Brandon Tracey is the President and Co-owner of Bay Area Point S Tire & Auto Service, which he started working for at the age of 16, initially sweeping floors at Yingling Tire Service before it was acquired by Bay Area. Under his leadership, Bay Area Point S grew and became part of the Point S network, significantly expanding its buying power and industry influence. Brandon's success is built on a foundation of customer care and employee respect, values instilled in him from early mentors in the industry. He leads with a vision that prioritizes quality customer interactions over mere pricing competition. Brandon’s motivational leadership style mirrors the proactive spirit he's fostered throughout his career.

In this episode…

The tire and auto repair industry faces a significant challenge with the low expectations customers have regarding service quality. How can businesses in this sector elevate their customer service to exceed these expectations and foster lasting relationships?

According to Brandon Tracey of Bay Area Point S Tire & Auto Service, the key to addressing this issue lies in adopting a customer-centric approach that emphasizes hospitality and consistent communication. He suggests that businesses should focus on treating customers with respect and gratitude, ensuring they feel valued for choosing their services. By prioritizing customer satisfaction, maintaining open lines of communication, and leveraging tools like Google reviews to gauge and improve service quality, businesses can effectively raise the bar in an industry where customer service expectations are traditionally low.

On this episode of Gain Traction, Brandon joins Mike Edge to discuss his journey from sweeping floors at Yingling Tire Service to becoming the co-owning Bay Area Point S Tire & Auto Service. They explore the importance of mentorship, the value of trade schools, and strategies for finding and nurturing talent within the industry. Brandon shares insights on transforming customer service expectations and emphasizes the significance of a hospitality-driven approach in tire and auto repair.

Here’s a glimpse of what you’ll learn: 

• [1:29] How Retread, a program by Tread Partners, contributes positively to customer returns and business relationships
• [3:43] Brandon Tracey shares his journey from a floor sweeper to General Manager to Co-owner and President
• [6:35] The value of treating employees and customers well and how it impacts on business growth
• [7:56] How Brian's hands-on experience in various roles contributes to his understanding and leadership of the business
• [19:14] Why Bay Area joined Point S and how the network has provided an advantage to compete in the market
• [23:49] How Brandon’s personal taste in movies reflects his interest in history and leadership
• [24:43] The importance of customer service and the principle of setting fair prices in the auto service industry
• [26:35] Why employee autonomy and creativity contributes to better business outcomes

Resources mentioned in this episode: 

• Brandon Tracey on LinkedIn 
• Bay Area Point S Tire & Auto Service 
• Craig Bruneel on LinkedIn
• Bruneel Point S Tire & Auto Service
• Seth Sands on LinkedIn
• Goodturn Tire & Auto 
• Mike Edge on LinkedIn
• Tread Partners

Quotable Moments:

1. "I think a lot of people sometimes don't take that chance — that opportunity to learn from people, to take everything in.”
2. "You can teach people tires, you can teach people everything about them, but you can't teach that work ethic."
3. "We can be seven locations in Maryland, but we have the power of over 350 Point S dealers in the US."
4. "Customers today are definitely different. They're all worried about, 'Are they going to call me when it's done? Are they going to keep me informed'?"
5. "If they write me a big fat check, the least I can do is try to make them laugh today and walk them to their car."

Action Steps:

1. Prioritize customer service: Improving interactions and communication with customers can set your business apart, as satisfaction often outranks pricing concerns.
2. Learn from industry veterans: Aspiring leaders can seek mentorship and absorb wisdom from established business figures for long-term career advancement.
3. Embrace strategic partnerships: Joining networks like Point S can amplify your market presence and fortify your operational capabilities.
4. Nurture employee autonomy: Granting team members the freedom to innovate can yield superior strategies and forge a stronger, more adaptable organization.
5. Reinforce the value of work ethic: Recognize that beyond skills, cultivating a strong work ethic in employees is fundamental to delivering the exemplary service your customers deserve.

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.