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Patrick McHugh always tinkered with ‘stuff’. His dad bought an ’85 BMW. They learned all about that car together. A friend, Eric, had a lift and was a BMW person who helped Patrick and his dad learn everything about the CAR. At 15 years old he started working in an airport, doing odd jobs, to earn credits to learn to be a pilot. He soloed at 16 years old. The day before college he got his pilot’s license Patrick attended Purdue University where he studied aeronautical technology. He kept flying and earned his instrument license and became an instructor. He loves to teach. As fate would have it, he became a pilot upon college graduation from Trans State Airlines a regional carrier for United. He was based in Richmond Virginia. With normal pilot downtime, he continued to tinker with BMW’s. He discovered that being a pilot was not for him, so he went into avionics and shade tree work at home. There were too many cars in the driveway, so he had to decide to stop or go into business. Bimmer Rescue was created in 2008 in Richmond Virginia and generates a big portion of its business through referrals. They earn their business through their professional service and attention given to each customer. Patrick’s goal is to develop a relationship with BMW, Mini, Audi, and Volkswagen owners that allows them to get the maximum amount of value from their vehicle rather than buying a new one. Listen to Patrick’s previous episodes HERE. David Askwith, Managing Director, Auto Stream Car Care, MD. David oversees all of the daily sales, operations, personnel and marketing functions.  Responsible for six locations, with 39 bays and annual revenue of 9.4 million dollars.  Responsible for 11 direct reports with a company of 53 employees. Jon Kloosterman, Director of Operations WestSide Auto Group, Zeeland, MI, 3 Locations. Jon started in the Automotive Industry in 2008 as a General Service Technician for Westside Auto Group. In 2012 he became a full time Service Advisor as Westside Auto Group expanded their original location from 3 to 7 bays. He has been part of Westside Auto Group's growth process holding Manager positions in multiple locations. In 2020 he became the Director of Operations for what is now a 3 location operation that serves communities in West Michigan. He holds multiple ASE Certifications and has had the opportunity to serve on multiple different panels in West Michigan's Independent world. Key Talking Points

  • Transformers Institute- Dan Taylor stood on a table about “Transformational Coaching”  
  • Annual emotional intelligence review- what are your accomplishments? What are your misses? What do you want to do better? Obtain their feedback and learn about the goals they want to achieve. All-encompassing. “Sitting on the same side of the table together.” Employees feel a part of the business processes/procedures. Ownership of their own growth.  Let people write their own story, this will be the easiest path for them and you.  Don’t push a square peg round hole. Leaders encourage feedback.  
  • Practicing active listening: "Unpack" what people say.  Get used to saying, "What did you mean when you wrote XYX" or “Can you please expand on this statement.” Listening doesn’t always mean you sit quiet, you also guide them along the way.  
  • As an owner take notes and start the employee on their goal paths. 
  • Goal posters- dreams and visions. Walk alongside your employees.  
  • Believe it will work before you implement it. Listen to what your coaches and coaching groups are saying. Start with the employee you’re most comfortable with first.  
  • “Write your own story” to grow in the shop
  • A special thanks to Patrick McHugh, David Askwith and Jon Kloosterman for their contribution to the aftermarket.

Facebook   Twitter  LinkedIn   Instagram  Youtube   Email   Mobile Listening APP’s HERE Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE. Buy Carm a Cup of Coffee  Shop-Ware-Call-To-Action-Graphic-v3.png This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com Broadly-Sponsor-Graphic-for-Show-Page.png Are you seeing auto shops in your area get hundreds of 5-star Google reviews and are you feeling left behind because your shop only has a few? Hey look, Broadly is your answer to getting more online reviews. With more reviews, your business will rank higher in search results — and that means more customers coming into your shop every day. Broadly helps you automatically request reviews so that your customers can promote your business with just one click. When you immediately ask for a review after service, when the experience is still fresh in their mind, you’re more likely to get a 5-star positive review. Plus, asking for feedback makes your customer feel valued and more connected to your business. Isn’t that what you want a connected customer? See how Broadly can help grow your auto shop.  Visit www.getbroadly.com/chat to learn more.

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  • Have you checked out Joe's Latest Blog?

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      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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    • By JustTheBest

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    • By carmcapriotto
      Brian and Hallie break down Google Local Services Ads (LSA) and how auto repair shops are using them to bring in more leads at lower costs. Unlike traditional Google Ads, LSA charges per lead instead of per click, making it a cost-effective approach to customer acquisition. Some shops have reported leads as low as $7 per call.
      They cover how to set up LSA, key verification steps, and ways to optimize a shop’s Google Business Profile for better rankings. The discussion also explores how specialty shops can use LSA effectively and when Google Ads might still be useful.
      With LSA now open to auto repair shops nationwide, early adopters have a clear advantage. Brian and Hallie explain how to make the most of it and why now is the best time to get started.
      Thank you to our friends at RepairPal for providing you this episode. RepairPal is the key that unlocks more business for your repair shop. Learn More at RepairPal.com/shops.
      AppFueled makes marketing easy. It’s a CRM designed for auto repair shops with tools like segmentation, reminders, and even a call center. Don’t wait—get started today at appfueled.com
      Lagniappe (Books, Links, Other Podcasts, etc)
      Google Local Service Ads
      AutoOps - Scheduling Tools for Auto Shops
      The Google Guarantee
      Google Screened
      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.”
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      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.
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      Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
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      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/
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    • By carmcapriotto
      Thanks to our Partner, NAPA Autotech
      NAPA Autotech’s team of ASE Master Certified Instructors are conducting over 1,200 classes covering 28 automotive topics. To see a selection, go to napaautotech.com for more details.
      Contact Information
      Email Matt: [email protected] Diagnosing the Aftermarket A - Z YouTube Channel
      Key Highlights:
      Matt reflects on the idea of self-awareness and balance, emphasizing that "everything comes from you" and that we are all part of a larger matrix of experiences and growth.
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      Matt discusses the tendency in the industry to want to feel "special" or to exaggerate success stories. He emphasizes the importance of being honest about how things are achieved, whether it’s diagnosing a tough problem or building a successful shop. He encourages technicians and shop owners to share their real stories, even if they involve luck or being in the right place at the right time.
      Filling Your Own Bucket:
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      Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
      Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
      Click to go to the Podcast on Remarkable Results Radio
    • By carmcapriotto
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