"The biggest thing I've found with ASC is that it puts you around other successful shop owners, and if you are paying attention, it rubs off on you," he said.  "You may think your shop is doing OK, but then you get around other shops that are much more successful, and you realize what you could be."

Crawley said he now makes a point to try to visit other shops whenever he travels to see how they function and get new ideas for his business.

Crawley said the former owner remained at the business for several months to show him his systems, many of which he still uses today. He has also made many changes to the 2,500-square-foot shop, which includes four technicians, one service writer, and one part-time customer service person.

The customer service specialist was an addition that Crawley said he made.  "Every two or three days, she goes in a pulls a report from our management systems and calls the customers to follow up on their repairs," he said.  "If there is a problem, she can either e-mail me within our shop management system or can call if it requires immediate attention.

  
"The clients love that we follow up and make sure everything is OK," he said.

Crawley said the shop is also more willing to pay to place a customer in a rental car on a larger repair or if there is an unforeseen delay.  "The rental charge  is inconsequential compared to what it's worth for me to take care of the customer," he said.

The shop also contracts out with a detailer as a customer service, Crawley said, adding that he will often pay to have a customer's car detailed after a large repair.

"Customer service is more relevant today than it ever has been," he said, "so little things, like rental cars, follow-up calls, or having their car detailed matter."

Crawley said he upgraded the shop's management system about 18 months ago and chose the ProfitBoost  system in part because it was Web-based, which allows his customer service person to work from home and allows him to pull up information from anywhere there's a computer and an internet connection.

The shop is using a new upgrade to allow customers to schedule an appointment through a new Web site that it is about to launch, Crawley said.  The program will also allow customers to access their vehicle's repair records, which he thinks will be especially valuable for the small fleets that make up 10 to 15 percent of the shop's business.

The shop doesn't discount to fleets, instead using customer service to meet their needs, Crawley said.  "We do try to move them to the front of the line because we realize that the vehicle may be the only way they have to get their goods to their customer," he said.

Crawley said that many of the recent changes he has made in the business have come with the help of Maylan Newton of Educational Seminars Institute (ESI), which he met through ASCCA and began working with almost two years ago.

"I don't care who a shop owner picks, but you really need to have a coach," Crawley said.  "I could see that we weren't doing some things right, but I wasn't sure how to best fix it."

Gradually, Fisk Automotive is getting closer to achieving its overall sales goals, Crawley said, even reaching them during many months.

"The biggest value of ESI for me has been the training they offer on the financial side of the business since  I didn't have a business background," he said. "By showing us there's more to be had with just a little more directed effort, we've increased our sales by about 20 percent.  They've given us the education and the push and helped us understand what's important and what to focus on."

Crawley's wife, Cyndy, has also been a mentor for him in learning to better manage the business, he said.  While she works in another industry, she has been involved in business management and customer service for many years, he said.

"I'm going to attribute my most recent success to Cyndy ," he said.  "It's sure nice to have somebody in your corner who is supporting you.  She has incredible language skills and has been a manager for more than 20 years.  While she's not involved in the day-to-day business, she has a strong background in the corporate business world , which has allowed her to mentor me."

ESI also handles the shop's direct-mail efforts, Crawley said, which, with the help of an R.L. Polk vehicle ownership database, includes an effort to target new customers of several car lines that they have identified as prevalent but underserved in the area.  "We are redirecting our marketing towards a higher-end clientele," he said.

As an three time ASE Master Technician with L1 and service writer certifications, Crawley said he also recognizes the importance of training for his technicians.  He said each is required to attend at least 12 hours of training each quarter, which the shop pays for. He said the shop also purchased each technician a laptop at the end of 2007, which has dramatically cut down on having to wait to get access to information.

"I spend $500 a month in technical support.  If you put the money back in and get the shop to the level that it needs to be, it will be able to survive the 'cleansing,'" Crawley said, noting that he believes there will continue to be fewer shops each year for the foreseeable future.  "The guys with the shops that aren't stepping up will just fade away."

Technicians log in and out of each job on the shop's management system, Crawley said, adding that it has been a real eye opener as to which technicians are really contributing the most to the business.

 
Crawley said he has also learned the value of purchasing high-quality parts from vendors with good service and very knowledgeable counterpeople.  His primary supplier is Cal-State Auto Parts, but he said he also buys a great deal from One Stop Undercar, IMC, and Factory Motor Parts.

"One thing about Cal-State and these other warehouses is that they are very good at what they do," he said.

The shop has gradually shifted to using more and more original equipment supplier parts, Crawley said, which has reduced comebacks.  "About four years ago we were having a lot of problems with brakes, so we decided to try going back to OE," he said.  "Our comebacks went from one or two a week to three or four a year.  When you're putting on OE, you just don't have the same problems."

Crawley said the shop also gets good service from a number of dealers, including Miller Toyota, Weir Canyon Honda and Acura, and Selman Chevrolet.  "Knowledge is the key, along with a reasonable delivery system."

The shop does use some aftermarket products after they have proven themselves, Crawley said, including remanufactured engines and transmissions from Jasper.  "They have a really good program and offer phenomenal support."

While the professionalism at all levels of the industry continues to improve, Crawley said that because the industry as a whole remains fragmented, it still doesn't get the respect it deserves.  "Until our industry truly unites -- with the new car dealers, independent repair shops, body and paint shops, along with the parts companies -- where you have tens of thousands of people represented, you end up with a bunch of splinter groups, and that is detrimental."

Crawley said ASC allows independent repair shops have a voice in the industry and that it then works with trade associations from the other groups when they have a common goal. "We currently have 1,100 " he said.  "Imagine the power we would have if we three or four times that many."

Crawley said he believes that the automotive repair industry will eventually have shop certification and technician licensing, and that by belonging to the association, shop owners can have a voice in how it comes about. 

"We will never really get paid what we're  worth unless the shop and the technician are licensed," Crawley said.  "If we create a situation where all technicians are trained and have to be licensed , professional wages will entice the next generation of technicians to join our industry.