“We ran the business for a year before purchasing it,” Chris explains, adding that they must be doing something right, having just celebrated their 15-year anniversary as shop owners. “Both Brian and I went to Southern Polytechnic State University, where we both graduated with bachelor’s degrees in mechanical engineering in technology. Not that that makes us good business owners — everything we’ve learned up to this point has been self-taught.”
Focus On Training
[atc] AutoCenter’s four technicians as well as the independent repair shop’s two service advisers all benefit from required continuing education. As a NAPA AutoCare Center, [atc] AutoCenter is also eligible for the company’s Autotech classes offered throughout the year.
Elite Worldwide also has been instrumental in helping Chris and Brian take the shop to the next level in terms of production and profitability.
“Elite Worldwide’s coaching program has helped us tremendously,” Brian says. “In the coming year, our service advisers will attend Elite Worldwide’s Master’s Program. It’s a six-month commitment that is really a lifetime commitment to change for the better.”
In addition to paid training, as well as reimbursement for ASE certifications, [atc] AutoCenter employees enjoy performance bonuses, paid vacation and holidays, short- and long-term disability coverage, as well as a savings plan.
“We treat our employees like people, not a number,” Chris says. “We don’t look at ourselves as ‘the boss’— we all work together.”
While transmissions are the shop’s specialty, [atc] AutoCenter techs also perform everything from routine maintenance to advanced diagnostics on almost all makes, both foreign and domestic, and occasionally even a Ferrari or Aston Martin. Each tech has a laptop, and assigned bays help keep repairs on track and productivity up.
“We have started setting goals for the technicians to hit based on the previous year’s numbers, and we post them weekly,” he explains. “All techs clock in/out on each job through our management software, Mitchell Enterprise. We’ve also assigned bays for our techs so they don’t have to drag their tools from one end of the shop to the other.”
Focus On Shop Appearance
While continually improving processes is critical to success, Chris is quick to add that customers also need to feel welcome and comfortable while waiting for repairs. Shop appearance should convey professionalism and organization.
“We have created a warm atmosphere in our waiting room, complete with Keurig coffeemaker, cold beverage cooler, TV, newspapers and snacks to help customers feel at home,” Brian says. “We also offer a shuttle service to customers who need a ride.
“I think the biggest thing about customer service is to treat people like we want to be treated, and to let them know that you empathize with what they are going through,” he continues. “Our goal is to change the way people think about the automotive service and repair industry and to develop relationships that last.”
Focus On Communication
Word-of-mouth has worked for the Augusta-based shop since the doors opened in 1972, and satisfied customers continue to send friends and family to [atc] AutoCenter. So much so that Chris and Brian are able to focus on creating brand awareness in the community, rather than more traditional marketing such as direct mail.
And fresh content on the shop’s site includes not just your typical blog, but video posts that showcase how customers can save money by checking tire pressure, as well as how to budget for maintenance.
“We’ve just gone through a redesign of our website and are constantly trying to change content so that it doesn’t get stale,” Chris says. “Most people will research you online and check out your website before they will even consider doing business with you.”
Focus On The Future
[atc] AutoCenter’s signage includes brackets around the name for a reason. They serve as visual reminders of the company’s priorities, representing the past and the future of the shop and showcasing what’s “at the center” of everything they do.
“Our care and attention goes beyond the car and beyond the customers’ expectations,” Chris says. “At the center of our business, you’ll find a unique mix of trust, talent, truth, teamwork and, of course, transmissions.”
Adhering to those values, while also partnering with outside training like Elite has helped Chris and Brian continue to push [atc] AutoCenter toward continued success in today’s fast-paced world.
“The single biggest thing for us was to get out from under the hood and instead focus on our business,” Brian says. “Partnering with companies such as NAPA, Elite and Jasper’s reman program have helped us tremendously.
“Success comes in many forms,” Brian continues, “from being a mentor to the people around us and trying to make a difference in someone’s life, by adhering to what Bob Cooper with Elite says: Do the right things for the right reasons and your business will be successful!”
Chris and Brian are definitely on the right track, with their success allowing them to start construction on a second location, coming in 2015.
