Executive Summary

In this episode of the Fixed Ops Mastermind podcast, Dave sits down with Russell Hill, a long-time industry veteran and co-founder of Fixed Ops Marketing. Russell shares his career journey, beginning with his time in dealerships and evolving into building a company that helps dealers better communicate service value to customers. The conversation explores the intersection of marketing and fixed operations, how dealers can better educate customers on maintenance and repair, and why the service drive is the most under-leveraged profit center in retail automotive.

Russell emphasizes the importance of customer education, transparency, and consistent communication. He explains how marketing in service differs from sales, why trust and clarity are non-negotiable, and how digital tools are changing the way dealerships engage with customers. The discussion highlights practical strategies for increasing service retention, building customer trust, and making fixed operations the true heartbeat of the dealership.

5 Takeaways

1. Service marketing is fundamentally different from sales marketing — it requires education and trust-building, not just promotions.
2. Customers rarely understand the “why” behind service recommendations; dealers must simplify and explain.
3. Consistency in communication builds credibility and helps avoid the perception of upselling.
4. Digital tools and video messaging are underused but create massive trust when used in fixed ops.
5. Dealerships that invest in service education win long-term loyalty, reducing defection to independents.

5 Notable Quotes

1. “Sales gets all the glamour, but service is where the heartbeat of the dealership really is.”
2. “Marketing in fixed ops isn’t about coupons — it’s about education.”
3. “Customers don’t buy what they don’t understand. If we don’t explain the value, they’ll find someone who will.”
4. “Trust isn’t built in one visit. It’s built in every single interaction.”
5. “Video is the single greatest trust-building tool service advisors aren’t using.”

5 Actions List

1. Audit your service marketing: are you educating or just discounting?
2. Create a simple “why it matters” explanation for your top five maintenance items.
3. Implement consistent multi-channel communication (email, text, video).
4. Train advisors to focus on customer trust over one-time sales.
5. Use video walkarounds to show customers the real condition of their vehicles.