No job is too big — or too small — for John’s Automotive Care. Whether it’s performing driveability diagnostics on a fleet vehicle, or simply changing a light bulb on a customer’s car, owner John Eppstein says the staff always gives 100%.

“Our specialty is that we work on all makes and models,” he says, “and we do repairs as small as changing light bulbs, oil changes and smog testing, as well as larger repairs like driveability diagnostics and engine replacements. We work on everything in between with the exception of paint and body work.”

Add to that the maintenance and repair of fleet vehicles from Prius hybrids to large box trucks, and you can see why the 12 bays at John’s Automotive Care are consistently full. While John ran a one-man show when he opened his shop in 1998, the business grew quickly, necessitating a move in 2003 to the shop’s current location on Riverdale Street in San Diego.

The shop now employs 13 people, including four technicians and two tech assistants, whose training John takes very seriously. All four of the technicians have multiple ASE certifications and John himself is a Master Auto Tech and Master Medium/Heavy Truck Tech (23 certifications total). Techs Tony Shelton, David Boylan and Eric Andrews are also ASE Master-certified, and the tech assistants are scheduled to take certification tests this fall.

Training Focused

With such a strong focus on training, it comes as no surprise that John’s Automotive Care has met the NAPA Blue Seal of Excellence Recognition Program criteria for a 12th consecutive year, and that John was bestowed with the prestigious National NAPA/ASE Tech of the Year award for 2016. Giving the entire staff access to training is important to the shop’s success, John says.

“Both NAPA and CARQUEST have technical training packages that we sign up for every year, including six classes that all my techs can attend,” he says. “We also attend other classes put on by ACDelco, dealerships and a few from the Automotive Service Councils of California (ASCCA). We do a lot of in-house training with our tech assistants as well. Training is mandatory for all the techs, which is a benefit to them as well as the shop.”

Keeping great techs, John says, comes down to really getting to know your employees on a personal level, not just focusing on what they do for the business. “I spend 30 minutes collectively almost every day talking to each employee one by one to see how they are doing,” he continues. “It’s the little things you do to show your appreciation that mean the most.”

Benefits such as a five-day work week, tool matching program, paid training and ASE testing for techs, as well as medical, dental, vision and chiropractic are certainly appreciated, but also expected today. So in addition to paid vacation, contributions to the employees’ children’s college fund, PTO days and a gym membership, John goes above and beyond.

“We pay out year-end bonuses as well, but I like to do one specific, yet unexpected, thing every year to help out each employee,” John explains. “It might be free tires when they can’t afford them or paying off a parts bill for their car. I once paid for a flight for an employee so he could visit his daughter in another state.”

Smart Marketing

While referrals account for about 35% of new customers, John says they are always looking for new ways of attracting quality customers — the key word being “quality.”

“We have a solid customer referral program that consists of $25 off the first visit for a new customer,” he says. “Originally, we offered a free oil service, but almost everyone who came in on that program just took the free service and nothing else. I think those people came in expecting to pay for nothing. It may have brought in more people, but the $25 off coupon has brought in ‘better’ customers. These people came in knowing that they were going to have to spend some money. We ask for referrals though, and people who give a successful referral get a thank you letter and a free oil service.”

Some other successful marketing strategies include:

• Monthly expenditures on pay-per-click Internet advertising with Haystak;

• Leveraging 40-plus user reviews on Google and 80-plus user reviews on Yelp;

• Advertising online with NAPA AutoCare Business Development Group and ACDelco websites;

• $5-off coupons on candy bags that customers receive at every visit;

• “Customer of the Month” program with prizes donated by other local business owners; and

• Partnering with two local body shops to do repairs for them.

And that’s just the tip of the marketing iceberg. From sponsoring Little League teams to giving free car wash coupons to customers, John has been successful in getting the word out about his business to the local community in both big and small ways. And once a customer comes into the shop for vehicle service, they’re usually impressed with its appearance.

“We have a very clean shop inside and out,” John says. “If your shop looks dirty and cluttered, most people will think that is how you will treat their vehicle.

“Our office and waiting room areas are colorful and geared toward our female customers,” John adds. “Fresh flowers every week, hand sanitizer on the counter and lots of little things show the community service that we emphasize on an ongoing basis. A spotless and comfortable bathroom that is clean and not too cluttered is also much appreciated.”

Shop Profitability

John says they are continuously looking for ways to improve processes at the shop. From using the best tools and equipment to having the right people for the job, every aspect is important.

“We look at our tools and equipment and if we need something to do a better and faster job, then we purchase it,” he says. “Having the right people for the right job is also very important. Having a tech writing service or an advisor working on a car does not help with productivity.

“We also have an employee who shuttles people around and keeps the parking lot in order so the techs and advisors don’t have to. In addition, we have a couple of tech assistants who help the technicians with some of the more time-consuming things so they can focus on the more technical things. This also helps train the assistants to become our techs of the future.”

John also relies on utilizing AutoVital’s paperless backshop and inspection program to help increase efficiency for techs and advisors.

“This helps us build value with the customers, and the photos are great educational tools to show them their vehicle’s problems,” he explains. “A picture is truly worth a thousand words.”

Industry Associations

A longtime member of ASCCA Chapter 24 in San Diego, John also serves on the state board of directors. John says the group offers great programs and benefits, such as special pricing on Kendall Oil products, worker’s comp insurance, credit card processing and 30 free minutes of legal and marketing/management advice each month.

“The relationships that I have built have been invaluable,” John says, “and when I hit a roadblock with something, I can call on any number of other shop owners to help me get past it. We have an email thread called, ‘Team Talk,’ which allows me to send an email to all members and get some amazing feedback on items and issues going on at my shop any time I need it.”

Partnering with other organizations, John says, is critical to success, whether it’s hiring an SEO company to take care of your Web presence or belonging to a business development group.

“It’s impossible to know every aspect of owning a business, so partnering with the right people surely helps,” John says. “My relationship with NAPA Auto Parts (the shop has been a loyal NAPA AutoCare member since 1999) has given me a tie to a nationally recognizable brand, and the people are always looking to help me become successful.

“ASCCA and my NAPA Business Development Group have helped me create relationships with the shops in my area, which has given me great resources for tools and knowledge,” he continues. “And, my 12 years in The Bottom Line Impact Group through RLO Training has been the single most important partnership that I have formed. Without the guidance and support of my BLIG 20 Group run by John Wafler, I would probably no longer be in business today.”