A California shop owner this spring was honored as the Auto Service Expert of the year during Auto Pride’s annual membership meeting.
Tracy Renee, owner of Gene's Auto Repair in Vallejo, Calif., received a plaque and a leather jacket for outstanding performance with the Auto Service Expert marketing programs.
This year’s theme was Leading in Challenging Times. In challenge lies opportunity and possibilities. In today’s turbulent economy, we need to become more resilient at handling the high demands of running a business in the ever-changing business landscape. Tracy Renee is an excellent example of someone who leads in challenging times.
Renee’s supplier is Bert Williams and Sons with locations in Napa and Vallejo Calif. “We look for added value from our parts sources, such as a better warranty and training. We expect them to gives us the correct part and we expect it to be high-quality. All of which Bert Williams and Sons provides,” she says.
By providing quality service and using the best systems and tools available, Renee has been able to increase her car count and revenues every year since opening Gene's 14 years ago.
Gene's operates out of a 13,200-square-foot facility on a large lot that can accommodate 40-plus cars and a shop with seven bays. They employ five people, consisting of an office manager, three technicians, and a part-time shop helper.
The shop performs every type of mechanical repair except tires, alignments, and engine or transmission rebuilds. As a Gold Shield smog station, 25 percent of the shop's workload is doing smog inspections and related repairs.
One of the main reasons Renee cites for her continued success is her involvement in professional trade associations. She's a member of at least six, including the Automotive Service Councils of California (ASCCA), the Automotive Service Association (ASA), the American Business Women's Association (ABWA), and the California Service Stations and Automotive Repair Association (CASSARA).
Renee adds that she feels participation in these associations is so valuable and that more independent shops should get involved in these groups.
“We’ll never have all the answers and sharing information can only make us stronger," Renee says.
Using the newest tools and systems in the day-to-day operations of her shop is another factor for the consistently good numbers at Gene's. They have always tried to take advantage of the best diagnostics data, like Identifix and Alldata. They use QuickTrac to monitor their productivity and CustomerLink, AutonetTV and Demandforce to communicate directly with their customers. These programs allow them to send reminders, thank you letters and allow their customers to schedule their appointments online.
“These tools make our lives easier and provide our customers with the type of service they've grown to expect from us,” Renee says.
