The Secret of My Success:
Adapting to Changing Markets


by Kara Bishop
NOLN Staff Writer

"Times change and we with time, but not in the ways of friendship." — Anonymous

Throughout man’s existence one thing has always remained constant: Change.

As ironic as that sounds, it still remains a solid truth, and along with that change must come adaptation. This can be a frustrating process, and in most cases change is not initially welcomed. We like to stay in our comfort zones, but we change anyway being almost always motivated by finances and an instinctive will for survival.

The fast lube industry has seen its fair share of changes over the years. Drain intervals are extended, customer service has become an increasingly top priority, the shop’s appearance is becoming a factor, as well as other innovations that happen to stay successful in business.

So how do you change this frustrating adaptation process into a rewarding and semi-peaceful one? Well, you can read this article, as we called on a couple of operators who have had a knack for surviving changing market conditions.

Harold Smith, owner of 22 Express Lube stores in San Antonio, Texas, has had to adapt to many changes during his many years in the fast lube business.

“With the development of specialty oils like dexos, extended drain intervals from vehicle manufacturers and the phenomenal growth of the technological age we live in, our businesses have to change to accommodate these new developments,” he said.

Smith has increased his inventory to give his customers more options; instigated a higher level of customer service; and uses his social media platforms for smart advertising, which helps give his customers a more enhanced image of his brand, store locations, etc.

“I feel that social media is the wave of the future with more and more people looking at social media sites to gather information about your company,” Smith said. “It’s hard to quantify the actual effect of the social media addition to your business, but it’s obvious that it’s a necessity today. We have customers that go to our Facebook page and nowhere else for information. QR codes are starting to pick up, too, and we have started using them to direct our customers to our social media and website.”

Smith has leaped into the technological age with gusto using Facebook, Twitter, Four Square, Linked In and Yelp accounts to drive customers to his business.

Battling extended drain intervals is a different beast, however, and J.D. Pierce, owner of Devine Quick Lube in Devine, Texas, says the best way to overcome changing market conditions is to do the job to the best of your ability.

“If you do a superb service for a customer, whether it be an oil change or not, they will come back for the other services you offer,” he said. “You have to offer other services besides the basic oil change if you want to increase car counts and ticket averages. Customers like the feeling of a ‘one-stop-shop’ where they can get several services done at once. Make them feel accommodated; you won’t regret it, and the rewards will be worth it.”

Smith said that the appearance of your shops in today’s atmosphere is of top priority.

“We recently made many renovations to our shop,” he said. “We put in new counter tops, hard wood floors and flatscreen TVs. We’re even working on the outside, which will include exterior stucco and rock veneers. It’s important that the customer note that we take pride in our work. A customer’s perception of the quality of our work can oftentimes be denoted from the appearance and maintenance of our shops.” So the next time you’re pulling your hair out because yet another era has passed, just remember the methods of these two well-grounded operators. As Pierce said, “Just do the job to the best of your ability; if you have this mindset, then the rest of it comes naturally.”