We had the good fortune of connecting with Mike Cotter and we’ve shared our conversation below.
Hi Mike, putting aside the decision to work for yourself, what other decisions were critical to your success?
For me, the single most important decision that I made was picking a business that enables me to really connect with my customers. In today’s business world, it’s so easy to get lost behind a computer screen or an office door, losing touch with your customers’ needs. Over my 30-year corporate career, I often felt like the distance between what I did every day and how it impacted people was widening. That distance can make you numb, whether you realize it or not.
Over the last year, I (personally) have given over 600 rides to customers in our company-owned shuttle vehicle. During our time together in the car, we talk about life, our kids, sports, our families – all sorts of things. We actually connect and form a relationship. I get immediate feedback when we are doing something right or something wrong. I get to understand what is important to them and how we can help them solve whatever problem they are facing. When you actually interact with people, you get to see the opportunity you have to make a difference in their lives.
If I could go back and give businessmen and women advice, it would be to constantly fight to make sure you don’t lose touch with your customer. Don’t let an office or a title get in the way of connecting with the people that you serve.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
At Christian Brothers Automotive, we are driven by the words of Mark 12:31: “To love your neighbor as yourself.” It’s the foundation for everything that we do here. I think it’s important for people to understand that the name isn’t where our business values stop. It’s not just a slogan and it’s not just a name. It’s a code of conduct that keeps us true to everything we do. Believe me, we make lots of mistakes and not everyone we serve is thrilled with the job we have done but our philosophy allows us to check ourselves and to evaluate whether we are treating our customers in the way that we would want to be treated.
One thing that sets our shop apart from others in our industry is our unique capabilities. Our technicians are L1 Master-certified by the Automotive Service Excellence organization, representing the top 10% of their field. We invest in all of the same computers and equipment that you would find at any dealership. This enables us to work on a wide-variety of vehicles ranging from Chevrolets and Fords to Teslas and Rolls-Royces.
Another thing that makes us unique is our use of technology to enhance the customer experience. When someone comes to us, we send them more than 20 digital photos of their car, documenting its condition – the good, the bad and the ugly. This gives them an electronic record of their car and evidence to support its condition. Throughout the repair process, we utilize text messaging to provide real time updates on their progress.
This three-year journey to own my own automotive repair shop wasn’t easy. There I was in Texas – not Georgia. I had already quit my job and was depending on a timeline that was crumbling around me. Despite those challenges, I had faith in God and the Christian Brothers team that it would eventually come together. From that experience, I learned, in both business and life, to surround yourself with people of character.
Managers in the corporate world often say that they want employees to bring them solutions, not problems. I believe that a higher level of team dynamics is when you don’t even know that a problem existed because your team is empowered and engaged enough to just go ahead and fix it. To me, in a business whose primary function is to fix things, this is an essential skill that I have had to cultivate.
The last thing I’ll add is about the importance of a strong foundation. While I don’t think we are there yet, my number one priority is to strengthen the core capability of our team. During my time preparing to open the shop, I was exposed to the concept of “inviting the chaos.” I believe this has been a critical learning for me. The takeaway is to not be afraid of taking on anything that comes your way. It’s only through the trials of stretching the team to their limits and failing – often – that we grow.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
There are so many wonderful things to do around the Greater Atlanta area, but here is a list of my must-do activities:
1. Have breakfast at BB’s Bagels off Exit 12 of GA 400 (https://bbs-bagels.net/).
2. Have lunch at SmokeJack BBQ in downtown Alpharetta (https://www.smokejackbbq.com/).
3. Have dinner at either True Food Kitchen (https://www.experienceavalon.com/restaurants/true-food-kitchen/) or the Oak Steakhouse (https://www.experienceavalon.com/restaurants/oak-steakhouse/), both in Avalon.
4. Catch a summer concert at the Ameris Bank Amphitheatre (https://www.livenation.com/venue/KovZpZAFFdlA/ameris-bank-amphitheatre-events?utm_source=GMBlisting&utm_medium=organic).
5. Compete in a Spartan race in Conyers (https://www.spartan.com/?_ga=2.141745018.919594221.1643244698-1463831880.1643244698).
6. Finally, relax on Lake Lanier on a friend’s boat.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I’d like to give a shoutout to two groups of people who have helped get me where I am today:
First, the Christian Brothers Automotive corporate team has been incredibly supportive every step of the way. While I lived in Georgia for years, I only first became aware of the Christian Brothers name when I moved to Texas. I always knew that I wanted to move back to the Atlanta area so, when I learned of an opportunity in Marietta, I jumped at the chance. After a year in waiting and getting my hopes up, our real estate deal fell through and I was ready to give up. But the Christian Brothers Automotive team stuck by me and, three years later, here I am celebrating my one-year anniversary of serving the Alpharetta-Milton community.
Secondly, I genuinely believe that any success we’ve had this last year has come from the amazing team working at our shop. It has been so wonderful to find people that have embraced a common vision. We’ve got men and women that really care about each other, not just on a professional level, but on a personal level too. Our mission is to serve others – we just happen to do that by fixing cars.
Website: https://www.cbac.com/alpharetta-milton/
Facebook: https://www.facebook.com/CBAalpharettamilton/