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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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Top Online Training Resources for Automotive Technicians [E172] - Diagnosing the Aftermarket A to Z
By carmcapriotto

Thanks to our Partner, NAPA Autotech
Matt Fanslow recommends a variety of resources for automotive technicians beyond standard service manuals.
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
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
Preparing for April's Marketing [E138] - The Auto Repair Marketing Podcast
By carmcapriotto

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.”
Dive into actionable marketing strategies for April with hosts Brian Walker and Caroline Legrand in this episode of the "Marketing by the Months" series. From leveraging Spring Car Care Month to hosting car care clinics, you’ll uncover creative ways to educate customers, build trust, and grow your auto repair shop.
This episode dives into turning quirky national days like National 4x4 Day into engaging social media content and using VEDA (Video Every Day in April) to showcase your shop’s personality and expertise on camera. Plus, explore strategies to capitalize on tax refund promotions and seasonal maintenance trends that help bring in springtime traffic.
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

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.
Click to go to the Podcast on Remarkable Results Radio
Making Great First Impressions [E137] - The Auto Repair Marketing Podcast
By carmcapriotto

Thank you to our friends at RepairPal for providing you this episode. RepairPal’s Certified
Network of shops are trusted by millions of customers each month. Learn more at
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
Are your customers getting the right first impression of your shop? In this episode, Brian and Kim Walker explore how to make every touchpoint count, from your website and Google Business Profile to your waiting area and phone calls.
With personal stories and practical tips, they’ll guide you through the customer journey, sharing ways to improve everything from cleanliness to communication. You’ll even hear about Kim’s checklist for first impressions and why small details—like a fresh-smelling lobby or updated photos—make a big impact.
Get ready to see your shop through fresh eyes and take steps to leave a lasting impression. Tune in now!
Thank you to our friends at RepairPal for providing you this episode. RepairPal will help you
grow your auto business and you can learn more at 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.autoops.com/ - Online Scheduling for Auto Shops
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
Episode 201 - Revolutionizing Auto Tech Training With Today's Class
By Changing The Industry

Episode 201 - Revolutionizing Auto Tech Training With Today's Class
Preparing for March's Marketing [E136] - The Auto Repair Marketing Podcast
By carmcapriotto

Ready to plan ahead and make your March marketing a success? Join Brian Walker and Caroline Legrand as they share creative, actionable ideas to help your auto repair shop stand out this spring. With Women’s History Month, spring maintenance season, and pre-trip inspections for spring break on the horizon, this episode is packed with strategies to prepare your shop for a busy March.
Discover how to leverage upcoming opportunities like St. Patrick’s Day, tax refund season, and National Days such as 'Check Your Batteries Day' and 'Chocolate Chip Cookie Week.' Whether you’re gearing up for alignments after pothole season, celebrating your team, or engaging your community, this episode is full of tips to help you plan your marketing with confidence.
Tune in now to get ahead of the game and make March your shop’s most successful month yet!
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.
Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for professional auto repair businesses. Visit Appfueled.com to get started today. Keep your shop top of mind on the mobile device they love.
Lagniappe (Books, Links, Other Podcasts, etc)
https://shopmarketingpros.com/ep-129-preparing-for-februarys-marketing/ https://www.daysoftheyear.com
https://www.nationaldaycalendar.com/
https://automotivetrainingevents.com/event/vision/ - VISION Hi-Tech Training & Expo

Show Notes with Timestamps

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