John Herring has always been in the automotive business. A proud fourth generation mechanic, John grew up loving being in the shop. At a young age he was in his grandfather’s shop, alongside his uncle, learning first-hand from the hard working men in his family.
Turning wrenches while paying close attention to the ins and outs of the business, John knew that he would carry out his family’s legacy. Fast forward to 1991 and John has a degree in Auto Body and he begins his career working in the body shop, specifically as a paint specialist. John enjoyed this side of the business for 18 years before deciding that he was ready to not only work in the mechanical side, but to start his own business as well. In 2007 John did just that. He opened Stamps Automotive, a one-man show in Phoenix.
Today, John is looking to open his 6th NAPA AutoCare Center and only plans to grow in the future so long as the opportunity exists. John has built his empire from the ground up and he has graciously agreed to give some inside information on his success.
In your opinion, what is the number one thing that makes a good shop owner?
This goes back to what we learned in grade school: treat other as you would like to be treated. This includes employees, customers, vendors… anyone involved with you and your business. Token rule: Happy employees=Happy customers. Honesty is a must in every situation! Most of all, just love what you do. Enjoy coming into work every day and in turn, others will feel your passion.
What made you decide to leverage the NAPA brand in your shop?
As a young man working in my grandfather’s shop, NAPA was the only brand I knew. I was taught to use quality parts and to only install the best. It has always been a fact to me that NAPA has what automotive professionals need.
What kind of digital assets do you take advantage of in your shop?
We have flat screen TV’s in the waiting area of every shop. Each TV runs Digital Menu Board and NAPA Service Assistant. We use interactive displays to grab customer’s attention and let them know that we are up to date on modern technology. Also, it is important for our back office that we use NAPA TRACS for all bookkeeping.
What marketing assets have produced the highest Return on Investment?
The form of marketing that works best for me is direct mail. The proper design on your print materials makes all the difference—I promise! Also, using MechanicNet, it is always easy to send a quick email blast with the same creative to fill our bays any time we reach a slow point. NAPA TRACS is a sure fire way to make sure that all of my I am making the most profit possible. Since I’ve started tracking, I have seen a 30% increase in sales.
As an owner of 6 shops and still growing, what advice can you give to other shop owners?
The most important thing that shop owners need to know is keep a strong relationship with the most valuable source you will ever need: Your NAPA parts store. Having that relationship with Day Auto Supply has been the number one reason for my growth. Be loyal to your NAPA store and they will be loyal back to you. The sky is the limit when it comes to growth with NAPA. Never give up!
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