Consistency amid constant change allows growth for 26-year-old shop

Jan. 1, 2020
In an era when some body shops focus on constant change, Jerry Eason says his shop's success is more about what hasn't changed — consistent customer service and product quality, combined with a consistent advertising campaign. That consistency
In an era when some body shops focus on constant change, Jerry Eason says his shop's success is more about what hasn't changed — consistent customer service and product quality, combined with a consistent advertising campaign. That consistency has enabled his shop — Eason Collision Specialists Inc. of Claremore, Okla. — to have an increase in gross revenue and production for each of the 26 years it has been in business.

That's not to say the business hasn't changed over time. Eason started the business in 1980 when he moved from Ft. Worth, Texas, where he had worked in a shop owned by his father. When Eason's father retired, Eason loaded up a 4-by-6-ft. enclosed trailer with shop equipment and drove it and his family to Claremore. He started his business as a one-man operation in a two-stall facility that he quickly outgrew.

After working long hours in that location for several months, Eason was joined by his oldest son, Johnny, making it a two-man business — and before a year was over, the business moved to a larger location that it shared with a used car dealer and mechanical shop for four years.

In 1984, Eason Collision moved to its current location, which at the time had a single 11-stall building that Eason had built to his specifications. The business has expanded several times since then, and now comprises three buildings with a total of 24 working stalls and two drive-in estimator bays.

"When we moved here in 1984, my accountant asked what growth I anticipated," recalls Eason. "I predicted a 40 percent increase in every category of the P&L," he recalls. "We did better than that and we did it in our first year."

As with many successful shops, 90 percent of Eason Collision's business today comes from referrals and repeat customers, with the rest coming from new customers each year. Nevertheless, Eason continues to court new customers — and keeps his name top-of-mind with previous customers — through daily ads in local newspapers. Eason emphasizes consistency in his advertising message as well.

"We talk about quality and service," he says. "If you want the best, you're in the right place." The ads also tout Eason Collision's local ownership. "We hear on a regular basis that that's important to people," Eason says.

A key factor that has helped Eason Collision maintain its consistency is an employee base with strong longevity. "One of my top technicians is going into his twenty-third year," Eason says, adding that the technician, Rick Vernon, also teaches body repair at a local vocational school.

Several other employees also have been with the company for 10 years or longer — an accomplishment that stems, at least in part, from the high level of autonomy workers are given. "I allow employees to be their own boss," Eason says. "If you take care of your employees, they'll take care of you — and if they take care of you, you'd better be smart enough to take care of them because if you don't, their next employer would be happy to."

The shop offers employees flexibility in terms of how they are compensated. "Some are paid hourly, some are salaried and some are paid on commission," explains Eason. "We negotiate what they feel works best for them." The company has had good results from technicians who have been hired out of a local vocational school, having each new recruit work closely with a more experienced technician. To help ensure that technicians stay current in their skills, the company pays for them to get I-CAR training. Employees appreciate getting such training because they view it as a way to boost their earnings through increased productivity, Eason says.

The shop has grown to the point now that Eason has several managers working for him, including a sales manager, an office manager and a parts and production manager. Johnny is now the production manager while another son, Jason, works as a technician at the shop.

Like many shops today, Eason Collision is involved with several insurance company direct repair programs (DRPs). The company is on about 10 programs, which generate 35 percent to 45 percent of its revenues. Although some shop owners have mixed, or even negative feelings toward DRPs, Eason says his experience has been positive. "We have good working relationships," he says. "They don't ask anything of me that other customers don't ask of me. In my facility, it's a win/win."

Recently Eason Collision branched into mechanical repair — a move that has generated new growth that is outpacing the company's traditional business (see sidebar). Future plans include growing the mechanical business and converting an area that is currently used for storage and office space into production space. The company also has room to expand further if necessary.

"We looked ahead in 1984 and bought more property than we needed," Eason notes. "We still have plenty of property left." Nevertheless, Eason hasn't ruled out opening an additional collision center. "We're exploring what to do with our background and experience and how to best utilize it," he says.

About the Author

Joan Engebretson

Engebretson is a former editor-in-chief of America's Network. She has covered the communications industry since 1993. In 2002, she won a national gold award from the American Society of Business Publication Editors for her columns. Previously, Engebretson was the editor of Telecom Investor, a supplement toAmerica's Network.

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