All too often, going into business together can strain a friendship, but this hasn’t been the case for Lou Lippert and Mike Maloney. If anything, opening Convenience Auto Service in March 2004 and working to operate a successful independent repair shop has only solidified the alliance — and resulted in the two friends celebrating their 10th anniversary in business.

How do they make it work? Lou, who holds five Master Technician certifications, handles the day-to-day shop operations, while Mike runs the ­finance and marketing side of the business, including serving as webmaster.

“Mike and I usually approach problems very differently, and while that sometimes can be time-consuming, talking through decisions usually ­results in a better outcome,” Lou explains. “The fact that we highly respect each other, and strive to get along, propels us.”

 

Tech-Savvy Customer Base

Located in the college town of Ann Arbor, MI, Convenience ­attracts a tech-savvy customer base, one where iPhone use is a given. Mike says staying current with technology is a must.

“Being in a college town, the majority of our customers have smartphones, and they use the website not only to find us, but to communicate,” he says. “We have a very unique website that I custom-designed for ­Convenience Auto. The design is more inviting and informative than competitor websites.”

The website ­features a ­responsive design that allows for easier use by customers on mobile devices. They can quickly find out more information about after-hours drop offs, or call the shop with the click of a button.

Also unique is the shop’s ­Preventative Maintenance Blog, which offers timely, helpful ­information customers can really use. Consistent posting also helps the shop be more readily found in search results, as search engines such as Google favor well-written, regularly posted website content.

Lou says Mike’s graduate ­degree in business administration with a minor in marketing gives them an edge when marketing to tech savvy customers.

“We believe that we are much more savvy in the marketing area than the average ­independent shop,” he says.

 

Impeccable Service

Marketing details aside, Lou is also quick to add that there is no substitute for ­having the best product.

“We constantly evaluate the competition and determine how to provide the best service possible,” he says. “We don’t do much conventional ­advertising. Word-of-mouth always has a bigger impact, and it’s cheaper, too.”

Lou adds that his philosophy of “product is king” helps the shop always provide the best possible repairs for its customers — something they ­appreciate perhaps more than ­discounts or promotional offers.

“We strive to fix cars right the first time, and on time,” he says. “We ­undercommit and overdeliver for our customers. They respond more positively to this strategy than any discounts or advertising program.”

Customers also appreciate the shop’s recent building improvements, including an enlarged write-up window, as well as a remodeled welcome area, customer bathroom and customer lounge. In addition, the heating and air conditioning system underwent a significant upgrade.

“We’ve been in business for 10 years now, and our shop was starting to look a little tired,” Lou explains. “We’ve embarked on a significant program of building improvements this year to make our shop more customer friendly. Our initial feedback has been very positive, especially regarding the areas that customers come in direct contact with.”

 

Top-Notch Training

About 40 to 50 percent of those ­customers are driving Subarus, which just so happens to be Lou’s specialty. He spent 22 years at a Subaru dealership, honing his craft before opening Convenience Auto and bringing many of his former customers with him. With the shop previously catering to German cars, those models still make up about 25 percent of the shop’s volume today.

“Our shop prides itself on being a one-stop shop,” Lou says. “We offer everything from preventive maintenance to comprehensive engine ­repairs.”

The shop’s three ASE-certified Master Technicians and one trainee perform that service, and Lou says he and Mike make sure they stay up-to-date on emerging trends in the field by encouraging — and paying for — their employees to attend training classes.

Lou says they also reimburse their techs for the costs associated with ­certification. Not surprisingly, the shop’s retention rate is extremely high.

“For most people, compensation is only one part of their satisfaction on the job,” Lou says. “We believe in ­fostering a positive work environment and encouraging the good in every employee.

“We constantly are looking to catch employees ‘doing something right,’ and we recognize those actions that improve customer satisfaction,” he continues. “After all, ­repeat customers are the key to our ­success.”

When they do need to fill a vacancy, Lou says they rely on Mike’s experience with executive recruiting from his corporate days: You wouldn’t run an ad for a top-notch CEO candidate, and you aren’t likely to find the ideal technician that way, either.

“Referrals for those types of jobs typically come from your network — ­respected professionals and folks you know in the industry,” Lou says. “Frankly, I’m surprised that more shop owners don’t use the same philosophy in recruiting non-managerial employees. Referrals from friends, neighbors and others in your professional network will almost always give you more ­accurate leads than a blind ad.”

 

Staying Competitive

In addition to a well-designed website, quality service and knowledgeable employees, Lou says he and Mike are constantly looking at processes and how to improve them to provide the best end result for their customers. For example, in order to improve wait times, they recently upgraded the shop’s computers and Internet speed — making a significant positive impact.

Lou says they also recently joined a 20 Group through RLO Training, which has helped them see how other top-notch owners run their businesses.

“We’re ­always looking for new ideas and ways to benchmark ourselves,” Lou says. “It’s a competitive world out here. Shop owners need to establish solid processes, create a solid team and control costs. Then, minimize the variability in those processes, and once you’ve established consistency, start raising the bar.”

In today’s tech-savvy world, ­customers are smart, Lou says, and they buy from the people they like.

“They recognize good service, so value and service need to be the centerpiece of your business plan,” he concludes. “Outperforming your competition in these areas will have more to do with your success than anything else. It takes a relentless commitment to figure out what your customers want, and then give them more of it than your competitors.”

With that commitment to excellence, Lou and Mike are sure to keep delivering quality service to their Ann Arbor customer base now and for many years to come.