Herbie’s Auto Sales in Greely, Colo.

This month’s featured dealership is Herbie’s Auto Sales in Greely, Colo. Lee Yoder is the president of the S-Corp and the dealer principle. He is an active Twenty Group member who owns and runs the company with his general manager, Ms. Cindy Christensen – a talented, enthusiastic and dedicated leader. Lee started in the business in 1970 selling cars for Joe Marsh Ford in Denver and then got into the service business. That business today is now known as Weld County Garage, which has 33 bays and Buick, Pontiac and GMC franchises, and Truck City Service Center (22 bays).

Herbie’s was founded in December, 2000 with its roots going back to two J.D. Byrider franchises. Cindy has been heading Team Herbie since its inception. Lee’s son, Warren, runs Weld County Garage. Lee has two other children, daughters Sherry and Sue, seven grandchildren and his wife, Colleen, with whom he has been married for 45 years. Don’t mistake Lee’s mild-mannered personality for anything other than a true gentleman who is keenly aware of his business, highly competitive, well grounded in his priorities and sharply focused on his goals. He is a student, teacher, mentor and leader in the industry. Lee’s business has grown to more than $84 million in annual sales with a strong presence in retail sales, service, buy here-pay here and special finance.

DBJ: Lee, you’ve been in business for a lot of years now why are you in the car business?

Yoder: It’s such a natural place to be. In the early days I would work 16 hours per day, seven days per week just because I didn’t want Colleen to work, and I loved cars. I just love them! I love to work on them, drive them, sell them and I really prefer used cars because there is no specific brand. You can carry anything you want from basic needs transportation to the exotics. I love them all. You see, I grew up riding a horse and buggy (Amish childhood) and saw this big, beautiful, black 1947 Buick Roadmaster, and I had to have one. The neighbor would take us to school in it during the winter and it was like heaven.

DBJ: You have a truly impressive team. How many employees do you have?

Yoder: We have 150 at Weld County and 22 at Herbies. We took over the garage in 1982 and the business was just doing over $5 Million in total sales with 36 employees. Today, we’re at more than $84 million.

DBJ: You stayed with it for a lot of years. You must enjoy it. What is your secret for success?

Yoder: (Lee smiles and pulls a business card from his wallet that has Proverbs 3: 5-6 inscribed on the back) Oh, that’s easy. This culture is the most incredible thing to be part of and the Good Lord brought it all together. I’ve learned to trust in the Lord more and not in myself or my own ego. I’ve been so blessed and have had such an awesome life. It makes me bawl to think about it.

DBJ: Your general manger, Cindy, is talented too.

Yoder: That’s a miracle too! She was leaving Weld County for a better job offer (four times the money) and suddenly changed her mind to stay on board. She gave up all that money to work here because she really wanted to make it work. She’s is a God send.

DBJ: What has been your No. 1 obstacle in business?

Yoder: That’s real easy. I thought I knew it all until I needed a CFO. Why do you need a CFO? Well I learned that in a hurry. We were all over the place. I quickly learned that you don’t spend a dime unless the people are there first. Also, I learned that in service, you NEVER have an unhappy customer. My problem was my own ego. I was just too proud to listen and paid a huge price for the mistakes. I quickly found the value of a talented CFO.

DBJ: What is your biggest success story?

Yoder: Having my family close, in town with all my children and grandchildren and my son running one of the top dealerships in the area is my success.

DBJ: Would you share some of your advice with other dealers?

Yoder: Serve your customers, serve your employees, stay humble and don’t let the success get to your head. It’s all about people, and I want to see them expand and grow.

DBJ: Do you have any regrets?

Yoder: There was a time when I worked too many hours. I was consumed by it. That took so much away from my kids when they were young, and I will never get that back, nor will they. I made up for it later though.

DBJ: You empower people, leaders, managers, salespeople and staff.

Yoder: I’m just drawn to eccentrics. I hate the stereotypical dealerships! They two-step issues, blow smoke, there are no leaders and they treat customers poorly. I love entrepreneurs who can see and take advantage of opportunity. I love the spirit. I only finished the 8th grade so I knew I had to work harder than the other guy. I had this teacher, Ms. Spears. She told me that you could do anything “as long as you can read.” And, I believed her. You can really accomplish anything as an entrepreneur! There are a lot of good leaders out there too.

DBJ: What is your five-year vision for Herbie’s Auto Sales?

Yoder: (With a smile of confidence) That’s a secret! But we will be the No. 1 dealer in the State of Colorado in used cars.

DBJ: Are you competitive?

Yoder: Oh yeah! I just love to beat the pants off those 40 year olds at racquet ball, Texas Hold’em, business, cars, whatever.

DBJ: How long have you been a Twenty Group member?

Yoder: We were members of NCM for a couple of years in the ’80s and there was this guy from Palmera, Pa. who talked me into going to a seminar in Marion, Ind., hosted by this man named Jim DeVoe. I went and was so impressed and excited about the opportunity. Then Jim was going to come to one of our meetings and I was worried that his secrets would spread too quickly. I was surprised and could not believe that the other dealers just didn’t want in. I think Chris (Leedom) worked for that guy from Pennsylvania.

We joined Leedom in 2001 at a meeting in Vail to look for ongoing ways for education. The group exposes you to stuff that you can’t get anywhere else.

DBJ: What is the No. 1 benefit from being a member of a Twenty Group?

Yoder: Leading edge stuff! Information and ideas, BDC, CRMs, we wouldn’t know otherwise. And, you guys get the top talent too, Jim Jackson, Dave Anderson, Tom Hudson, the resources are incredible.