Mom-and-Pop Business Now a Mom Shop

Posted 8/12/2010
By Levy Joffrion

Employees put up a sign on Larson's Service building while John Larson was in the hospital awaiting a new heart. "He got to see the sign, and I smile way big every time I see it," says Diane Larson (top). "We started with no money and lots of ambition," recalls Diane. "We borrowed $13,000 to purchase equipment and inventory from a business that was closing, renting bays for the first year. Then we discovered the old Texaco station in our neighborhood was for sale. Perfect! We bought it and slowly built it into the business we now have." Atop the structure at left is a studio apartment that Diane leases to a tenant.

Larson's Service Inc. in Peabody, Mass., started out as a mom-and-pop business.

Now, as one satisfied customer describes it, it is a mom shop.

But look out, world, this is no ordinary mom. She knows her business.

The mom is Diane Larson, AAM, who not only runs Larson's Service Inc., but also finds time to serve on ASA's Mechanical Division Operations Committee and participate in other industry endeavors (see sidebar).

Diane has been in the automotive industry full time since 1990 when she started working in the office of the shop she and her husband opened in 1986.

Sadly, her husband died in 2008 after a courageous two-year battle with heart disease.

The little shop is still recovering from John's death, but Diane is determined that it will continue to be successful.

Diane's background includes serving as a service adviser. She enjoys working with clients and employees. She was one of the first to take the ASE service consultant exam and is a certified service consultant.

She also has earned the Automotive Management Institute's Accredited Automotive Manager (AAM) designation.

Larson's Service specializes in preventive care and maintenance programs for both domestic and Asian vehicles.

Customers enjoy what may be the most inviting waiting room in the world. In good weather, customers can sit on this patio in back of the shop.

The shop has always followed ASA's strict Code of Ethics, so customers will know up front what to expect. "We perform high-quality diagnostic and repair services at a fair price, using quality parts," says Diane. "We are dedicated to customer satisfaction and maintain the highest standards of the automotive service and repair profession - standards put forth by John back in 1986."

Diane thinks of serving her customers in the fashion of a dentist's office - clients are encouraged to come in and have their automobiles exposed to a routine checkup every six months. It's a philosophy she and her husband pioneered, and one she's proud to continue.

The team at Larson's Service includes, from left: Travis Luscomb; Kevin Silva, shop foreman; and Eric Stille. John Larson mentored Kevin for eight years. While John and Diane were dealing with John's heart problems, Kevin ran the business for them with the help of a part-time employee who has since retired. Diane describes Kevin as "awesome" and credits the team for the shop's success.

The economy hasn't helped business, says Diane, but she's doing everything she can to keep the shop on track and growing.

With that in mind, she spent last year learning about marketing and added two experienced technicians to her team. She also has added a rustproofing program. Diane says they are the only shop in the area to offer a unique rustproofing product that Diane says is "definitely saving our clients' cars."

The good news? "We're busy," says Diane.

What does she see ahead for Larson's Service? "We plan on successfully continuing John's legacy for many years to come," says Diane. "I feel there is a great need for small independent shops offering quality automotive service and we have a great team that does just that!"

Diane Takes Time for the Industry Too

Diane's job at the SkillsUSA National Competitions was to role play as an upset phone customer who claimed she had a better quote from another company. After the competition, Diane was presented this gecko, named "Gus," which has been adopted as the ASA Mechanical Division Operations Committee mascot. Diane Larson, who owns and runs Larson's Service, is obviously a busy woman. Running a business is no small task. She still takes time, though, to help the industry and her community. Diane's a member of ASA's Mechanical Division Operations Committee. She and other members of the committee recently helped judge students in SkillsUSA National Competitions in automotive customer service. The event was held June 20-25 in Kansas City, Mo. And she was a participant in ASA's "Taking the Hill" Fly-In and AMI Leadership Conference May 11-12 in Washington, D.C. Come Oct. 10-13, she'll be in Las Vegas, attending CARS. In addition, she serves on the Uni-Select Customer Executive Council and is active in community groups, including Friends of Peabody Lakes, an organization trying to clean up the city's waters.