Sherri Stock’s love affair with cars began in High School – the object of her affection: a beautiful, blue 1971 Chevy Nova Super Sport. She didn’t know it at the time, but her high school crush would turn into a life-long passion and a great career.
After graduation, Sherri enrolled in the Automotive Technology program at Southeast Community College, Milford Campus and was the second woman to graduate from the 18-month course. She also completed the Parts Management program. Sherri worked her co-op quarter at Gotfredson Chrysler-Plymouth (which later became Russwood) then moved to Columbus and became the Parts Manager at the Dodge Dealer.
After 3 years, she moved back to Lincoln and was with Gotfredson-Russwood until 2012. Sherri started in parts as the Wholesale Parts Advisor and after a year moved into the Parts Manager position. In 1997, Sherri became the Service & Parts Director. After Russwood announced its closing, Sherri purchased all of the shop tools and equipment and decided it was time to open her own place. She invited Jared McPike to be her partner and we haven’t looked back. Her son Chris will also take an ownership role and is part of her succession plan.
Sherri’s Why – Just as her shop has grown and evolved so has her ‘Why’. At first, after the dealership closed, it was about creating a job for herself where she could continue to help the customer base she had built over the past 25 years. She also needed to develop a future retirement strategy. Shortly after opening, the shop experienced rapid growth, then her Why became about making sure the fabulous people she worked with had a safe, stable environment to work and grow in. Complete with continuous training and great benefits while making a great living to support their families and plan for their futures
Now it’s about grandkids and training. Her son Chris and partner Jared will take over more ownership duties. Sherri wants to have time to spend with those grandkids and wants to give back to the industry that has provided a wonderful career and life for her and my family. I have been working on getting the word out about the need for more technicians and all the various jobs available in the automotive industry.
Sherri is also working to change the image of the technical field by educating consumers on the sophisticated systems on their vehicles and the continuous training, education and intelligence needed to repair them.
Key Talking Points
- Recipient of 2017 service facility of the year from ASA Midwest
- A community garden at the shop for customers
- Cover expenses for training for technicians and get paid to go
- The culture of business driven by love
- Coworkers turn into family
- Hire employees based in ethics, beliefs and passion for the industry
- Required to have 40 hours of training a year program (60 hours next year)
- 25 years at parts and service at a dealership
- Training commitment and requirement for tech at 60 hours a year.
- Succession Plan
- Jared McPike: Partner in business
- Worked as a car washer at the former dealership with Sheri
- Trained as a technician (Chrysler Apprenticeship)
- Now owns 15% of the business and being groomed as a successor
- Son, Chris Stock
- Started PT, now service writer and will soon buy into the business with Jared as well
- Sherri has a business coach for them.
- Secret to success
- Doing the right thing for the right reasons
- Treating people well
- Keys to success, ARO, Car Count and Net Profit.
- Mudlick Mail is a strong program for her
- Technician shortage
- Need to educate the educators on the type of person needed in the automotive industry
- Sherri is working with high school counselors- educating them with the career opportunities in the automotive industry, more than just mechanical part.
- Getting rid of “grease monkey” persona
- Pay and benefits
- Sherri is looking to bring more value to her team.
- She has a community garden behind the shop.
- She pays for all technician training, wages, hotel and transportation
- Has group life insurance.
- Sherri send half of their staff to Vision on Friday and the other half goes on Saturday.
- Vision is a team building component of her company
- Her three root causes of comebacks are:
- Lack of Training
- Scheduling too much work. Tech rushed.
- Parts Failure
- Jared McPike: Partner in business
InMotion Auto Care Website
|Number of locations:||1|
|Total square feet of all facilities:||9,000|
|Years in industry:||40|
|Years business ownership:||5|
|Number of technicians:||6|
|Number of service advisers:||3|
|Number of lifts:||9|
|Number of bays:||10|
|Annual estimated volume:||$2,400,000|
|Effective labor rate:||90.00|
|Average repair order (ARO) $:||$386.95|
|Average car count:||525|
|YTD gross profit percent:||58.83|
|YTD net profit percent:||15.8|
|Percent Repair vs Maintenance vs Other:||50%/42%/8%|
|Technician training hours per year:||60 required|
|Service adviser training hours per year:||60 required|
|CEO training hours:||60 required|
|Unique:||A 1200 SqFt community garden for the staff and customers|
|Aftermarket association memberships:||ASA|
|Other memberships:||AAA, ASE|
|Shop management system (SMS):||NAPA Tracs|
|Digital Vehicle Inspection:||Bolt On|
|Supplier marketing program:||NAPA Auto Care & Car Quest TechNet|
|Engaged with a supplier advisory council:||Yes|
|Biggest challenges:||Technician Shortage, Parts Quality, Finding New Employee Benefits|
|Business coach:||180Biz and recently ATI|
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