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Creative Marketing a Sweet Idea For ASA ShopPosted 4/18/1997By Angie Phillips
The work load has increased 30 percent in the last year at an ASA member-business in La Porte, Texas. Not a bad deal for owner Richard Schiff and his crew of eight. Credit for the largest single-year increase in the shop's 12-year history goes to a team of three "solid" technicians, a service writer, a general manager, a porter, a part-time grounds keeper and Mom - Schiff's mother, Rosalie, who helps in the office, but is "trying to retire." Schiff is looking for a fourth technician and only hires master technicians certified by the National Institute for Automotive Service Excellence (ASE). Schiff, who is master and L-1 certified, says his responsibilities as owner don't allow him to be under the hood on a daily basis. "My challenge now is to continue to make my business grow," said Schiff. Knowing his love for hands-on repair, his mother recently said something that he took to heart. "Now your compensation is your prosperity," she said. Weekly staff meetings are held to discuss safety issues and employees' ideas or concerns. Employee input, management seminars and reading industry publications have provided Schiff with many business ideas for his 5,000-square-foot facility. Fellow ASA members have contributed to the shop's success through their involvement in a Twenty-Group. Schiff describes the group as 15 auto repair shop owners from Wisconsin to Texas who meet three times a year for a three-day "think tank and mini- vacation." The group will eventually have 20 members and each shop owner is assigned a project to work on between meetings, which is shared at the following meeting. The group travels to a location near one of the group member's shops. At least half a day is dedicated to critiquing his operation. The coordinator of the group is Gary Gunn, an Automotive Management Institute (AMI) instructor. Only constructive criticism is allowed and pricing is not discussed. "It's pretty exciting having 15 auto repair shop owners giving you creative criticism on your operation. You can't find that in a book," says Schiff. Schiff says the setup of the Twenty-Group has taught him to be open to ideas and objective about his own business. Schiff values the constructive criticism that shop owners from all over the United States can offer. "It's something you just can't do with competitors across the street," said Schiff. While gross sales figures are important to individual shops, as a group the concentration is on percentage. "The three-bay shop in our group can compare its percentages to the 20-bay shop and find out what works for the big boys," said Schiff. "We are learning from other people's success and mistakes." "These people are all gurus!" says Schiff. "Since 'it's all been done before,' I've become an expert at copying other people's ideas." Among these ideas is the use of a nationwide 12-month, 12,000-mile warranty on repairs offered through ASA, as well as ASA's "Important Paperwork" envelopes. Schiff also insures technicians' tools, allows his current technicians to interview potential employees, and credits his Twenty-Group for many of the marketing techniques used in the business. Referral cards are included in final billings that offer $20 off the price of an initial service of $50 or more for new customers. The referring customers receive $20 off their next service. A continuous-play video about vehicle maintenance is played in the customer waiting area. This "Car Sense" movie is also credited with bringing in three new fleet accounts to the business last year after it was delivered to local refineries and other area businesses. Approximately 20 percent of the shop volume is from fleet accounts. Seeking additional referrals from quick lube operations, muffler shops and collision repair facilities, doughnuts and business cards are frequently delivered to these local companies. Business growth In 1995, La Car Porte made a four-mile move to its present facility. Notices were sent to all customers and a full-page ad was run in a local paper to announce the move. "Moving is not a bad thing if you can take your customers with you," said Schiff. Schiff had the shop built to accommodate future expansion. Five computers are networked - four in the office and one in the shop area. The shop area is hardwired for four more computers. Since early 1996, Schiff has used R.O. Writer, a business management system that tracks inventory, as well as profit margins. The business is also moving toward paperless work orders.
Concern For The Community The day-to-day interaction with customers and community involvement is what Schiff likes best about his job. This explains why he is very active in the La Porte Noon Optimist Club, the La Porte Bayshore Chamber of Commerce and the La Porte Rotary Club. He is also on the San Jacinto College Advisory Board. To get a clear picture of Schiff's thoughts on community participation, simply check out page five of the La Car Porte Handbook. It reads, "We are an important business in our community. In keeping with our businesslike approach, we have, as an auto service facility and as individuals, involved our-selves in community activities. As an employee, we encourage you to participate, if you can, in those worthwhile activities of your choice during your free time."
Catering To Kids
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Copyright (c) 1996-2009. Automotive Service Association®. All rights reserved.
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