|Co-owners John Stock, left, and Steve “Tank” Burns|
With locations in Glenwood Springs and Carbondale plus a satellite concierge site in wealthy Aspen, the company has exclusive certification territories throughout all of Colorado’s Western Slope. Denver has become another hotspot of referrals, and Action continues to covet the Front Range region on the eastern side of the state.
This technological and marketing monopoly of sorts, combined with exquisite customer service, personal attention and an affable attitude, is geared toward ensuring a steady flow of highly satisfied patrons in the future while maintaining the current pattern of strong word-of-mouth recommendations.
“You’ve got to treat their car like it’s their brand new toy,” he says, and then you need to return it to them in a pristine condition suggesting that the vehicle has just rolled off the showroom floor.
“Don’t overpromise or under-deliver, and never burn bridges,” Burns urges. “That’s the thing for this life. Treat people like you want to be treated and it all comes back – it’s all word-of-mouth.”
A sparkling recent renovation of the Glenwood Springs location has accelerated Action’s reputation and car counts. “We spent over a half-million dollars on equipment, and everyone thought we were crazy,” he notes. Yet when coupled with the ongoing push for certifications the investment in the beautiful venue stocked with state-of-the-art tools is bringing in the jobs, especially from dealerships.
“There’s no other shop like this on the Western Slope,” Burns reports. Few auto dealers in the region have in-house collision repair facilities, creating marketing options that Burns and co-owner John Stock have pursued with vigor.
“John and I personally go out and visit all the dealerships,” he says. “We make their customers happy, and when it’s time they’ll buy a new car from them.”
Invites are also issued for shop tours and fun-filled golf outings that have proven to be an especially effective marketing strategy. In addition to helping out at the shop, Tank’s son, 26-year-old Chas Burns, is a golf pro who also happens to have Dad’s gift of gab.
“He’s really good with people; that’s why he’s so good with golfers and customers,” says Tank Burns, adding that Action does little advertising in the traditional sense, relying instead on hitting the links and sponsoring charitable and civic events. “It’s all about relationships. We pay for everything. I’d rather spend the money on that than on TV or radio.”
The scene supporting “the rich and famous” that frequent Aspen in proximity to the free pickup and delivery concierge site is also courted. “We get work from the hotels because that’s where all the people are; the hotel people all have our phone number,” says Burns, reciting a list of movie stars and other notables who have utilized Action’s appropriately attentive services.