Total Automotive: Where Quality Service Equals Steady Growth And Abundant Customer Referrals

Total Automotive: Where Quality Service Equals Steady Growth And Abundant Customer Referrals

When Tom Sciortino first opened Total Automotive, the Tonawanda, NY, shop had only two lifts housed in a 2,500-sq.-ft. building. That was 1986. In 1999, Tom moved operations to a new building that doubled the amount of interior space to allow for six lifts. But the growth didn't stop there.

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When Tom Sciortino first opened Total Automotive, the Tonawanda, NY, shop had only two lifts housed in a 2,500-sq.-ft. building. That was 1986.

In 1999, Tom moved operations to a new building that doubled the amount of interior space to allow for six lifts.

But the growth didn’t stop there.

“Now in 2016, we have purchased a 7,800-sq.-ft. building that has five lifts, two truck lifts and an alignment rack,” Tom explains. “The building can hold up to 14 cars if need be.”

Total Automotive also has the staff necessary to run the successful independent automotive repair shop smoothly, including four full-time technicians and a full-time service writer. Tom’s wife, Ann, serves as the bookkeeper for the business.

Ann Sciortino
Ann Sciortino

“One tech is an ASE Master-certified tech and is the lead tech of the shop,” Tom says, adding that he’s also ASC certified. “We work on all makes and models, and we do all minor or major repairs. We also specialize in diagnostic work and reprogramming on most of the major car lines.”

When the need for a new tech does arise, Tom says good, old-fashioned word-of-mouth is usually the best avenue.

“There’s always a need for good techs” he says, “so we keep our eyes open if someone becomes available.”

Realizing the importance of training, Tom says the shop is part of the Tech-Net repair shop network, which offers local training for his technicians.

“If special classes come up, I send my technicians to those as well,” he says.

That paid-for training is in addition to a total employee compensation plan that includes health benefits plus paid vacations.

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Useful Technology

In an effort to boost shop productivity, all technicians working at the shop are now using tablets that give them quick access to work orders as well as technical information. Tom says the tablets are also a great way to keep customers informed of the progress of their vehicle repairs.

Doug Owens
Doug Owens

“The techs can look up tech info and wiring diagrams right at their work stations,” he says. “They can also take a photo of a problem on the vehicle that we can show to the customer. This works especially well with customers who drop off their vehicle and have to get to work. We can just text or email the photo so they see what the problem or the specific damage is. It’s just another reassuring way to let our customers know their vehicle is in good hands.”

Tom says the staff also uses a shop management system to help streamline day-to-day operations.

Scot Pelletier, Master Tech
Scot Pelletier, Master Tech

“We’ve been using the Mitchell 1 shop management system for all of our inventory and online ordering,” he explains. “We get the most up-to-date pricing, and it will mark it up to our matrix.”

Location, Location, Location

While many shops pour significant dollars into advertising, Tom says he hasn’t had to, partly because of where the new shop is located, but also because of positive word-of-mouth referrals.

“We have done very little advertising in the past few years,” he says. “We find that good service brings in many new referral customers, and our new location is on a very busy street. The street presence has definitely impacted our customer base.”

Jeremy Drager
Jeremy Drager

Even so, Tom says he knows having a professional website that can be found easily on a Google search is critical to success in today’s mobile-friendly world.

“We’ve just started implementing SEO best practices to update all the information from when we moved to our new location,” he explains. “We also are in the process of updating our history and photos to keep the site up to date.”

“A website tells a lot about a business,” he continues. “It has become the way people look for a place to go besides word of mouth. Your website has to tell people you’re a trusted, qualified business.”

x_dsc_5098Customer Loyalty

While many shops have good results with coupons and other discount programs, Tom wanted to take a different route that not only rewards a customer’s loyalty, but also encourages return visits for additional service.

“Rather than giving out a discount, we started a gift card program,” he says. “The gift card can be used for additional work needed on their vehicle. Also, when a manufacturer runs a rebate sale, we match the sale in the form of a gift card for future service. For example, if Mastercraft Tires has a $60 Visa rebate on a set of four tires, we will match it with a $60 gift card for future service at our shop.”

Chris Johnson, service writer
Chris Johnson, service writer

And when customers do bring their vehicles in for service, they know they’ll be greeted not only by a friendly staff, but an inviting waiting area complete with tile floors, a fireplace and TV.

“Our new shop has more than 1,000 square feet dedicated to a showroom and service writing area,” he says. “We offer complimentary coffee and tea, and the waiting area keeps customers away from the noise of the garage.

“But we do have a viewing window for them to look through so they can see the progress of work being done on their vehicle,” Tom continues. “If a customer is greeted by a clean environment, they can be sure that their car will be treated with the same level of care.”

Customers can also rest easy knowing that if problems do arise, they can take advantage of the nationwide warranty Total Automotive offers as a TechNet shop.

“We have a tire road hazard program and towing reimbursement,” Tom says. “Our customers have taken advantage of these services when they go out of town or even if they move out of state. We stand behind our work nationwide and in Canada.”

Tom says although his shop has grown significantly over the years, he pushes his team to continue to get better every day.

“You have to keep up with technology, and the equipment needed to fix newer cars,” he concludes. “In addition, you have to have a staff that is willing to invest the time it takes to learn how to fix those newer cars.

“At the end of the day, we strive to keep people safe on the roads.”

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