Magazine for the auto service professional
Issue link: http://asp.epubxp.com/i/684411
24 | ASP June 2016 Business The importance of being Auto Centric Repair facility is on a quest for excellence T om and Deb Ham's Auto Centric repair facility is located in Grand Rapids, Mich., a state bordered by four of the Great Lakes. Since opening in 1978, this upper-tier repair business exemplifes the defnition of both grand and great. "People want their problem solved the frst time, and as reasonably as possible," says Tom. "Tey want a clean deal, without complications, so that they can move on with their lives. Tat's what we strive to deliver, each and every time. It's really that simple." Tom says that Auto Centric actively pursues "the better" customer. "Some shops, intentionally or unintentionally, tend to attract the 'crappy' customer. If the shop is dark and dirty, or otherwise presents a less-than-inviting image, this tends to attract problem customers. We paid quite a bit of attention to our waiting room and overall appearance, and it makes a diference." Tom ofers this advice, "If your shop is clean and orderly and makes people feel welcome and comfortable, you tend to automati- cally attract the better customer. Tis can eliminate about 90% of crappy customers. It's a simple strategy... by elevating your level of professionalism you attract the better customer." Te company's quest for excellence is evident, exemplifed by the shop's success. (Auto Centric was one of fve fnalists for Undercar Digest magazine's "Top Shop in the USA" award two years in a row.) Automotive repair magazines, especially Auto Service Professional, are important sources of infor- mation for Tom and Deb, and they pass along the magazines to their technicians. Tom says, "ASP defnitely gets read. It's got better content and speaks the language. I know my technicians read it cover-to-cover, and it's one they keep." Tom was quick to add that he is now digitally reading trade publica- tions and their website oferings. To help others in the industry succeed, Tom founded and is heavily involved in the Automotive Management Network. Currently with more than 10,000 members, the network helps repair shops manage their operations. Auto Centric Grand Rapids, Michigan Owners — Tom and Deb Ham Business founded — 1976 Number of bays — 6 Number of certifed techs — 4 Shop size – 4,400 square feet Number of vehicles serviced/month — 150 Hourly labor rate — $95 Average job ticket — $400 Gross proft — approximately 60% Annual tool and equipment expenditures — $10,000 to $40,000