The Mighty PROS Vol 17 No 2

THEMIGHTY

The Bottom Line Is “The Customer Experience” —Probing the Creative Genius of Randall S. Simpson, President and CEO, WLR Automotive Group, Frederick, MD It was late 1984 – the year the Apple MacIntosh “We Can’t Afford It!!” personal computer hit the market and gas was $1.80 a gallon. That’s when a church member Randall often arose with a sunny nothing-can-stop- approached Randall Simpson with a business me disposition. On the day of the grand opening of offer: “How would you like to run a one-bay tire their first quick lube, he was certain that at least a shop and gas station in a small nearby town of hundred cars would come rolling in to be serviced 500 people? I want to open a larger location in by his 20 eager employees. Only 12 came through. Hagerstown, Maryland. You interested?” Two weeks later, he still struggled with just six employees. Steve was having a mild panic attack “Sure. Why not?” and strongly suggested that Randall get a part-time So said the man who never changed a tire in his life job and run the lube business on the side because, and didn’t know lug nuts from walnuts. He ran it for “Frankly, Randy, we can’t afford you.” (Randall was a year and, alas, it was making $150 a week.) The not worth it. He put it up message was to retreat for sale with the help of with a skeleton crew just an experienced business to survive. broker, Steve Rainey. “I really thought we were Interestingly, Steve done,” Randall admits, but turned out to be Randall’s he nevertheless insisted, business partner for the “No, absolutely not!” So, next 25 years. Steve took out a second Steve had another idea: mortgage on his house to an old local JCPenney make their first quick lube store location had shut a success. down, and he was trying Randall Simpson’s Auto Spas feature Randall and Steve played to lease the location the ultimate in robotic technology their respective roles in out, while trying to sell this epic: Randall oversaw quick lube franchises for a living?” pushed for more. He the operations, and Steve for a company based in three and four shops did the advertising. Steve Oklahoma. He saw the would have been content two opportunities as a with one super-successful package. “Hey, Randy – operation, but Randall any interest in running a was reaching burnout visiting quick lube – changing oil a week, doing payroll, and “Sure. Why not?” running a shop one day a week. It’s 1986, and Randall is off to Oklahoma to see It was a 10-year relentless push to make this his first quick lube in action. He was blown away venture a triumph, and then, one day: “I can’t by its customer appeal, operational simplicity and keep this up, Steve. We need a corporate office, profit potential. The franchisor made a pitch to sign and employees, and I’ve got to hire somebody to him, but Randall declined and instead opted to help me.” Again, predictably, “We can’t afford it,” buy the intelligence complete with business plans, said Steve, but Randall’s persistence paid off and facility designs, and policy manuals for $6,000. He eventually won the day when he bought his partner returned home to spend the next 10 years having out. In time, Randall was operating 26 locations on fun changing oil and making a good living. some of America’s most historic real estate.

From Quick Lubes to Car Washes: hanging plants, beautifully pristine and well- Randall’s Amazing “Epiphany” maintained facilities, and smartly appointed interiors. The ultra-comfortable waiting room seating reflects Epiphany is not a word we use much, but it’s the the company’s strong desire to want customers to best word to describe a “light-bulb” moment when feel at home, relaxed and cared for – even loved. an opportunity, challenge or situation is suddenly There’s free WiFi, complimentary juices and snacks, understood from a new and deeper perspective. and amenities such as CCTV monitors for customers to see the actual work being done on their vehicles We’ll let Randall explain. and to be dazzled by the ultimate in robotic technology. “I’ve learned that it takes years to finally discover the ‘Big Idea.’ It was in early 2003 when we opened And now with the debut of their new Auto Spa our first Auto Spa Car Wash in Frederick, Maryland. Express locations, customers who prefer a hands-on I talked to many of our customers that opening experience are also offered free vacuums, rags, air week, and all they wanted to talk about was their hoses and nifty mat-cleaning machines. experience. Unlike our quick lube customers who do what they have to do by changing their oil, our Once again, the focus is on the overall customer car wash customers were saying they had so much experience rather than just the services being fun in the transaction! They were driving away as if performed or provided. And there it is, if you’re they had just left a new-car showroom. Folks were looking for the secret of their success and the really buying into the experience.” template to copy. Inspired, Randall decided to go all the way with The Company Today Auto Spas, building units with the emphasis on much more than suds and polish, but on the entire It has taken the last eight years to build a “customer experience.” professional team. Today the WLR Automotive Group corporate office is a landmark in Frederick, Customers are greeted by cascading waterfalls, Maryland, with some 40 employees. Management manicured landscaping, flower beds, luxuriant One of WLR’s new Auto Spa Express facilities

staff goes through an extensive six-step mandatory What in this man drives these endeavors? The training before overseeing their 13 Lube Centers, answer took us back to his early teenage years. five full-service Auto Spas, six Auto Spa Express locations (four more are being built) and two repair The Power of a Child’s Indignation facilities. WLR has created more than 400 jobs and owns hundreds of rental properties. “My father was a humble, hard-working man who did tough manual labor…maintenance work…for What’s more, Randall runs a growing Mighty Auto several wealthy members of our church. He was not Parts franchise that he characterizes as “an amazing treated with the kindness and respect he deserved. operational advantage.” He continues, “Before He’d come home overworked and exhausted late at Mighty – that’s some nine years ago – when we night, including weekends. went into the parts room for a filter or for anything – we didn’t know what we didn’t know! I mean, how “A parishioner loaned him some money to buy our much out-of-date, obsolete stuff was just gathering first house, but there was a misunderstanding of dust and costing us? How much had we invested some kind that forced Dad into the court system. in inventory? What were the inventory turns? We had no management tools – no know-how and no “The way he was treated made me so determined to manager for this vital area of our business…until never, ever in my life be in a position where someone Mighty arrived. Managing Partner Sandy Grandstaff felt they could take advantage of me and treat me has our parts rooms down to a science…and it’s like they owned me…and that I’d have to bow my made a huge difference in maintaining what I’d call a head and take it. That experience hurt my father, model inventory program.” but it put a fire in my belly. I resolved to do whatever was needed to be my own man…to run my own What Makes Randy Run? business…to be as successful and as honorable as I could be.” What stirs the soul of Randall Simpson? What powers his dynamic spirit and remarkable corporate Changing Lives – One Neighbor at a generosity and creativity that produces at least one Time high-profile community benefit per week, like their “Soles of Love,” providing hundreds of new One cannot help being moved by WLR’s Corporate shoes for those in need with WLR’s Stiletto and Culture video featured on their website. Its message, Shoebox promotions? Or dressing their high-energy music, imagery and examples of exquisite charitable employees – the Car Care Crew – in smart uniforms, work play out under the theme, Changing Lives – giving them bicycles and fully supporting them as One Neighbor at a Time. “Our belief,” says Randall, they volunteer to pedal 100 miles to rack up $10,000 “is that if we can build and maintain a strong for the Boys and Girls Clubs of Frederick County? corporate culture and a stronger community culture – if we can do that – then together we can build a stronger world.” WLR’s corporate staff with food collected for their “Feeding Families” promotion last Thanksgiving

ARE YOU SERVICING FLEET CUSTOMERS? Private and government fleets own and  Long term and ongoing business operate more than 20% of light duty relationships can be developed. vehicles on the road today in North America – and that doesn’t include larger trucks  Fleets tend to be more concerned with and buses. These businesses can be attractive “cost per mile” than “cost per part” and sources of new service revenue and profits. prefer quality, longer-lasting products. Consider the thousands of service companies that have fleets of vans, trucks, and cars for their Unlike retail, you must make a sales call on employees. Then add to that the thousands of fleet managers to earn the business. How can a government fleets that elect to outsource the service center operator best locate potential fleet maintenance and repairs of their vehicles. customers? There is no “typical” fleet, as there are increasing  Take note of logos on vans and trucks in choices and options of vehicle brands, models, your area. sizes, capacities, and engines. And there is no “one size fits all” when it comes to fleet service  Search online; it can be helpful to use either. Large fleets will usually have in-house satellite images to verify the fleet’s vehicles service facilities that employ their own staff of and facilities. technicians to handle most of their maintenance and repair needs. However, many smaller  Call on local government fleet managers to operations (75 or fewer vehicles) will look to local learn about their service needs. automotive service providers to handle some, or all, of their needs. This could mean significant  Scout local industrial and business parks. opportunity for you! As you well know, procuring additional retail Following are some things to consider if you’d service business can be challenging and like to pursue fleet business in your area: sometimes require expensive marketing efforts. On the other hand, fleet business is typically  Fleets demand reliable service; vehicle earned through developing strong business downtime means lost profit. relationships and providing exemplary service. If you’re willing to put in the time and effort to find  Many fleets utilize older, out-of-warranty them and develop a working partnership, fleets vehicles. could offer a consistent and reliable source of sales for many years!

New Training Videos Available for Automotive Repair Shops A recent survey revealed that shop technicians LOVE the Mighty Minute video series! Some shops are even including the videos in their training programs *QR code to the playlist or to train new technicians. The Mighty Minute is hosted by Peter Meier, http://fqrct.com/t/8def88e Technical Editor for Motor Age. Peter uses his vast knowledge and experience to make these videos helpful to both new and seasoned pros. Below are eight of the latest videos. The complete playlist can be found on Mighty’s YouTube channel.* Ep. 17: Finding A/C Leaks – Don’t Let the Ep. 21: TPMS Essentials Little Ones Get Away! Tire Pressure Automotive A/C Monitoring Systems, systems are using less or TPMS, have and less refrigerant – been mandatory on which makes finding passenger cars and any leaks in the system light trucks for over all that more important. a decade. But many How do you find the techs are still unsure difficult ones? of how to properly test, service and repair these systems. Let’s see what we can do to change that in this episode. Ep. 18: It’s All About the Flow! Solutions to Engine Overheat Complaints Ep. 22: Indirect TPMS – The “Other” Tire Pressure Monitoring System As an automotive service professional, do The TPMS warning you have a tough time light is on, but you nailing down the cause can’t detect the of an engine overheat presence of any complaint? Peter Meier sensors in any of the will share the best ways wheels. Perhaps you to troubleshoot in this episode. need to take an indirect approach to the problem! Ep. 19: The ONE Service You Should Perform on Every Car! Ep. 23: Direct TPMS Service Tips If there’s one task TPMS is a mandated every technician should safety system that is perform on every easily inspected. And vehicle they service, it’s if you’re performing tire inspection. Why? any kind of tire-related Peter Meier will tell you work, it is imperative in this episode of the Mighty Minute. that you make sure the system is working correctly before that car leaves. Ep. 20: Only a Professional Tire Repair Will Do Ep. 24: Let There Be Light – How to Fix There are usually two Yellow, Cloudy Headlights ways of performing any kind of repair – How many cars come the right way and the into your shop with wrong way. Tire repair headlights that are is no exception. Are yellowed and cloudy? you doing it the right Well, they don’t have way? to leave that way!

On the Line From Key to Keyless Ignition Both Customer and Technician Can Be at Risk! The transition from a key to an electronic code (Key- less Push Button Start) comes with a new set of pedal. However, some systems By Larry Hammer challenges and safety measures that must be con- allow the operator to shut the Technical Services sidered to prevent injury to the vehicle operator or the engine down without placing the technician. Most view the fob as a key and that is not the transmission in the park posi- tion. There should be an audible case. It allows keyless entry to the vehicle and provides warning, but it is often not heard, possibly from back- starting capability, but it does not play a role in shutting ground noise, or a hearing impairment. This can allow a the vehicle down. Once started, the vehicle can be driven roll-away crash causing personal injury, damage to the ve- hundreds of miles without the presence of the fob. Just hicle, or property damage. Vehicles that require an ignition don’t depress the Start/Stop button on your next stop. key will not allow removal of the key until the transmission Let’s consider some events that have created issues with is placed in park. the vehicle owner in safety, inconvenience and potential SAFETY WHEN SERVICING injury to the technician. IDLE SHUT-DOWN Imagine servicing or making repairs to a vehicle and suddenly the vehicle starts. There have been cases where Her 2019 Tahoe would only idle for 15 minutes and then this scenario has occurred, when the vehicle owner would shut down. She was concerned that her pets would overheat in the summer and get cold in the mistakenly start the vehicle via the remote start winter. There was good reason for this safety feature using a phone app. feature introduced by the National Highway Traffic Safety Administration (NHTSA). GM has notified their service technicians With the mentioned vehicle, the engine to take precautions when servicing their ve- will idle for fifteen minutes before shutting hicles equipped with Remote Start or the down with the fob outside the vehicle OnStar mobile app. The technician can be and idle for one hour with the fob inside injured, or vehicle damage can be incurred the vehicle. Some vehicle manufacturers when repairs are being made in the engine extend this idle time up to thirty minutes re- compartment from the underside of the ve- gardless of the position of the fob. To save hicle with the hood in the closed position. battery power the ignition is also turned off. Imagine having your hands on a pulley or the serpentine belt when someone starts NHTSA introduced this legislation fol- the engine. lowing deaths involving carbon monoxide poisoning. The absence of an ignition key that must be GM advises that two scenarios could pro- turned to the off position to kill the engine results in some mote this sudden start condition: operators exiting the vehicle with the engine still running. Imagine pulling into an enclosed garage. The engine is 1) The vehicle owner forgets that repairs are being made, quiet, or the sound is masked from the garage door clos- and they start their vehicle using the remote start feature of ing. They exit the vehicle and enter the home, not aware the OnStar mobile app. the engine is still running. Carbon monoxide seeps into the house and overcomes them, resulting in death or brain 2) While in the service department, a technician acci- damage. The Auto/Remote Start feature, whereby the cus- dently remote starts the wrong vehicle due to a mix-up in tomer starts the vehicle from a distance with the fob, has key fobs. Many fobs share common characteristics, result- resulted in the same tragedies, as they often forget the ing in an accidental start-up of the wrong vehicle. garage door is closed when starting the engine. GM cautions that the hood should be fully opened, or SAFEGUARDS opened to the second latch when performing any repairs in the engine compartment or under the vehicle, as this will disable the remote start feature via the key fob or OnStar mobile app. The system incorporates safeguards that prevent the To prevent personal injury, make certain you are familiar engine from starting until the operator places the trans- with the safety procedures of the vehicle being serviced. mission in the park position and depresses the brake www.mightyautoparts.com

VOL. 17 NO. 2