Be the Kind of Leader You’d Want to Work For: Interview with Charles Bonfiglio, CEO of Tint World
I recently went one on one with Charles Bonfiglio, CEO of Tint World.
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Charles: I grew up in Brooklyn and moved to Florida when I was 21. I love automobiles, so my dream was to open my own car audio and accessory shop.
As a young entrepreneur with limited experience and capital, opening my dream shop proved challenging. After a lot of research, I discovered the world of franchising, which developed into a passion I’ve pursued throughout my life and career.
Taking my first steps into franchising, I became a franchise location owner of a well-known national automotive repair company in South Florida. With the support of the franchise behind me, I was able to unlock opportunities that hadn’t been available to me before, let alone as a stand-alone business owner. Leveraging their support to build success, I opened a second franchise store, and then another. Eventually, I grew to own nine franchise locations.
After more than 20 years of success within that franchise, I knew it was time for me to take the next step. In 2007, I took everything I knew about automobiles, the aftermarket accessory and service industry, and the franchise industry and revisited my dream of owning my own car audio and accessory shop. As fate would have it, I discovered a chain of independent shops that resembled what I’d wanted to open back when I first came to Florida, and I acquired and converted those six auto accessory and window tinting centers in Florida into the beginning of an Automotive Styling Centers™ franchise we would eventually take international.
Present day, Tint World® is the largest and fastest-growing automotive accessories and window tinting franchise in the U.S., and we have locations in four different countries.
Adam: How did you come up with your business ideas? What advice do you have for others on how to come up with great ideas?
Charles: Tint World® is based on a dream I had as a kid. It’s based on my desire to own and operate an automotive service shop. It’s also based on my experience as a franchisee for a national retailer. So that’s where the idea for Tint World® comes from.
But the ideas that keep the company moving forward and drive our success come from everywhere. I’m constantly seeking new opportunities to grow our business, whether it’s new revenue opportunities or new markets to expand into.
We also rely on all the members of the Tint World® family to share their ideas. One of the amazing things about franchising is that people come to the industry from all backgrounds. So at Tint World®, we have an incredible range of experiences and perspectives that help us evolve and adapt and grow.
Adam: What are the key steps you have taken to grow your business? What advice do you have for others on how to take their businesses to the next level?
Charles: Once you’ve put in the work it takes to establish a successful franchise, many entrepreneurs are ready to conquer the world. That drive to grow is what made them successful. It’s important, however, to lay the groundwork for sustainable growth long into the future.
Too much growth, too fast, however, can set your franchise up for failure. You need to make sure your planned growth is scalable and that your franchise infrastructure can handle it. This growth must benefit your franchise owners, too — not just you.
Building a great system offers franchisees a recipe for success and helps them every step of the way. It’s equally important to build a great corporate team to support these franchisees. That means hiring people who have the necessary skills and abilities and also share your values and your enthusiasm. Finally, it’s essential to find the right franchisees. They are the face of your company and the ambassadors of your brand. Their success or failure will make or break your plans for growth.
Although I don’t think it’s possible to grow too much, I do think it’s possible to grow too fast. It’s all a delicate balancing act. You want to be fast enough to get ahead of the crowd but not so fast that you aren’t able to support that growth. Do the heavy lifting on the front end, making sure you have good facilities, good support staff, a great system, and excellent business partners that generate high revenue.
Adam: What are your best sales and marketing tips?
Charles: Whether you’re talking about marketing your franchise to consumers or to future franchise location owners, the principles of marketing and advertising are almost identical to the principles of customer service. Know your audience. Meet them where they are. Make it easy for them to choose you, then wow them with a great experience that surpasses their expectations.
It’s also about helping consumers understand your brand and associate yourself with topics that are meaningful to them. It’s more than just advertising prices and product specs. It’s about providing a complete experience from the moment they see your ad online until they’re driving away as a satisfied customer.
Long gone is the mindset that marketing is one-size-fits-all. Communicating with people in different ways and across different channels doesn’t change who you are and what your franchise represents. It demonstrates an ability to adapt, which will resonate with your customers and develop into brand loyalty.
Find out what works, what gives the consumer what they want, what makes the sale easiest on them. Wow them with a superb experience from the moment they hear about your brand. That’s the best marketing plan you can have.
Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?
Charles: As a leader, you have to know everything. You have to be the expert in pretty much every area of your business. You have to look ahead at market trends and be an expert on those, too.
Leadership means continuously growing. It’s a never-ending process of evolution and change. You are constantly learning how to become better in every category of your field. And balancing that learning and strategic planning with actually running your business is challenging. That’s why I have tried to empower my team and offload some of the day-to-day work so I can spend more time on the thinking, planning, networking, and maintaining a good face for the company.
Adam: What is your best advice on building, leading, and managing teams?
Charles: Be the kind of leader you’d want to work for. Everyone has a story about a bad boss, someone who made the workplace so bad that they got out as soon as possible. Don’t be that boss.
Employees need a vision of security, growth, and direction. Set clear expectations, treat them with respect, and be there for them. Make time for short meetings to find out how they are doing and what they can do to grow and improve. When you show your team that you care for them and value them above and beyond writing paychecks, you’ll create a culture of loyalty and teamwork that will benefit your franchise.
Your business, whether it’s an established franchise brand or a startup, begins as an extension of you. Your vision, your values, your lifestyle are all baked into the DNA of the company you created. When you find the right people to carry that vision forward, it’s not something you can easily measure. But I guarantee you’ll see the results.
While it might not show up right away in your metrics and KPIs, you’ll see better collaboration, a more positive atmosphere, and real buy-in when it comes to your mission. Your core team’s energy will carry over to your franchise location owners, their local teams, and even their customers.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Charles:
Find what you love and become an expert.
Plan with strategy and execute that strategy relentlessly.
Continually improve until you’re best in class.
Adam: What is the single best piece of advice you have ever received?
Charles: It’s absolutely essential to have a good work/life balance. What really gives you that good balance is to focus on doing the work that you like and enjoy and are good at, so even if you put in longer hours, it’s something you find fulfillment in. It’s your life adventure. Profit is a byproduct of your quality of life and success. That means making sure you have a good balance with your family, too. One thing that will destroy or at least minimize your ability to succeed is when you have something going on at home that is pulling you away, so make sure to put enough time into those relationships so everything is in balance.
Adam Mendler is an entrepreneur, writer, speaker, educator, and nationally-recognized authority on leadership. Adam is the creator and host of the business and leadership podcast Thirty Minute Mentors, where he goes one on one with America's most successful people - Fortune 500 CEOs, founders of household name companies, Hall of Fame and Olympic gold medal-winning athletes, political and military leaders - for intimate half-hour conversations each week. A top leadership speaker, Adam draws upon his insights building and leading businesses and interviewing hundreds of America's top leaders as a top keynote speaker to businesses, universities, and non-profit organizations. Adam has written extensively on leadership and related topics, having authored over 70 articles published in major media outlets including Forbes, Inc. and HuffPost, and has conducted more than 500 one on one interviews with America’s top leaders through his collective media projects. Adam teaches graduate-level courses on leadership at UCLA and is an advisor to numerous companies and leaders. A Los Angeles native, Adam is a lifelong Angels fan and an avid backgammon player.
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