By Lee Roberts

TIAA Executive Director

SAN MARCOS, Texas – His message to automotive repair and collision shop owners here at the Texas Automotive Summit May 2, 2009 was both simple and focused – running any business is all about change – improving work processes  -- and building relationships with people, both employees and customers.

Doug Bawel, Jasper Engines & Transmissions chief executive officer, speaks at the Texas Automotive Summit May 2, 2009 in San Marcos, Texas.  Photo by Lee Roberts

Doug Bawel, chief executive officer of Jasper Engines and Transmissions, told participants at the San Marcos Convention Center that business is not always improved by just analyzing transactions.  Rather, business is built on relationships.

Bawel, who rose from an entry level position as a sales trainee in 1976 to his current executive position, accepted the invitation to speak at the summit because of his belief that it’s important to heed his own advice, to build relationships by providing shop owners and managers the business tools they need to succeed.   

His influence in the industry is well documented.  He has led the company since 1987 when he was elected president.  Since, he’s steered Jasper’s involvement with NASCAR racing and garnered numerous leadership, entrepreneur and manufacturing awards.

Armed with his unparalleled background in the automotive industry, and unique perspective and knowledge gained as head of a sales force that garners data from thousands of monthly visits to repair shops across the country, Bawel provided those in attendance his list of 50 items that are proven to boost processes and ultimately profitability. 

He said being able to share such valuable data is a no brainer given the fact that those who take time to attend events like the Texas Automotive Summit and that get involved with associations like the Texas Independent Automotive Association show that they mean business about improving their business.

“It allows shop owners to network and get new ideas on how they can work in their shops… to get information on ‘what works for me?’” Bawel said.

During the presentation, Bawel said it’s important to attract great employees that treat customers with respect.  This is best accomplished by ensuring a fair wage and respecting employees, he stressed. 

How can an owner create such an atmosphere? Bawel said people will want to work for a shop that sets itself apart from the competition and that has established a tight-knit group of employees.  Establishing programs such as rewards for higher production, incentives including pay for certifications, and disincentives for cars that come back for warranty or complaints is a start. 

Bawel said employees must be coachable.  If they are not, let them go.  If you don’t, they will poison the other employees like a cancer.  You “don’t want to go to bed at night wondering if an employee is lying, cheating or stealing,” he noted.

For employees that have a professional mindset, he added that communication with employees where problems and suggestions are carefully considered also achieves better relationships between owner and employee.

“If you want to see the guys and gals in your shop energized, show up on Monday with a white board… a flip chart,” Bawel advised.  “Let them write down problems and suggestions and then talk about them at the beginning and end of each day.”

Bawel said at the Jasper factory there are white boards and easels all over for people to write ideas or notes, such as a shortage of parts.  Such a suggestion improved the company’s output in assembly by 35 percent.  “Unless you know about those problems you can’t fix them,” he said.

So what about fostering better relationships between shop and customer?

Bawel said it’s the little things, such as courtesy inspections, washing cars, and face to face explanations and conversation that stimulate word of mouth advertising.

“When people come to your shops it’s about relationships and being able to provide them everything that they need,” he said.  “So they come into your shop and you talk to them face to face, not over a flipping phone, and you are building that trust.”

Keeping a clean and organized shop has a two-fold effect.  First it improves work processes and secondly it projects a more professional image of the company.

“If your shop is dirty and you treat people with little respect,” it will not go unnoticed.  Bawel said more and more women are bringing in their cars for repair and so having clean bathrooms and child play areas are ways of attracting their business.

Employees must have respect for customers and must maintain a professional appearance.  “Your employees cannot look like thugs.  If you are going to run a business you must be cognizant of first impressions.”

Beyond word of mouth advertising, Bawel said monthly or quarterly mail marketing to residents in a three-to-five mile radius is another effective way to generate business.  Darla Pundt of Alamo Heights Garage in San Antonio commented during the presentation that four mail outs per year doubled their average ticket. 

Continuous mail outs with deals on oil changes or things such as cabin air filters are a more cost effective advertising approach than newspaper or telephone listings, Bawel suggests.

After the conclusion of his seminar, Bawel commented that the special thing about the seminar was collaboration between shops. 

“We all can learn from one another,” he said.  “Learning is not only what to do, but what not to do.  So when someone has made a mistake they can share that.  So when someone says that by putting out a newsletter that it doubles the shop ticket, that’s a take home item.”

Bawel said he thought the seminar was a huge success and that he is a big believer in sharing of information and for staying involved with associations like TIAA.

“I encourage shop owners to be involved in automotive associations,” he said.  “Involvement does not mean just getting a newsletter and paying your dues.  It’s going to the meetings and participating… becoming active.  We’re in this together and we have a tremendous opportunity if we stay focused on building the independent garages.”

(Editor’s note: Go to www.jasperengines.com for more information about Doug Bawel and Jasper Engines & Transmissions)