Buying an auto shop comes with unique challenges, and no one understands this better than Chris Cotton, the owner of Firestone of Durango and an experienced coach at Autofix Shop Coaching. In this blog (Based on Episode 142 of Business by the Numbers Podcast), we explore how Chris turned a stagnating business into a thriving shop by implementing modern technology, focusing on employee retention, and maintaining operational efficiency while being an absentee owner. His journey offers invaluable lessons for anyone looking to increase auto shop profitability.
Understanding the Importance of Employees
One of the first things Chris realized when purchasing the shop was the value of its employees. “I didn’t give enough thought to the importance of the team when evaluating the business,” he admits. Retaining experienced staff allowed him to leave for a month-long road trip just 10 days after taking over, trusting that the shop would continue to run smoothly. For auto shop owners, having a solid, reliable team is as crucial as having the right equipment.
having a solid, reliable team is as crucial as having the right equipment
Revamping the Technology
One of the major upgrades Chris introduced was implementing modern shop management systems. The previous owner relied on outdated systems, and as Chris mentions, “They were still using paper for scheduling.” Switching to digital scheduling, online communication tools, and customer relationship management (CRM) systems helped streamline operations and freed up the team to focus on bigger tasks, such as estimates and customer service.
Employee and Customer Communication
Chris also improved how the shop communicated with both customers and employees. By using digital vehicle inspections (DVIs) and an efficient online scheduling system, Chris was able to eliminate time-consuming phone calls, making the process smoother for both his staff and customers. His advice to shop owners: prioritize how your shop communicates to boost both productivity and customer satisfaction.
Doubling Profits with Smart Strategies
After upgrading systems and training his staff, Chris’s shop doubled its average repair order from $250 to $485 in just 45 days. The key was not only in raising prices but in providing better service, from thorough inspections to improving customer satisfaction. “It’s about running a smarter business,” says Chris.
By focusing on profitability, employee retention, and modernizing shop operations, Chris Cotton was able to transform a long-running shop into a more efficient and profitable business in less than two months.