Get registered for the ASTA Expo 2025 at the Raleigh Convention Center: https://geni.us/ASTA2025

Don't get to the end of this year wishing you had taken action to change your business and your life.
Click here to schedule a free discovery call for your business: https://geni.us/IFORABE

Don't miss an upcoming event with The Institute: https://geni.us/InstituteEvents2025

Shop-Ware gives you the tools to provide your shop with everything needed to become optimally profitable.
Click here to schedule a free demo: https://info.shop-ware.com/profitability

Make sure you mention: CTISUMMER to get FREE data migration!

If you're ready to make a real change in your shop's success, join Shop Marketing Pros' Plan With the Pros workshop this October to connect with them and other shop owners. You'll leave with your entire year for 2026 planned out.

Click here to register: https://geni.us/PlanWithThePros

Shop owners, are you ready to simplify your business operations? Meet 360 Payments, your one-stop solution for effortless payment processing.

Imagine this—no more juggling receipts, staplers, or endless paperwork. With 360 Payments, you get everything integrated into one sleek, digital platform.

Simplify payments. Streamline operations. Check out 360payments.com today!

Recorded live at the Institute Summit 2023, David and Lucas sit down with Aaron Woods, owner of Xtra Mile Auto Care in Stillwater, OK and a Facilitator/Coach for the Institute for Automotive Business Excellence.  

Can you truly serve your customers at cut-rate prices?

Aaron has been an integral force in the industry, starting at a Chevrolet dealership as a service advisor before moving into a sales position and finally opening his own shop in 2018. With a help-first mentality and the lessons learned in his career, he knows what it takes to rise above the competition. Joining The Institute, Aaron looks to give back to the industry he loves through group facilitation, business coaching, & individual mentorship.

Aaron’s background and how he became a shop owner. 0:00

Did you walk in with a trunk of money? 6:24

The difference between price and value. 12:51

The “Gandalf of your shop”. 17:36

What happens when you have a shop owner who doesn’t have enough people to work? 20:02

Why you need to justify yourself. 27:27

How do we reach those who have been doing the work for a long time? 32:55

How do you reach the right clients? 38:42

Close the Donut Shop. 44:55

The difference between people that work out. 49:37

Fancy bourbon in Stillwater. 53:08