Azzo Computers owner Brian Hongsermeier

“We all are sitting on a lot of stuff,” says Azzo Computers owner Brian Hongsermeier. “When we decide to get rid of most of that stuff, we can take it to a recycling bin or throw it in the trash. We can’t treat electronics the same way.

“If the old TV is being replaced by the big flat screen, you can put it in a yard sale, give it to a family member, donote it to a school—there are options. But a lot of people are saying ‘what am I to do with this material?'”

The material in question could be old computers, stereo systems, monitors or televisions. When folks arrive at the moment they just want to be rid of it, the Azzo crew will make sure the materials will get in the hands of those who can make new materials with the parts.

“The glass can be reused in asphalt. The boards that have levels of precious metal, they can be sent to the foundries and industries that have the ability to extract and repurpose that into other items. Fan motors and this and that, other industries can repurpose those and they don’t go into the trash,” Hongsermeier said.

This free and “more ethical means of electronics disposal” can be convenient for Murfreesboro consumers (they just need to drop the waste by Azzo’s Thompson Lane location near Red Robin) and can help keep landfills from growing so rapidly, but the primary function of Azzo is computer service. Hongsermeier compares his business to a doctor’s office; when a machine is sick, bring it in for a diagnosis and remedy.

Hongsermeier (a.k.a. Hong) also emphasizes that the local art community is welcome to utilize the walls in the customer lobby to display and sell their creations. It gives some decoration to the shop, gives customers something attractive to view as they wait, and supports the art community. It could also help artists get their work out there and perhaps even sell some.

Some of the local artwork on display at Azzo

Though the business has seen some ownership and philosophy changes over the years, Hong says treating each individual customer in a fair and honest way will keep the business thriving in the years to come.

Murfreesboro Pulse: Tell me the Azzo story, and how and why you became involved.
Brian Hongsermeier: Azzo computers was started by Blake and John Burleson in, I want to say, 1998. Initially they had a healthy online market; they were one of the first companies known for motherboard/processor combos for sale on the Internet. Azzo was known primarily as an online market where people could order product; they had an online cart set up.

I don’t believe their bread and butter was coming from the local market, as Azzo’s is today; we don’t do any online sales now.

A couple of bigger online ordering companies came onto the market. Andy Van Hulle purchases the company in the beginning of 2005. Andy was a service guy, and he helped mold the company into what it is today. The struggle in the retail environment is the competition against larger companies that have the capital to barely mark products up.

Andy’s skill set was more in servers, business systems and that kind of thing where he could be more of a business consultant, rather than serve the local consumers.

By 2008 when I took over, the online market wasn’t there; sitting on product in the store wasn’t really making sense. You really had to handle things on a case-by-case base; you never know what’s going to come in the door.

I shifted the front from a showroom to a lobby. I think of Azzo today as almost like a doctor’s office.

But if it looks like it will be a bad deal for the client, I am more inclined to walk away than to see you put money into something and going upside down. I would say “go get another one, let’s move your data over” if it’s going to cost more to repair a machine than the computer is actually worth.

We still maintain a healthy custom computer offering, but I bring more to the deal; I actually support the product and support it in-house. (While plenty of computers bought from huge companies come with support packages, when buying a machine from Azzo and technical problems arise, you can deal with the actual individual who sold you the product, not a support center in another country.)

MP: What businesses and businesspeople were an inspiration for you?
BH: As one who was employed by others, I almost always gravitated to a mom-and-pop environment.

I worked for Lee Roberts at the ‘Boro. He’s a self-made man. He taught me really valuable lessons. He speaks what he believes, and he’s kept that place open.

Doug Duross at Marina’s on the Square was an inspiration. I didn’t really realize Doug was an inspiration until after I became a business owner.

As an employee, sometimes you don’t understand why a business owner made a decision. A lot of it has to do with the flow of money and the cost of goods.

MP: What is your least favorite or the most difficult aspect of running the business?
BH: I have worked for myself in the past. I’ve done my own janitorial stuff. I had the concept and desire that I could get up and go do something as a self-employed individual. But I had no idea the overhead costs of running a business—taxes, payroll, your building.

Making sure your employees are paid, making sure you have good employes.

Making sure I can delegate. I have to teach myself not to do everything. And in turn, I give other people jobs and they are now working towards the goal of making the company profit.

Knowing how to see a downside, and let it ride, knowing that it will swing the other way. As a leader you have to weather that storm, but also convey that confidence to your employees.

MP: What’s your favorite part about your job?
BH: My favorite part about this job is making people smile. If that is a result of my sitting at the counter and being jovial with them and they are comfortable, that’s great.

If we fix their issue and they are happy, they feel the fee is reasonable, they have their computer back, or at least their problem is identified and they’re given the honest, reasonable answer.

Most of my clients are long-time clients. Unfortunately in my industry, a lot of people can be taken for a ride. I try and remember, I’m not that great with cars. I have to trust a mechanic that whatever this guy’s telling me is the truth. A lot of people are still afraid of computers.

MP: What advice do you have for people starting a small business?
BH: You customers are your life. They are the blood of your company. Without your clients, you have no way of making an income.

You have to be honest.

Get away from feeling guilty about charging someone for your service or knowledge.

Some of the many electronics Azzo has collected to recycle

MP: Who are some of your top customers?
BH: Middle Tennessee Oral and Implant Surgery, Mark Hardison, Bumpus Harley Davidson, Southeast Signature, Russ Thomas Law Firm, Mustang Drywall in LaVergne, Guy Dotson Jr., Bill Whitsell uses me, our DA.

We’re getting new clients in all the time. Most of my new clients I pick up are on referral.

MP: How are you getting the word out about your business?
BH: We advertise in the Pulse, advertise in The Rutherford Reader, with the Buzz. We utlilize Google optimizations. But word of mouth is the single biggest source of new clients.

I get that advertising does not always yield immediate results, but I support the vision of the local publications I advertise in. A lot of print advertising is branding and getting readers familiar with your business for the future.

For more information on the best service in the ‘Boro for your computer needs or on electronics recycling, call (615) 849-2900, e-mail hong@azzo.com or drop in 760 N. Thompson Lane.

A big music fan, Brian decked out his office with album covers