules. Tom comments, "The only disadvantage to being such a close-knit family business is that it's sometimes hard to leave the problems at work, and sometimes our work and personal lives tend to merge together."

Three generations: (l-r) Wesley, Tim and Bubber Wood, along with Tom and Darlene Wood

Wood's relies on three methods of marketing and advertising. Most important for the shop is the power of word-of-mouth advertising. "We do everything within our power to see that the customer is satisfied because he is our best advertisement," says Tom. "It will take 10 positive comments to counteract the damage of one unsatisfied customer's comments."

Also, direct mail and service reminders are important to marketing Wood's to the Central Georgia area. Lastly, Tom credits the Yellow Pages for a good bit of business, and considers that advertising medium an essential element for attaining new customers.

In addition to these traditional marketing tools, Wood's listing in the ASA Membership Directory brings them recognition. And, Wood's is listed on the ASA Web site as a member shop. Capitalizing on the high usage by consumers of the World Wide Web, Wood's has established a Web site and has acquired e-mail access as well.

Finally, the Woods believe education, above all, is the way to most effectively understand customers and increase satisfaction. This belief is one their father, Bubber, instilled in them from an early age. For 12 years, while still managing the service center, Bubber served as a member of the Bibb County Board of Education, and accepted the position of president for three years during that time.

Education
Tim and Tom agree that education is key to staying on top of technology and the rapidly changing face of the industry in order to continue to meet their customers' expectations.

Tom says, "We feel that it is imperative that we keep up-to-date both in knowledge and equipment to meet the commitment we have made to our customers and to the credibiity of the industry."

The Wood's commitment to education is also evident through Tom's service as a member of the advisory committee for the mechanical division of Macon Technical Institute, where Andrew Johnson, a part-time employee, and Wesley Wood are enrolled.

Tim works to repair a radiator core (foreground), while Andrew (background) inspects fluids and connections.

Although Darlene says Tom enjoys "fooling around on the computer," he actually puts his knowledge to good use for the shop. As he explains, "We rely on computers. We use Mitchell on Demand on the DVD drive to keep all our shop manual information, which is a must with the number of different makes and models we see in the shop."

Both brothers agree that "since our customers are our friends, we show them we care for them as well as their vehicles by staying up-to-date on technology and changes."

The Wood's Service Center Web site can be found on the Internet at http:www/woddsautoservice.com. Interesting graphics, including pictures of the shop today and in the '40s, can be found at the site. In addition, family pictures and pictures of employees working and playing familiarize potential customers and longtime friends with the service center and its day-to-day operation.

The Woods have been ASA members since 1992. Before then, they were members of the Georgia Petroleum Association, but once they stopped selling gasoline they felt they needed an organization that better met their needs, said Tom. "We needed fellowship with other shop owners."

Tom is an ASE master technician, and has also served as the ASA Macon Chapter president. Both men are active members of the South Macon Businessmen's Association. In addition, Tim volunteers with the youth and Sunday school groups at his church. Tom and Darlene are active volunteers with the youth and Sunday school groups, and both sing in their church choir.

Tim, Debbie, Tom, Darlene and the fourth generation of Woods continue to provide quality service to Georgia residents, while eagerly watching as a nearby freeway continues to take shape. "If there was one thing I'd change about the shop, it would be the location and size," says Tom. The neighborhood in which the shop has been located since 1946 has deteriorated, but the Woods are hoping the new freeway will bring them more business.

In any case, the family tradition of meeting customers' expectations and satisfying their repair needs will continue, the Woods say. "We are proud of the fact that there have been four generations of this family in the business. Time will tell how long, or if, the fourth generation will remain with us," says Tom.

Shop Stats

Name: Wood's Service Center
Years In Operation: 54, four generations
No. of Employees: Four full-time, Three part-time/seasonal
Square Footage: 3,000
ASA Member since:1992

Keeping It In the Family

Shop Stats