The Auto Repair Marketing Podcast

Thanks to our Partner, AppFueled

Your auto repair shop can spend thousands of dollars on marketing, but what happens when those leads call your shop? If your front counter isn't delivering a great customer experience, you're leaving money on the table. Brian Walker sits down with Michael Doherty, a veteran service advisor with 22 years of experience, to discuss five ways your front counter can optimize your advertising results, especially Google Local Services Ads (LSA). From answering the phone with confidence and energy to creating scheduling opportunities, building relationships instead of focusing on price, and measuring your actual return on ad spend, this conversation reveals why great customer service is one of your most powerful marketing tools. If you want to turn more calls into customers, differentiate your shop from the competition, and get more value from your marketing dollars, listen to this episode and discover what your front counter could be doing differently.

Show Notes with Timestamps

• Episode introduction and webinar context (00:00:10) Brian introduces the episode and guest Michael Doherty, previewing advice on improving ad results through front-counter service.
• Local Service Ads overview (00:02:18) Brian explains how LSAs work, which repair shops may benefit, and upcoming targeting changes.
• Create an opportunity when the phone rings (00:04:33) Michael emphasizes answering promptly and treating each call as a chance to earn a customer’s business.
• Answer with energy and confidence (00:06:31) They discuss an enthusiastic greeting, positive tone, and making callers feel welcome.
• Make room for urgent appointments (00:09:17) Michael recommends understanding daily shop capacity and communicating with the team to accommodate callers.
• Communicate value beyond price (00:11:29) Michael advises addressing customers’ logistics, listening empathetically, and building relationships instead of focusing only on cost.
• Handle calls professionally under pressure (00:12:59) They discuss service-advisor stress, staying composed, and helping callers rather than treating interactions as transactions.
• Move price questions into a conversation (00:16:40) Michael suggests asking follow-up questions, explaining the shop’s value, and learning what the customer needs.
• Sponsor message: App Fueled (00:17:25) A promotional break describes custom loyalty apps for independent auto repair shops.
• Differentiate the shop and build trust (00:18:53) Brian and Michael discuss LSA lead quality, explaining what makes a shop distinctive, and creating confidence with callers.
• Address concerns before asking about price (00:22:46) They reflect on why customers ask about cost and how professionalism, process, and trust can matter more.
• Set expectations and solve scheduling concerns (00:26:09) Michael recommends gauging urgency, offering practical help, and giving realistic timelines and specific appointment times.
• Confirm appointments and communication preferences (00:29:56) They discuss treating appointments as commitments, confirming them, and asking customers how they prefer to communicate.
• Measure advertising results in revenue (00:31:37) Brian explains tracking LSA calls through repair orders and introduces Shop Marketing Pros’ Pro ROI tool.
• Podcast closing and credits (00:34:48) Brian thanks listeners and sponsors, followed by the network’s closing message.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Lagniappe (Books, Links, Other Podcasts, etc)

Pro ROI by Shop Marketing Pros

Thanks to our Partner, AppFueled

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/

Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/

Thanks to our Partner, AppFueled

Most shop owners know they have a people problem when someone is clearly toxic, can’t do the job, or just isn’t a good fit. But what if your biggest people problem is the person you never have to worry about?

You know the one. They show up, do their job, live your core values, get results, and rarely need your attention. They’re your “Steady Eddie.” And because they’re doing so well, you may be giving them less attention than everyone else on your team.

That can be a dangerous mistake.

In this episode of the Auto Repair Marketing Podcast, Brian and Kim Walker break down the four types of people problems every shop owner needs to recognize: the wrong person in the wrong seat, the wrong person in the right seat, the right person in the wrong seat, and the surprisingly overlooked right person in the right seat.

They talk about why high-performing employees still need leadership, appreciation, feedback, training, and opportunities to grow and how neglecting your best people can eventually send them looking for a shop that appreciates them more.

If you want to build a team that sticks around, grows with your business, and helps you build the shop you actually want to own, this is an episode you’ll want to hear.

Listen to the full episode and find out whether you’re taking care of your “Steady Eddies” before someone else does.

Show Notes with Timestamps

• Introduction and sponsor message (00:00:00) Brian welcomes listeners, introduces the episode’s people-problem topic, and thanks sponsor AppFueled.
• The four people problems (00:01:10) Kim explains the right-person/right-seat framework and how values and job fit determine each category.
• Wrong person, wrong seat (00:03:30) They discuss addressing an obvious mismatch instead of letting one poor fit drain the team.
• Wrong person, right seat (00:04:21) They describe capable but toxic employees, whose negative influence can outweigh their strong performance.
• Coaching or parting ways (00:06:41) They discuss using core values, giving employees a chance to improve, and acting when toxicity persists.
• Right person, wrong seat (00:08:39) They explore how personality and working-style tools can help identify a role better suited to a valued employee.
• AppFueled advertisement (00:10:30) Brian promotes a custom loyalty app designed to improve customer retention and shop growth.
• Supporting employees in the wrong role (00:11:29) Kim suggests assessing whether an employee is suited to their work and considering other available roles.
• Right person, right seat: the overlooked problem (00:12:56) They introduce dependable, high-performing employees who are often overlooked because they require little attention.
• Recognizing and retaining steady performers (00:14:01) Brian and Kim explain how neglecting appreciation, development, and attention can lead valued employees to leave.
• Stay interviews and ongoing retention (00:16:17) Kim recommends asking employees what they need, supporting their growth, and treating retention as everyone’s responsibility.
• Closing remarks (00:18:10) Brian thanks listeners, points them to the podcast network, and signs off.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Lagniappe (Books, Links, Other Podcasts, etc)

Tony Robbins DISC Assessment

6 Types of Working Genius

Thanks to our Partner, AppFueled

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/

Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/

Thanks to our Partner, AppFueled

What if the best recruiting tool for your auto repair shop is one you’re already paying attention to but only using to attract customers?

Your marketing does more than explain why people should trust your shop with their vehicles. It also gives potential team members a glimpse into your culture, your work environment, your benefits, and what it might be like to spend their days working with you.

In this episode of the Auto Repair Marketing Podcast, Kim Walker and Hannah Cribbs break down how your website, social media, online reviews, and even your company culture can become powerful recruiting tools. They also share the real-world example of Jen Rindflesh at Collinsville Auto Repair in Canton, Connecticut, who needed to fill three positions and worked with the Shop Marketing Pros team to get the right people in front of the right opportunities.

From simplifying job listings and highlighting benefits to showcasing your team and creating a careers page that answers the questions potential employees are already asking, this conversation is packed with practical ideas you can put to work when your shop needs to hire.

And the takeaway is pretty simple: Recruiting isn’t just something you do when you’re desperate for another technician. It’s something you can build into your marketing all year long.

Ready to turn your marketing into a recruiting asset? Listen to the full episode and discover how to attract team members who are a great fit for your shop.

Show Notes with Timestamps

• Introduction to the Episode (00:00:10) Host Kim Walker introduces the episode's topic: using marketing as a recruiting tool, and introduces guest Hannah Cribbs.
• The Best Recruiting Tool You Already Have (00:01:11) Marketing is not just for customers but also for attracting potential team members by helping them know, like, and trust you.
• The Constant Need for Technicians (00:02:17) Hannah discusses how frequently auto repair shop clients express the urgent need to fill positions on their teams.
• Client Success Story Introduction (00:03:44) Introducing Jen Rindflesh from Collinsville, who successfully used marketing strategies to fill three open positions in her shop.
• The Recruiting Process in Action (00:04:40) Hannah details the team effort to create social posts, job listings, and ads to address Jen's immediate hiring needs.
• Refining the Job Ads (00:05:53) Jen provided feedback to simplify the language in the job ads and listings, which resulted in attracting better-fit candidates.
• The Importance of a Strong Careers Page (00:09:46) Discussion on using the shop's website careers page, featuring videos, team culture, and answering potential questions for applicants.
• Showcasing Shop Culture in Marketing (00:12:38) Using social media to showcase team culture through birthdays, anniversaries, and fun videos helps attract the right people.
• The Role of Customer and Employee Reviews (00:15:59) Reviews provide an honest look into the shop's atmosphere, helping potential hires understand the work environment before they apply.
• Highlighting Employee Benefits in Marketing (00:19:04) Benefits like a four-day workweek should be featured everywhere on social media, websites, and in ads to attract candidates.
• Creating Effective Recruiting Ads (00:20:27) Ads should be simple, eye-catching, and link directly to the careers page to make the application process as easy as possible.
• The Power of Partnership and Communication (00:22:42) Stressing the importance of communication between the shop owner and their marketing team to refine and improve recruiting efforts.
• The Strategy of Continuous Recruiting (00:28:26) Shops should always be recruiting, even when there isn't an open position, to build a bench of future candidates.
• Attracting the Right Person, Not Just a Warm Body (00:30:39) Focusing on clearly defining the ideal candidate's qualities and values to ensure a good fit for the team and culture.
• Final Thoughts and Wrap-Up (00:35:51) Every marketing touchpoint is an opportunity to attract future team members by consistently showcasing a positive and appealing work environment.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Lagniappe (Books, Links, Other Podcasts, etc)

Collinsville Auto Repair Careers Page

Thanks to our Partner, AppFueled

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/

Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/

Thanks to our Partner, AppFueled

A new auto repair shop opens down the street. Your first reaction might be panic, frustration, or maybe a little bit of, “Seriously? Another one?” But what if competition isn't something to fear? What if it's actually the thing that wakes you up and helps you see your shop with a fresh set of eyes?

In this episode of the Auto Repair Marketing Podcast, Kim Walker talks about what happens when a new shop enters your market and why competition can be a powerful motivator instead of an obsession. From dirty windows and tired landscaping to outdated websites and neglected Google Business Profiles, Kim walks through the things shop owners often stop noticing because they're simply too close to the business.

You'll hear why your existing shop has advantages a new competitor doesn't, how to improve your physical and digital curb appeal, and why showcasing your team's expertise, community involvement, and customer relationships matters. Kim also shares a practical first-impression audit you can use to identify what needs attention and prioritize the changes that will make the biggest impact.

Don't let the new shop down the street own all the excitement. Let it remind you of what makes your shop worth choosing.

Listen to the full episode for practical ideas to freshen up your shop, strengthen your marketing, and stay focused on winning your own race.

Show Notes with Timestamps

• Introduction to the Topic of Competition(00:01:06) The host introduces the episode's theme: how a new auto repair shop in town can be a positive motivator.
• Observing a Competitor's Reaction(00:03:38) The host shares how an existing shop started sprucing up its appearance after a brand-new competitor opened nearby.
• Competition as a Mirror(00:05:48) Competition can reveal areas in your own shop that you've stopped noticing, prompting a need for a fresh perspective.
• Getting a Fresh Look at Your Shop(00:07:08) The host encourages owners to see their shop through a customer's eyes and provides a checklist for first impressions.
• Highlighting Your Shop's Strengths(00:10:53) Existing shops have an edge with their history, team, and community involvement, which they should actively promote.
• Auditing Your Digital Curb Appeal(00:12:08) Review your website, social media, and online presence to ensure they don't look tired or outdated.
• Competition as a Motivator, Not an Obsession(00:13:22) An anecdote about Olympic swimmers illustrates the danger of focusing too much on competitors instead of your own performance.
• Remind People Why You're Established(00:14:39) Leverage your years of relationships, reputation, and loyal customers to tell your story and reinforce your market position.
• Competition Raises Industry Standards(00:16:07) When a new shop forces others to improve, it benefits the entire auto repair industry by elevating everyone's game.
• The First Impression Checklist(00:17:38) A detailed walkthrough of a checklist covering online presence, drive-by appeal, lobby feel, and shop area cleanliness.
• Prioritizing Improvements(00:22:40) Advice on how to tackle a long list of needed improvements by starting with low-hanging fruit for the biggest impact.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Lagniappe (Books, Links, Other Podcasts, etc)

First Impressions Checklist

Thanks to our Partner, AppFueled

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/

Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/

Thanks to our Partner, AppFueled

What if the problem with your marketing isn’t your marketing?

What if the phones are actually ringing, but your service advisors are letting the opportunities walk right back out the door?

That’s one of the big ideas we dig into with Husein Grabic, who is doing some pretty unconventional things at his three auto repair shops. Hussein is listening to new-customer phone calls, identifying the objections that are costing his shops business, training his service advisors with mock “ring ring” calls, and pushing his teams well outside their comfort zones.

And the results are pretty tough to argue with.

One of his shops went from about 220 cars a month to 330 in a single month, while another went from roughly 100 cars and $60,000–$70,000 in monthly revenue to 180 cars and $126,000. We also get into free inspections, price objections, appointment-setting, active deliveries, reviews, customer retention, and what Hussein calls “auto hospitality.”

Some of this will probably make you uncomfortable. Good.

If you’re a shop owner who wants to get more out of the marketing dollars you’re already spending, this conversation is packed with ideas worth testing in your own shop.

Listen to the full episode and see what happens when you stop assuming your team is doing everything right and start listening to what’s actually happening on the phones.

Show Notes with Timestamps

• Introduction to Husein Grabic (00:00:19) The hosts introduce their guest, Husein Grabic, who manages multiple auto care shops and implements innovative marketing and service strategies.
• The Importance of Listening to Phone Calls (00:02:29) Husein explains his practice of listening to every new customer phone call to identify and overcome common objections like price.
• The Free Inspection Strategy (00:04:44) Discussion on the controversial but effective strategy of offering free inspections to get new customers through the door and increase volume.
• Auto Hospitality and Its Influences (00:06:22) Husein coins the term "auto hospitality" and credits industry leaders like Todd Hayes and Aaron Stokes for influencing his approach.
• Overcoming Team Resistance (00:08:56) Husein shares how he proved the value of his new strategies to a hesitant team, resulting in significant growth.
• Pushing the Team's Limits (00:10:10) A story about intentionally overloading a shop with appointments to show the team their true capacity and boost their confidence.
• High-Energy Phone Calls and "Ring Ring" Training (00:15:44) Husein describes using mock phone calls, inspired by Aaron Stokes, to train service advisors on energy and overcoming objections.
• Improving Phone Call Close Ratios (00:18:04) By analyzing phone calls, Husein discovered they weren't dead, just poorly handled, and improved the closing rate from 8% to 30%.
• The Unique Customer Experience (00:23:18) The conversation shifts to the customer's perspective, emphasizing how a positive phone interaction can overcome their initial frustration and anxiety.
• Simplifying the Phone Call Process (00:25:18) Husein's strategy to shorten phone calls and increase efficiency by focusing on simply getting the customer to bring their car in.
• Customer Retention with Vouchers and Stamp Cards (00:28:10) Exploring ideas like oil change stamp cards and car wash vouchers to incentivize repeat business and enhance the customer experience.
• The Active Delivery Process for Reviews (00:33:56) Husein details his dealership-style active delivery process, which involves personally reviewing the work with customers to encourage positive online reviews.
• The Power of Using a Customer's Name (00:35:23) The importance of using a customer's first name from the initial call to build rapport and create a welcoming experience.
• Podcast Wrap-up and Final Tip (00:39:01) The hosts thank Husein for his insights, and he recommends the phone system Octa-Rocket for shops struggling with phone calls.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Lagniappe (Books, Links, Other Podcasts, etc)

Unreasonable Hospitality — Will Guidara

Thanks to our Partner, AppFueled

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/

Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/

Thanks to our Partner, AppFueled

The world is churning. Business is changing. Car counts are down for a lot of shops, customers are feeling the squeeze, and it seems like everybody is getting kicked while they’re down.

But here’s the thing: none of that is an excuse.

In this episode of the Auto Repair Marketing Podcast, Brian Walker and Chris Cotton talk about what it really means to operate your shop when things get slow. They talk about planning for predictable slow periods, making the most of every car that comes through the door, increasing your ARO, building relationship “coins” with your customers, and why having enough service advisors can make a bigger difference than you might think.

They also get into something every shop owner needs to hear: slow times are a great opportunity to fix broken processes, improve your customer experience, and double down while your competition is laying down.

You may not be able to control what’s happening in the world. You can control what you do about it.

Give this episode a listen and find out how to turn a slow season into an opportunity to separate your shop from the competition.

Lagniappe (Books, Links, Other Podcasts, etc)

The Weekly Blitz Podcast

Chris Cotton

Simon Sinek

AutoFix Auto Shop Coaching

Thanks to our Partner, AppFueled

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/

Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/

Thanks to our Partner, AppFueled

Trust is becoming the currency of search, and auto repair shops that are willing to educate their customers are going to have a serious advantage.

Brian Walker sits down with Shop Marketing Pros CMO Caroline Estess to dig into Marcus Sheridan’s Endless Customers methodology and what it looks like when applied to an auto repair shop. They get into some of the things that make shop owners uncomfortable like talking about pricing, diagnostic fees, competitors, and the questions customers are already asking before they ever pick up the phone.

They also break down how video, assignment selling, website configurators, and educational content can help your shop become the trusted authority in your market while improving the customer experience and preparing your marketing for AI-driven search.

If you want your shop to be the one Google, ChatGPT, Gemini, and your future customers trust enough to recommend, this is a conversation you need to hear. Listen now and learn how to turn the questions your customers are already asking into content that helps fill your bays.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Lagniappe (Books, Links, Other Podcasts, etc)

Endless Customers by Marcus Sheridan

They Ask You Answer by Marcus Sheridan

Thanks to our Partner, AppFueled

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/

Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/

Thanks to our Partner, AppFueled

SEO can easily turn into a game of watching rankings, reporting what happened, and waiting to see what happens next. But what if there was a better way to know exactly when it’s time to stop focusing on one keyword and start going after the next opportunity?

Brian Walker sits down with Shop Marketing Pros Director of SEO Michelle Travis to break down the new SMP Proactive Keyword Lifecycle System and how it changes SEO from reactive to proactive. They dig into how keywords are discovered, qualified, accelerated, validated, and eventually “graduated” once they reach meaningful and stable positions in search.

They also get into why SEO timelines can look completely different for a rural shop versus a shop surrounded by hundreds of competitors in a major metro area, how keyword difficulty affects expectations, and why focusing on 20 keywords doesn’t mean your shop will only rank for 20 keywords.

And the early numbers behind the system are pretty impressive. During beta testing, 31% of the tracked keywords graduated within the first 30 days, with nearly all of those maintaining their graduation status during the following 30 days.

If you want a better understanding of what your shop’s SEO company should actually be doing behind the scenes and how a real strategy should keep moving forward instead of sitting in maintenance mode. Listen to the full episode.

Show Notes with Timestamps

• Introduction to the Episode (00:00:10) Host Brian Walker introduces guest Michelle Travis and the topic: a new SEO system for auto repair shops.
• The Problem with Old SEO Methods (00:02:22) Michelle explains the challenges of managing too many keywords, leading to a reactive, maintenance-only mode without clear focus.
• Shifting from Reactive to Proactive SEO (00:05:15) The discussion shifts to how the new system allows for a proactive strategy, using data to decide future actions.
• The Concept of "Graduating" Keywords (00:07:04) Michelle details the lifecycle stages of a keyword, from discovery and qualification to the final stage of "graduating" it.
• Defining Keyword Graduation (00:09:30) Graduation is defined as achieving meaningful visibility (top 3-4 positions) consistently, allowing focus to shift to new keywords.
• Managing the Keyword Backlog (00:11:08) The system uses a backlog to replace graduated keywords, ensuring a continuous, focused effort on a manageable number of terms.
• Categorizing Keyword Difficulty (00:13:47) Keywords are broken down into high-priority, moderate, and hyperlocal categories, each with different timelines and strategic approaches.
• Setting Performance Benchmarks (00:17:12) The system allows the agency to set clear performance benchmarks based on market size and shop type to measure success.
• Initial Beta Test Results (00:20:47) Michelle shares impressive results from a beta test, where 31% of keywords graduated within the first 30 days.
• The Broader Impact of Focused SEO (00:23:23) Focusing on 20 keywords doesn't limit ranking; it naturally improves visibility for hundreds of related terms through modern SEO.
• Natural Language Processing in SEO (00:26:26) The hosts discuss how search engines understand context and synonyms, making content more effective without keyword stuffing.
• System Rollout and Client Benefits (00:27:09) The new system is being rolled out to all clients, providing a clear workbook to set and manage expectations.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Thanks to our Partner, AppFueled

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/

Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/

Thanks to our Partner, AppFueled

SEO can easily turn into a game of watching rankings, reporting what happened, and waiting to see what happens next. But what if there was a better way to know exactly when it’s time to stop focusing on one keyword and start going after the next opportunity?

Brian Walker sits down with Shop Marketing Pros Director of SEO Michelle Travis to break down the new SMP Proactive Keyword Lifecycle System and how it changes SEO from reactive to proactive. They dig into how keywords are discovered, qualified, accelerated, validated, and eventually “graduated” once they reach meaningful and stable positions in search.

They also get into why SEO timelines can look completely different for a rural shop versus a shop surrounded by hundreds of competitors in a major metro area, how keyword difficulty affects expectations, and why focusing on 20 keywords doesn’t mean your shop will only rank for 20 keywords.

And the early numbers behind the system are pretty impressive. During beta testing, 31% of the tracked keywords graduated within the first 30 days, with nearly all of those maintaining their graduation status during the following 30 days.

If you want a better understanding of what your shop’s SEO company should actually be doing behind the scenes and how a real strategy should keep moving forward instead of sitting in maintenance mode. Listen to the full episode.

Show Notes with Timestamps

• Introduction to Stan Stokes and GuestX (00:00:10) Host Brian Walker introduces guest Stan Stokes and his company, GuestX, which analyzes phone calls for auto repair shops.
• The Origin of the Partnership (00:01:32) Brian explains how his marketing agency started using GuestX's AI to replace manually listening to and analyzing client phone calls.
• The Problem with Marketing Leads (00:03:20) Stan discusses how shops often blame marketing for slow business, when the real issue is converting phone opportunities into actual customers.
• Analyzing the Data: Booked Appointment Rate (00:08:10) Stan reveals a 37% booked appointment rate from a sample of over 17,000 calls from top-tier auto repair shops.
• Reasons for Missed Opportunities (00:09:08) A breakdown of why appointments aren't booked, with 65% of the time being because the service advisor never offered one.
• The Financial Impact of Missed Calls (00:11:44) Stan calculates that improving the booking rate by just 10% could equate to an average of $10,000 per shop.
• Understanding New Customer Behavior (00:13:54) Discussion on the difference between planned and unplanned service needs and why new customers often lead with questions about price.
• The "Price Shopper" Misconception (00:17:08) Brian argues against labeling customers as "price shoppers" just because they ask about cost, calling it an arrogant perspective.
• The Power of a Simple Question (00:20:27) Stan explains how asking "what concerns are you having?" can completely change the outcome of a call with a new customer.
• Real-Time Recovery and Coaching (00:23:00) The discussion turns to using call analysis data for real-time recovery of missed appointments and for targeted team coaching.
• The Handoff from Marketing to Sales (00:27:17) Brian emphasizes the critical point where marketing efforts end and the shop's sales and customer service performance takes over.
• The Success of Top-Performing Shops (00:32:16) Brian highlights shops that excel at converting calls, noting their high booking rates are due to focusing on phone skills.
• Knowing Your Key Performance Indicators (KPIs) (00:35:47) Stan stresses the importance of knowing front-of-house KPIs, like the percentage of new versus returning customers, to guide strategy.
• How to Contact Stan Stokes (00:39:50) Stan provides information on how listeners can get in touch with him and learn more about his company, GuestX.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Lagniappe (Books, Links, Other Podcasts, etc)

GuestX

Episode 159 - There’s No Such Thing As A Price Shopper

Thanks to our Partner, AppFueled

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/

Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/

Thanks to our Partner, AppFueled

Alaska may be known for its breathtaking scenery and extreme conditions, but running a successful auto repair shop there comes with challenges that most shop owners in the Lower 48 never have to consider. In this conversation, Brian and Kim sit down with Robert Wright of 1023 Diesel & Fleet in Palmer, Alaska, to explore what it's really like to own and grow a shop in one of the most unique automotive markets in the country. From marketing in remote communities and building a strong shop culture to navigating harsh winters, seasonal demand, staffing, and expanding from a diesel specialty shop into general automotive repair, Robert shares practical insights that apply no matter where your shop is located. If you're looking for fresh perspectives on leadership, marketing, and growing a thriving repair business, you won't want to miss this episode. Listen now and discover what every shop owner can learn from doing business in the Last Frontier.

Show Notes with Timestamps

• Introduction to the Podcast and Guest (00:00:09) Host Brian Walker introduces co-host Kim and guest Robert Wright, owner of 1023 Diesel in Palmer, Alaska.
• Misconceptions and Realities of Alaska (00:01:03) The hosts and guest discuss common stereotypes about Alaska from TV shows versus the reality of living there.
• Life in Palmer, Alaska (00:02:17) Robert describes the Palmer area, its proximity to Anchorage, its history as a farming colony, and its Midwest feel.
• Remote Alaskan Living (00:04:04) Discussion about the "road system" and how people access remote locations like Robert's cabin via plane, boat, or snowmachine.
• The Shop's Origins and Evolution (00:04:51) Robert explains how 1023 Diesel started in his garage and evolved from a diesel-only specialty shop to general automotive repair.
• Defining "Rural" in Alaska (00:06:21) The hosts and guest discuss the perception of "rural" and how Palmer is considered part of Alaska's main population center.
• Marketing to Remote Customers (00:07:04) Robert explains that customers travel hundreds of miles for service and how word-of-mouth is crucial for reaching off-grid communities.
• Community Involvement in Marketing (00:08:46) The importance of "boots on the ground" community marketing is discussed as an effective, old-fashioned approach in Alaska.
• Sponsor Message: AppFueled (00:09:59) A commercial break for the podcast sponsor, AppFueled, which creates custom loyalty apps for auto repair shops.
• Climate and Seasonality in Business (00:10:55) Discussion about Palmer's unique weather, including extreme winds, and how it creates seasonality in the auto repair business.
• Alaska's "Break Up" Season (00:12:21) Robert explains the spring "break up" season, when thawing ground leads to road weight restrictions, causing a business slowdown.
• Studded Tires and Winter Business (00:14:15) The group discusses state-mandated studded tires for winter traction and how tire changeovers create a busy season for shops.
• Corrosion and Winterizing Vehicles (00:15:00) The conversation covers the extreme rust on off-highway vehicles and the specifics of winterizing vehicles for the Alaskan climate.
• Staffing and Recruitment in Alaska (00:19:22) Robert discusses the challenges and strategies for finding technicians, noting that Alaska is a destination state for many.
• Building an Attractive Shop Culture (00:20:05) The importance of having a great facility, reputation, and culture, including a four-day workweek, to attract top talent.
• Customer Loyalty in Alaskan Communities (00:24:22) The hosts and guest talk about the strong sense of community loyalty in Alaska and the importance of reputation.
• Using a Rewards Program for Community Good (00:25:03) Robert shares how he used his shop's customer rewards program to raise funds for an injured community member.
• Closing Remarks and Invitation to Visit (00:26:12) Robert invites listeners to visit Alaska and offers to give them advice or show them around.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Lagniappe (Books, Links, Other Podcasts, etc)

1023 Diesel & Fleet

Thanks to our Partner, AppFueled

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/

Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/