"The reason we've been able to work this out is that we both are doing what we are passionate about. We respect each other, and are best friends. She loves to work the numbers and I prefer to run the shop," Matt Korte says.
At the age of 43, Matt confesses his passion is not really about cars, but the constant drive to deliver 100-percent satisfaction. Prior to his ownership of the shop, Korte, who has received extensive I-CAR training, spent 20 years as a collision technician. His background in auto body repair was cemented through his schooling at Motech Autobody.For now, their one location sits on a main street in the city of Dearborn Heights, Mich. Matt and Lisa have plenty of property to expand the facility if necessary. The current building could grow to five or six times its current capacity, should demand necessitate.
Korte's goal to expand for the time being involves building on their current ways of reaching out to their customers. "We know how to repair a car safely and correctly. Part of the package includes detailing the interior, cleaning the exterior, arranging all personal belongings in a neat and respectful manner," he says.
Korte has been known to go to people's homes to do estimates, pick up or drop off customers and help with rental cars if needed."My philosophy is, that if we do a good job and take care of the customer they will refer our services to their friends and family," he explains. For instance, at his shop, when a customer came to him after being in an accident and only had $700 to work with, Korte found a way to take care of her needs. Korte adds, "I always want to put myself in their shoes. Everybody is tight on money and I want do the best I can."
Such an approach is not always the most profitable, but lets the customers know he has their best interest in mind. Adds Lisa Korte, "I have had to get very creative at cutting down the expenses but I believe Matt's business ethics will pay off in the long run."Although the Kortes don't deny economic times are trying, there's still room for creativity in keeping the business above water. "Lisa has done a great job thinking of ways to get us recognized with minimal costs, such as sponsoring car washes for the local soccer teams and high schools," Matt Korte says.
He adds that thriving in a tough economy largely depends on attitude. He says it's common in Michigan and elsewhere to find shop owners on the defensive. "Everybody here seems to be real uptight and nervous. They're not sure where their next job is coming from, and they're tired of being beat up by some insurance companies," he says.
Certainly, it's no easy task in an economically hard-hit area like Dearborn Heights, where Korte has spent his entire life. But by the same token, having spent a lifetime there, the Kortes are connected to the community. They advertise in local church papers and are well represented at the Dearborn Heights Chamber of Commerce. They also belong to the Auto Service Association of Michigan as well as a local business network group. All of this has eliminated the need for significant cashflow being poured into television, newspaper and other types of ads. "It's all about referrals and word-of-mouth. That is how we chose to build our business," Korte says.
The Kortes have four sons, the oldest of whom is 16. Although none are old enough to be in the business, they all take turns coming in on Saturdays to help clean the shop.
In branching out from the current collision business, Korte has hired a new technician for the purpose of repairing cars to sell them. The business has grown its own wings as Matt is already getting referrals on car sales. The average car ranges from $3,000 to $6,000 and comes with a lifetime warranty on the repairs performed. Interested buyers can go to Korte's Collision's Web site (www.kortescollision.com) to see photos of the vehicles for sale.
With a staff of eight people, five serving as repair technicians, the shop buzzes with activity. "My staff knows I'm committed to keeping them busy and in return they reward us with their hard work and commitment," Korte says.
Shop employees, including Korte, have received I-CAR training; two technicians are certified in PPG painting; three have Shoplink certification.
Related to staffing, Korte is also considering some plans if the business stays on its steady growth pattern. "I'd like to add a second and third shift to enable us to pay down overhead and get everything paid off. After that, I'd like to add a used car lot."
At the end of the day, Korte says what keeps him coming back to the shop is pretty simple. "I continually get satisfaction out of seeing a car wrecked and then seeing it all put back together. That's self-gratifying." And customer comments of appreciation keep them positive.
But Korte confesses half-jokingly that if he had to do it all over again, he likely would have done something else. "Owning a collision shop can offer success. But you have to be willing to work hard – all the time. It really doesn't get easier." n
