Spotlight on Business

Gary Craig joined the Parts plus Car Care Center program in its infancy five years ago to identify his Decatur, Ga.-based shop with a nationally recognized name and image. One of the first Parts Plus Car Care Centers in the nation, Craig Automotive established a strong customer base with honesty and a clean, comfortable atmosphere.

With his business flourishing, Gary opened his second Parts Plus Car Care Center last October. Gary's new five-bay shop, located in Peachtree City, Ga., is decorated with the latest Parts Plus Car Care Center signage and striping.

"The name of the game is the customer," Gary says. "When you're identified with a national name, customers tend to have more confidence in your work. Being with Parts Plus enables us to provide some things to customers that we couldn't offer on our own."

Gary attracts customers to his shops by heavily promoting the Car Care Center rebate promotions.

"The rebates have helped us build loyalty, there's no question," Gary says. "We've had several customers return with the (BounceBack) coupon. The brake promotion was a real success for us. Some customers who bring their car in for something else will sometimes go ahead and get the additional work so they can take advantage of the rebate."

Gary's technicians utilize the System Operational Analysis Forms (SOAFs) to increase consumer confidence in repairs performed at Craig Automotive.

"The forms not only ensure that the techs are doing a thorough job inspecting the vehicle, but it makes it easier to sell the job to the consumer," Gary says. "Nothing gets missed when a tech uses the forms. The techs can then take the customer to the car and explain point by point what we found. From then on, it's an easier sell. The customer has confidence in the repairs we're making because they understand why we're making them."

The SOAFs also enable Gary and his techs to be more personable with customers, an advantage Craig Automotive enjoys over its competition.

We're trying to build a following with our customers. In most cases we can offer same day service. We try to be a lot more professional and a lot more honest than our competition."

"The new Parts Plus CarCareONE Credit Card program greatly adds to the professionalism of Craig Automotive." Gary says.

"The 90 days, same-as-cash feature is great," Gary says. "The credit card is one of the most important tools Parts Plus has added to the program since I joined. It eliminates some people from putting off repairs."

Customers can wait for repairs and relax in a clean, comfortable waiting-room area, an attractive option, especially to his female customers.

"We get a lot of housewives who come in with their cars," Gary explains. "We try to make them feel comfortable while they're here. Male or female, no one likes a dirty, run-down shop. You don't go back to a place like that."

Atlanta-based C&N Auto Parts, Gary's servicing Parts Plus autostore, does a great job of providing Craig Automotive with top name brands such as the officially Licensed Products of NASCAR.

"Customers feel more comfortable when they're getting names they know and trust. Again, it's all about image, and it's all about the customer. That's why I'm in business."

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