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The Toolbox is Last to Leave, First is the Heart

By Joe Marconi in Joe's 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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“I’m Just One of the Guys!” Being Seen Beyond Gender and Ethnicity [FTR 108]
By carmcapriotto

Thanks to our Partners, Shop Boss, and 360 Payments
Emily Chung shares her experiences as a female minority shop owner in the automotive industry. She reflects on societal tendencies to highlight differences rather than commonalities. She encourages her peers to engage with her on business-related topics rather than focusing on her gender and ethnicity. Emily Chung, AutoNiche in Markham, ON. Emily’s previous episodes HERE Show Notes:
Emily's Perspective as a Female Shop Owner (00:00:26) Challenges and Comments Faced (00:00:56) Desire for Business-Focused Conversations (00:01:41) Importance of Leadership and Skills (00:02:29) Understanding Intentions Behind Comments (00:03:52) Common Ground with Male Counterparts (00:04:57) Personal Mindset on Success (00:06:04) Role Model Considerations (00:06:54)
Thanks to our Partners, Shop Boss and 360 Payments Shop Boss – Shop Management Software built by shop owners for shop owners. It works the way you need it to, right out of the box. Find on the web at https://shopboss.net Connect with the Podcast: -Follow on Facebook: https://www.facebook.com/RemarkableResultsRadioPodcast/ -Join Our Virtual Toastmasters Club: https://remarkableresults.biz/toastmasters -Join Our Private Facebook Community: https://www.facebook.com/groups/1734687266778976 -Subscribe on YouTube: https://www.youtube.com/carmcapriotto -Follow on LinkedIn: https://www.linkedin.com/in/carmcapriotto/ -Follow on Instagram: https://www.instagram.com/remarkableresultsradiopodcast/ -Follow on Twitter: https://twitter.com/RResultsBiz -Visit the Website: https://remarkableresults.biz/ -Join our Insider List: https://remarkableresults.biz/insider -All books mentioned on our podcasts: https://remarkableresults.biz/books -Our Classroom page for personal or team learning: https://remarkableresults.biz/classroom -Buy Me a Coffee: https://www.buymeacoffee.com/carm -The Aftermarket Radio Network: https://aftermarketradionetwork.com -Special episode collections: https://remarkableresults.biz/collections The 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 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 Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. 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
Shop Owners to the Rescue: Friends First, Competitors Second [THA 402]
By carmcapriotto

Recorded at the 2024 Automotive Aftermarket Retailers of Ontario (AARO) Business Management and Lindertech Training Tradeshow, join the discussion about the unparalleled camaraderie, local business support network, lifestyle changes, and management strategies shared among automotive business peers. These automotive industry leaders showcase the value of having a contingency plan and the impact of personal and professional transformations over the years. Mark Bergasse, Mark's Auto Service, Ontario Glen Colling, Eastside Auto Service, Ontario Carlo Sabucco, Sil’s Complete Auto Care Centre, Ontario, Carlo’s previous episodes HERE. Show Notes Watch Full Video Episode Automotive Aftermarket Retailers of Ontario (AARO): https://www.aaro.ca/ RR 341: Friends First-Competitors Second: https://remarkableresults.biz/remarkable-results-radio-podcast/e341/ Mark's Heart Attack Incident (00:02:29) The Impact of Local Networks (00:05:38) Competitive Yet Collaborative (00:06:49) Shared Customers and Support (00:09:10) Leadership and Team Dynamics (00:10:00) Changes After the Heart Attack (00:11:30) Mark's Recovery and Moving (00:16:49) Implementing Systems (00:19:07) Continuity Planning (00:20:10) Personal and Corporate Wills (00:21:02) Importance of Coaching (00:21:47) Marketing Passion (00:24:41) Team Acknowledgment Practices (00:26:11) Balancing Strengths and Weaknesses (00:29:59) Long-term Business Goals (00:30:50) The Family Business Legacy (00:31:53) Future Ownership Plans (00:32:19) Unique Relationships Among Shop Owners (00:32:43) Depth of Trust in Business (00:33:13) Importance of Personal Connections (00:34:41) Trust as a Foundation (00:35:54) Lifestyle Changes After Health Scare (00:36:59) Navigating Dietary Restrictions (00:37:38) Cooking Tips and Culinary Adventures (00:39:06)
Thanks to our Partner, NAPA TRACS NAPA TRACS will move your shop into the SMS fast lane with onsite training and six days a week of support and local representation. Find NAPA TRACS on the Web at http://napatracs.com/ Thanks to our Partner, Auto-Fix Auto Shop Coaching Proven Auto Shop Coaching with Results. Over 61 Million in ROI with an Average ROI of 9x. Find Coach Chris Cotton at AutoFix Auto Shop Coaching on the Web at https://autoshopcoaching.com/ Thanks to our Partner, Today's Class Optimize training with Today's Class: In just 5 minutes daily, boost knowledge retention and improve team performance. Find Today's Class on the web at https://www.todaysclass.com/Connect with the Podcast: -The Aftermarket Radio Network: https://aftermarketradionetwork.com -Follow on Facebook: https://www.facebook.com/RemarkableResultsRadioPodcast/ -Join Our Private Facebook Community: https://www.facebook.com/groups/1734687266778976 -Join Our Virtual Toastmasters Club: https://remarkableresults.biz/toastmasters -Subscribe on YouTube: https://www.youtube.com/carmcapriotto -Follow on LinkedIn: https://www.linkedin.com/in/carmcapriotto/ -Follow on Instagram: https://www.instagram.com/remarkableresultsradiopodcast/ -Follow on X: https://twitter.com/RResultsBiz -Visit the Website: https://remarkableresults.biz/ -Join our Insider List: https://remarkableresults.biz/insider -All books mentioned on our podcasts: https://remarkableresults.biz/books -Our Classroom page for personal or team learning: https://remarkableresults.biz/classroom -Buy Me a Coffee: https://www.buymeacoffee.com/carm -Special episode collections: https://remarkableresults.biz/collections Click to go to the Podcast on Remarkable Results Radio
How To Make Your Brand Stand Out [E121] - The Auto Repair Marketing Podcast
By carmcapriotto

Today, we’re diving into an essential topic—how to make your brand stand out from the competition. While you may already provide exceptional service, standing out in a crowded market requires a focused strategy. It’s not just about doing good work; it's about showing what makes your shop truly unique.
We’ll break down the key ways to differentiate your brand, from nailing your customer service to using your core values to your advantage. We’ll also talk about how paying attention to your shop’s appearance and maintaining an active social media presence can make a big difference in how customers see you.
If you're ready to learn how to make your shop rise above the rest and attract more customers, this episode is for you.
Thank you to RepairPal for sponsoring The Auto Repair Marketing Podcast. Learn more about RepairPal at https://repairpal.com/shops
Lagniappe (Books, Links, Other Podcasts, etc)
Building a StoryBrand by Donald Miller : https://storybrand.com/building-a-storybrand-book/
McCart’s Auto Center - Ratchet and Wrench : https://www.ratchetandwrench.com/shop-life/article/11464229/shop-view-mccarts-auto-center
https://shopmarketingpros.com/how-to-make-your-brand-stand-out-from-your-competitors/
Show Notes with Timestamps
Introduction to Brand Differentiation (00:00:10) Brian introduces the topic of brand differentiation for auto repair shops. Understanding Brand (00:02:26) Explains that a brand is more than just a logo; it embodies the overall customer experience. Customer Perception and Reviews (00:04:25) Discusses the importance of customer reviews in identifying what makes a shop unique. Identifying Strengths and Weaknesses (00:05:30) Encourages owners to focus on strengths while addressing weaknesses for better brand differentiation. Concept of a Four-Dimensional Shop (00:06:32) Introduces the idea of a four-dimensional shop, focusing on customer service, quality, timeliness, and price. Timeliness and Price Mindset Shift (00:08:29) Stresses the importance of communication and fair pricing in building a strong brand. RepairPal Sponsorship Mention (00:10:28) Thanks RepairPal for sponsoring and highlights its benefits for auto repair shops. Building Trust with Clients (00:11:26) Emphasizes the need to cultivate trust through social media and transparent communication. Core Values Integration (00:12:23) Explains how core values should be central to the brand and daily operations of the shop. Daily Recognition of Core Values (00:13:19) Describes the implementation of daily recognition for team members based on core values. Core Values and Brand Identity (00:15:19) Discusses how core values, like happiness, differentiate a brand and impact team morale. Outward Appearance of Shops (00:17:18) Emphasizes the importance of a clean and organized environment in shaping brand perception. Customer Perspective (00:19:28) Encourages shop owners to view their business from a customer's angle to identify areas for improvement. Impact of Shop Aesthetics (00:20:35) Explains how the physical appearance of a shop affects customer impressions and overall branding. Importance of Business Name (00:23:10) Highlights the significance of a shop's name in representing its identity and differentiating from competitors. Examples of Effective Names (00:24:03) Provides examples of shop names that effectively convey their unique selling propositions. Role of Logos in Branding (00:27:47) Discusses how a logo serves as a visual representation of a shop and its differentiation Logo Importance (00:28:53) Discussion on effective logo design and its impact on brand representation. Color Theory in Branding (00:29:48) Exploration of how colors influence perceptions and emotions related to a brand. Crafting Your Brand Message (00:30:55) Advice on creating a brand message that resonates with client concerns rather than just shop credentials. Understanding Client Problems (00:31:52) Emphasis on identifying deeper client issues to tailor brand messaging effectively. Book Recommendation: Building a Story Brand (00:32:44) Recommendation of Donald Miller's book for crafting impactful brand messaging. Differentiation in a Competitive Market (00:33:39) Final thoughts on the necessity of standing out in the auto repair industry. Call to Action for Marketing Help (00:34:37) Invitation for listeners to seek marketing assistance from Shop Marketing Pros. Acknowledgment of Sponsors (00:35:36) Thanks to RepairPal for sponsoring the podcast and supporting the auto repair community.
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