Lawn Mower Shop Treats its Customers Like Royalty

Democrat & Chronicle, Rochester, N.Y.

Charlie Conrose Jr.'s favorite customers are the ones who come into his showroom complaining about their experience at a big box store.

"They got short-changed and we bailed them out. Now, they're my customer."

While the growing popularity of hardware megastores has caused a number of small, locally owned shops to close, Conrose's company, Precision Lawn and Garden Equipment Co., has not only endured but flourished. Conrose is celebrating his 40th year in business, and 2009 has been one of his best yet.

"Whether it's because more people are buying lawn mowers instead of having their lawn serviced, or it's people realizing (they) don't want to go to a box store, I don't know," he said.

Ask Conrose the secrets to his success and a lot of clichés get thrown around: Treat people the way you want to be treated. Be honest. Take nothing for granted. Work hard. Surround yourself with good people.

But talk to his customers and they'll tell you that he truly lives those principles, and that's what's kept his company thriving.

The Precision name dates to 1969, when Conrose opened a hot rod auto shop after leaving a brief career at Xerox Corp. The business evolved into a general auto parts store and repair shop, and eventually, Precision Automotive had four stores and $6 million in annual revenue.

After 25 years, Conrose sold the business, but retirement didn't last long.

"I sat home for three months and went crazy. It's like a racehorse in the prime of his life. You can't take him off the track."

To keep busy, he opened Precision Lawn and Garden on North Avenue in Webster.

He was happy just repairing lawn mowers for the first year, but manufacturers soon started asking him to sell products, and over time, the small shop grew into a showroom, repair bay and large garage filled with lawn mowers, leaf shredders and snow blowers waiting to be serviced.

Without the overhead that burdens his large, national competitors, Conrose is able to charge the same prices as the big box stores while also offering assembly, delivery and the customer service of a hometown shop.

"He doesn't just sell you the lawn mower, he provides that little extra touch," said Eric Larson, 59, of Penfield, a customer for many years. When you go to a big box store, "you're basically just a number."

At age 66, Conrose is hoping to retire soon, but he couldn't find a buyer to run the business the way he would like. He was able to convince his 24-year old son, Jason, to return home in the hopes that he would take over the business some day.

As Jason learns the ropes and adopts the customer service principles that Precision is known for, Conrose foresees the business continuing on well after he retires.

"That's what we're anticipating," he said. "Another 40 years."

Posted September 10, 2009

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