Thanks to our Partners, Shop Boss and AppFueled

In this no-fluff episode of the Auto Repair Marketing Podcast, Brian Walker is joined by Caroline Legrand, Danni Marks, and J.R. Portman for a candid conversation shop owners need to hear, especially if you're trying to figure out the real difference between a marketing agency, a business coach, and a fractional CMO.

They dig deep into the roles each one plays, where responsibilities blur, and how shop owners can avoid the infamous “Spider-Man pointing fingers” scenario. You'll hear the good, the bad, and the straight-up truth about what happens when everyone's doing the work but no one knows who’s really driving the results.

From strategy gaps to operational blind spots, this episode is a masterclass in understanding who’s responsible for what and how to build a team of partners (not vendors) who care as much about your success as you do.

If you've ever asked, “Who do I trust?” or “Can I fire my CMO?”, you’ll want to hit play, take notes, and maybe even send this one to your leadership team.

Show Notes with Timestamps

• Introduction and Episode Context (00:00:01): Brian Walker introduces the episode, explains the "fly on the wall" format, and sets up the discussion about marketing roles.
• Content Creation Process & AI Use (00:01:16): Explains their approach to content creation, use of AI, and the importance of unique, thought-leadership-based content.
• Episode Format and Sponsor Messages (00:03:31): Describes the episode’s unique format, honesty in discussion, and includes sponsor messages.
• Defining Roles: Marketing Agency, Fractional CMO, and Coach (00:04:40): Breakdown of what each provider (agency, fractional CMO, coach) does for auto repair shops.
• Shop Marketing Pros: Scope of Work (00:05:36): Details the specific marketing tasks handled by Shop Marketing Pros, including SEO, ads, social media, and website management.
• Fractional CMO: Strategy and Accountability (00:06:53): Explains the role of a fractional CMO in driving strategy, creating plans, and holding others accountable.
• Coaching Companies: Business Guidance (00:08:01): Describes how coaches provide business advice, recommend agencies, and review marketing results.
• Overlap and Blurred Lines Between Roles (00:10:02): Discussion on where marketing agencies, CMOs, and coaches overlap, especially in client consultations.
• Marketing vs. Operations: Who Does What? (00:10:37): Clarifies the division between marketing services and shop operations, and where coaches step in.
• Consultative Role of Agencies (00:11:22): Agencies are increasingly expected to provide business advice, not just marketing services.
• Ongoing Agency-Shop Owner Relationship (00:12:04): Importance of proactive communication and evolving strategies between agencies and shop owners.
• Responsibility for Results: The "Finger Pointing" Problem (00:13:08): Addresses confusion when multiple providers are involved and how to identify who is responsible for issues.
• Case Example: Adjusting Marketing Services (00:13:43): Shares a real-world example of shifting marketing tactics based on client needs and results.
• Shop Owner Time Investment (00:14:19): Discusses the time commitment required from shop owners for effective marketing collaboration.
• Shop Owner Involvement and Results (00:14:34): Highlights that more involved shop owners see better marketing outcomes.
• Trust and Choosing Who to Believe (00:16:57): Advice on how shop owners should decide whom to trust when providers disagree.
• Variability in Provider Experience (00:19:27): Notes that experiences can vary greatly depending on the specific people involved at each company.
• Sponsor Messages (00:20:37): Additional sponsor advertisements and product features.
• Who is a Good Fit for a Fractional CMO? (00:22:16): Describes shop owner profiles that benefit from a fractional CMO versus those who do not.
• Hands-Off vs. Growth-Oriented Owners (00:23:40): Contrasts shop owners who want to be hands-off with those growing multi-location businesses.
• CMO as Visionary and Liaison (00:24:40): Explains the CMO’s role in understanding and representing the shop owner’s vision.
• Do You Need a CMO if You Have a Marketing Company? (00:25:56): Directly addresses whether a CMO is necessary when working with a marketing agency.
• Strategic Depth: Agency vs. CMO (00:27:08): Compares the level of strategy provided by agencies and what a CMO should add.
• Full-Stack Marketer Myth & CMO Scope (00:28:09): Discusses the unrealistic expectation of a single person handling all marketing functions.
• Firing a CMO: Independence of Services (00:30:26): Clarifies that marketing services can continue independently if a shop owner stops working with a CMO.
• Agency Strategy Scope (00:31:11): Defines the limits of agency strategy—focused on digital services, not all marketing types.
• When a Fractional CMO Adds Value (00:31:38): Identifies scenarios where a CMO is valuable, especially for traditional and community marketing.
• Coach’s Role in Community Involvement (00:32:05): Coaches can advise on community involvement, but not detailed marketing strategy.
• Identifying the Owner of a Problem (00:33:07): Provides examples of who is responsible for solving specific shop problems.
• Problem-Solving Chain: Coach, CMO, Agency (00:34:11): Describes the escalation path for addressing marketing and operational issues.
• Connecting the Dots, Not Finger Pointing (00:35:52): Emphasizes collaborative problem-solving among providers to keep the shop busy.
• Agency as Strategic Partner (00:36:58): Explains how Shop Marketing Pros often act as a strategic partner, not just a vendor.
• Vendor vs. Partner Mindset (00:38:49): Defines the difference between vendors and partners in the context of marketing support.
• Advising Against Self-Interest (00:39:41): True partners are willing to recommend stopping services that aren’t working, even at their own expense.
• Coaching Companies: What They Do (00:41:02): Details the core functions of coaching companies, especially for new shop owners.
• Coaching for Business Fundamentals (00:42:18): Coaches teach business basics, financials, pricing, and team skills.
• Coaching for Technicians-Turned-Owners (00:43:27): Coaches help technicians transition into successful business owners.
• Which Provider to Hire First? (00:43:53): Guidance on prioritizing hiring a coach, marketing agency, or CMO based on business stage.
• Early Stage Marketing Essentials (00:45:29): Outlines basic marketing needs for new shops and when to consider hiring a CMO.
• Cost-to-Value of a Marketing Team (00:48:09): Discusses the value of having a full marketing team and staying current with trends.
• CSM Role Clarified (00:49:04): Defines the Client Success Manager (CSM) role within the marketing team.

Closing Remarks and Feedback Request (00:49:24): Wraps up the episode, requests listener feedback, and promotes other network podcasts.

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

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.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

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

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

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.

Thanks to our Partners, Shop Boss and AppFueled

In this heart-filled episode of the Auto Repair Marketing Podcast, Kim Walker sits down with Christina Beverly from Harrell & Beverly Transmission Auto Repair in Sanford, Florida. 

Christina shares the behind-the-scenes story of their now-annual teacher giveaway, an initiative born from local Amazon wish lists that quickly grew into a high-impact, community-shaping campaign. 

You'll hear how a $500 donation turned into $1,500, the emotional stories behind the nominations, and how this one simple idea rallied their team, elevated their brand, and aligned perfectly with their EOS-driven vision.

This isn’t just another feel-good story. It’s a blueprint for what can happen when shops get intentional about giving back. From internal morale to external reputation, Christina explains how generosity fuels growth and how you can take this idea and make it your own.

Ready to inspire your team, connect with your community, and build a brand people can’t stop talking about? Hit play and take notes. 

Lagniappe (Books, Links, Other Podcasts, etc)

• https://www.harrellandbeverly.com/ 
• https://www.harrellandbeverly.com/our-history
• https://www.harrellandbeverly.com/teachers 
• Christina's blog about her cancer: https://www.livingrarely.com/ 

Show Notes with Timestamps

• Introduction (00:00:01) Brief intro to the Aftermarket Radio Network and the podcast.
• Host Welcome & Updates (00:00:10) Host welcomes listeners, gives personal updates, and introduces guest Christina Beverly.
• Sponsor Message 1 (00:00:57) Shop Boss sponsor message about shop management software.
• Guest Introduction & Conference Talk (00:01:17) Host and Christina discuss previous episodes, upcoming conferences, and Christina’s involvement with Flaca.
• Travel & Podcasting Life (00:04:02) Host shares about frequent travel for work and its challenges.
• Classroom Giveaway Origins (00:04:44) Christina explains how the classroom giveaway started, inspired by teachers’ Amazon wish lists and local needs.
• First Year of the Giveaway (00:05:22) Details about the first year’s small-scale giveaway and unexpected national reach.
• Scaling Up the Giveaway (00:09:19) This year’s expanded giveaway: $1,000 grand prize, $500 runner-up, and 271 nominations.
• Metrics & Website Impact (00:10:41) Discussion of increased website traffic and engagement during the giveaway.
• Last Year’s Impact & Teacher Reactions (00:12:02) Reflections on last year’s recipients and their gratitude, even from out-of-state teachers.
• Announcing Winners & Selection Process (00:12:41) How winners were chosen, the addition of a runner-up prize, and the team’s involvement in selection.
• Winner Stories & Reactions (00:14:48) Stories about the winners, including a first-year trades teacher and their reactions to winning.
• Sponsor Message 2 (00:18:00) Shop Boss and App Fueled sponsor messages.
• Core Values & Business Why (00:19:58) Host and Christina discuss EOS, core values, and how generosity fits into their business mission.
• Community Reputation & Industry Image (00:22:45) How community involvement supports reputation and counters negative industry stereotypes.
• Industry Initiatives & Good Stories (00:24:24) Mention of Promoting’s scholarship video initiative and the importance of positive industry stories.
• Narrowing Down Nominations (00:25:49) How the team reduced 271 nominations to six finalists, with emotional impact on staff.
• Planning for Next Year (00:27:41) Lessons learned, plans to start earlier, and involving more vendors for future giveaways.
• Team & Community Impact (00:29:40) Positive effects on team morale, community feedback, and the importance of acknowledgment.
• Budgeting & Advice for Other Shops (00:31:34) Advice for shop owners on starting small with charitable initiatives.
• Event Marketing & Growth (00:32:16) Encouragement to start small with events and grow over time.
• Next Year’s Improvements (00:32:48) Plans to start planning earlier, reach out to vendors, and coordinate with school schedules.
• ROI Beyond Appointments (00:33:53) Discussion of broader ROI: website traffic, social media growth, email signups, and brand awareness.
• Shop Legacy & Family History (00:38:20) Overview of Harrell and Beverly’s four-generation family business history.
• Family Roles in the Business (00:39:42) Description of family members’ roles and past involvement in the shop.
• Personal Cancer Journey (00:40:32) Christina shares her rare cancer story, lessons of hope, and advice for those facing hardship.
• Event Promotion & Podcast Close (00:45:13) Promotion for the “Plan with the Pros” event and closing remarks for the podcast episode.

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 Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

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.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

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

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

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.

Thanks to our Partners, Shop Boss and AppFueled

Let’s be real, owning a shop isn’t just about fixing cars. It’s about managing chaos, wearing 15 different hats, and staying strong through it all. And sometimes? That strength takes a serious hit.

In this episode, Kim goes deep with Rachel Spencer, co-owner of Spencer’s Auto Repair, and Leisa Ann from KeepMePostedToday.com, to talk about something we don’t talk about enough: mental fitness. From road construction disasters to walking across the country (literally), these two women share what it takes to keep your head in the game when life throws punch after punch.

Rachel opens up about the emotional toll of a car accident, staffing struggles, leadership pressure, and how practicing “the pause” helped her reset. Leisa shares powerful lessons from her 3,000-mile walk to raise mental health awareness, like how to reset your energy, build an emotional bank, and stop carrying other people’s baggage.

This episode is raw, practical, and filled with the kind of real-life advice you won’t get in a book. Whether you’re burned out, overwhelmed, or just need a reminder that you’re not alone, this conversation is the reset button you didn’t know you needed.

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

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.”

How To Get In Touch With the Guest

Leisa Ann

KeepMePostedToday

Rachel Spencer 

Spencer’s Auto Care

Lagniappe (Books, Links, Other Podcasts, etc)

Plan With The Pros

Show Notes with Timestamps

• Introduction and Sponsor Acknowledgments (00:00:01) Kim introduces the podcast, guests, and topic of mental fitness; sponsor messages are shared.
• Guest Introductions and Background Stories (00:01:30) Kim introduces Rachel Spencer and Lisa Ann, sharing how she met each and their backgrounds.
• The Road Construction Crisis: Kim’s Story (00:06:55) Kim recounts her and Brian’s experience with a devastating road construction project and its impact on their business and mental health.
• Rachel’s Road Construction Experience (00:09:46) Rachel describes her shop’s recent road construction challenges, a car accident, and the resulting stress on her and her team.
• The Power of Practicing the Pause (00:11:05) Rachel discusses learning to slow down, practice gratitude, and the importance of pausing during stressful times.
• Sponsor Messages (00:15:07) Additional sponsor messages about shop management software and customer loyalty apps.
• Lisa Ann’s Cross-Country Walk and Mental Fitness (00:17:08) Lisa shares her journey walking across the country to raise awareness for mental fitness and practical self-care strategies.
• Making Emotional Deposits and Building Support Networks (00:22:08) Discussion on the importance of emotional support, surrounding yourself with positive people, and seeking help when in doubt.
• The Value of Community and Coaching Groups (00:23:42) Kim and Rachel emphasize not facing struggles alone, the value of industry groups, coaching, and personal connections.
• Physical Movement and Mental Fitness (00:28:41) The hosts and guests discuss the role of physical activity, personal routines, and self-care in maintaining mental fitness.
• Personal Routines for Mental Health (00:33:35) Kim, Rachel, and Lisa share their daily routines and strategies for finding peace, including massages, early mornings, and music.
• Men’s Mental Health and Building Friendships (00:37:33) The conversation shifts to men’s mental health, the importance of intentional friendships, and differences in coping styles.
• Social Media and Comparison Traps (00:41:49) Rachel and Lisa discuss the negative impact of social media on mental health and the importance of focusing on your own journey.
• Maintaining Mental Fitness Through Crisis (00:44:14) The group summarizes key takeaways for maintaining mental fitness during business crises and the importance of sharing struggles.
• Closing Remarks and Event Promotion (00:46:33) Kim and guests share contact info, encourage reviews, and promote the upcoming “Plan with the Pros” workshop.
• Podcast Outro (00:49:04) Standard outro with information on where to find the podcast and connect with the hosts.

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 

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

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

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

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.

Thanks to our Partners, Shop Boss and AppFueled

When it comes to community involvement, some shops talk about it and others just do it. In this episode, I sit down with Chris Luoma, third-generation owner of Jerry’s Automotive in Lansing, Michigan, to talk about what it looks like to give back with heart.

From car giveaways to Toys for Tots, Chris shares how giving back has become more than just a marketing tactic; it’s part of his shop’s DNA. We talk about the humble beginnings of this family-run business, what inspired their vehicle donation program, and how they’ve given away five cars (and counting) to people who truly needed a hand up.

Chris walks us through the process of acquiring and fixing the vehicles, how they choose recipients, what the response has been like, and how it’s created a stronger bond between his shop and the community. You’ll also hear how local news coverage, Facebook engagement, and a little creativity have helped grow their reach, without needing a huge marketing budget.

This episode isn’t just about cars. It’s about impact. It’s about showing up for your town, doing something that matters, and watching how it all comes back to you in ways you can’t always track but can always feel

This episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box. 

Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for professional auto repair businesses. Visit Appfueled.com to get started today. Keep your shop top of mind on the mobile device they love.

How To Get In Touch With the Guest

Chris Luoma

Jerry’s Automotive

Lagniappe (Books, Links, Other Podcasts, etc)

News Coverage of Vehicle Giveaway

Show Notes with Timestamps

• Introduction and Guest Welcome (00:00:10) Brian introduces Chris Loma, outlines the episode’s focus on community involvement and vehicle giveaways.
• Shop History and Legacy (00:02:26) Chris shares Jeffries Automotive’s 55+ year history, family ownership, and shop evolution.
• Long-Term Staff and Team (00:03:59) Discussion about long-term employees, technician shortage, and the value of a strong team.
• Origins of Community Involvement (00:04:41) Chris explains how giving back became a core value, inspired by his grandfather’s philosophy.
• Charitable Activities Overview (00:05:30) Overview of shop’s charitable work: Toys for Tots, veterans, VFW, and car giveaways.
• Shop Decor and Local Identity (00:06:01) Conversation about the shop’s old trucks, their use in community events, and as shop decor.
• Choosing Causes to Support (00:07:02) Chris discusses how they select which causes to support and the challenges of choosing recipients.
• Other Community Involvement (00:08:03) Support for local VFW, Little League, high school sports, churches, and plans for more involvement.
• ROI and Motivation for Giving Back (00:09:24) Brian and Chris discuss the intangible returns of community involvement versus trackable ROI.
• Sponsor Messages (00:11:46) Mid-episode sponsor advertisements for Shop Boss and App Fueled.
• Vehicle Giveaway Program Details (00:13:17) Chris details the car giveaway program: how it started, how cars are sourced, and the process.
• Lessons Learned from Giveaways (00:15:25) Stories about specific vehicles given away, repairs needed, and lessons learned from the process.
• Team Involvement and Effort (00:16:11) How the whole shop team contributes time and effort to the vehicle giveaway.
• Advice for Other Shop Owners (00:16:44) Tips for other shop owners considering a giveaway: vehicle selection, budgeting, and patience.
• Giveaway Selection Process (00:17:56) How recipients are chosen, use of social media, essay submissions, and the impact of video promotion.
• Media Coverage and Publicity (00:19:53) Local news coverage of the giveaways and its effect on shop visibility and SEO.
• Targeting Specific Groups (00:20:40) Occasionally focusing giveaways on specific groups like veterans, with plans for first responders.
• Selection and Team Involvement Improvements (00:21:31) Current process for choosing winners and plans to involve more staff in decision-making.
• Promoting the Giveaway and Winners (00:22:26) How the shop documents and shares the giveaway, balancing publicity with humility.
• Community Recognition and Impact (00:23:30) Growing reputation for giveaways, increased inquiries, and evolving community impact.
• Advice for Getting Started (00:24:04) Chris’s advice for shops starting community involvement, suggesting Toys for Tots as an entry point.
• Creative Community Giving Ideas (00:25:16) Other ideas for giving back: school supplies, sports equipment, and finding your own passion project.
• Emotional Impact of Giving (00:26:07) Chris reflects on the lasting emotional rewards of helping others through these programs.
• Closing and Future Topics (00:26:16) Brian thanks Chris, hints at future episodes on video marketing, and closes the show.

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 Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

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.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

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

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

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.

The Aftermarket Radio Network: https://aftermarketradionetwork.com/

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

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica 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 Partners, Shop Boss and AppFueled

You know that feeling when summer’s barely over, kids are back in school, and suddenly you’re staring down September, wondering what the heck to post on social media? Yeah, that’s where this episode comes in. Brian is back with Caroline Legrand for their monthly marketing prep session, your go-to podcast for staying ahead with smart, simple ideas that actually matter.

They’re covering everything from prepping your fall events, tying in national awareness months (like National Preparedness Month), and even having some fun with off-the-wall days like “Talk Like a Pirate Day” and “Bald is Beautiful.” But it’s not just fluff, this episode is packed with real ways to build trust, showcase your shop’s personality, and create content that positions your brand as the go-to in your community.

Whether it’s using DVI photos the right way, setting up educational posts, or just being more intentional with your calendar, this episode is all about showing up prepared before your slow season hits.

This episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box. 

Want to revolutionize your marketing? AppFueled does it all email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.com

Lagniappe (Books, Links, Other Podcasts, etc)

Preparing for August’s Marketing

Days of the Year

National Calendar 

Show Notes with Timestamps

• Introduction and Sponsor Acknowledgement (00:00:10): Brian introduces the episode, guest Caroline, and thanks the sponsor. Sets up the September marketing theme.
• Overview of September Marketing and Industry Events (00:01:09): Discussion about September being packed with causes and events, and how shops can leverage industry events and conferences.
• Smoothing Out Workload for the Holidays (00:03:59): Advice on scheduling regular clients during slower holiday months to balance shop workload.
• Monthly Themes: Save Your Photos & National Preparedness Month (00:05:44): Encouragement to take and use shop photos, and tie in National Preparedness Month with vehicle safety and maintenance.
• Preparedness Content and Giveaways (00:07:20): Ideas for preparedness videos, EDC (Everyday Carry) for vehicles, and preparedness kit giveaways.
• Community Sponsorships: Little League & Baby Safety (00:11:23): Promoting shop involvement in Little League sponsorships and baby safety events, including car seat checks.
• Read a New Book Month (00:13:20): Encouraging team reading and sharing book recommendations as part of shop culture.
• Weekly Themes: Child Passenger Safety & Compassionate Leadership (00:13:37): Highlighting Child Passenger Safety Week and Compassionate Leadership Week, and their relevance to shop training and culture.
• Other September Weeks: Fall Foliage, Security Officer, Truck Driver Appreciation (00:15:30): Ideas for pre-trip checks, security officer discounts, and truck driver/fleet customer appreciation.
• Fun September Days: Beards, Bacon, Labor Day, Pizza, Beer (00:18:09): Creative content ideas for World Beard Day, International Bacon Day, Labor Day, Cheese Pizza Day, and Beer Lovers Day.
• Boss and Employee Exchange Day (00:19:42): Suggestions for role-swapping or fun team activities to celebrate Boss and Employee Exchange Day.
• Patriot Day and National Day of Service (00:21:16): Ways to honor September 11th with acts of service and patriotism.
• Bald is Beautiful & Redhead Day (00:22:12): Fun social media trends involving bald or redheaded team members, tying in tire safety.
• National Tattoo Story Day & Tradesman Day (00:23:26): Encouraging sharing of tattoo stories and celebrating skilled trades in the shop.
• Talk Like a Pirate Day (00:24:12): Challenge to answer phones like a pirate and share on social media for engagement.
• National Tune Up Day & Go With Your Gut Day (00:25:11): Ideas for tune-up promotions and diagnostic guessing games for Go With Your Gut Day.
• One Hit Wonder Day & Ask a Stupid Question Day (00:26:03): Engagement ideas around favorite one-hit wonders and inviting customer questions.
• Good Neighbor Day (00:26:43): Shouting out neighboring businesses and community partners.
• International Podcast Day (00:27:12): Promoting the podcast and sharing favorite podcasts among the team.
• General September/Fall Topics: Back to School, Football, Fairs (00:27:47): Suggestions for fall maintenance, back-to-school, football season, and local fairs/festivals marketing.
• Conclusion and Resources (00:30:49): Encouragement to keep posting, check national day calendars, and listen to more episodes.

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 Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

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.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

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

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

The Aftermarket Radio Network: https://aftermarketradionetwork.com/

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

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica 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 Partners, Shop Boss and AppFueled

Ever meet someone in this industry doing something completely out of the box, and it works? That’s Ben Tilson.

Kim sits down with Ben, the second-generation owner of Tilson’s Auto Repair in Rochester, Minnesota. He’s not just growing a solid shop, he’s writing children’s books to spark curiosity and pride in the next generation of technicians. And no, it’s not a gimmick. These books are rooted in Ben’s journey with dyslexia and a passion for storytelling that’s reshaping how kids and their parents see the auto repair world.

We dive into the making of Technician Colton’s 10 Steps to an Oil Change and Olivia’s ABCs to a Car, how these books are being shared with local libraries, schools, and families, and how they’re quietly laying the foundation for future techs. His mission is clear: show kids that trades matter, that working with your hands is something to be proud of, and that this industry is filled with real opportunity.

But the episode goes way beyond books. We talk about Ben’s creative, grassroots marketing strategies, hosting community events, shop tours, dance parties, Santa in a sleigh, and more. These aren’t big-budget campaigns. They’re smart, authentic ways to build trust, brand loyalty, and lasting community ties.

This one’s not just inspiring, it’s a reminder that when you lean into who you are and lead with heart, you don’t just grow your shop. You build a legacy.

This episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box. 

Want to revolutionize your marketing? AppFueled does it all email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.com

How To Get In Touch With The Guest

Ben Tilson, Tilson’s Auto Care

Tilson’s Auto Care Facebook

Lagniappe (Books, Links, Other Podcasts, etc)

Technician Colton’s 10 Steps to an Oil Change

Olivia’s ABCs to a Car

Get The Ultimate Guide to Auto Repair Shop Marketing

Plan With The Pros

Show Notes with Timestamps

• Introduction and Sponsor Acknowledgment (00:00:01) Kim introduces the episode, mentions scheduling Ben, and thanks the podcast sponsors.
• Meet Ben Tilson & Tilson Auto Repair Background (00:00:55) Kim introduces Ben, discusses how she met him, and asks about the history and ownership of Tilson Auto Repair.
• Family Dynamics and Business Growth (00:02:20) Ben shares about second-generation ownership, working with his brother, and the shop’s growth through four locations.
• Sibling Partnership and Roles (00:04:14) Ben explains how he and his brother divide responsibilities and maintain a strong sibling relationship outside work.
• Other Siblings and Ben’s Path to the Business (00:06:06) Ben talks about his sisters, his college experience, and how he and his brother proved themselves to their father.
• Father’s Retirement and Santa Tradition (00:07:46) Ben describes his father’s retirement, annual Santa appearance, and maintaining family connections to the business.
• Children’s Book Inspiration and Process (00:08:44) Kim introduces Ben’s children’s book; Ben explains his inspiration, dyslexia, and the lack of trade books for kids.
• Book Series and Family Themes (00:11:43) Ben discusses naming books after family members, plans for a series, and making education accessible.
• Book Content and Shop Representation (00:15:23) Ben details how the book mirrors the real shop, the illustration process, and working with his illustrator.
• Sponsor Messages (00:16:35) Sponsor messages for Shop Boss and App Fueled.
• Finding an Illustrator and Self-Publishing (00:18:36) Ben shares how he found his illustrator and his experience with self-publishing through DigiPod.
• Distribution and Community Response (00:21:28) Ben explains how he distributes the books for free, donates to nonprofits, and uses local mini-libraries.
• Plans for School Outreach and Events (00:22:18) Ben discusses plans for school visits, kids’ day events, and using the book to educate families.
• Impact on Families and Industry (00:24:28) Kim and Ben talk about the book’s role in connecting with families and inspiring future industry members.
• Making the Book More Accessible (00:29:34) Ben acknowledges the need to make the book easier to obtain and shares feedback from the industry.
• Community Events and Shop as a Venue (00:33:26) Kim asks about community events; Ben describes Tilson Gives Back, dance parties, and unique shop-hosted events.
• Nonprofit Support and Event Innovation (00:34:30) Ben details his involvement with nonprofits, unique fundraising events, and the evolution of Tilson Gives Back.
• Santa Photo Op and Guerrilla Marketing (00:37:18) Ben explains the Santa photo op, creative marketing, and building trust through unique community engagement.
• Advice for Shops on Community Marketing (00:39:48) Ben shares advice for other shops about investing time in community marketing versus traditional advertising.
• Shop Tours and Customer Education (00:41:04) Ben emphasizes the value of shop tours, educating customers, and showcasing the complexity of modern auto repair.
• Trades, Education, and Personal Story (00:42:51) Ben discusses the importance of trades, his struggles with dyslexia and standardized tests, and encouraging kids to pursue their strengths.
• Overcoming Perfectionism and Taking Action (00:45:32) Ben encourages listeners to try new ideas despite fear of mistakes or criticism.
• Closing Thoughts and Inspiration (00:46:37) Kim thanks Ben, highlights his inspirational story, and wraps up the main interview.
• Contact Information and Book Access (00:48:09) Ben shares how listeners can connect with him and request a book.
• Podcast Outro and Upcoming Event Promo (00:49:51) Kim promotes the podcast, requests reviews, and announces the upcoming Plan with the Pros event.

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 Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

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.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

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

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

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.

The Aftermarket Radio Network: https://aftermarketradionetwork.com/

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

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica 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 Partners, Shop Boss and AppFueled

We all want great teams, but most shop owners don’t realize that a high-performing team doesn’t start with talent; it starts with culture. In this episode, I sit down with my right-hand man, J.R. Portman, and we unpack the real story behind building and keeping a team that not only performs but thrives.

JR’s been instrumental in shaping the culture here at Shop Marketing Pros, and together we walk through what it takes to build a team from scratch, the brutal cost of hanging on to the wrong people, and how to create an environment where your team steps up even when you’re on vacation.

We’ll get into hiring for character vs. capability, how tools like EOS and DISC can transform your business, what “core values” actually mean in the real world, and the moment when your team starts running the business better than you do.

This isn’t fluff. It’s real talk about what culture is, what happens when you get it wrong, and how it feels when you finally get it right.

 This episode is sponsored by Shop Boss, manage and grow your shop with top features like integrated payments from 360 Payments. 

Are you ready to convert clients to members? AppFueled specializes in creating custom apps tailored specifically for auto repair businesses. Build client loyalty. Get started today with your own customer loyalty app. Visit Appfueled.com

Lagniappe (Books, Links, Other Podcasts, etc)

EOS (Entrepreneurial Operating System)

Shop Marketing Pros - Core Values

The Five Dysfunctions of a Team Book

DISC Assessments

Show Notes with Timestamps

• Introduction and Sponsor Acknowledgments (00:00:01) Brief intro to the podcast, host, guest, and sponsor messages.
• JR’s Role and Team Building Philosophy (00:00:56) JR’s background, importance of team and culture, inevitability of workplace culture.
• Hiring for Character vs. Skill (00:02:38) Challenges in hiring, value of character over skill, teachability, and long-term impact.
• Personal Stories: Hiring for Character (00:04:34) Examples from Shop Marketing Pros, hiring people with no marketing background, teachability.
• Culture Forms with or Without You (00:08:14) Unintentional culture, negative environments, and the need for intentional leadership.
• Long Road to Positive Culture (00:09:48) Building culture takes time, sometimes requires hard choices, removing toxic high performers.
• Impact of Hiring for Culture (00:10:50) How hiring for culture affects retention, team performance, and broadens hiring pool.
• Employee Growth and Retention Stories (00:12:30) Michelle’s journey from assistant to SEO lead, training and internal growth.
• Using Assessments in Hiring (00:14:10) DISC, Kolbe, and other assessments to understand and hire for character.
• Sponsor Messages (00:15:24) Additional sponsor messages and product features.
• Defining Company Culture (00:17:18) What culture really means, how it’s perceived internally and externally.
• Culture’s External Impact (00:19:41) How culture affects customer experience and business reputation.
• Attracting the Right People: Core Values (00:21:45) Using core values to attract and hire the right team members.
• Hiring Based on Core Values (00:23:04) Practical process of hiring and reinforcing core values in the company.
• Hire Slow, Fire Fast Philosophy (00:25:28) Importance of removing toxic employees quickly, even if they are high performers.
• People Analyzer and Accountability (00:28:24) Using EOS tools like People Analyzer for objective hiring/firing decisions.
• Team Buy-In and Transparency (00:30:31) Empowering teams, using EOS tools like IDS and VTO, and sharing business metrics.
• Vision Traction Organizer (VTO) and Planning (00:33:26) How VTO helps with business planning, transparency, and team alignment.
• Letting Go of Control as a Leader (00:37:06) The leader’s role in culture, learning to trust the team, and gradual delegation.
• What a Great Team Looks Looks (00:40:41) Signs of a strong team: owner can step away, business runs smoothly, empowered employees.
• Empowering Mistakes and Growth (00:44:10) Allowing team members to make mistakes, fostering growth, and building confidence.
• Closing Thoughts and Outro (00:46:01) Final advice on team building, gratitude, and podcast outro.

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 Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

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.”

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

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

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

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.

Most shop owners don’t think about marketing when things are going great, but wait until the car count drops or the phones go quiet. That’s when the panic hits, and all eyes turn to marketing. But what if your shop’s struggles aren’t about marketing at all?

In this episode, I sit down with Daniel Burkholder from Body Shop Marketing to explore a lesser-known aspect of the collision industry. Daniel’s been in this world since he was a kid, growing up in the family’s body shop, and now he’s on the frontlines helping collision shop owners navigate a changing landscape.

We talk about what a Direct Repair Program (DRP) is, how it affects a shop’s autonomy, and why relying on insurance companies for car count is a dangerous game. You’ll hear how customer behavior is shifting even with DRPs in play and how shops that aren’t actively marketing are gambling with their future.

This episode is loaded with insights about the customer journey in the collision space, the rising importance of Google search, the power of reputation, and why the best time to market is when you don’t need the work. Whether you’re all mechanical or have a toe in the collision side, this is a conversation worth tuning into.

 This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

AppFueled makes marketing easy. It’s a CRM designed for auto repair shops with tools like segmentation, reminders, and even a call center. Don’t wait, get started today at appfueled.com

How To Get In Touch With the Guest

Daniel Burkholder

Body Shop Marketing

Lagniappe (Books, Links, Other Podcasts, etc)

Collision Vision Podcast by Cole Strandberg

Show Notes with Timestamps

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 

Aftermarket Radio Network

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.

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

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.

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.

The Aftermarket Radio Network: https://aftermarketradionetwork.com/

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

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica 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 Partners, App Fueled and Shop Boss

When car count dips and phones go quiet, the first call most shop owners make is to their marketing company. But what if the issue isn’t the marketing at all?

In this episode, I sit down with Stan Stokes, creator of GuestX, to talk about a problem every shop owner faces but most misunderstand figuring out why leads aren’t turning into customers. Stan’s been deep in the world of marketing and operations for nearly two decades, and he’s built a tool that shines a light on what’s really happening between the phone ringing and a car showing up in your bay.

We’ll dig into topics like lead quality vs. lead conversion, how your service advisors might be unknowingly costing you business, the difference between perceived and actual appointments, and why the phrase “price shopper” might be more excuse than reality.

This episode isn’t about assigning blame. It’s about owning your process, getting real insight, and making the moves that will fill your bays with the right cars and the right customers.

Thanks to our Partners, App Fueled and Shop Boss

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  

Want to revolutionize your marketing? AppFueled does it all—email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.com

Lagniappe (Books, Links, Other Podcasts, etc)

Guestx.com 

Show Notes with Timestamps

• Introduction and Sponsor Acknowledgements (00:00:01) Brian introduces the podcast, guest Stan Stokes, and thanks the sponsors.
• Stan’s Marketing Background and Industry Evolution (00:02:12) Stan shares his marketing experience, the shift from traditional to digital, and the importance of operationalizing data.
• Marketing vs. Operations: Who’s Responsible for Slowdowns? (00:04:19) Discussion about the misconception that marketing is always to blame when business slows down.
• Defining Leads and Conversion Rates (00:08:21) Stan explains the need to redefine "lead," discusses lead-to-customer conversion rates, and the importance of classifying calls.
• Consumer Behavior and the Myth of Price Shoppers (00:16:42) Explores why callers ask about price, the reality of “price shoppers,” and how service advisors should handle these calls.
• Common Service Advisor Mistakes on Calls (00:20:02) Analysis of patterns and mistakes service advisors make that cause shops to lose opportunities.
• Traits of Top Performing Service Advisors (00:27:24) Discussion on inherent and learned traits, comfort with conflict, and what motivates high performers.
• Right Person, Right Seat: Importance of Fit (00:37:24) The necessity of having the right people in the right roles and taking action when someone is a poor fit.
• Measuring and Improving Performance with Guest X (00:40:36) How Guest X helps shop owners measure booking rates, arrival rates, and process compliance.
• Daily Notifications and Actionable Insights (00:45:09) Description of the daily report Guest X sends, enabling proactive follow-up and process improvement.
• Perceived vs. Actual Appointments (00:48:25) The difference between real and “perceived” appointments, and why clear commitments matter.
• Controlling the Conversation and Listening Skills (00:54:18) Tips for service advisors on leading calls, scheduling precisely, and the importance of listening to understand.
• Summary and Closing Thoughts (00:56:47) Final takeaways: measuring output, effort, and potential; how to contact Stan and learn more about Guest X.

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 

The Aftermarket Radio Network: https://aftermarketradionetwork.com/

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

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica 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/

If you’ve ever felt like your Google Ads were rockin’ one month and dead the next, you’re not crazy, and you’re not alone. In this episode, I’m joined by two of my favorite people, our COO, Hallie Wasinger, and lead CSM, Danni Marks, as we unpack the wild ride that is Google Ads.

This isn’t a blame game or finger-pointing session. It’s an honest, behind-the-scenes look at what happens when ad performance drops, whether it's caused by us making strategic changes or Google flipping switches behind the curtain. From the algorithm updates that wrecked March 2024 to the subtle behavioral shifts we’re seeing now in 2025, we cover it all.

You’ll hear why turning off your ads when things get tough might be the worst move, how Local Services Ads (LSA) are stepping in to fill the gap, and why online scheduling isn’t just convenient, it’s essential. We’ll even dig into how your website content and your service advisors' phone skills could be the hidden heroes or villains in your marketing success.

Thank you to our friends at RepairPal for this episode. RepairPal will introduce your shop to new customers through repairpal.com, the largest site for auto repair. Learn more at RepairPal.com/shops.

Are you ready to convert clients to members? App Fueled specializes in creating custom apps tailored specifically for auto repair businesses. Build client loyalty. Get started today with your own customer loyalty app. Visit Appfueled.com

Lagniappe (Books, Links, Other Podcasts, etc)

GOOGLE LOCAL SERVICES ADS

Google’s Local Service Ads – Everything You Need To Know - Blog

Google’s New Local Service Ads: What Auto Repair Shops Need to Know

Having Patience With Google Ads With Hallie Wasinger

Patience is Key With New Google Ads - Blog

Show Notes with Timestamps

• Introduction and Setting the Stage (00:00:01) Hosts introduce themselves, the topic (Google Ads roller coaster), and thank sponsors.
• The Reality of Google Ads Management (00:01:17) Discussion on misconceptions about Google Ads being "on/off" and the need for ongoing optimization.
• Client Feedback and Trusting the Process (00:03:06) Importance of client feedback, knee-jerk reactions, and trusting expert teams during ad fluctuations.
• Addressing Industry Concerns and Performance Drops (00:04:01) Responding to industry chatter about ad performance drops and explaining the episode’s educational intent.
• Impact of Large-Scale Changes in Google Ads (00:05:15) How significant campaign changes trigger the learning phase and temporarily impact performance.
• Client Involvement and Its Effects (00:06:22) Challenges when clients request frequent changes and the need for education and boundaries.
• Troubleshooting Declining Results (00:08:04) Example of troubleshooting an underperforming account and the impact of repeated budget cuts.
• Google-Initiated Changes: The Great Ads Exodus (00:09:30) Recounting the widespread ad performance drop from late 2023 to March 2024, its causes, and industry-wide effects.
• Algorithm Updates and Industry-Wide Impact (00:12:33) Discussion of Google’s lack of transparency, algorithm updates, and the resulting client losses.
• Consulting Experts and Waiting for Recovery (00:14:18) Hiring outside consultants, confirming no internal errors, and the normalization of results in April.
• Current Trends in Early 2025 (00:15:50) Recent dips in performance, ongoing monitoring, and the importance of not being complacent.
• Major Google Ads Updates and PMax Campaigns (00:19:50) Explaining recent algorithm changes, especially around PMax campaigns and their impact on ad performance.
• Difference Between Search Ads and PMax (00:22:08) Clarifying the difference between traditional search ads and Performance Max campaigns.
• Website Content’s Role in Ad Performance (00:24:00) Emphasizing the importance of high-quality, unique website content for ad success.
• Adapting Content for Better Results (00:25:50) Updating website and landing page copy with high-performing keywords to improve ad outcomes.
• Google Ads Evolution and Staying Current (00:27:57) Reflection on the constant evolution of Google Ads and the need to adapt.
• Should You Turn Off Ads During Downturns? (00:28:29) Advice against pausing ads during downturns and the value of staying the course.
• Consequences of Turning Off Ads (00:30:26) Negative impact of pausing ads, especially due to payment issues or switching agencies.
• Introduction to Local Service Ads (LSA) (00:32:26) Overview of LSA, its benefits, and how it’s helping clients stretch their budgets.
• Optimizing and Managing LSA (00:33:16) LSA also requires ongoing optimization; quality improves over time.
• LSA Limitations for Specialty Shops (00:34:21) LSA’s current limitations for specialty shops and how some adapt to benefit.
• LSA Drives Phone Calls, Google Ads Drive Online Bookings (00:35:37) How LSA is phone-call focused, while Google Ads can be optimized for online bookings.
• Behavioral Shift: Rise of Online Booking (00:36:43) Data shows a shift from phone calls to online appointment scheduling.
• Benefits of Online Scheduling for Shops (00:37:45) Online scheduling reduces service advisor stress and increases efficiency.
• Third-Party Schedulers and User Experience (00:40:32) Advantages of third-party schedulers over simple forms and their impact on conversion rates.
• Schedulers Help Capture More Business (00:43:08) Schedulers can prompt declined repair follow-ups and improve marketing effectiveness.
• Key Takeaways and Final Advice (00:44:53) Stay the course with ads, diversify marketing, embrace online scheduling, and communicate with your CSM.
• Closing Remarks (00:45:31) Final thoughts from the team, importance of avoiding knee-jerk reactions, and using available resources.
• Outro and Podcast Network Info (00:47:36) Podcast wrap-up, contact info, and encouragement to listen to other network shows.

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