How Jerry Elman kept Schoen Place Auto Open

Shortly after purchasing Schoen Place Auto in April 2007, Jerry Elman said he encountered “the perfect storm.” He was navigating a business with no hands-on experience while trying to react to a worsening economy. Gas prices were increased, but vehicle repairs were down.

By 2008, Elman had lost about $200,000. He burned through all of his personal assets and investments, and began amassing a large amount of debt.

“There were so many times I came close to throwing the towel in during the past six-plus years, I can’t count them,” said Elman, 59, coming extremely close to shutting down his car sales and repair shop in September, 2008.

“Everything I had was invested in this business, and I was on the brink of losing it all,” Elman said.

He began meeting with attorneys and accountants for advice on the best way to approach shutting down the business.

But it was Elman’s original vision of a business model focused on ethics, competence, quality, fair pricing and a superior customer experience that kept him focused in keeping the doors open.

“I have always been driven by making a positive difference for others in anything I do, whether it be at work or in my personal life,” said Elman, who’s influenced greatly by his parents, both Holocaust survivors.

What also helped Elman was a decision to liquidate his car inventory and focus solely on car repair. He also decided to reduce staff and spent only on the things that were essential to remain open and serve customers.

And after 38 years in business in the village of Pittsford, the new owner decided to uproot and move the shop to East Rochester as part of what he calls a “survival and business revival plan.” Elman, a Canadice, Ontario County resident, said he went for broke in deciding to stay open and move the shop.

It paid off.

Elman’s’s making money, although the owner admits he’s yet to get back to pre-recession sales levels.

Schoen Place Auto, 319 E. Chestnut St., East Rochester, was the recipient of the 2010 Rochester Business Ethics Award and a finalist for the 2011 American Business Ethics Award, which Elman refers to as his two proudest moments in business.

During tough times, the shop owner would remind himself of a Ross Perot quote, something that carried him forward when he thought about giving up: “Most people give up just when they’re about to achieve success. They quit on the one yard line. They give up at the last minute of the game, one foot from a winning touchdown.”

Shengulette is a freelance writer covering the Rochester area. Copied from D&C article 7/11/13.