If not for personal referrals, Frank Stager would not have been able to expand his auto repair business to include automotive detailing and hire two additional staff members last year, bringing his staff to six.
"Honestly, 90 percent of my customers come from referrals," Stager says. "When you walk through the door, you already trust me because people you know trust me – you can’t buy this kind of advertising. You have to earn it."
Stager is a high-level master mechanic who performs complete auto repair services, including brakes, engine and transmission work and tire repair and replacement. He purchased the property next to his Allegan shop in 2011 and hired another team member to detail--a service that took off quickly. He is also fortunate enough to not simply weather an economic storm, but thrive through it.
"We were busy enough to be able to hire a mechanic last year and I’m hoping to add another one this summer," he says. "We’ll see how that goes."
Openness, honesty and integrity. They are the principles that help Frank’s Tire & Auto keep attracting new business, says its owner.
"From the front desk, you can see everything we do," Stager says. "And people like it when they walk through the door and you’re happy to see them. I make a point to let them know I appreciate their business because there are lots of choices out there."
"For a lot of service shops, it’s all about the numbers," Stager says, "To some degree, it has to be, but getting the job done right and doing what I say I’m going to do comes first because bad news travels twice as fast as good news."
Word-of-mouth business is Stager’s bread and butter.
"You can’t buy that and you can’t beat it," Stager says. "There’s nothing better."
Writer: Kelle Barr, Second Wave
Source: Frank Stager, Frank’s Tire & Auto
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