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Posted

Independent shop owners face many challenges to be sure. What is the primary challenge facing independent auto shop owners now?

  • Like 2


Posted

I believe the industry will continue to find hiring and staffing to be an issue. Also proper training for all jobs within the business. Electric vehicles will be coming down the pipeline. I believe training on these vehicles as well as finding profit centers with those cars (all fuel and emissions related work will be eliminated) may be a problem in the future.

  • Like 1
Posted

Agree with Mspec, finding and hiring the right people is the biggest challenge. I also agree that electric vehicles are going to cause a massive shift in how things operate for us on the repair side of things. Staying ahead of the curve abd up to date on training are going to be the only way to stay in business

  • Like 1
Posted

1. Staying healthy, and motivated to continue the business.

2. Keeping (paying) customer happy and coming through the door enough to make it worthwhile to stay in business.

3. Finding and training trustworthy people.

4. Keeping up with new technology and vision of where the business is going.

5. Making enough of a profit after taxes to make it all worthwhile.

.

.

.

Posted

One of the major issues I deal with almost on a daily basis is dealing with customers who have gone to the parts hanger shops and haven't solved the problem. Then, they're out of money, out of patience, and still need help. I'd like to get paid for my time, and my work. But, some of them tend to look at another mechanic as no better than the one who threw parts at their car. That's gotta change. . . somehow. Most of these parts throwin' shops know me and know I can diag and repair whatever the problem is. But, they want to still sling parts and give it a go. Only after they've thrown their hands up will they send the customer and the car my way... but of course, cash in on the stuff they've already done.

 

Eliminating the parts hangers and fly by night shops should increase the professionalism for the rest of us.

 

Just sayin'

  • Like 3
Posted

Find adequate help is problem number one and growing worse.

Out of work parts changers trying to find a job most likely. LOL :)

  • Like 1
Posted

Two things I've noticed a lot on this forum: (just an observation from an outsider, so I'm speaking in generalizations)

1. A lot of shop owners complain about not being able to find good workers and

2. A lot of shop owners want to pay these same good workers a pittance (compared to other trades).

You can't have your cake and eat it too.

If an electrician/plumber/pipefitter etc makes $30-35+ an hour, why would any good worker ever want to become an auto technician when they know they will top out at $25-28/hour?

 

I'm from Canada, and our automotive technician program is different then yours, but I believe that one of your bigger problems in general is low wages.

Up here, apprentices do a 4 year program of 10 months on-the-job training then 2 months in school to become a journeyman technician.

The apprentice minimum pay scale is based on a percentage of the journeyman rate at their shop and scales up each year. (1st year 55%, 2nd 70%, 3rd 80%, 4th 90%)

Our system works well for us, and produces a good quality of technician, and I believe in general, techs in Canada are paid on par with other trades.

 

You guys have students that come out of tech schools (UTI etc) with little to no hands on training.

Apprentices are expected to do ASE training (sometimes on their own dime, no less) to get the certification.

Maybe after 3 or 4 years of this, they get enough certs to be a decent high-end B tech (equivalent of a journeyman).

There's still nothing saying that they have to be paid well by this point.

4 or 5 more years and they become an A level master tech, finally they might get paid similar to what other trades have been making for years.

 

Not trying to be rude or a jerk, but this is just how I see it.

  • Like 4
Posted

Two things I've noticed a lot on this forum: (just an observation from an outsider, so I'm speaking in generalizations)

1. A lot of shop owners complain about not being able to find good workers and

2. A lot of shop owners want to pay these same good workers a pittance (compared to other trades).

You can't have your cake and eat it too.

If an electrician/plumber/pipefitter etc makes $30-35+ an hour, why would any good worker ever want to become an auto technician when they know they will top out at $25-28/hour?

 

I'm from Canada, and our automotive technician program is different then yours, but I believe that one of your bigger problems in general is low wages.

Up here, apprentices do a 4 year program of 10 months on-the-job training then 2 months in school to become a journeyman technician.

The apprentice minimum pay scale is based on a percentage of the journeyman rate at their shop and scales up each year. (1st year 55%, 2nd 70%, 3rd 80%, 4th 90%)

Our system works well for us, and produces a good quality of technician, and I believe in general, techs in Canada are paid on par with other trades.

 

You guys have students that come out of tech schools (UTI etc) with little to no hands on training.

Apprentices are expected to do ASE training (sometimes on their own dime, no less) to get the certification.

Maybe after 3 or 4 years of this, they get enough certs to be a decent high-end B tech (equivalent of a journeyman).

There's still nothing saying that they have to be paid well by this point.

4 or 5 more years and they become an A level master tech, finally they might get paid similar to what other trades have been making for years.

 

Not trying to be rude or a jerk, but this is just how I see it.

 

The quality of average person entering the trade is rather low. God bless these kids really. Nothing personal against them but their aptitude and attitude is so piss poor. I do feel there are gems out there and I will find them however for the vast majority of the shop owners, they will never meet this kids. I think this is partially due to not presenting the right marketing image as well as having a system in place to cultivate talent. I'll tell you how my experiences go once I find some all stars :)

  • Like 1
Posted (edited)

bstewart,

 

You have described the difference between America and the rest of the world as it pertains to worker training. America is Capitalistic for the poor, and Socialistic for the rich, which is why you can make a very large fortune if you know how to exploit it.

 

One reason we are struggling in the USA is the the Finance industry hit the automotive industry right in the gut after the 2008 finance collapse. They had the Govt. pass the Cash for Clunkers bill, which withdrew the majority of demand for auto repair from the market, and turned into an auto finance bonanza.

 

Auto shop owners are struggling to drive traffic into their stores, there is a lot of pent up demand in cars that are being neglected because the majority of the people's cash is being diverted into servicing their rent/mortgage and health insurance premiums.

 

This keeps owners from paying higher wages, and attracting great talent into the industry.

Edited by HarrytheCarGeek
  • Like 2
Posted

Two things I've noticed a lot on this forum: (just an observation from an outsider, so I'm speaking in generalizations)

1. A lot of shop owners complain about not being able to find good workers and

2. A lot of shop owners want to pay these same good workers a pittance (compared to other trades).

You can't have your cake and eat it too.

If an electrician/plumber/pipefitter etc makes $30-35+ an hour, why would any good worker ever want to become an auto technician when they know they will top out at $25-28/hour?

 

I'm from Canada, and our automotive technician program is different then yours, but I believe that one of your bigger problems in general is low wages.

Up here, apprentices do a 4 year program of 10 months on-the-job training then 2 months in school to become a journeyman technician.

The apprentice minimum pay scale is based on a percentage of the journeyman rate at their shop and scales up each year. (1st year 55%, 2nd 70%, 3rd 80%, 4th 90%)

Our system works well for us, and produces a good quality of technician, and I believe in general, techs in Canada are paid on par with other trades.

 

You guys have students that come out of tech schools (UTI etc) with little to no hands on training.

Apprentices are expected to do ASE training (sometimes on their own dime, no less) to get the certification.

Maybe after 3 or 4 years of this, they get enough certs to be a decent high-end B tech (equivalent of a journeyman).

There's still nothing saying that they have to be paid well by this point.

4 or 5 more years and they become an A level master tech, finally they might get paid similar to what other trades have been making for years.

 

Not trying to be rude or a jerk, but this is just how I see it.

 

Not saying I disagree, but I just opened an automotive repair shop that is spray foam insulated, brand new bright epoxy coated floors, crazy bright lighting, air conditioned to 75 degrees, and specialize in high end Asian vehicles so the techs see the same cars over and over again and has very little learning curve. I mark up my labor guide 21% (except for maintenance), I pay for their first ASE test (regardless of if the pass or fail), give a $200 bonus if they pass, a guaranteed raise if they pass, provide diagnostic scan tools, provide uniforms and cleaning services, 5 paid holidays a year, paid training, paid sick time, multiple production incentives, and both techs working for me got paid what they were asking for on their applications. They get parts for their cars at cost, have an employee break room with a refrigerator and microwave, free sodas and coffee, provide work gloves, donuts/breakfast for our Wednesday morning meeting, and both have brought family up here to show off where they work. That being said, the applications that I see coming across my desk are pathetic. I've advertised on craigslist, told all my vendors I'm looking for another tech soon, and I'm getting ready to fund a raffle on the Snap-on tool truck for technician contact info. I've even offered a $1,000 finders fee if one of my vendors bring me a good tech. Still, the turn out is meh.

  • Like 3
Posted

 

Not saying I disagree, but I just opened an automotive repair shop that is spray foam insulated, brand new bright epoxy coated floors, crazy bright lighting, air conditioned to 75 degrees, and specialize in high end Asian vehicles so the techs see the same cars over and over again and has very little learning curve. I mark up my labor guide 21% (except for maintenance), I pay for their first ASE test (regardless of if the pass or fail), give a $200 bonus if they pass, a guaranteed raise if they pass, provide diagnostic scan tools, provide uniforms and cleaning services, 5 paid holidays a year, paid training, paid sick time, multiple production incentives, and both techs working for me got paid what they were asking for on their applications. They get parts for their cars at cost, have an employee break room with a refrigerator and microwave, free sodas and coffee, provide work gloves, donuts/breakfast for our Wednesday morning meeting, and both have brought family up here to show off where they work. That being said, the applications that I see coming across my desk are pathetic. I've advertised on craigslist, told all my vendors I'm looking for another tech soon, and I'm getting ready to fund a raffle on the Snap-on tool truck for technician contact info. I've even offered a $1,000 finders fee if one of my vendors bring me a good tech. Still, the turn out is meh.

 

Like I said, I was speaking in generalizations and definitely NOT singling anyone out.

I'm sure there are many great shop owners in the US, just like in every other country out there.

Lots of the guys on this forum are especially great guys, because we are all trying to better ourselves as shop owners and as people.

I'm guessing the weak turnout you're seeing is just a symptom of the real problem, which as stated by mspec is poor industry marketing image and a weak training and support system for cultivating talent.

 

All I was saying is that I've even seen threads in here about paying entry level techs barely over $10/hour and top techs in the $25-28 range.

If this profession is going to stack up against other trades and not be looked down upon, the pay better be on par for starters, especially since automotive requires such a high tool investment.

PS. I'd love to see your shop sometime, it sounds like a dream!

 

 

You have described the difference between America and the rest of the world as it pertains to worker training. America is Capitalistic for the poor, and Socialistic for the rich, which is why you can make a very large fortune if you know how to exploit it.

One reason we are struggling in the USA is the the Finance industry hit the automotive industry right in the gut after the 2008 finance collapse. They had the Govt. pass the Cash for Clunkers bill, which withdrew the majority of demand for auto repair from the market, and turned into an auto finance bonanza.

Auto shop owners are struggling to drive traffic into their stores, there is a lot of pent up demand in cars that are being neglected because the majority of the people's cash is being diverted into servicing their rent/mortgage and health insurance premiums.

This keeps owners from paying higher wages, and attracting great talent into the industry.

 

I don't disagree with you about the cash for clunkers deal that went down (we heard all about it up here).

I don't want to turn this into a political discussion either, but don't think that socialism is your holy grail.

We're much more socialistic in Canada and we've got our share of major problems too.

For example, we just passed our annual "tax freedom day" on June 6, whereas you guys had yours on April 24, a month and a half earlier.

Canada's total tax rate for the whole country is 43%, but for the US it's a much more reasonable 31%.

I can only imagine what I'd do if I had an extra 12% of my gross income to spend each year.

Posted

I do not think there is an owner here that would not gladly pay a new tech $25/hour if they were worth it. Why on earth would I pay some kid from school $25/hour when all he does it have me diag the issue, come to me 10 times during the repair to ask what's next and then screw it up in the end anyway?

  • Like 1
  • 2 weeks later...
Posted

Warning: Rant alert.

 

Being a proficient technician is a very challenging job that does not receive the recognition or compensation it requires. A proficient general technician, which is required in most independent shops (at least in my area), requires being good at diagnosing and repairing internal engine issues, engine accessory issues, air conditioning, cooling systems, exhaust systems, engine management, wiring, interior components such as windows - sunroofs - door locks - touch screen units - communication systems, engine electrical, suspension, tires, brakes, transmissions... You basically need to be a mechanic, understand electrical wiring, be a electronic technician, a welder, a plumber, and a LEARNER because everything changes. In addition your tool and equipment cost never stops as you are always collecting for your arsenal to fix vehicles.

 

In Northeast Ohio there is not a demand for specialty shops. Shops that specialize in certain makes and models do what everybody else does: work on everything. You have to or the bills won't get paid.

 

In addition the job requires you fit your full grown body into tight and cramped areas, deal with grease, grim, scrapped knuckles, stress and pressure from customers, management, and ones self for $15-$20 an hour. Not to mention the pay scale is broke. Labor guides are written for new vehicles, that don't have rust, rats, and problems causing other problems on 10-20 year old cars which is common in an independent in this area. They are probably 70% of what you are going to work on. MOST professional jobs pay a salary, pay per hour, the OWNER or COMPANY takes the risk of quoting services, not the employee which is the norm in the auto industry.

 

The struggles in finding good help is true, it exists. But who in their right mind would want to jump in this industry to make such a small wage with all the risks and stress that come with being a technician? I know bank tellers making $45k and they have no risk, no stress. I know plumbers and electricians working for various companies making $60k and not having to stress over flagging hours on a piece of rusty junk, they are paid salary. They have expectations set by their bosses, but they aren't financially penalized for a customers piece of junk house that was underquoted to get the sale. How many mechanics are making $60k in Northeast Ohio? Some, not many. Most barely make $35k.

 

I graduated from college with a teaching degree before I opened up my shop. The stress in dealing with old rusty cars, the public, and not being able to pay my employees correctly was hurting my morale. I found a teaching job, teach monday-friday, and have two employees at my business working. We now just buy and sell cars. I am able to pay my mechanic a fair wage on a salary. We don't have to deal with the public and their rusty cars which have a dozen problems, some of them interconnected and effecting multiple systems. I am happy being a semi absentee owner and teaching.

 

Who on the forum would sign up for a job that doesn't pay near what other trades of similar skill require (and lets be honest, what trade requires this level of skill) to be paid on an outdated pay platform that puts employee compensation at risk?

 

If an employee is under performing, part ways with them. Don't terrorize them with flag hour pay when they don't control the estimate, the pricing, or the hours that are recommended from labor guides. The labor guides pull hours from factory recommendation, do you think Ford, GM, Chrysler or BMW are going to publish fair times vs times that benefit them? The lower the time they publish, the more they can shave off for "warranty" time (which is lower), which means less they have to pay a dealership to repair their new vehicles.

  • 3 weeks later...
  • 4 weeks later...
Posted

Just wondering how many shops that are having technician staffing problems do any or all of the following:

 

1. Do you have a recruiting strategy and if so is it effective?

 

2. Do you have a career path for your technicians? Regular written reviews, regular raises based on those reviews?

 

3. Do you have a written company policy book and /or a written procedure book?

 

4. Do you just crisis hire one of the first applicants with a pulse, show them where to park their box and hand them the first work order?

Posted

 

Like I said, I was speaking in generalizations and definitely NOT singling anyone out.

I'm sure there are many great shop owners in the US, just like in every other country out there.

Lots of the guys on this forum are especially great guys, because we are all trying to better ourselves as shop owners and as people.

I'm guessing the weak turnout you're seeing is just a symptom of the real problem, which as stated by mspec is poor industry marketing image and a weak training and support system for cultivating talent.

 

All I was saying is that I've even seen threads in here about paying entry level techs barely over $10/hour and top techs in the $25-28 range.

If this profession is going to stack up against other trades and not be looked down upon, the pay better be on par for starters, especially since automotive requires such a high tool investment.

PS. I'd love to see your shop sometime, it sounds like a dream!

 

 

 

I don't disagree with you about the cash for clunkers deal that went down (we heard all about it up here).

I don't want to turn this into a political discussion either, but don't think that socialism is your holy grail.

We're much more socialistic in Canada and we've got our share of major problems too.

For example, we just passed our annual "tax freedom day" on June 6, whereas you guys had yours on April 24, a month and a half earlier.

Canada's total tax rate for the whole country is 43%, but for the US it's a much more reasonable 31%.

I can only imagine what I'd do if I had an extra 12% of my gross income to spend each year.

You can't compare a government funded program to our free market system in America. Your taxes are high in Canada to provide for subsidized programs like your Automotive Tech Apprentice program. As you can tell from everyone's unique response we face individual challenges in employing bright people.

 

I've lost some very talented Techs to personal life situations, greed, and to government employment which includes salary, retirement plan funding, and full benefits for the entire family. Tell me I don't have a right to be upset by the same government I overpay taxes to stealing my talent with pay and benefits I can't come close to competing with ever.

 

We have a culture crises in America. A unionized plumber or electrician is one thing. An Automotive Technician working in an independent shop is not the same ballpark. Their education, training, and dues paid are not the same ballpark. But we have is attitudes that decry 'I'm working hard, busting my hump for some owner making all the money. I should be paid more'. Fact is, I've got my tail on line to the bank, to vendors, to my customers. I'm doing all I can to provide a good environment where my employees can provide for themselves and have something left over. Does it matter to candidates? Not one bit.

 

No matter how much training and experience you have you just can't fix stupid.

  • Like 2
Posted

Shopcat has it right. The biggest challenge in this industry is that as owners, we terribly lack LEADERSHIP skills. Most everything we complain about has more to do with the guy in the mirror than any external force.

 

"Just wondering how many shops that are having technician staffing problems do any or all of the following:

 

1. Do you have a recruiting strategy and if so is it effective?

 

2. Do you have a career path for your technicians? Regular written reviews, regular raises based on those reviews?

 

3. Do you have a written company policy book and /or a written procedure book?

 

4. Do you just crisis hire one of the first applicants with a pulse, show them where to park their box and hand them the first work order?"

  • Like 2
Posted (edited)

Working on my procedure and handbook currently. I see the dire need to have consistency, a career path, and written policies to be successful.

 

I've put together a benefits, compensation, and culture at my shop that when people apply they want to work here. I find quality candidates who work six days a week, no benefits, and no holiday pay. Yet they stay loyal to their employer - they must think they have no alternative. Or they're not motivated to move. I don't know. I suppose if I could figure out 'people' I'd be rich!

 

This thread has a negative slant on it for certain. I'm looking at expanding into more shops. My wife asks why I would subject myself to 'more of the same problem' with hiring people. All I can say is that if I have my policies, procedures, and trust in God it will work out. May be simplistic and/or naive but cars and trucks need fixed and why not my shop(s) to be the ones that get the business?

 

Be well and do good things my friends!

Edited by 3PuttFever
  • Like 1
Posted

3PuttFever , It is smart to develop your company's culture , the procedure and handbook. Your culture is apparent in those positive reviews, and your Facebook page too. Its great to see owners being proactive and making their business better. I say you headed to greater success in you shop(s) !!

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  • Have you checked out Joe's Latest Blog?

         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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      Keywords in Reviews – Adding Fuel to the Fire
      Show Notes with Timestamps
      Introduction to the Episode (00:00:01) Brian Walker introduces the podcast and guest, Hallie Wassinger, discussing the importance of Google Local Services Ads. Overview of Google Local Services Ads (00:02:53)  Hallie explains the recent availability of Google Local Services Ads for auto repair shops across the U.S. Historical Context of Local Services Ads (00:03:25)  Discussion on the past availability of Google Guaranteed Ads and their expansion to auto repair shops. Current Availability and Limitations (00:04:38)  Hallie details the current state of Local Services Ads for tire shops and their limited availability. Cost Structure of Local Services Ads (00:05:34)  Introduction to the pay-per-lead model, highlighting its differences from traditional Google Ads. Service Categories for Auto Repair (00:06:45) Hallie outlines the specific services auto repair shops can advertise under Local Services Ads. Lead Generation Process (00:07:44)  Explanation of how leads are generated through phone calls or messages via the Local Services Ads dashboard. Ongoing Maintenance of Ads (00:08:31)  Discussion on the necessity of monitoring and rating leads to optimize the ad performance. Success Stories from Beta Testing (00:10:55)  Brian shares a success story from Chris Cotton, highlighting low lead costs achieved through Local Services Ads. Lead Cost Insights (00:11:39)  Hallie provides average lead cost data, emphasizing the effectiveness of the ads for auto repair shops. Visibility of Local Services Ads (00:12:18)  Brian describes how Local Services Ads appear prominently in search results, enhancing visibility. Google Screened vs. Google Guaranteed (00:13:02)  Hallie explains the differences between Google Screened and Google Guaranteed, focusing on their application processes. RepairPal Sponsorship Message (00:14:27)  Brian thanks RepairPal for sponsoring the episode and discusses the benefits of being in their certified network. App Fueled Sponsorship Message (00:15:32)  Brian introduces App Fueled, promoting their customer loyalty app for auto repair shops. Verification Process for Shops (00:16:33)  Hallie outlines the verification process for shops to join Google Local Services Ads, including necessary checks. Verification Steps for LSA (00:16:50)  Overview of the verification process for auto repair shops applying for Google Local Services Ads. Challenges with Specialty Shops (00:19:14)  Discussion on difficulties specialty shops face with Google Local Services Ads targeting. Specialization in Google Ads (00:20:03)  Insights on why specialized shops may benefit more from traditional Google Ads. Opportunities with LSA (00:22:05)  Exploration of the current opportunities available for shops using Google Local Services Ads. Cost Benefits of LSA (00:23:13)  Comparison of lead costs between Google Local Services Ads and traditional Google Ads. Importance of Google Business Profile (00:24:29)  Discussion on how optimizing Google Business Profiles impacts LSA ad performance. Role of Reviews in SEO (00:27:40)  Emphasis on the significance of keywords in customer reviews for improving visibility. Optimizing Photos for LSA (00:29:42)  Best practices for managing and updating photos in Google Local Services Ads. Pricing for LSA Management (00:31:01)  Details on the costs associated with managing Google Local Services Ads for shops. Introduction to LSA (00:33:47)  Discussion on the performance of Google Local Services Ads and how to get started. Discovery Call Process (00:34:15)  Details on scheduling a discovery call and assessing local competition for LSA. Final Thoughts on LSA (00:34:38)  Emphasis on the importance of early adoption of LSA for auto repair shops. Self-Management of LSA (00:34:40)  Advice on running LSA independently, highlighting the required time and dedication. Closing Remarks (00:35:29)  Thanking listeners and sponsors, and encouraging engagement with the podcast.
      How To Get In Touch
      Join The Auto Repair Marketing Mastermind Group on Facebook
      Meet The Pros
      Follow SMP on Facebook
      Follow SMP on Instagram
      Get The Ultimate Guide to Auto Repair Shop Marketing Book
      Email Us Podcast Questions or Topics 
      Thanks again for listening to The Auto Repair Marketing Podcast on Aftermarket Radio Network. There are some other great shows on the network and you can find them at AftermarketRadioNetwork.com or on your favorite podcast listening apps like Spotify, Apple Podcasts, Google Podcasts, and many others
      Thanks to our Partners,
      RepairPal at https://repairpal.com/shops. Quality Car Repair. Fair Price Guarantee.
      App Fueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”
      Aftermarket Radio Network
      Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
      Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
      The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
      Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
      Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
      The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
      The Aftermarket Radio Network: https://aftermarketradionetwork.com/
      Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/
      Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/
      Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/
      The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/
      The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/
      Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/
      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
      Marketing isn’t just about spending money; it’s about strategy, creativity, and knowing what actually works. That’s exactly what Brian and Kim Walker unpack in this conversation with Doug DeLuca, owner of Boca AutoFix, who built a thriving auto repair shop without ever working as a technician before opening his doors.
      Doug’s IT background gave him an edge, helping him master SEO, content marketing, and social media, all while running his shop. He shares with Brian and Kim how he tracks data, refines his messaging, and attracts the right clients using unconventional but effective methods. From leveraging Facebook groups to pull in college students to secret-shopping a quick-lube competitor for blog content, Doug proves that marketing success comes from being proactive and intentional.
      This conversation tackles why not every shop needs Google Ads, how to structure diagnostic fees without scaring off clients, and the importance of community involvement. Doug’s hands-on, data-driven approach to marketing offers real insights for shop owners looking to take control of their marketing and maximize results.
      Brian, Kim, and Doug break it all down, giving shop owners a blueprint for smarter, more effective marketing.
      Thank you to our friends at RepairPal for this episode. RepairPal will introduce your shop to new customers through repairpal.com, the largest site for auto repair. Learn more at
      RepairPal.com/shops.
      Want to revolutionize your marketing? AppFueled does it all—email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.
      How To Get In Touch With The Guest
      Doug DeLucca’s Facebook account 
      [email protected]
      BOCA Auto Fix - (561) 826-8834
      Lagniappe (Books, Links, Other Podcasts, etc)
      ASTA
      They Ask You Answer
      They Ask You Answer Podcast Episode 093
      Which is the right fit for you? A quick lube or an independent auto repair shop?
      Google Local Service Ads
      Show Notes with Timestamps
      Introduction to the Podcast (00:00:01)  The podcast begins with a welcome message from the host, Brian Walker. Guest Introduction (00:00:10)  Brian introduces co-host Kim and guest Doug DeLuca, owner of Boca Auto Fix. Overview of Boca Auto Fix (00:00:51)  Doug shares details about his auto repair shop, including its location and age. Hiring an Apprentice (00:01:09)  Doug discusses the recent hiring of an apprentice and the journey leading to this decision. Challenges in Hiring (00:02:13)  The speakers reflect on the difficulties shop owners face in finding and hiring young talent. Marketing Journey Begins (00:03:02)  Discussion shifts to Doug's initial marketing efforts and his involvement in content creation. Background in Technology (00:04:07)  Doug explains his previous technology background and how it influenced his approach to marketing. Learning SEO and Marketing (00:04:45)  Doug describes his self-taught journey in SEO and digital marketing after opening his shop. Realizing Marketing Needs (00:06:14)  Doug reflects on his initial assumptions about marketing and the reality of attracting customers. Understanding SEO Basics (00:08:09)  Doug shares his insights on SEO and the learning process involved in mastering it. Frameworks in Marketing (00:10:25)  The conversation explores the use of frameworks in both auto repair and marketing strategies. Adopting "They Ask, You Answer" (00:11:23)  Doug discusses his experience with the "They Ask, You Answer" philosophy in content creation. Writing Blogs for Customer Engagement (00:12:21)  Doug explains how he uses customer inquiries to create relevant blog content for his shop. Experience at a Quick Lube (00:13:29)  Doug shares his firsthand experience at a quick lube to highlight differences in service quality. Experience Comparison (00:14:06) Doug shares his experience of visiting a competitor's shop to understand customer perception and service quality. Proactive Client Advocacy (00:14:57) The team discusses the importance of guiding potential clients to the right service provider based on their needs. Sponsorship and Marketing Tools (00:16:13) Brian introduces RepairPal, highlighting its benefits for attracting new customers and building trust. Customer Loyalty Apps (00:17:51) Brian discusses the advantages of using App Fueled to create customer loyalty programs for auto repair shops. Incognito Visits (00:18:20) Doug talks about visiting a competitor's shop incognito to gain insights without revealing their identity. Collaboration Over Competition (00:19:09) The speakers explore the idea of referring customers to other shops and building relationships in the industry. Challenging Competition Norms (00:20:20) Brian reflects on inviting competitors to the podcast, emphasizing collaboration over traditional competition. Marketing Involvement (00:22:42) Doug explains the ad hoc nature of their marketing efforts and the role of social media in their strategy. Community Involvement (00:27:41) Doug shares their family's volunteer work and how it integrates with their business's social media presence. Engaging the College Market (00:28:51) Doug discusses how 30% of his clients are college students and their marketing strategies. Collaborating with Local Professors (00:31:18) Doug shares his experience working with a marketing professor for student analysis of his business. Challenges of Seasonal Demand (00:32:24) Discussion on the impact of seasonal changes on business demand and local marketing efforts. Starting with Marketing (00:34:02) Doug advises new shop owners to listen to podcasts and conduct online research for marketing. SEO as a Long-Term Strategy (00:35:08) Doug explains the importance of SEO and its long-term benefits for business growth. Understanding Competition (00:36:44) Doug emphasizes the need to analyze competition and not assume marketing strategies will work universally. The Importance of Data (00:39:08) Doug highlights the role of data in assessing marketing effectiveness and making informed decisions. Nuances of Market Dynamics (00:41:14) Discussion on how geographical and seasonal factors affect marketing strategies in auto repair. Client Avatar and Marketing Alignment (00:42:13) Doug explains the significance of understanding the ideal customer for effective marketing strategies.  Overcoming Diagnostic Fee Challenges (00:43:09) Discussion on how Doug has adjusted his approach to diagnostic fees to improve customer conversion. The Importance of Evaluation Fees (00:43:40) Discussion on the role of evaluation fees and their impact on shop maturity. Improving Customer Communication (00:44:09)  Insights on enhancing customer explanations regarding services and processes. Coaching and Competitive Analysis (00:45:03)  How coaching helped refine service policies and improve customer relations. Content Creation and Marketing Strategy (00:46:32)  The significance of creating content for customer engagement and marketing. Duck Duck Jeep Initiative (00:47:05)  Fun marketing strategy involving ducks to engage with the local Jeep community. Value of Customer Feedback (00:48:46)  Importance of understanding customer inquiries and improving service based on feedback. Contact Information for Doug DeLuca (00:49:29)   Doug shares how listeners can reach him for further inquiries.
      How To Get In Touch
      Join The Auto Repair Marketing Mastermind Group on Facebook
      Meet The Pros
      Follow SMP on Facebook
      Follow SMP on Instagram
      Get The Ultimate Guide to Auto Repair Shop Marketing Book
      Email Us Podcast Questions or Topics 
      Thanks again for listening to The Auto Repair Marketing Podcast on Aftermarket Radio Network. There are some other great shows on the network and you can find them at AftermarketRadioNetwork.com or on your favorite podcast listening apps like Spotify, Apple Podcasts, Google Podcasts, and many others
      Thanks to our Partners,
      RepairPal at https://repairpal.com/shops. Quality Car Repair. Fair Price Guarantee.
      App Fueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”
      Aftermarket Radio Network
      Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
      Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
      The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
      Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
      Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
      The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
      The Aftermarket Radio Network: https://aftermarketradionetwork.com/
      Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/
      Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/
      Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/
      The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/
      The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/
      Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/
      Click to go to the Podcast on Remarkable Results Radio
    • By Changing The Industry
      Episode 208 - Training Hurdles & Reputation Challenges in Auto Repair With Tim Iezzi & Ira Waldman


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