Garage Grit Podcast

"If it needs to be done, it's going to be done" — Kory Rozema | GGP #060

Fleet work, pickup and delivery, loaner cars, DVIs, and ADAS aren’t just operations choices—they’re marketing decisions that shape how customers see your shop, how often they return, and who they refer. In this Origin & Impact episode, AAPEX 2025 Shop Owner of the Year Tom Palermo of Preferred Automotive Specialists in Philadelphia, PA breaks down how convenience and communication built a brand fleets and retail customers fight to stay with.

Tom shares how he grew up in his dad’s three-bay service station, worked every nasty job in the building, went to Penn State, and eventually took over diagnostics and leadership in the shop. That “never ask anyone to do a job you wouldn’t do yourself” mentality now shows up in how his team handles runners, loaner cars, and customer-facing processes—every touchpoint is part of the brand.

From there, he dives into the real tension: how do you grow fleet work without abandoning Mrs. Jones—and how do you market both sides of the business when technology, ADAS, and data access keep raising the stakes? Tom unpacks the learning curve of building a loaner fleet, doing 5–10 pickups a day, and keeping vehicles clean and presentable so your customers’ brand (and your reputation) looks sharp wherever those vehicles show up.

You’ll hear how Preferred Automotive Specialists layered in DVIs, alignment/ADAS checks, pickup and delivery, and tight documentation so that customers understand what’s urgent, what can wait, and why it matters. Then Tom zooms out to industry-level marketing: the Right to Repair fight, who really owns vehicle data, and how tools like ASE certification and Auto Care’s advocacy resources give independents a way to signal professionalism and protect their customers’ right to choose where they get service.

By the end, you’ll have practical ideas you can deploy this week: how to make convenience your core differentiator, how to talk about ADAS and DVIs in plain language, how to position yourself for fleet work without drowning your team, and how to mobilize your staff and customers around Right to Repair so your marketing, operations, and advocacy are all pulling in the same direction.

Guests:
Tom Palermo — Preferred Automotive Specialists (Philadelphia, PA) linkedin.com+2AAPEX 2025+2

What you’ll learn:

• Why convenience-first service is a powerful marketing advantage.

• How DVIs help customers clearly see value and urgency.

• Ways fleet work can stabilize your car count and leads.

• How to start outreach to fleet managers and CFOs.

• Using loaner cars and pickup/delivery as brand assets.

• How ASE certification boosts trust in your messaging.

• Why Right to Repair is a customer-choice marketing issue.

• Simple steps to rally staff around industry advocacy.

Links
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
YouTube: https://www.youtube.com/@aashopmarketing
Podcast: https://creators.spotify.com/pod/profile/garagegrit

Keywords
auto repair marketing, auto repair SEO, auto repair ads, auto repair shop branding, auto repair customer communication, auto repair online reviews, auto repair retention, fleet repair marketing, fleet manager outreach, loaner car marketing, pickup and delivery service, auto repair DVIs, ADAS customer education, right to repair auto, ASE certified shop marketing, independent auto repair growth, auto repair podcast, Garage Grit Podcast

Episode Metadata
Episode: GGP #059
Guest: Tom Palermo
Shop: Preferred Automotive Specialists
Location: Philadelphia, PA

Customers don’t come back just because you fixed the car—they come back because of how you treat them, how you show up in the community, and how your shop feels when they walk through the door. In this Origin & Impact episode, Kevin Reichelt from Steller’s Garage in Shelton, CT unpacks how people-first decisions—flowers at the counter, favorite nurse giveaways, and smarter time off—end up driving reputation, reviews, and word-of-mouth more than any coupon ever could.

Kevin shares how he went from ambulance mechanic to co-owning a long-standing neighborhood shop, and why his early exposure to conferences, networking, and community service shaped his entire approach to marketing. Instead of chasing every new tactic, he focuses on relationships: with customers, with local business owners, and with other shop owners across the country.

You’ll hear the tension every shop owner feels between “being busy in the bays” and stepping back to work on culture, visibility, and long-term growth. Kevin talks about sponsorships that actually matter, why not all “marketing” really is marketing, and how simple acts—like keeping a clean, bright waiting room or handing a stressed customer a carnation—can spark the kind of online reviews money can’t buy.

He and Brad dig into how to think about community involvement, education nights like Women Auto Know or Drivers Auto Know, and why intentionally creating a place women feel safe and respected is a competitive advantage. They also touch on the practical side of getting away from the shop: documenting processes, closing for strategic weeks, and using top-20 groups and industry events to come home with a clearer vision and renewed energy.

If you’re tired of feeling like marketing just means “spend more on ads,” this episode will give you a different lens: one where culture, generosity, and genuine human connection create the strongest brand—and better customers—for your auto repair shop.

Guests:

Kevin Reichelt – Steller’s Garage (Shelton, CT)

Links

Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx

Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx

Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx

Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx

Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx

Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners

YouTube: https://www.youtube.com/@aashopmarketing

Podcast: https://creators.spotify.com/pod/profile/garagegrit

When customers don’t trust shops, they don’t trust your marketing either. In this episode, we look at how F & L Tire and Service built a female-friendly, family-first brand experience that keeps customers coming back—even when the township puts a hard cap on physical growth. You’ll hear how intentional communication, paid inspections, and a clear value story turn everyday visits into long-term loyalty.

Frank and Kristy Sponaugle are a third-generation tire family running a seven-bay shop just outside Bethlehem, PA. Frank grew up patching tubes at 15, while Kristy came in through business school, Goodyear University, and a front-counter role that quickly became the face of the brand. Together, they’ve had to evolve from “tire shop” to trusted, full-service advisor without losing the personal touch.

Their biggest struggle wasn’t just potholes, rust, and thin tire margins—it was how those realities showed up in customer conversations. Customers bristled at surprise “free” inspections, worried about big repair estimates, and often felt talked down to, especially women who had been burned elsewhere. At the same time, township zoning blocked any more bays, forcing F & L to grow through better experience and communication instead of just more square footage.

Frank and Kristy responded by turning inspections into a paid Car Care Package, using Mitchell notes and OEM schedules to pace work around budgets and long-term plans. Kristy leaned into her role as a female advisor, translating tech talk into real-world decisions and building the kind of trust where customers simply say, “Do what you think is best.” Along the way, they tightened up record-keeping for future expansion, strengthened vendor relationships, and made weekends-off part of their employer brand story.

For independent shop owners, their story is a playbook for growing when the building can’t. You’ll walk away with ideas for packaging inspections customers actually want, using maintenance plans to protect warranties and wallets, and positioning your front counter as a marketing asset—not just a scheduling function. If you’re capped on bays but not on ambition, this conversation will help you turn communication into your competitive edge.

Guests:
Frank Sponaugle — F & L Tire and Service — Bethlehem, PA
Kristy Sponaugle — F & L Tire and Service — Bethlehem, PA

What you’ll learn:
How to turn inspections into a paid value package
Ways to explain OEM maintenance without sounding salesy
Using Mitchell notes to pace work and avoid bill shock
How female representation shapes your shop’s brand experience
Positioning a family shop as “part of the family”
Turning weekends-off into a recruiting advantage message
Educating tire buyers beyond price to protect reputation
Using warranty language to frame maintenance conversations

Call-to-Actions
Got questions? Comment or post in the FB group—guests will chime in.
Subscribe for more shop-owner panels & Origin & Impact stories.
Want to be a guest? Share your story in the group.

Links
Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
YouTube: https://www.youtube.com/@aashopmarketing
Podcast: https://creators.spotify.com/pod/profile/garagegrit

Episode Metadata
Episode: GGP #056 | Guests: Frank Sponaugle & Kristy Sponaugle | Shop: F & L Tire and Service | Bethlehem, PA

Is your shop competing on price or value? Many shop owners struggle with customers who nitpick invoices and price-shop parts, driving margins down. To combat this, Jeremy McQueen implemented a "Bid Shop" model—offering a single price for the total job rather than an itemized breakdown. This marketing and sales strategy shifts the customer conversation from the cost of a water pump to the value of the warranty, expertise, and convenience provided.

Jeremy’s journey began working alongside his father in a small two-bay shop before purchasing the business and expanding into a 10,000-square-foot facility. Despite operating in Branson, Missouri—a major tourism hub—Jeremy faced the challenge of managing low-quality, emergency tourist work versus building a loyal local client base. The conflict between high-volume, one-time transactions and long-term relationship marketing forced a major strategic pivot.

To resolve this, Bat Boys stopped chasing the tourist dollar and doubled down on the local market. They introduced a fleet of loaner cars as a key value-add to close larger tickets and focused on "Bid Shop" transparency to eliminate price objections. This shift allowed them to stabilize revenue during the off-season and build a brand reputation based on trust rather than the cheapest repair in town.

Now, Bat Boys operates with high efficiency and a clear vision for expansion to ten locations. By treating employees as their primary customers and locals as their VIPs, Jeremy has built a business that thrives on quality over quantity.

Guests:

Jeremy McQueen, Bat Boys, Branson, MO

What you’ll learn:

• The "Bid Shop" strategy to stop price shoppers

• Marketing to locals vs. relying on tourist traffic

• Using loaner cars to increase ticket close rates

• Selling value instead of itemized parts breakdowns

• Brand positioning in a seasonal market

• Internal marketing: retaining top-tier technicians

• Transitioning from family-owned to growth-focused

Call-to-Actions

• Got questions? Comment or post in the FB group—guests will chime in.

• Subscribe for more shop-owner panels & Origin & Impact stories.

• Want to be a guest? Share your story in the group.

Links

Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx

Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx

Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx

Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx

Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx

Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners

YouTube: https://www.youtube.com/@aashopmarketing

Podcast: https://creators.spotify.com/pod/profile/garagegrit

Keywords

auto repair marketing, bid shop pricing, selling value, shop loaner strategy, customer retention, local SEO targeting, auto repair sales training, shop expansion, family business succession, auto shop brand positioning, service advisor tips, mechanic business growth, seasonal marketing strategies, technician retention, Bat Boys Branson

Episode Metadata

Episode 056

Jeremy McQueen

Bat Boys

Branson, MO

Customers today make decisions based on trust—who communicates clearly, who feels local, and who treats them with honesty. In this episode, we break down how a shop can outperform franchises simply by showing up as the neighbor customers want to support.Renton Garrett of Gold River Automotive in Gold River, CA shares the origin of his family-run shop, why leaving the franchise model unlocked their brand identity, and how they built a culture that customers immediately recognize and respond to.He explains the marketing conflict every shop faces: franchises push loss-leader ads and generic national campaigns that don’t match local reality. Renton talks through how he built a business that wins customers specifically because they DON’T want corporate treatment.You’ll hear how transparent DVIs, local engagement, community-first communication, and a consistent review strategy help Renton maintain trust and keep customers coming back—even in a region where people frequently move in and out.If you’re a shop owner trying to grow trust, differentiate your brand, and win customers who stay loyal for years—not just one visit—this story will give you a clear roadmap to apply today.Guests:Renton Garrett — Gold River Automotive — Gold River, CAWhat you’ll learn:Why local identity outperforms national franchise marketingHow transparent DVIs build trust and higher approval ratesThe communication habits that keep customers loyalWhy customers choose independents over big brandsHow to present estimates without overwhelming customersHow review automation drives long-range customer acquisitionWhy culture affects customer experience and retentionHow EV readiness ties into future marketing positioningCall-to-ActionsGot questions? Comment or post in the FB group—guests will chime in.Subscribe for more shop-owner panels & Origin & Impact stories.Want to be a guest? Share your story in the group.LinksNext Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspxGrid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspxRequest a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspxJoin the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspxPartnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspxGarage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopownersYouTube: https://www.youtube.com/@aashopmarketingPodcast: https://creators.spotify.com/pod/profile/garagegritKeywordsauto repair marketing, customer communication, local branding, shop reputation, independent shop marketing, digital visibility, review strategy, DVI communication, customer trust, retention strategy, EV readiness messaging, franchise alternative marketing, shop differentiation, shop owner storytelling, brand loyalty, repair shop marketing strategy, local business marketing, Google reviews optimization, auto shop customer experienceEpisode MetadataEpisode: GGP #055Guest: Renton GarrettShop: Gold River AutomotiveLocation: Gold River, CA

In this episode of the Garage Grit Podcast, host Brad Hurlock and a panel of auto shop owners discuss the importance of documenting processes to ensure consistency, efficiency, and scalability in running their businesses. The conversation covers several key areas including the advantages of using explicit phone scripts, the benefits of regular staff meetings, and the concept of leveraging AI tools such as ChatGPT for drafting procedures and improving customer interactions. Panelists Julio Dard, Jared, and Dale Donovan share their insights, explore the role of a parts manager, and debate the merits of different documentation methods, including written manuals, digital platforms like Trello, and video content. The episode wraps up with actionable tips on how to start documenting processes and continuously refining them for growth and success.

00:00 Introduction and Initial Thoughts

00:39 Welcome to the Garage Grit Podcast

01:27 Guest Introductions

01:47 Julio's Shop Overview

02:29 Jared's Shop Overview

04:01 Dale's Shop Overview

05:56 Documenting Processes and Procedures

08:08 Using Technology for Documentation

15:16 Team Involvement in Process Creation

29:03 Parts Manager Discussion

42:15 Panel Discussion Kickoff

42:34 Sharing Contact Information

42:59 Importance of Front of Shop Investment

44:00 Documenting Processes and Phone Scripts

45:29 Handling Customer Interactions

48:19 Hiring and Managing Staff

59:10 Using Slack for Communication

01:00:30 Creating a Buying Group

01:02:21 Handwritten Thank You Letters

01:07:14 Utilizing AI in Business

01:14:51 Reviewing and Updating Processes

01:18:23 Closing Remarks and Reflections

Google visibility isn’t luck — it’s strategy. In this episode, you’ll hear how Bayer Motor Works dominates search rankings in a competitive metro market and how their European niche allows them to pull customers from 30–50 miles away. This conversation breaks down how SEO, reputation, and smart targeting turn a specialty shop into a destination shop.

Sean Beardsley brings a dealer-level perspective on marketing allocation, brand positioning, and customer communication. He explains why he stopped spending money on domestic ads, why organic + paid search is their primary growth driver, and how consistent reputation management builds long-term trust.

We also dig into the marketing impact of hiring, culture, and QC — not as operations tasks, but as core contributors to brand experience. Customers trust shops that communicate clearly, inspect well, and deliver consistent results. That trust becomes a marketing asset.

If you want higher-quality leads, stronger Google visibility, and a marketing strategy that fuels retention, this episode gives you a clear blueprint.

Sean Beardsley — Bayer Motor Works — Chandler, AZ

• How SEO ranking drives higher-quality European leads
• Why organic + paid search beats broad marketing spend
• How niche positioning expands geographic reach
• Why brand reputation accelerates search conversions
• Using DVIs to strengthen customer trust and approvals
• How culture impacts the customer experience journey
• When to stop spending ad dollars in low-ROI segments
• How to communicate clearly to support repeat business

Got questions? Comment or post in the FB group — guests will chime in.
Subscribe for more shop-owner panels & Origin & Impact stories.
Want to be a guest? Share your story in the group.

Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx
Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx
Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx
Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx
Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx
Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners
YouTube: https://www.youtube.com/@aashopmarketing
Podcast: https://creators.spotify.com/pod/profile/garagegrit

auto repair marketing, SEO for auto shops, Google ranking, European auto repair, organic search strategy, paid search ads, niche shop marketing, reputation marketing, customer communication, DVI marketing, shop branding, customer retention, targeting strategy, BMW repair marketing, Mini Cooper repair marketing, Mercedes repair marketing, shop visibility, auto repair advertising

Episode number: GGP #053
Guest: Sean Beardsley
Shop name: Bayer Motor Works
City/State: Chandler, AZ

Growing a shop starts with staying connected to the people who already trust you. In this Origin & Impact episode, Steve Finzel explains how communication, CRM systems, advisor training, and a consistent customer experience became the backbone of his growth. His story gives shop owners a clear roadmap for turning better communication into real marketing momentum.

Steve began his career as a technician, eventually taking over a struggling two-bay shop and rebuilding it from the ground up. The early years pushed him to understand customers, build trust quickly, and learn the business side the hard way — all lessons that shaped the future of Finzel’s Master Tech.

As his operation expanded into multiple buildings and 19 bays, new challenges emerged: rising costs, ADAS requirements, staffing, workflow control, and the need for a consistent brand experience. Steve realized that scaling wasn’t just about equipment or space — it was about communicating clearly, training advisors, and ensuring every customer touchpoint matched the shop’s standards.

With coaching, digital systems, CRM-driven outreach, and a stress-free in-shop experience, Steve refined his business into a customer-first operation. Consistent communication improved retention, digital inspections increased trust, and marketing became more effective because the experience matched the messaging.

For shop owners and marketers, this episode shows why communication IS marketing. When you keep in touch with customers the right way, growth becomes predictable — not accidental.

Guests:

Steve Finzel — Finzel’s Master Tech — Terre Haute, IN

What you’ll learn (shop-owner takeaways):

How consistent communication drives retention

Why CRM touchpoints matter more than ever

How advisor training improves marketing ROI

When ADAS calibration becomes a liability risk

What makes a stress-free customer experience

How coaching accelerates shop performance

Why systems must match your marketing

How to scale without losing customer trust

Call-to-Actions

Got questions? Comment or post in the FB group—guests will chime in.

Subscribe for more shop-owner panels & Origin & Impact stories.

Want to be a guest? Share your story in the group.

Links

Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx

Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx

Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx

Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx

Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx

Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners

Spotify: https://open.spotify.com/episode/1MFNXgGMqMQzKCeDuslkkg?si=42fc7c4da4834993

YouTube: https://www.youtube.com/@aashopmarketing

Podcast: https://creators.spotify.com/pod/profile/garagegrit

Keywords

auto repair marketing, CRM communication, customer retention, shop coaching, ADAS calibration, advisor training, shop leadership, digital inspections, workflow management, auto repair profitability, mechanical shop growth, repair shop operations, front desk communication, small business marketing, auto repair SOPs, retention systems, service advisor development, customer experience strategy

EPISODE METADATA

Episode number: 52

Guests: Steve Finzel

Shop name: Finzel’s Master Tech

City/State: Terre Haute, IN

When Josiah Martin bought Limitless Auto in rural Pennsylvania at age 25, he inherited more than a business — he inherited a legacy. Five years later, his transformation from technician to business leader shows how the right systems, training, and mindset can turn a local garage into a trusted community brand.

Raised in a Mennonite family, Josiah didn’t follow a generational path into auto repair. He built his experience from rebuilding starters to running a full-service shop during the uncertainty of 2020. His story captures the grit of starting in the middle of a global shutdown — and the discipline to keep learning and growing ever since.

Josiah’s biggest pivot came through coaching with 180 Biz, where he discovered that building processes, training front office staff, and defining communication standards matter as much as technical skill. Those changes reshaped his culture and customer relationships — but not without friction from longtime customers and the shop’s previous owner.

Today, Limitless Auto runs on systems instead of survival mode. With a two-person front office team, clear expectations, and a service philosophy built on education and empathy, Josiah shows that leadership starts with listening. His focus on customer experience and local engagement has turned his shop into a community anchor.

For shop owners ready to level up, this conversation is a masterclass in leadership, communication, and process. Josiah’s story proves that success comes from empowering your people — not just fixing cars faster.

Guests:

Josiah Martin — Limitless Auto — Oley, Pennsylvania

What you’ll learn (shop-owner takeaways):

• Why your front desk defines your customer experience

• How to introduce DVIs without losing loyal clients

• The real ROI of hiring and training advisors

• How coaching accelerates leadership growth

• Building processes that free you from daily chaos

• Turning customer conversations into long-term trust

• Lessons from transitioning legacy ownership

• How local involvement strengthens your shop’s brand

Call-to-Actions

Got questions? Comment or post in the FB group—guests will chime in.

Subscribe for more shop-owner panels & Origin & Impact stories.

Want to be a guest? Share your story in the group.

Links

Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspx

Grid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspx

Request a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspx

Join the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspx

Partnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspx

Garage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopowners

Spotify: https://open.spotify.com/episode/1MFNXgGMqMQzKCeDuslkkg?si=42fc7c4da4834993

YouTube: https://www.youtube.com/@aashopmarketing

Podcast: https://creators.spotify.com/pod/profile/garagegrit

Keywords

auto repair shop leadership, front desk training, customer service, DVI systems, shop operations, coaching for shop owners, 180 Biz, limitless auto, automotive marketing, small business growth, employee training, shop process development, customer communication, auto repair management, leadership coaching, auto shop automation, team building, community engagement, shop efficiency

EPISODE METADATA

Episode number: 051

Guests: Josiah Martin

Shop name: Limitless Auto

City/State: Oley, Pennsylvania