AUTOINC. ONLINE - Shop Profile

The continued success of two automotive repair businesses has not stopped Tom Gaynor, president of Gaynor Automotive, from looking for better ways to serve his customers in the future. Gaynor's two locations are in Hazel Dell and Salmon Creek, Wash., which are suburbs of Vancouver. The shops provide general automotive repair and have been ASA members since 1990. Both shops are also AAA-approved repair facilities.

Gaynor has worked in the automotive industry for 28 years. He began his career at the Automotive Technology Institute in Chicago at the age of 18. He then went to work for a new car dealership until he purchased a service station in Boise, Idaho. After approximately five years, Gaynor sold the service station, moved to the northwest and opened Gaynor's Automotive. He holds a master certification from the National Institute for Automotive Service Excellence (ASE).

Gaynor and wife, Holly, opened the original Hazel Dell location in January 1986, with one technician and 3,000 square feet. Holly worked as the bookkeeper. Over the next seven years, the business grew to nine employees including Gaynor, Holly and their two sons.

With this continued growth, Gaynor thought about expanding his enterprise. In March 1994, he opened a second location in Salmon Creek, five miles north from Hazel Dell. "We knew we were outgrowing our first location and we wanted to move north in the community, which was a newer area. Our original intent was to move the entire operation to the Salmon Creek facility," said Gaynor.

This move generated more business and customers. The Gaynors were now ready to once again weigh their options. Holly was operating the Salmon Creek shop as general manager and succeeding at increasing its business. The Gaynors determined it would be wise to keep both locations. Holly began attending industry management courses and participating in the Bob O'Connor bottom line group. "The majority of Holly's success is due to Bob's group. She has learned how to do things the 'right' way, while I still have some bad habits. I am very proud of her," said Gaynor. According to Gaynor, Holly wanted to succeed, so she did. Her success has been recognized in the local newspaper. In her spare time, Holly competitively drag races. With the help of her husband and their sons, she has been competing for more than eight years.

The Salmon Creek facility has two technicians and an apprentice. In the summer months, the automotive instructor for the area school also works in the shop. The Gaynors plan to add another 1,000 to 2,000 square feet to the current 2,000 square feet, as well as two or more technicians. Holly continues to oversee daily operations as general manager.

In March 1995, yet another expansion was made. The original Hazel Dell location was moved to its current site and has more than 6,000 square feet. The move enabled the business to continue increasing its customer base and better serve the motoring public. The most enjoyable part of the job is the ability to help the customer and service their cars regularly with their trust, said Gaynor.

To ensure the businesses are kept up-to-date on the latest technologies and management skills, Gaynor also attends educational seminars. He has earned 97 credits of the 120 credits needed to receive his Accredited Automotive Manager (AAM) designation from the Automotive Management Institute (AMI).

Marketing
The Gaynors are advocates of positive advertising. The shops participate in the community's Welcome Wagon campaign, as well as advertise in the local newspapers. Through the Welcome Wagon campaign, Gaynor's Automotive offers free lube, oil and oil filter changes for all new-comers to the area. The shops are also supporters of the local youth community, including sponsoring school programs and sports leagues.

The shops also rely on word-of-mouth marketing and know the value of direct mail. A mailer is sent three to four times a year to existing and prospective customers. "The direct mailer has been one of our biggest customer draws," said Gaynor. The mailer advertises current specials, all the services provided and a written commitment to customers.

To satisfy a customer, a shop must demonstrate its ability to repair the vehicle properly the first time, guarantee its work and provide additional services. Gaynor says, "My group of employees all have the desire to satisfy the customer. And we all know the customer is the one who pays our checks." Gaynor feels he has the best technicians in the area. All of Gaynor's technicians are ASE-certified and regularly attend technical and management education courses. The shops also offer a free local shuttle, early bird and night owl drop off services, rental car availability, 90 days same as cash services and a 12-month/12,000 mile warranty.

Having the ability to service vehicles is only one part of running a successful automotive repair shop. Knowing who your customers are is another part. By using queries in his computer system, Gaynor has developed a profile of existing customers. From this collection of data, Gaynor knows his average customers are from middle-class families with two or three vehicles, averaging in age from five to 10 years with 80,000 to 100,000 miles. With this data, the shops can properly market their services and uphold their commitment to each customer.

Association Involvement
Gaynor attributes much of his success to ASA on the national, state and local levels. "ASA has helped us grow to where we are today," said Gaynor. He stresses the importance of attending chapter, state and national events. He is aware of the benefits he receives from attending these meetings, including discussing day-to-day situations with other association members.

Gaynor not only receives from the association, he gives back. He has held numerous association positions on the local and state levels, including chapter president and vice president, a member of the chapter's executive board and ASA-Oregon treasurer. He currently serves as ASA-Oregon 2nd vice president.

Future Plans Once the expansion of the Salmon Creek facility is complete, Gaynor plans to expand the Hazel Dell location once again. These plans may include a detail shop, adding to the parts department and diversifying into the tire market. According to Gaynor, there is not a tire store or service station on the north side of town. Currently, Gaynor sends detail work out and feels there is a market for this type of work.

Gaynor's Automotive will continue to provide the best possible service to its customers for many years to come. Gaynor says he takes pride in offering sincere and honest service to help the customer get back on the road ASAP with the least bit of inconvenience, and providing a good job at a fair price.

Shop Stats

Name: Gaynor's Automotive, Inc.
Location: Hazel Dell, Wash.; Salmon Creek, Wash.
Years in business: 11
Employees: 14 full-time; 5 part-time
On business:“Be honest and treat people fairly. Give them worth for their money, make them happy and they'll come back.”
Gaynor's Automotive Commitment:“ When you bring your vehicle to Gaynor's Automotive, you can be sure you will get consistent, professional service at a fair price; that your vehicle will be repaired by ASE-certified technicians using only the best parts and most modern equipment available; and that the work done to your car will be guaranteed for 12 months or 12,000 miles.

You can expect to be taken care of promptly and treated with courtesy by a friendly, honest crew who understands that our success depends on your satisfaction.”

Always Looking Toward The Future

Shop Stats