By OLIVIA KOERNIG
Billings Business
Most business owners operate under the adage "seeing is believing." But Bill Simmons, owner of Masterlube, knows the reverse is true.
Simmons took over a failing lube shop called Minit Lube in 1981. The six men who owned the business hadn't been able to generate profit at the store, so they agreed to let Simmons try his hand. Where they saw a bad investment, Simmons saw his future.
Taking chances when others wouldn't - seeing diamonds in lumps of coal - became the motto at Masterlube. And, according to Simmons, it wasn't just luck that it worked out that way. He had stumbled onto a profound truth. The ability to recognize potential is one skill that today's business owners can't afford to be without.
"We're entering an era where there are more jobs than people," Simmons said. "Employers are digging deeper into the labor pool than they'd typically like to do."
And in Simmons' eyes, that's good news.
As a business owner who has always dealt in the transitional employee market, he has seen his share of ne'er-do-wells, drifters and deadbeats. But he's also seen more real life Cinderella stories than most will see in a lifetime.
"Extraordinary people come in all kinds of disguises," Simmons said. "Over the years, I've discovered that when given the opportunity, people will rise to a level that stuns you. It will be the great surprise of your life."
The seeds of Masterlube's success were sown at some point in the store's infancy. Simmons realized he was ripping his employees off and set out to settle his debt.
"I was asking people to do $25 an hour work for $6 an hour," he said. "Every hour they worked, I was going in debt to them at a rate of $12 to $15 an hour."
He met privately with each of his five employees and explained the situation as he saw it. He explained how he would never turn a profit if he paid them what they were worth. He expressed his gratitude for the level of service they brought to his company and customers. Then he made each one a promise, a promise that became his business model and recipe for success.
"I asked them to look deep into their hearts to see what they'd like to do with their lives," Simmons said. "I told them if they'd continue working for me at that level that I'd put all my resources into helping them make it happen."
One of those first employees was Pat Rose. When Simmons first nudged her toward figuring out what she wanted to do with her life, she set her sights reasonably low. Rose told Simmons she wanted to be the person under the car, "the pit man." In those days, women usually worked only as cashiers, and she said Simmons was understandably hesitant.
"I had to hook to wrenches to provide the leverage to get the drain plug off because I wasn't strong enough," Rose said.
With Simmons' support and her own determination, Rose became the first female in the pit. Eventually she realized she was better suited to duties above ground. And after developing proficiency checking and filling fluids, Rose started to realize what her true calling was. She worked at Masterlube while earning her bachelor's degree. Today, she's a psychologist operating a private practice in Arizona.
"Bill knew that the people he was helping meet their potential made the best employees," Rose said. "It's not like I was his favorite; it wasn't just me that he did this for."
Over the years, Masterlube expanded from one location to four. Masterlube also expanded its service to include a glass shop today and employs 45 people. While the industry's national average aims to service 0.95 cars per labor hour, Masterlube services between 1.5 and 1.7 cars per labor hour. The store's market penetration is unmatched in the nation, and in the past seven years, Masterlube's sales grew from $2 million to $4.7 million.
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