Smart Business Magazine, Feb 2013

14 Smart Business Houston February 2013 Takeaways Have empathy for the customers situation Dont underinvest in training Give back cheerfully to the community COVER CHRISTIAN BROTHERS AUTOMOTIVE CORP We do not want any of our franchisees knowing anything about cars MARK CARR PRESIDENT AND CEO CHRISTIAN BROTHERS AUTOMOTIVE CORP SOCIAL MEDIA Join the Facebook conversation on key business strategies at www facebook com SmartBusiness all the point of sale software so they are in the environment that theyre going to walk into It is exactly the same the waiting room the counters the whole thing Carr has employees play the roles of customers during training sessions both good customers as well as mean ones We banter with the trainees to see how they are going to handle that particular situation he says We are in a lousy business People are already walking in thinking we are crooks if they are a first time customer You just try to deal with it the best you can If we screw up the car you say that you were wrong you take it back in you fix it Build an image of a cheerful giver Companies that have become a better corporate citizen in the community are not likely to abandon those efforts as the good will they achieve cant be bought at any price That good will can be especially beneficial in an industry segment that has taken its licks over the years And while Carr says a company can offer any number of promotions those that have staying power in a consumers mind are optimal I have a tremendous heart for single moms he says We hold a nationwide day for free oil changes for single moms We served over 1000 people last year We hope to make it double what it was last year Such events build the image and the brand of your company but it cant just be the event Your core values of honesty and integrity have to be woven into the event or it may come across the wrong way and damage your image more than it will help it It is not to get business Carr says Its just to show who we are as a company and who I am as the leader of this company Hosting philanthropic events making contributions and donations to the community result in positive feelings about the company not just from the community but from the employees as well Carr says Christian Brothers gives away 10 percent of what it grosses across the entire company donating to charities and other organizations On the 30th of the month when I call the controller and ask how much money do we have in the account to give thats the day I am the happiest Carr says I love it I just love it If you give from your heart He blesses you 100 fold and thats what He has done with me How to reach Christian Brothers Automotive Corp 281 870 8900 or www cbac com