aloa.org December 2025 Keynotes 57 Collaborate With Competition, and Everyone Wins Stephen Hoffman, CMAL, CAI President, International Association of Automotive Locksmiths R IVALS OR FRIENDS: HOW DO YOU VIEW YOUR competition? In my short decade-ish in the industry, I’ve had an incredibly wide range of situationships with other companies in the area. I’ve been lucky enough to develop friendships with some, and have others that barely look in my direction when we pass on the road. About a year after I first started, I had a rough week. It seemed I couldn’t get the phone to ring, and when it did, the job wouldn’t sell. I decided to try to drum up some business and do something I was afraid of: door-to-door sales. I went to the local buy-here-pay-here, independent dealers in town to hand out my business cards. Every single one of them said they had been using Gene with All About Locksmithing for years (in some cases, longer than I’ve been alive). Every. Single. One. I told them all that I understood, I wasn’t trying to take work from him. I just left my card in case he was out of town and they needed something ASAP. A few weeks later, I saw his van in a parking lot while I was getting gas. I decided to introduce myself. Jeannie (his wife) later told me that she thought I was coming to start a fight, as they weren’t used to other locksmiths coming to have a con- versation. I explained that everyone I talked to locally seemed to know them, so I figured I should, too. After that meeting, we would develop a friendship that would see us referring work to each other regularly. I didn’t work on many motorcycles, so I sent all of those to him. He didn’t have a high-security key machine, so he sent all of those to me. Sometimes, your competition can be your best source of marketing. Years later, Gene retired for health reasons, and our friendship led to him trusting me enough to sell me his business. Unfortunately, he passed away last year, and he is deeply missed. This was the second buyout we completed of a retiring lock- smith, and the first was a similar story. Ray with One Lock- smithing had been around for years. He would borrow our MVP Pro when his T-Code didn’t have the software needed, and he taught me how to do a GM 6 cut Saginaw column. When he decided he was ready to move on, we bought him out and hired Jeremy, who has been with me for nearly a decade now. Since then, I have continued to refer heavy commercial jobs to other locksmiths in the area that are better equipped to handle them, while they refer some of the more complex automotive jobs my direction. I’ve even fixed a Subaru that went sideways in their parking lot once! There’s not a much better feeling than, “So-and-so locksmith company gave me your number and said you’re the only one who can help me!” That kind of trust — earned through honesty, humility and communication — means more than any ad ever could. In an industry where competition is a given, I’ve found that collaboration builds something stronger: a community that looks out for each other and gets the job done right. Distributors have grown alongside them, offering deeper expertise, broader product portfolios and stronger support systems. One of the most encouraging changes is the growing presence of women in our field. When I started, female representation was sparse. Today, we see talented women leading, innovating and shaping the future of security. This diversity has strengthened our industry, bringing fresh perspectives and collaborative energy. At Wesco, I learned early on that relationships are the foun- dation of success. We treat suppliers and customers with equal respect — because in distribution, both are essential. Over my 26-year career, I’ve built trust by showing up, following up and staying attuned to the challenges our dealers face. People buy from those they trust, and that trust is earned through consistency and care. This industry has been more than a career—it’s been a com- munity. It’s supported my family and friends, and I’ve seen firsthand how we protect one another while welcoming healthy competition. It’s a niche market, but there’s room for everyone from those who come from wanting to do a trade to those with business backgrounds. My advice: Build with integrity, respect and purpose. We’re not just selling products — we’re securing homes, schools, hospitals and businesses across the country.
