Visit ShopMarketingPros.com/chris to partner with a team that

understands your business. Because every great shop deserves marketing

that’s just as great.

Check out their podcast here: https://autorepairmarketing.captivate.fm/

If you would like to join their private Facebook group go here:

https://www.facebook.com/groups/autorepairmarketingmastermindIn

​Episode Summary:

Most auto repair shops leave thousands of dollars on the table every week because their service advisors are acting like order-takers instead of sales pros. In this episode of The Weekly Blitz, Coach Chris Cotton breaks down the mindset, skills, and systems that transform advisors into the growth engine of your shop.

From real-world examples to proven scripts, you’ll learn how to boost closing ratios, raise ARO, and build trust with customers without being pushy. If your advisors are just “writing tickets,” it’s time to flip the switch and start creating true sales professionals.

What You’ll Learn in This Episode:

The #1 mindset shift that separates order-takers from sales pros.

Why confidence and tone matter more than price in customer decisions.

How to use DVIs as storytelling tools that sell themselves.

Four practical steps to help advisors close more work with integrity.

The KPIs every shop owner should track to measure advisor success.

Takeaway Challenge:

Track one advisor’s closing ratio for five days. Then role-play one scenario to improve it by just 5%. That small change could add tens of thousands of dollars to your annual sales.

Resources & Tools:

​Introduction & Sponsor Message (00:00:08)

• Coach Chris Cotton introduces the podcast, highlights Shop Marketing Pros as the sponsor, and sets the episode’s focus.

Identifying the Choke Point: Service Advisors (00:01:03)

• Explains the critical impact of service advisors, the difference between order takers and sales professionals, and their effect on gross profit.

Order Taker vs. Sales Pro Example (00:02:18)

• Provides a practical example contrasting an order taker’s approach with a sales professional’s, emphasizing education and trust.

Attention to Detail & Mindset Shift (00:03:21)

• Stresses the importance of precise communication, reframing the advisor’s role, and selling peace of mind, not just repairs.

Confidence and Communication Skills (00:04:33)

• Discusses the need for confident language, tone, and regular coaching to improve advisor performance.

Using DVI as a Storytelling Tool (00:05:48)

• Describes how digital vehicle inspections (DVI) should be used to visually narrate repairs and build customer understanding.

Active Listening & Mirroring at Check-In (00:06:55)

• Highlights the importance of repeating customer concerns, slowing down, and ensuring customers feel heard during check-in.

One-Minute R.O. Read Back & Update Scripts (00:06:55)

• Covers confirming details before the customer leaves and using consistent update scripts to build trust.

Tracking Closing Ratios & Performance Metrics (00:08:03)

• Emphasizes tracking closing ratios over car count or average repair order, and the pitfalls of manipulating metrics.

Daily Roleplay & Advisor Scoreboard (00:09:05)

• Recommends daily scenario practice, posting advisor performance metrics, and using visibility to drive improvement.

Ongoing Training & Accountability (00:10:11)

• Advocates for regular training, coaching, and auditing DVI quality, with accountability for both advisors and technicians.

Weekly Challenge & Compounding Improvements (00:11:19)

• Issues a challenge to track and improve one advisor’s closing ratio, illustrating the financial impact of small gains.

Order Takers vs. Sales Professionals Recap (00:12:28)

• Summarizes the key differences between order takers and sales professionals in driving profit and customer loyalty.

Sponsor Shout-Out & Closing (00:12:28)

• Thanks Shop Marketing Pros, encourages listeners to take action, and closes the episode.

The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.

Click here to learn more about Top Tier Marketing by Shop Marketing Pros and schedule a demo: https://shopmarketingpros.com/chris/

Check out their podcast here: https://autorepairmarketing.captivate.fm/

If you would like to join their private facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind

To listen to more episodes, make sure and go over to iTunes and or Spotify.

Don't forget to rate and review us!

Connect with Chris:

AutoFix-Auto Shop Coaching

www.autoshopcoaching.com

www.aftermarketradionetwork.com

940-400-1008

Facebook: https://www.facebook.com/AutoFixAutoShopCoaching

YouTube: https://bit.ly/3ClX0ae

Email Chris: [email protected]

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