Episode #63 – Sales Talk, Tips, & Advice

Sales is one of the most overlooked—and most important—skills in the paintless dent repair industry. In this episode, Gene Fetty breaks down the mindset, strategies, and real-world experiences that have shaped his approach to selling PDR services.

Most technicians enter the industry focused on tools and repairs, but quickly realize that without sales, there is no business. This episode dives into how to bridge that gap and become more confident, effective, and ethical in your sales process.

No matter your role—retail, wholesale, or hail—you are always selling. Without a sold job, there is no repair.

Inspired by Zig Ziglar, Gene explains why believing in your service creates a responsibility to sell it properly—for your benefit, your customer’s benefit, and the industry as a whole.

A powerful real-world example of what happens when a job is underpriced:

Before any sale happens, customers must:

Gene explains how to build all three quickly through communication, body language, and connection.

Customers don’t understand the complexity of PDR—until you show them. By walking them through the process, you remove resistance and justify pricing naturally.

Using tools like Mobile Tech RX and structured pricing:

Advanced Glue Pull Class:
https://www.dentrepairnow.com/advanced-glue-pull 

Larry Story Example Video:
https://youtu.be/8ZJsJGsO4Kk?si=cu8cVF6FRjEizzFr 

Selling isn’t about being pushy—it’s about guiding customers to the right decision with confidence, clarity, and integrity.

Episode 63 – Goal Check-In & Customer Service This episode is a mix of reflection, reality, and philosophy. Gene checks in at the end of Q1 2026 and challenges listeners to revisit their goals—not just set them and forget them. With unexpected changes in the business (including losing a technician), priorities shift and require realignment. The episode then transitions into a real-world customer service experience that went wrong—and what it reveals about how businesses should handle problems. ⏱️ Key Topics 🧭 Q1 Goal Check-In 25% of the year is already gone Why goals should be flexible Adapting to unexpected changes in business Transitioning back into a full-time technician role Continuing to build education revenue alongside repair work 🔄 Adjusting the Plan Hiring strategy: bringing in younger, hungry techs Rebuilding an apprenticeship model Replacing repair income with education income over time 📞 Customer Service Breakdown (AT&T Experience) Failed activation and lack of solutions Poor communication and upselling at the wrong time Frustration caused by lack of ownership Key takeaway: Customer service matters most when things go wrong—not when they go right 🛠️ Dent Repair Now Customer Service Philosophy Core Principles: Lead with kindness and empathy Diffuse tension instead of escalating it Solve problems quickly 💡 The “Make It Right” Approach Refunds when customers aren’t satisfied Fix mistakes without hesitation Play the long game over short-term profit “If you’re not happy, I don’t want your money.” 💰 The $200 Rule If a problem can be solved for under $200—just fix it Don’t escalate small issues into big ones 👥 Training Your Team Employees must know what they’re allowed to do Empower them to solve problems on the spot Avoid arguments over small issues 🚗 Customer Experience Details Clean shop and waiting area Protecting vehicles during repairs Washing and detailing cars before delivery Creating a “wow” factor on pickup 📣 Community & Shoutouts Thad (Dent Proof) for sending stickers and support Encouragement to follow and engage with other techs 📅 What’s Next Q2 check-in coming at the end of June Advanced Glue Pull Training at Anson (May 1st)

All Access Podcast — Live from DB Expo Italy 🇮🇹 Recorded live at the DB Expo in Italy, this episode brings together top PDR technicians, trainers, and tool innovators from around the world. From masterclass insights to real conversations on the show floor, this is a behind-the-scenes look at what’s happening at the highest level of paintless dent repair right now. 🌍 What You’ll Hear Inside the DB Expo & international masterclass What separates elite technicians from the rest Why patience and process matter more than speed The power of networking and attending events New tools, systems, and innovations in PDR Real advice from experienced techs across the globe 🔥 Key Takeaways Patience Wins The best technicians aren’t rushing repairs. They’re making small, controlled, intentional moves. Preparation is Everything High-level repairs start before the first move: Setup Tool selection Repair strategy Different Styles — Same Standard Old school vs new school… same result: 👉 clean, controlled, high-level repairs Get in the Room Events like this accelerate growth: Learn faster Build relationships See what’s actually possible Give What You Know Multiple guests said it: 👉 share knowledge 👉 help others grow 👉 give back to the industry 🎤 Featured Guests & Links Zan Vidic YouTube: https://www.youtube.com/@vidicz Wayne – Just PDR Instagram: https://www.instagram.com/just_pdr_ Jonathan – JVF Tools Website: https://www.jvftools.com Bart – KECO Europe Website: https://www.kecotabs.be Diego – KECO Swiss Website: https://www.gluepulling.ch Instagram: https://www.instagram.com/keco_swiss Keith Cosentino – PDR College / Black Plague Instagram: https://www.instagram.com/bullseyedent Website: https://www.pdrcollege.com Website: https://www.blackplaguepdr.com Matt Boyette – The Dent Slayer Website: https://www.dentslayer.com Instagram: https://www.instagram.com/thedentslayer YouTube: https://www.youtube.com/@thedentslayerpodcast Martin Sadler YouTube: https://www.youtube.com/@dentremover01 Robbert – Freestyle Services (Netherlands) Facebook: Search “Freestyle Services Netherlands” 🚀 Final Thought You’re never done learning. The best technicians in the world are still: refining testing showing up If you want to level up — get around people who are better than you.

In this episode of the All Access Podcast, Gene shares a simple but powerful idea that has shaped his entire approach to business: expect success and show up ready for it.

After nearly three straight weeks of work between Level Up training, large repairs, and studio remodeling, the shop schedule suddenly looked light. It would have been easy to assume the week was going to be slow.

Instead, Gene approached the week with a different mindset.

Show up.
Expect success.
Make it happen.

That mentality resulted in over $1,100 in additional work captured during the week, simply because the shop was open, ready, and prepared when opportunity appeared.

Gene compares this mindset to early route days in the PDR business — when showing up at a dealership, even in bad weather, often meant discovering repairs that would never have happened if he had stayed home.

The lesson is simple:

You cannot capture opportunity if you aren’t present.

Many technicians sabotage themselves before the day even begins by assuming the day will be slow.

Expecting failure often becomes a self-fulfilling prophecy.

Opportunities rarely arrive perfectly scheduled.
They appear when you're already in motion.

Gene shares a story about a pizza shop that kept reducing its hours because business seemed slow. Each time the hours were shortened, customers stopped ordering later — reinforcing the belief that the shop needed to close earlier.

Eventually, the business collapsed because it stopped being available when customers needed it.

If you're trying to land hail work:

Pack the truck.
Go where the storm hit.
Shake hands.
Meet people.

Success goes to the technicians who show up ready to work.

Gene is preparing to travel to Milan for the DB Expo, where he will:

Help launch a new KECO prototype tool

Connect with European tool manufacturers

Record interviews with technicians and industry leaders

Capture behind-the-scenes content from the event

Upcoming episodes will include conversations from the show floor.

Gene also announces a new 10-episode podcast series for beginners entering the PDR industry.

The series will focus on:

Learning philosophy

Tool selection

Training strategy

What it really takes to enter the business

Episodes will release one at a time and be designed to be bingeable like a Netflix series.

The Obsession Behind High-Level Dent Repair

One week after the Level Up training, Gene shares feedback from students already applying techniques they learned in class.

But the big story of this episode is a brutal BMW liftgate repair that turned into one of the most difficult panels Gene has ever attempted.

The damage occurred when a liftgate was backed into a garage door. Body shops quoted replacement between $3,500–$4,500, making repair financially questionable for the vehicle owner.

Instead, the car became a live demonstration vehicle for the Level Up class.

Things didn’t go according to plan.

What should have been a quick rough-out turned into a multi-hour battle with:

Locked metal

Heavy German steel

Extreme tension setups

Hydraulic pushing

Multiple pull strategies

Eventually, through collaboration with several advanced technicians in the class, the panel started to unlock.

But the real takeaway wasn’t the repair itself.

It was the obsession that drives PDR technicians to keep chasing perfection long after the job is technically done.

Gene reflects on:

Why dent repair attracts obsessive personalities

The psychological drive to “beat the panel”

The balance between perfection and practicality

What we can learn from extreme repairs

The episode also includes tool talk featuring some new gear Gene has been testing in the shop.

Dent Proof Epay Paddle
Izzy Does PDR Custom Hammer
A1 “Zamer” Tapper
Dent Craft Double Bend Tool
KECO K-Power
KECO Tab Straps
Anson Phenolic Tips
VIP Machined Blocks
Peak Knockdown Tips

Gene and Melissa will soon be traveling to Italy for the DB Expo, with plans to record podcast content and vlog the experience.

Gene and Žan sit down after Level Up training to talk about what made this year’s class such a success. The training sold out quickly and brought together technicians with experience levels ranging from just a few years to more than two decades.

One of the biggest highlights was the strong camaraderie among the students. Technicians stayed late working repairs, shared techniques, and built relationships that will continue long after the class ended.

The class followed a deliberate progression:

Glue pulling fundamentals

Sharp dent repair

Deep sharp dents

Sharp crease repairs

Advanced smash damage

Students consistently reported learning new techniques every day and gaining new insights into repairs they previously struggled with.

One of the most memorable moments of the class was working on a severely damaged BMW hatch.

Originally expected to be a demonstration repair, it became one of the most complex repairs Gene has ever attempted.

The repair required:

Advanced tension setups

Team collaboration

Structural metal analysis

Controlled unfolding

The repair demonstrated how advanced damage often requires teamwork and problem-solving beyond standard techniques.

One unique feature of Level Up is having two instructors with different repair styles.

Žan’s approach:

Fast production mindset

Aggressive pushing

Cherry cap techniques

Slide hammer glue pulling

Gene’s approach:

Retail-level precision

Controlled pushing

Mini-lifter glue pulling

Paint-safe techniques

Students benefit from seeing both approaches and developing their own repair style.

One of the biggest lessons emphasized during training was the importance of finishing dents to a higher level.

Wholesale technicians often move quickly through repairs, but true skill growth comes from pushing repairs to the highest possible quality.

Technicians who consistently push themselves toward perfection continue improving long-term.

The conversation highlighted the team-based repair model used by Jay Ma and Superior PDR in Taiwan.

Instead of one technician completing a repair alone, multiple technicians rotate through large repairs to maximize efficiency and results.

Follow Jay Ma here:

Instagram: @superiorpdrtaiwan

This approach proved valuable during the BMW repair where multiple technicians worked together to move locked-up metal.

Žan also introduced his new Hail Damage Pro course — a nine-hour training focused on improving hail repair efficiency and quality.

The discussion emphasized that online training can be a powerful supplement to in-person instruction.

Another Level Up training is planned for next year with the same three-day format and limited class size.

Join the interest list:

https://www.dentrepairnow.com/level-up 

Are You Hail Ready? Preparing Your PDR Business for Storm Season Overview Hail season can change a PDR business overnight. One storm can take you from normal workload to full capacity instantly — and if you're not prepared, you'll lose money and create unnecessary stress. In this episode, Gene Fetty breaks down how local PDR technicians and shop owners should prepare before the first hailstorm hits. From dealership conversations to shop processes and estimating strategies, this episode is a practical guide to storm readiness.  Key Topics Preparing Before the Storm Talk to dealerships about hail readiness Review their insurance coverage Position yourself as the hail expert Build trust before competitors arrive  Body Shop Planning Discuss: Workflow expectations Repair vs replacement philosophy Where repairs will be performed Scheduling strategies Preparation prevents chaos when claims start rolling in. Equipment Readiness Make sure you have: Glue tabs stocked Cold glue ready Hail lights functioning Hood stands and tools inspected Batteries charged Hail season is not the time to realize something is missing.  Estimating Strategy Avoid writing estimates outside with line boards. Proper estimates prevent: Lost revenue Supplements Delays Consider estimating services like DentOps or Claim Connection. Lead Tracking You need a system for: Incoming calls Estimates Follow-ups Closed jobs Consider using a CRM before hail season begins.  Shop Systems Important systems include: Vehicle storage Key tracking Paperwork organization Parts management Workflow tracking boards Storm success depends on organization.  Hail Expo Replay Course Watch the full Hail Expo training: https://www.dentrepairnow.com/offers/xNd2Gmsy Includes presentations on: Hail marketing Claims handling Estimating strategies Storm logistics Running profitable storms  Level Up Training Join the waiting list for the next class: https://www.dentrepairnow.com/level-up Mentioned in This Episode PDR College Podcast Dent Slayer Podcast

Episode 57 – PDR Shop Talk: The Real Rollercoaster of Shop Ownership In this episode, Gene pulls back the curtain on what shop ownership actually looks like. From sliding tool carts down icy Pittsburgh driveways… to Google disasters… to hail storms saving the year… to payroll mistakes… to finally landing the right location — this is a no-fluff breakdown of the evolution of Dent Repair Now. If you’ve ever thought about opening a shop — or you’re in one and feeling the pressure — this one’s for you. 🔥 What We Cover Why Gene finally decided he needed a shop The brutal first year after losing Google traction Why Google Ads “help” can wreck your season The reality of county relocation chaos Hail storms that saved the business (and nearly broke it) Staffing struggles during peak season Over-hiring and payroll lessons learned Why location truly matters Mobile freedom vs. drywall prison Retail vs wholesale strategy Why premium demographics change everything The emotional reality of building something from scratch 📍 Key Takeaway Shop ownership is not “open the doors and they will come.” It’s: Risk Cash flow management Staffing decisions Marketing discipline Weather volatility Emotional resilience But it’s also: Control Growth Bigger repairs Education opportunities Building something lasting 🎓 Level Up – March 5, 6, 7 We sold out the first class in 4 days. We’re trying to run a second class with Žan Vidic the following week. Only 5 students needed to make it happen. 👉 Save your seat here: https://www.dentrepairnow.com/level-up $100 deposit. Fully refundable if the class doesn’t run. If you’ve been thinking about it… this is your shot.

Episode 56 — Gene Fetty with Chase Dolan Where we start Chase’s background: 27 years in autobody, mainly painting First exposure to glue pull at his shop (Keco kit sitting unused) The “whoa” moment when a dent actually moved Training journey 8 months trying to learn mostly online Real World PDR with Jim Mitchell (one week in person) Dent Wizard/Chris/Dave O weekend training Why in-person coaching fast-tracked everything What actually made him better Daily metal time Learning to slow down Cross-checking with light Knowing when to knock down vs. push Finishing vs. “good enough” Big lessons from Level Up Better starts = better finishes Lateral tension concepts Handling stretch metal When to commit to a tough dent instead of quitting Why patience is a superpower in PDR Real-world win The nasty bedside repair he almost gave up on How shrink and glue changed the outcome Why the customer was thrilled not to paint Why he signed up again for Level Up 2026 Small room. Big instructors. Real dents. Training with Gene + Žan = priceless reps Wants to get better at blending and tough rails Advice to newer techs Stop trying to “figure it out alone” Invest in in-person training Practice hard dents, not easy ones Don’t quit when it gets uncomfortable Where to find Chase dolandentrepair.com Facebook: Dolan Dent Repair Level Up 2026 First class sold out fast Second class tentative (March 5–7) if 5 deposits come in 👉 https://dentrepairnow.com/level-up

🔥 LIVE from Radio Row at MTE! 🎙️ Straight from Radio Row at MTE, we sat down with 6 guests for an unfiltered conversation on PDR, growth, and the realities of the trade. Recorded live from the floor of MTE, this podcast brings candid insight, real stories, and actionable takeaways you won’t hear anywhere else. Whether you’re a seasoned technician or pushing past your current limits, this episode delivers no-nonsense value from real people doing real work. 🎧 LISTEN & LEARN: 🔗 Level Up Training with Zan Vidic & Gene Fetty: https://www.dentrepairnow.com/level-up This is where experienced techs go to sharpen their skills, refine how they think through damage, and get hands-on guidance that actually moves the needle — limited seats available. 💬 FOLLOW & CONNECT Subscribe for more PDR tips, stories, and training updates! Leave a comment — tell us what part hit hardest or what you want next. 📩 Want to be on the show? Reach out! 🔥 Thanks for watching — and remember: Skill doesn’t come from watching — it comes from doing.