Shop Profile

Proper Planning Prevents Poor Performance

Member's patience, determination pays off by B.J. Johnson

It wasn't long before Burns started having ideas of how to make the repair process more efficient, thus better serving the customer. Motivated by the bottom line, Burns found that some employers set impossible limitations, while other employers were not interested in moving forward although change would have affected their bottom line in a positive manner.

Taking these things into consideration, Burns began discussing the possibility of opening his own collision repair facility with his family. The Burns family decided they would open their own shop, but only after everything was in place. Wanting to be in complete compliance with all government regulations and ensure the business would be conducted with integrity and total professionalism were the two main objectives.

A very patient and diligent Burns took two years to find the perfect location for his new business. In the meantime, Burns used his time wisely and developed employee handbooks, safety manuals, material safety data sheets and other needed items used to properly conduct business. In addition, he did comparative shopping for the best-priced and most advanced collision repair equipment. Attending industry conferences and product-specific seminars also gave Burns a jump on the knowledge needed to be a successful collision repair facility owner.

Today, Automotive Impressions Inc. employs three techs, two paint techs, two estimators and an office worker. Burns says he never loses sight that his employees, like his customers, have a choice in collision repair facilities.

"Our employees are an asset to our business. We believe that when we meet our employees' needs with integrity and professionalism, they are able and willing to step up each time to meet and even exceed the customer's expectations with the same ethics of integrity and professionalism," said Burns.

The business is family owned and operated. Burns and his wife are the officers of the corporation and tend to the daily business, while their four sons assist in the paint and body shop when they are not in school. Although the sons work in the business, Burns and his wife have always encouraged them to attend college and attain a degree with which they can provide a good living for themselves in a career of choice or in running the family business. Burns believes that by the business being the family's livelihood, it has helped them stay focused on customer service excellence and business integrity. "The only disadvantage of having all family working together is it is difficult to get away from the business when we are at home," said Burns.

"All our technicians are ASE certified, I-CAR trained, and paint products and equipment specific certified. And Liz just earned her AAM from AMI," said Burns.

Automotive Impressions has been an I-CAR Gold Class shop since 1994. Burns and his staff have also attended the International Autobody Congress and Exposition (NACE) every year since 1990. Automotive Impressions has been an ASA member since 1994. When asked why he joined ASA, Burns responded, "This industry has a stereotype of being dirty, dishonest and having uneducated technicians. ASA is an icon that is recognized nationally for its contribution to turning the industry into one of nobility, professionalism and highly trained technicians."

"Much of our community involvement is youth centered. We believe that too much emphasis is put on negativism toward youth and it seems that there is never enough recognition placed on the hundreds of youths that are doing good and positive things to better themselves and their community. It is the responsibility of our generation to support today's youth in a positive manner in order to produce strong leaders for tomorrow that we can trust and be proud of," said Burns.

Automotive Impressions is also a member of Quality New Mexico, an organization committed to educating businesses in the areas of education, health and government to achieve customer service excellence. The business first learned about the organization from a customer who suggested they contact the group based on her experience with the quality work and excellent customer service demonstrated by the shop. Automotive Impressions earned the organization's Pinon Recognition in 1998 and 1999 for continued customer satisfaction and business excellence. This year, the business was also considered for the Rio Rancho Outstanding Business Award that is sponsored by the Chamber of Commerce.

Up, Up and Away
In advertising a business there are the standard methods and then there are the unique methods. Automotive Impressions has a very interesting way of advertising — a hot-air balloon named Sunday Cruise. It is a 90,000-cubic-foot, special-shaped hot-air balloon with a red 1957 Chevy going through the center of it and the corporate logo on the face of the balloon.

The business tethers the balloon to help promote church, school and other community functions, as well as gain name recognition. Automotive Impressions uses the balloon to help non-profit organizations raise funds by donating rides at community activities. "This allows our potential customers the opportunity to become familiar with our business in a non-threatening and informal environment," said Burns. He and his two older sons are pilots.

Automotive Impressions has implemented the balloon into all advertising, including business cards, stationery, balloon pins and customer key chains that are given to all customers upon repair completion. "It seems that Automotive Impressions and Sunday Cruise are a common topic of conversation and it's amazing how many pictures of it are out there," said Burns. Although most of the ballooning activities are done in and around town, Automotive Impressions has received national recognition for creative marketing, as well as fan mail from as far away as the Netherlands.

Future plans for Automotive Impressions include being prepared for growth and continuing staff education. "We will continue to stand firm on a foundation of integrity, professionalism, flexibility and excellence with a personal touch for years to come," said Burns. The sky is the limit for Automotive Impressions.