If Mike Turner Has His Way, Soon There Will Be 3 ShopsPosted 1/8/2008
By Levy Joffrion
First there was one shop. Now there are two.
And if Michael "Mike" Turner has his way, soon there will be three.
Turner's first shop, Portland Automotive Inc., is in Portland, Conn. It opened in 1992.
The second shop, Bill's Automotive, is in Hartford, Conn. It was added last May.
Both offer AAA-approved automotive repair and maintenance. Both are ACDelco repair centers and ASE certified.
His shops are state of the art, offering the latest in technology. For example, every service bay is equipped with its own laptop computer. That way, every technician can easily access the information he needs to repair a vehicle.
Turner has built his business on honesty, convenience and professionalism.
Turner employs a sales psychologist who offers sales training to Turner's employees and works with his service advisers on how best to deal with customers (to learn more, please see adjacent sidebar).
"Our marketing strategies work because we know our customers extremely well," says Turner. "We're constantly interacting with them via in-house appointments and through e-mails and monthly flyers for discounts on service. We use reminder cards along with thank-you notes to reinforce to our customers how much we value them and their loyalty to us."
Night school provided him with knowledge in marketing and business, and he was an active member in a Bottom Line Impact Group for many years. He is a member of the State Emissions Advisory Council and the ACDelco National TSS Advisory Council. Turner also is chairman of the Middlesex County Chamber of Commerce Auto Council and is a member of that organization's board of directors.
What has been the biggest challenge he has faced? "Making the transition from technician to manager," says Turner.
Turner would like to open a third shop. Research has shown, he says, that three-shop owners have a higher net profit and higher success rate than two-shop owners.
Why did he join the Automotive Service Association? "Because," he says, "I wanted to be part of a large organization that represents the top shops in the country."
Among those top shops is Portland Automotive Inc. and Bill's Automotive. And soon, most likely there will be another - that third shop Turner wants to add.
Shop StatsName: Portland Automotive Inc.
Location: Portland, Conn.
Size: 2,700 square feet, 5 bays
No. of Employees: 6
Average number of repairs per week: 95
Web Site: www.portlandautomotive.com
Shop StatsName: Bill's Automotive
Location: Hartford, Conn.
Size: 2,500 square feet, 5 bays
No. of Employees: 6
Average number of repairs per week: 73
Average ticket: $475
Projected Annual Sales: $600,000
Web Site: www.billsautomotives.com
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