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Richard Falco Jr. is an instructor for Carquest Technical Institute (CTI). He is an ASE Master Technician L1 with over 25 years in the auto repair industry. His technical experience includes Domestic, Asian, and European vehicles both at the dealership level and as a successful shop owner. He has instructed technicians and college students in all aspects of automotive repair and currently takes care of our customers, for CTI, throughout the southeastern U.S.

 

Keith Perkins has been in the industry about 13 years, serving in various capacities, including; machine shop experience as a cylinder head machinist, cylinder block machinist, lead engine assembler, and engine performance tuner. Outside of the Machine shop, he has been a diagnostician at independent shops, contract trainer for independent shops and parts suppliers, a General Manager of a parts store and he has supported over 200 shops as a Nissan/Infiniti technical information specialist.

Keith is a member of the Trained By Techs group and currently serves as diagnostician, programming and security specialist for Christian Brothers Automotive, he also operates a diagnostic, programming and security training company (L1 Automotive Diagnostics and Programming). Keith holds 14 ASE certifications, and also serves as a “Subject Matter Expert” for the ASE A1 test. Keith has a passion for supporting professionalism in our industry, as part of that he pushes young and seasoned techs to get ASE certified. Keith says out of all his certifications and accomplishments he is most proud of his “Value of Life Award” he received for successful life-saving efforts on a civilian while in the line of duty during his hiatus from the automotive industry with the Colorado Department of Corrections.

 

Tomi Oliva is the owner and operator of San Jose Automotive Center in Chicago, IL. He grew up working in the family business. The primary business back then was tire related, but they did venture into some general repair.

This is when Tomi realized what he was going to be when he grew up. For Tomi, the tire side of the business was a chore but once he got a taste for the repair and technical side of the automotive service business, he knew his professional direction. Tomi was hooked. So much so that he went against his father’s wishes and attended UTI Glendale Heights where he graduated in 2004. After graduating, he worked for a Nissan Dealer for a while before returning to Chicago to take over his Father’s Tire Business.

If you guessed that Tomi would probably convert the tire shop into a full general repair business, then you guessed right. San Jose Automotive Center is now an automotive general service business and has been since 2015.

About two years ago, Tomi started attended technical training and meeting others that shared his same passion for diagnostics. The relationships that Tomi developed from these courses and training events have opened doors to some awesome opportunities. To say that Tomi is satisfied with his career choice and industry involvement would be an understatement, but he’s just getting started.

 

Mario Rojas picked up a wrench for the first time 10 years ago, after watching someone do a brake job. He landed a job at the local repair shop a couple of years later after doing brakes, belts, hoses, and suspension work out in the street. That shop sent him to a small electrical theory class and he became fascinated with it. He studied every magazine, every YouTube video he could get his hands on and one by one took and passed his ASE tests. Once he received his L1 certification, he was fortunate enough to find a reputable shop. They allowed him to create a YouTube channel. His goal is to share with and motivate techs of all ages but to especially motivate the younger techs in the industry. He hopes to share as much knowledge as possible in the same fashion that he was fortunate enough to acquire it.

Key Talking Points:

  • We need to stop the loss of our talent and engage the technicians of the industry through building a strong network.
  • Many technicians don’t know about another level that they can aspire to.
  • Many don’t know that being a lead diagnostician can be profitable.
  • Techs do side work because they are not being compensated properly.
  • Trained By Techs is working tirelessly to reach technicians that have not been to training.
  • They have an open mike weekly on the zoom meeting platform.
  • As a technician who works for a shop that does not pay for training, you will have to pay for your training. Come back to the shop and share and show the owner the value you’ve received and that all in the shop can benefit and will be split your next training investment with you?
  • Do our shop owners really know what is going on in training classes?
  • Every technician class should also be attended by shop owners and service advisers.  
  • There is a need to create a manifesto for techs that will outline and create a training commitment inside their shop. It is time to pull a training commitment from shop owners.
  • Part of being hired at a shop you must require training.

 

Resources Mentioned:

  • Thanks to Keith Perkins, Richard Falco, Tomi Oliva and Mario Rojas for their contribution to the aftermarket’s premier podcast.
  • Link to the ‘BOOKS’ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
  • Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

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Be socially involved and in touch with the show:
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This episode is brought to you by Federal-MogulEpisode-Logo-Sponsored-By-v1-300x93.pngMotorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com

Click to go to the Podcast on Remarkable Results Radio



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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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      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.”
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      Tune in now to discover actionable tips and fresh ideas to make your April marketing a success. Don’t miss this chance to fill your bays and grow your Shop!
      Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops
      Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for auto repair businesses. Build client loyalty. Get started today with your own customer loyalty app. Visit Appfueled.com
      Lagniappe (Books, Links, Other Podcasts, etc)
      https://www.daysoftheyear.com   
      https://www.nationaldaycalendar.com/ 
      https://shopmarketingpros.com/ep-118-doing-video-every-day-for-a-month/ - Doing Video Every Day For A Month
      https://shopmarketingpros.com/how-doing-video-every-day-can-transform-your-auto-repair-shops-marketing-strategy/ 
      Show Notes with Timestamps
      Introduction to April Marketing (00:00:10)  The hosts introduce the episode and discuss the focus on marketing strategies for April. Spring Car Care Month (00:02:43)  April is highlighted as Spring Car Care Month, emphasizing vehicle maintenance and customer education. Car Care Clinics (00:03:11)  Hosts suggest hosting car care clinics to engage customers and educate them about vehicle maintenance. Vida: Video Every Day in April (00:04:55)  Discussion on the importance of video marketing and committing to daily video creation for engagement. Celebrating National Pickleball Month (00:07:44)  Hosts encourage engaging posts related to National Pickleball Month, even if not directly automotive. Honoring EMS Week (00:08:12)  Discussing ways to celebrate and honor first responders during EMS Week with discounts or special offers. Tax Return Promotions (00:09:55)  Promoting services around tax returns, encouraging customers to invest in vehicle maintenance with their refunds. April Fool's Day Marketing (00:10:48)  Ideas for fun social media posts and jokes to engage customers on April Fool's Day. National Ride Your Horse to a Bar Day (00:14:09)  Hosts humorously discuss the quirky holiday and encourage creative marketing ideas around it. National 4x4 Day (April 4) (00:14:45)  Celebration ideas for off-road enthusiasts and engaging posts for customers. World Rat Day (April 4) (00:15:18)  Discussion on celebrating the impact of rats on auto repairs. National Rita Roadmap Day (April 5) (00:16:12)  A fun take on roadmap reading skills among staff. International Pillow Fight Day (April 5) (00:16:27)  Humorous suggestions for a pillow fight as social media content. National Grilled Cheese Sandwich Day (April 12) (00:17:05)  Ideas for a grilled cheese challenge at the shop. State Pride Days (April) (00:17:28)  Encouragement to celebrate local state days and community engagement. Tax Day and National That Sucks Day (April 15) (00:18:08)  Creative marketing ideas related to tax day and repairs. National Auctioneers Day (April 17) (00:19:08)  Fun activities like staff auctioneering for customer engagement. Easter (April 20) (00:19:40)  Ideas for Easter celebrations and community involvement. Girl Scout Leaders Day and Earth Day (April 22) (00:20:24)  Promoting community ties with Girl Scouts and environmental awareness. Clean Comedy Day (April 28) (00:21:38)  Encouraging clean jokes and humor among staff. Viral Video Day (April 29) (00:22:17)  Encouragement to create engaging videos for social media. April Showers Bring May Flowers (00:23:38)  Marketing strategies related to spring maintenance and vehicle care.
      How To Get In Touch
      Group - Auto Repair Marketing Mastermind
      Website - shopmarketingpros.com 
      Facebook - facebook.com/shopmarketingpros 
      Get the Book - shopmarketingpros.com/book
      Instagram - @shopmarketingpros 
      Questions/Ideas - [email protected] 
      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


      Tune in for another episode next week. Until then, go fill those bays!
      Talking Points


      General Topics for April:
      April showers bring may flowers - wiper blades, Aquapel, tires Continuing the theme from March Spring maintenance and cleaning Pot holes - winter damage Change back to summer tires Continue with the tax refund talk
      Days of the Year - Monthly Themes
      April is the first of the two National Car Care Months VEDA - Video Every Day in April


      Days of the Year - Weekly Themes
      National EMS Week


      Days of the Year - Daily Themes
      4/1 April Fools Day 4/2 National Ride Your Horse to a Bar Day 4/3 National Burrito Day 4/4 World Rat Day ⅘ International Pllow Fight Day ⅘ National Read a Road Map Day 4/12 National Grilled Cheese Sandwich Day 4/15 National That Sucks Day 4/17 National Auctioneers Day 4/20 Easter 4/22 National Jelly Bean Day 4/28 Clean Comedy Day 4/29 Viral Video Day














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    • By carmcapriotto
      The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.
      Click here to learn more about Top Tier Marketing by Shop Marketing Pros and schedule a demo: https://shopmarketingpros.com/chris/
      Check out their podcast here: https://autorepairmarketing.captivate.fm/
      If you would like to join their private facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind
      In the 200th episode of "The Weekly Blitz," Coach Chris Cotton marks a significant milestone for the podcast by taking a moment to reflect on the journey over the past year. He shares personal anecdotes that resonate with the audience, including a heartfelt update on Kimberly, who made the selfless decision to donate a kidney to her brother, highlighting the profound impact of family and generosity.
      Chris delves into key topics that are crucial for auto repair shop owners, offering insights and advice that are both practical and forward-thinking. One of the main discussions revolves around the concept of adopting a four-day workweek. He explores the potential benefits this can bring, such as improved work-life balance for employees, increased productivity, and enhanced job satisfaction, while also addressing the challenges and considerations that come with implementing such a change.
      Another focal point of the episode is the distinction between commitment and mere interest. Chris emphasizes that true success in business requires a deep commitment, rather than just a passing interest. He encourages shop owners to fully dedicate themselves to their goals and to cultivate a mindset that prioritizes long-term success over short-term gains.
      The benefits of business coaching are also highlighted, with Chris advocating for the value of having a mentor or coach to guide business owners through the complexities of running an auto repair shop. He shares how coaching can provide clarity, accountability, and strategic direction, ultimately leading to more effective decision-making and business growth.
      Throughout the episode, Chris underscores the importance of professionalism within the industry. He stresses that maintaining high standards of professionalism not only enhances the reputation of individual shops but also elevates the industry as a whole.
      In addition, he encourages listeners to take advantage of the marketing resources offered by the podcast's sponsor, Shop Marketing Pros. He explains how utilizing these resources can help shop owners effectively reach their target audience, build their brand, and drive business success.
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      www.autoshopcoaching.com
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      AutoFixAutoShopCoachingYoutube: https://bit.ly/3ClX0ae


      #autofixautoshopcoaching #autofixbeautofixing #autoshopprofits #autoshopprofit #autoshopprofitsfirst #autoshopleadership #autoshopmanagement #autorepairshopcoaching #autorepairshopconsulting #autorepairshoptraining #autorepairshop #autorepair #serviceadvisor #serviceadvisorefficiency #autorepairshopmarketing #theweeklyblitz #autofix #shopmarketingpros #autofixautoshopcoachingbook
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      Premium Member Content 

      This content is hidden to guests, one of the benefits of a paid membership. Please login or register to view this content.

    • By carmcapriotto
      Thank you to our friends at RepairPal for providing you this episode. RepairPal’s Certified
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      Thank you to our friends at RepairPal for providing you this episode. RepairPal will help you
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      Are you ready to convert clients to members? App fueled specializes in creating custom apps tailored specifically for auto repair businesses. Build client loyalty. Get started today with your own customer loyalty app. Visit Appfueled.com
      Lagniappe (Books, Links, Other Podcasts, etc)
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      https://shopmarketingpros.com/ep-131-branding-your-shop-as-a-concierge-auto-repair-shop/ - Branding Your Shop As A Concierge Auto Repair Shop
      https://shopmarketingpros.com/ep-108-part-4-a-service-advisors-take-on-customer-retention-with-michael-doherty/ - Part 4 – A Service Advisor’s Take on Customer Retention with Michael Doherty
      https://remarkable.com/ - Remarkable notebook
      Show Notes with Time Stamps
      Introduction to the Podcast (00:00:01)  The podcast episode begins with an introduction to the Auto Repair Marketing Podcast.   Welcome and Topic Introduction (00:00:10)  Brian Walker welcomes listeners and introduces the topic of making great first impressions in auto repair.  Secret Shopper Concept (00:01:03)  Kim discusses the idea of offering secret shopper services to evaluate first impressions in auto repair shops.   Frog in Boiling Water Analogy (00:01:20)  Brian uses an analogy about a frog in boiling water to illustrate how business owners can overlook issues.   Personal Experience with Shop Cleanliness (00:02:26)  Kim shares a personal story about noticing cleanliness issues in her shop after sitting on the floor.   Origin of the Episode's Topic (00:03:13)  Kim explains that the episode's topic originated from a class she taught about hosting events in auto repair shops.   Creating a First Impression Checklist (00:04:08)  Kim mentions her intention to create a first impression checklist based on customer journey insights.   Importance of Online Presence (00:04:51)  Discussion shifts to how potential customers first experience a business online, including websites and Google profiles.   The Grunt Test (00:06:39)  Brian explains the "grunt test," where a stranger should easily understand what a website is about.   Evaluating Website Impressions (00:08:04)  Kim emphasizes the importance of assessing what feelings a website evokes in potential clients.   Social Media's Role in First Impressions (00:10:12)  The conversation covers how social media contributes to first impressions and customer perceptions.   Content Strategy and Audience Alignment (00:12:08)  Brian shares a client's unconventional marketing strategy and the importance of aligning content with audience expectations.   Google Business Profile Importance (00:12:59)  Kim highlights the significance of maintaining an accurate and complete Google Business Profile for attracting customers.   Customer Experience in a Hurry (00:14:01)  Kim discusses how potential customers often search for auto repair services quickly, emphasizing the need for accurate information. Improving Waiting Area Appearance (00:15:02)  Discusses the importance of updating photos of the waiting area to enhance customer impressions. The Importance of Phone Etiquette (00:15:38)  Emphasizes listening to phone calls to ensure service advisors are friendly and professional. First Impressions Over the Phone (00:16:38)  Highlights how the tone and manner of answering calls can significantly impact first impressions. Customer Experience During Calls (00:17:18)  Explores the importance of a welcoming greeting and attentive service during phone interactions. Listening to Recorded Calls (00:19:22)  Encourages shop owners to review recorded calls to improve customer service quality. Customer Experience in Shops (00:21:36)  Discusses a personal anecdote about poor customer service and its impact on first impressions. Evaluating Online Scheduling Experience (00:24:26)  Stresses the importance of user-friendly online scheduling systems for customer satisfaction. Drive-By Assessment of Shop Appearance (00:26:23)  Encourages shop owners to evaluate their business from a customer's perspective for first impressions. Parking Lot and Vehicle Presentation (00:27:27)  Discusses the significance of a tidy parking lot and appropriate vehicles for attracting customers. Signage and Branding Consistency (00:29:03)  Highlights the importance of maintaining updated and clear signage to reflect the brand accurately. The Story of the Old Shop (00:29:52)  Brian shares a humorous anecdote about visiting an old shop and its rundown appearance. The Importance of Cleanliness (00:30:46)  Discussion about how exterior cleanliness impacts first impressions in auto repair shops. Creating a Welcoming Atmosphere (00:31:27)  Kim emphasizes the significance of the waiting area’s atmosphere and sensory experiences for customers. Sensory Experiences Matter (00:31:47)  Exploration of how smell and touch affect customers' perceptions in an auto repair shop. Comparing Experiences (00:34:29)  Kim discusses how customers compare their experiences to other businesses like Chick-fil-A. Details Matter (00:35:28)  Highlighting the importance of small details in creating a positive customer experience. Creating a Family-Friendly Environment (00:36:55)  Discussion on accommodating families and making kids feel welcome in the shop. Comfort in the Waiting Area (00:38:39)  Brian stresses the need for comfortable seating and a welcoming environment for customers. Responsibility for Cleanliness (00:39:23)  Discussion on who is responsible for maintaining cleanliness in the shop. Bathroom Cleanliness (00:40:20)  A personal story about the poor state of a customer-facing bathroom and its impact. Thoughtful Amenities (00:41:24)  Kim talks about providing thoughtful amenities for female customers in the bathroom. Impression of Cleanliness (00:43:19)  Discussion on the importance of maintaining high standards of cleanliness in customer-facing areas. Shop Area Cleanliness (00:44:11)  Importance of maintaining a bright, clean, and organized shop environment for clients and staff. Efficient Shop Layout (00:45:02)  Discusses the necessity of an efficient layout to enhance workflow and client experience. Client Interaction (00:46:05)  Emphasizes tailoring conversations with clients based on their vehicle ownership goals. Permission for Inspections (00:47:58)  Importance of asking for permission to perform inspections to enhance client trust and experience. Client Follow-Up (00:48:59)  Discusses the significance of following up with clients post-service to ensure satisfaction. Team Appearance (00:49:48)  Highlights how professional attire of staff can impact first impressions on clients. Importance of First Impressions (00:50:45)  Stresses that consistent positive impressions lead to long-term client relationships and referrals. Final Thoughts and Checklist (00:50:46)  Introduction of a PDF checklist for staff to enhance awareness of shop cleanliness and organization.
      How To Get In Touch
      Group - Auto Repair Marketing Mastermind
      Website - shopmarketingpros.com 
      Facebook - facebook.com/shopmarketingpros 
      Get the Book - shopmarketingpros.com/book
      Instagram - @shopmarketingpros 
      Questions/Ideas - [email protected]
      Click to go to the Podcast on Remarkable Results Radio
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