San Diego--John Eppstein, owner of John's Automotive Care and three-time NAPA/ASE San Diego Distribution Center Technician of the Year, said that initially, the hardest part in running an automotive repair shop was convincing himself that his job was to run the business, not repair the cars.
"That was one of the big challenges," said Eppstein, who purchased John's Automotive Care in 2003. "I wanted to be involved with everything, and to be a good shop owner you can't be involved in everything. You need to be on the fringes of everything, but you can't be at the center of everything."
Eppstein said he once owned a smaller shop where he performed mechanical duties, but when the opportunity presented itself to purchase an 11-bay shop, he jumped on it. Because the new shop offered more space and a larger customer base, he said it changed his role as a shop owner and required him to seek out assistance in running his business.
"I became a member of the R. L. O'Conner Bottom Line Impact Group, and I've been a member of that group for about three years now," he said. "Marketing and advertising was a huge thing that I had no experience with whatsoever, and without the Bottom Line Impact Group, I would probably have nothing. You have to admit that you can't do it all, look for help, and accept the help."
Membership in the group also helps to monitor his numbers every month, Eppstein said, and is an opportunity to discuss business strategies with other members.
Eppstein said his shop is AAA-approved and that he is a board member for the Automotive Service Council (ASC) of California and the president of his local NAPA Business Development Group.
"There are 13 NAPA Auto Care Centers that are involved in the group," said Eppstein, whose shop has been a NAPA Auto Care Center since 1999. "It is challenging because people join and they want the immediate gratification of 'what can I get right now?' They are not really looking at the long-term benefits."
Eppstein said the greatest benefit of his involvement in the NAPA Business Development Group is the network of shop owners he gets to share ideas with.
"If you're not part of a group, you're basically out there by yourself and you're fighting everybody and everything," he said. "For me, I know that the little shop down the street is not my competition. The other NAPA Auto Care Centers in San Diego County that are a part of my group are not my competition--they are not the guys I need to worry about--they are the guys that can actually help me, and I can help them become more successful."
Ultimately, Eppstein said his biggest competition comes from himself. "There are millions of cars in San Diego, and even if I wanted to, there is no way I could fix every car," he said, adding that he averages 220 repair orders a month. "I couldn't even come remotely close. I only need a small portion of those cars to drive in to my shop and be happy with my service and to stay here and recommend me to other people."
Through a referral program at John's Automotive Care, when a customer recommends a new customer to Eppstein's shop, the new customer receives a free oil change, and a thank-you letter is sent to the referring customer with a coupon for a free oil change. At the outset, the program generated six to 10 new customers a week, he said.
Eppstein said he is also a sponsor in a point-for-profit program that brings in a number of new customers involved in community organizations.
"It is a program where people that are in the Elks or the Moose club can join, and if they use one of the sponsors--like me--they get funny money, which can be turned into real money for a charity of their choice."
Another service he said he offers is repair and maintenance reminders through his NAPA TRACS program.
"When somebody picks up their car, we ask them if they would like reminders. If they say yes, we find out how they want to receive them--by a phone call, e-mail, or post card--and we follow up with that.
Maintenance has become more profitable, Eppstein said, and it can largely be attributed to a greater awareness of its importance.
"It is all about educating the customer," he said. "People are becoming more aware of preventative maintenance and are willing to do it. Everybody is promoting it, including the dealerships and other repair shops."
Eppstein added that it is important to first find out the customer's intentions with his or her vehicle before services are recommended.
"If the customer is only going to keep the car for two years and then turn it back in, we wouldn't try selling a lot of maintenance," he said. "But if they said they wanted to keep the car for 15 years and they wanted it to be reliable, then we're going to follow their maintenance schedule and suggest a few things along the way more often, and we will make sure that their car gets there."