Thanks to our Partners, NAPA Auto Care and NAPA TRACS

Watch Full Video Episode

Dan Vance, CEO of Shop Dog Marketing, challenges how auto repair shops think about marketing in today’s AI-driven world. The conversation goes beyond websites and SEO, exploring how real marketing lives in every customer interaction and how tools like ChatGPT and Google AI Overview can become powerful strategic partners.

What You’ll Learn

• Marketing Is Bigger Than Digital Tactics: Most shops mistake marketing for SEO, ads, or websites. Dan reframes marketing as the entire customer experience, from the way a repair is explained to how a customer feels in your waiting room. The shops that win combine smart digital strategy with authentic human connection.
• Why “Precious Moments” Builds Powerful Brands: Small, meaningful experiences, like a child choosing a toy or a team member giving back to the community, create emotional anchors. Capturing and sharing these moments builds trust and a brand that customers remember and talk about.
• How E-E-A-T Drives Visibility and Growth: Search engines prioritize Experience, Expertise, Authority, and Trust. Shops that intentionally showcase these qualities can outperform larger competitors. Long-term credibility matters more than short-term ad spend.
• Using AI as Your Strategic Thinking Partner: AI isn’t just a tool; it’s a collaborator. Dan shares practical ways shops can use it: Identify dealership weaknesses through review analysis and position your shop as the better alternative. Understand your shop’s real online reputation, both strengths and blind spots. Improve hiring by comparing candidates to your top performers and analyzing interview traits.

Stop thinking of marketing as something you do and start seeing it as something you are. When you combine authentic customer experiences with the strategic power of AI, you don’t just compete, you create momentum that builds trust, visibility, and long-term growth.

When Customers Ask AI First: What Shop Owners Need to Know [RR 1071]: https://remarkableresults.biz/remarkable-results-radio-podcast/e1071/ 

Dan Vance, Shop Dog Marketing.com

Thanks to our Partners, NAPA Auto Care and NAPA TRACS

Learn more about NAPA Auto Care and the benefits of being part of the NAPA family by visiting https://www.napaonline.com/en/auto-care

NAPA TRACS will move your shop into the SMS fast lane with onsite training and six days a week of support and local representation. Find NAPA TRACS on the Web at http://napatracs.com/

Connect with the Podcast:

• Visit the Website: https://remarkableresults.biz/
• Subscribe on YouTube: https://www.youtube.com/carmcapriotto
• Follow on Facebook: https://www.facebook.com/RemarkableResultsRadioPodcast/
• Follow on LinkedIn: https://www.linkedin.com/in/carmcapriotto/
• Follow on Instagram: https://www.instagram.com/remarkableresultsradiopodcast/
• Join Our Virtual Toastmasters Club: https://remarkableresults.biz/toastmasters
• Join Our Private Facebook Community: https://www.facebook.com/groups/1734687266778976
• Join our Insider List: https://remarkableresults.biz/insider
• All books mentioned on our podcasts: https://remarkableresults.biz/books
• Our Classroom page for personal or team learning: https://remarkableresults.biz/classroom
• Buy Me a Coffee: https://www.buymeacoffee.com/carm
• Special episode collections: https://remarkableresults.biz/collections

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.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, NAPA TRACS, Today’s Class, KUKUI, and Pit Crew Loyalty

Watch Full Video Episode

Megan Dineff of Ervine’s Auto Repair and Grand Rapids Hybrid and EV joins marketing specialist Dan Vance of Shop Dog Marketing to explore the evolving relationship between websites and the future of search.

They explore why a website remains the digital “front door” of a business, where customers decide whether to call. From using real photos to build credibility, to protecting leads through better phone protocols, to preparing for AI-driven search, this episode delivers practical insights for modern shop owners.

Key takeaways:

Building Trust Through Authenticity: Megan explains why the shop’s website avoids stock photos and instead highlights their real team. Showing familiar faces builds instant comfort and credibility. A great website should “ooze trust” and reflect the shop’s personality, so prospects feel like they’ve found their “forever home.”

The 70% Rule: Studies show that nearly 70% of callers have already decided to do business before picking up the phone. The group discusses how poor phone handling can “put water on the candles.”

AI and the Return of Content: Dan explains why content matters more than ever in the age of AI. Search models now “race to your website” to gather information. Shops must create clear, helpful content, not just for people, but for the algorithms that determine future visibility.

The Power of Partnership: Megan shares a cautionary story about accidentally shutting down the shop’s Google Business Profile and the importance of having a trusted expert to resolve “black box” marketing issues. The group agrees: owners should focus on culture and leadership while relying on skilled partners to navigate the digital landscape.

Timestamps

00:00:00 – Introduction
00:04:00 – The “No Strangers” Policy Megan Dineff explains her strict rule against using stock photos on her website.
00:06:30 – Skinny Ties & The Corner Piece Dan Vance compares marketing trends to fashion fads (like skinny ties), arguing that while trends change, the website remains the “solid corner piece” and the central data source for the business.
00:10:00 – The Owner/Marketer Relationship Discussion on the division of labor.
00:19:00 – The 70% Rule The group discusses the statistic that 70% of callers have already decided to use the shop before they ring.
00:28:00 – Cautionary Tale: Deleting Google Megan shares a story about accidentally shutting down her Google Business Profile by changing the name, emphasizing the importance of having an expert partner to fix “black box” issues.
00:31:00 – AI and Writing for Robots Dan argues that content is returning as king because of AI. Even if humans don’t read long website text, AI models do. Shops must now “write for robots” to ensure AI platforms recommend them.

When Customers Ask AI First: What Shop Owners Need to Know [RR 1071]: https://remarkableresults.biz/remarkable-results-radio-podcast/e1071/ 

Megan Dineff, Ervine’s Auto Repair and Grand Rapids Hybrid and EV, Grand Rapids, MI

Dan Vance, Shop Dog Marketing.com

Thanks to our Partner, NAPA TRACS

NAPA TRACS will move your shop into the SMS fast lane with onsite training and six days a week of support and local representation. Find NAPA TRACS on the Web at http://napatracs.com/

Thanks to our Partner, Today’s Class

Optimize training with Today’s Class: In just 5 minutes daily, boost knowledge retention and improve team performance. Find Today’s Class on the web at https://www.todaysclass.com/

Thanks to our Partner, KUKUI

Stop juggling multiple marketing tools. KUKUI’s integrated platform delivers 4x better website conversions, automated follow-up, and real-time ROI tracking. Get industry-leading customer support with KUKUI at https://www.kukui.com/

Thanks to our Partner, Pit Crew Loyalty

You’re probably tired of chasing new customers who never return. We understand. Pit Crew Loyalty ends the one-and-done cycle, turning first visits into lasting, reliable revenue at https://www.pitcrewloyalty.com/

Connect with the Podcast:

– Follow on Facebook: https://www.facebook.com/RemarkableResultsRadioPodcast/

– Join Our Virtual Toastmasters Club: https://remarkableresults.biz/toastmasters

– Join Our Private Facebook Community: https://www.facebook.com/groups/1734687266778976

– Subscribe on YouTube: https://www.youtube.com/carmcapriotto

– Follow on LinkedIn: https://www.linkedin.com/in/carmcapriotto/

– Follow on Instagram: https://www.instagram.com/remarkableresultsradiopodcast/

– Follow on Twitter: https://twitter.com/RResultsBiz

– Visit the Website: https://remarkableresults.biz/

– Join our Insider List: https://remarkableresults.biz/insider

– All books mentioned on our podcasts: https://remarkableresults.biz/books

– Our Classroom page for personal or team learning: https://remarkableresults.biz/classroom

– Buy Me a Coffee: https://www.buymeacoffee.com/carm

– Special episode collections: https://remarkableresults.biz/collections

– The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.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, NAPA TRACS, Today’s Class, KUKUI, and Pit Crew Loyalty

Watch Full Video Episode

The automotive industry is undergoing one of the most significant transformations in its history. In this episode, Cavan Robinson, VP  of Operations for the Aftermarket at Vehlo, and Tony Mercury, VP of Revenue at Auto Shop Solutions, break down what shop owners need to understand—and act on—right now.

The conversation explores the rapid consolidation reshaping the aftermarket, from independent shops being absorbed into MSOs (multi-shop ownership) to major software platforms merging at an unprecedented pace. The discussion then shifts to how marketing is evolving beyond traditional SEO into Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO), where a shop’s website—especially its FAQ content—becomes the trusted source AI tools use to deliver zero-click search results.

On the people side of the business, the episode addresses shop owner burnout, technician ghosting, and a critical reality: younger technicians increasingly view a shop’s technology, systems, and online presence as a measure of professionalism before deciding to apply.

Key takeaway: A successful modern shop is like a smart home—built on strong behind-the-scenes infrastructure, a polished and accessible front end, and leadership that understands the data driving the entire system.

Cavan Robinson, VP  of Operations for the Aftermarket at Vehlo

Tony Mercury, VP of Revenue at Auto Shop Solutions

Thanks to our Partner, NAPA TRACS

NAPA TRACS will move your shop into the SMS fast lane with onsite training and six days a week of support and local representation. Find NAPA TRACS on the Web at http://napatracs.com/

Thanks to our Partner, Today’s Class

Optimize training with Today’s Class: In just 5 minutes daily, boost knowledge retention and improve team performance. Find Today’s Class on the web at https://www.todaysclass.com/

Thanks to our Partner, KUKUI

Stop juggling multiple marketing tools. KUKUI’s integrated platform delivers 4x better website conversions, automated follow-up, and real-time ROI tracking. Get industry-leading customer support with KUKUI at https://www.kukui.com/

Thanks to our Partner, Pit Crew Loyalty

You’re probably tired of chasing new customers who never return. We understand. Pit Crew Loyalty ends the one-and-done cycle, turning first visits into lasting, reliable revenue at https://www.pitcrewloyalty.com/

Connect with the Podcast:

– Follow on Facebook: https://www.facebook.com/RemarkableResultsRadioPodcast/

– Join Our Virtual Toastmasters Club: https://remarkableresults.biz/toastmasters

– Join Our Private Facebook Community: https://www.facebook.com/groups/1734687266778976

– Subscribe on YouTube: https://www.youtube.com/carmcapriotto

– Follow on LinkedIn: https://www.linkedin.com/in/carmcapriotto/

– Follow on Instagram: https://www.instagram.com/remarkableresultsradiopodcast/

– Follow on Twitter: https://twitter.com/RResultsBiz

– Visit the Website: https://remarkableresults.biz/

– Join our Insider List: https://remarkableresults.biz/insider

– All books mentioned on our podcasts: https://remarkableresults.biz/books

– Our Classroom page for personal or team learning: https://remarkableresults.biz/classroom

– Buy Me a Coffee: https://www.buymeacoffee.com/carm

– Special episode collections: https://remarkableresults.biz/collections

– The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.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, NAPA Auto Care, NAPA TRACS and Automotive Management Network

This episode covers the critical role and impact of AI on marketing, the importance of persona marketing, and effective branding strategies. Learn about “watering holes,” referring to identifying where potential customers spend their time online and offline, and how to effectively use persona marketing to target specific demographics. Dan stresses the importance of branding and community involvement, asserting that successful shops prioritize building brand recognition and relationships within their local areas. He also warns about trusting AI implicitly, referencing instances of AI being inaccurate.

Dan Vance, Shop Dog Marketing.com

Show Notes

• Watch Full Video Episode
• TST Big Event, March 29th, 2025: https://www.tstseminars.org/
• Shop Dog Marketing at Shop Dog Marketing.com. “Want to see your auto repair shop thrive? Let Shop Dog Marketing be your guide. Our customer-first approach, combined with AI-driven creative content, ensures top rankings.
• Introduction to the Episode (00:00:00)
• AI in Marketing (00:01:02)
• The Importance of Networking (00:02:02)
• Consumer Behavior and Marketing (00:04:04)
• Bullet Points vs. Detailed Content (00:05:54)
• Creating Memorable Customer Experiences (00:06:32)
• Identifying Customer “Watering Holes” (00:08:29)
• Privacy Concerns in Marketing (00:09:41)
• The Rise of Persona Marketing (00:10:55)
• AI’s Impact on Search Results (00:11:59)
• The Role of AI in Marketing Strategies (00:13:08)
• Caution with AI Information (00:14:12)
• Human Element in Marketing (00:17:34)
• Client Review Analysis (00:18:46)
• Women’s Expectations in Service (00:21:20)
• Impact of Professional Image (00:22:57)
• Targeting Ideal Customers (00:25:12)
• Purposeful Marketing Strategies (00:25:43)
• The Need for Customer Understanding (00:26:26)
• AI’s Role in Content Creation (00:28:07)
• Changing Landscape of AI (00:28:29)
• User Behavior and Decision Making (00:31:11)
• Branding in the Automotive Industry (00:31:55)
• Community Involvement for Branding (00:32:57)
• Conclusion and Call to Action (00:34:38)

Thanks to our Partners, NAPA Auto Care, NAPA TRACS and Automotive Management Network

Learn more about NAPA Auto Care and the benefits of being part of the NAPA family by visiting https://www.napaonline.com/en/auto-care

NAPA TRACS will move your shop into the SMS fast lane with onsite training and six days a week of support and local representation. Find NAPA TRACS on the Web at http://napatracs.com/

Get ready to grow your business with the Automotive Management Network: Find on the Web at http://AftermarketManagementNetwork.com for information that can help you move your business ahead and for the free and informative http://LaborRateTracker.com

Connect with the Podcast:

-Follow on Facebook: https://www.facebook.com/RemarkableResultsRadioPodcast/

-Join Our Virtual Toastmasters Club: https://remarkableresults.biz/toastmasters

-Join Our Private Facebook Community: https://www.facebook.com/groups/1734687266778976

-Subscribe on YouTube: https://www.youtube.com/carmcapriotto

-Follow on LinkedIn: https://www.linkedin.com/in/carmcapriotto/

-Follow on Instagram: https://www.instagram.com/remarkableresultsradiopodcast/

-Follow on Twitter: https://twitter.com/RResultsBiz

-Visit the Website: https://remarkableresults.biz/

-Join our Insider List: https://remarkableresults.biz/insider

-All books mentioned on our podcasts: https://remarkableresults.biz/books

-Our Classroom page for personal or team learning: https://remarkableresults.biz/classroom

-Buy Me a Coffee: https://www.buymeacoffee.com/carm

-Special episode collections: https://remarkableresults.biz/collections

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, NAPA TRACS, and Today’s Class

Discover how to harness AI tools effectively in business with two experts from Optimize Digital Marketing. They share practical tips on using AI to streamline operations, generate creative marketing ideas, optimize SEO, and improve customer interactions—all while maintaining a personal touch. Learn how to balance AI’s efficiency with human creativity and judgment, avoid pitfalls like bias and plagiarism, and make AI work for you without losing authenticity.

Doug Robison, Director of Sales and Partnership, Optimize Digital Marketing 

Jordan Greene, Director of Product and Partner, Optimize Digital Marketing 

Show Notes

• Watch Full Video Episode
• Discussion on AI (00:00:00)
• “Add You to It” Concept (00:02:13)
• Cautions with AI Use (00:03:56)
• AI in Customer Interactions (00:05:08)
• Risks of AI Responses (00:06:18)
• Personalization in AI Responses (00:07:29)
• AI’s Evolution (00:08:26)
• AI’s Historical Context (00:09:23)
• Logistical Challenges of AI (00:12:09)
• AI in Automotive Industry (00:13:11)
• AI’s Role in Marketing (00:14:01)
• Best Practices for Using AI (00:15:51)
• Emotional Tone in AI Prompts (00:16:49)
• Adapting AI for Different Roles (00:17:16)
• Gemini AI and Source Validation (00:19:59)
• Caution with AI Outputs (00:21:08)
• AI’s Role in Enhancing Efficiency (00:22:05)
• Plagiarism Concerns in AI Usage (00:23:00)
• SEO and AI Integration (00:26:07)
• Human Oversight in AI Use (00:29:09)
• Veterinary Analogy in Customer Relations (00:34:29)
• The Importance of Charging Appropriately (00:34:52)
• AI as a Virtual Assistant (00:36:10)
• Utilizing AI for Problem-Solving (00:37:25)
• AI in Education (00:37:51)
• Enhancing Communication with AI (00:39:07)
• Efficiency Through AI (00:39:38)

Thanks to our Partner, NAPA TRACS

NAPA TRACS will move your shop into the SMS fast lane with onsite training and six days a week of support and local representation. Find NAPA TRACS on the Web at http://napatracs.com/

Thanks to our Partner, Today’s Class

Optimize training with Today’s Class: In just 5 minutes daily, boost knowledge retention and improve team performance. Find Today’s Class on the web at https://www.todaysclass.com/

Connect with the Podcast:

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

-Follow on Facebook: https://www.facebook.com/RemarkableResultsRadioPodcast/

-Join Our Private Facebook Community: https://www.facebook.com/groups/1734687266778976

-Join Our Virtual Toastmasters Club: https://remarkableresults.biz/toastmasters

-Subscribe on YouTube: https://www.youtube.com/carmcapriotto

-Follow on LinkedIn: https://www.linkedin.com/in/carmcapriotto/

-Follow on Instagram: https://www.instagram.com/remarkableresultsradiopodcast/

-Follow on X: https://twitter.com/RResultsBiz

-Visit the Website: https://remarkableresults.biz/

-Join our Insider List: https://remarkableresults.biz/insider

-All books mentioned on our podcasts: https://remarkableresults.biz/books

-Our Classroom page for personal or team learning: https://remarkableresults.biz/classroom

-Buy Me a Coffee: https://www.buymeacoffee.com/carm

-Special episode collections: https://remarkableresults.biz/collections

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/

They say a picture is worth a thousand words, but what about video? Video content has taken our world by storm, and if you’re not doing videos for your shop, you are behind. Keep listening to find out how to differentiate yourself from other shops using authentic stories from your customers and employees.

Watch the Episode on YouTube

Patrick Egan, Spark Interactive

Karim Morsli, Winkler Automotive Service, Gaithersburg, MD. Listen to Karim’s previous episodes HERE

Eric Sevim, A Plus Japanese Auto Repair, San Carlos, CA.

Key Talking Points

• The importance of using video on your careers page and in recruiting efforts to let prospective new hires hear straight from your current team why it’s the best place to work and why they should work there too.
• Creates familiarity before a customer walks into your shop- creating bonds of trust 
• Content that is available and working for you 24 hours a day
• Let your passion show in the video
• Make a list of your songbird customers to be involved in the video and ask customers that are dropping off (in the morning)
• Videos are sharable with family and friends and help promote your business 

Connect with the Podcast

Aftermarket Radio Network

Subscribe on YouTube

Visit us on the Web

Follow on Facebook

Become an Insider

Buy me a coffee

Important Books

Check out today’s partners:

Shop-Ware: More Time. More Profit. Shop-Ware Shop Management getshopware.com

Delphi Technologies: Keeping current on the latest vehicle systems and how to repair them is a must for today’s technicians. DelphiAftermarket.com

As of November 1, 2021, Margaret Palango is the CEO at Autoshop Solutions, Inc. based in Apex, North Carolina. She has overseen and been a key catalyst in Autoshop Solutions’ growth into the award-winning website design and internet marketing agency it is today. Margaret joined Autoshop Solutions in 2006 when she began establishing its brand position for quality website design and progressive internet marketing. During her time with Autoshop Solutions, Margaret has expanded her responsibilities. She started with direct client management before moving on to managing the entire website production process. Margaret enjoys taking every opportunity to share her marketing expertise with clients, employees, and fellow automotive industry professionals. She now spends her time working with industry partners to bring internet marketing solutions to the Automotive Aftermarket.

Listen to Margaret’s other episodes HERE

Key Talking Points

• What’s next of Auto Shop Solutions? Continuing to look ahead with internet marketing. Providing new ways of marketing for clients. 
• Women in the industry- there is an abundance of opportunities. 
• Creating opportunity for yourself- Margaret was a stay-at-home mom for 7 years. Had worked on small projects with Danny Sanchez, worked well together. Plant the seed and go for it. Started part-time in the business. 
• Continue to build your network
• Women in Auto Care- shows women the opportunity in the automotive industry, supportive network, monthly mentor virtual meetings, conferences, self-development, encourage to stay in the industry
• Keep things going but make changes- continue the culture/reputation, continue to innovate services/technologies. A mentorship program in the future. 
• Changing technology- reassessing and updating software tools, security challenges, continuing training
• Web design is specialized, interactive and engaging. How fast does it load? How does it look on mobile?
• Facebook and Instagram is a must for ads and a presence.

Connect with the show:

Aftermarket Radio Network

Subscribe on YouTube

Visit us on the Web

Follow on Facebook

Become an Insider

Buy me a coffee

Important Books

Check out today’s partners:

This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve.  AAPEX 2021 is in the record books and lived up to presenting leading-technical and business management training from some of the industry’s best and brightest. Now set your sights on Las Vegas in 2022. Mark your calendar now … November 1-3, 2022, AAPEX – Now more than ever.

This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm

Aftermarket Radio Network

Brian Walker was a Mercedes Benz Master dealer technician and was ASE certified with L1. He owned Peak Automotive in Apex, NC and was recognized by Motor Age Magazine as a Top Ten Shops twice.

Brian is co-owner of Shop Marketing Pros. He does “Done for you” marketing services for auto repair shops. Brian believes that most people overcomplicate their marketing in an effort to make it easier

There is a 17,000+ word article on the Shop Marketing Pros website: “The Ultimate Guide to Auto Repair Shop Marketing shopmarketingpros.com/guide. Listen to Brian’s previous episodes HERE.

Key Talking Points:

• Artificial intelligence is being used to make the search engine “think like a human.” Can no longer trick search engines to cycle back to your websites.  
• Google is a business- provides the best results based on what people are searching for, where they are searching from, search intent etc 
• Making your website the best resource for the person searching- based on the content of your website 
• Big city vs small town- businesses in big cities need a lot more work to be competitive, need quality links pointing back to the website, answering questions, the website needs to change often, age of domain- older the domain the higher on rankings compared to new domains

Website

• Words on the page are most important and often the most overlooked part- written in a natural way 
• Needs to have information people are searching for- quality and relevant information 
• Google’s algorithm uses “search intent” and will understand the word “vehicle” is being used for car, motorcycle, truck, minivan, etc 

What you do on your website vs what you do on someone else’s website- the links that come back to your website  

• Your website- create high-quality content and utilize tools that analyze competitors website 
• Having other links on different websites link back to your website- if you’re a member of your local chamber of commerce you should have your website listed in their directory. Website link and citation (name, address, phone number). Everything needs to be the same and consistent.  

DYI or hire someone?

• Starting out yes, but as time goes on Is it the best use of your time? 
• When using a marketing/SEO company you should always be authentic and use them to create blogs/videos as added content for the website. 
• Video is king- it can be put into multiple places: website, social media, YouTube, get in the habit of shooting short videos on phone. Show your customers how you do things differently. 

Resources:

• Thanks to Brian Walker for his contribution to the aftermarket’s premier podcast.
• Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
• Find every podcast episode HERE.
• Every episode segmented by Series HERE.
• Key Word Search HERE.

Be socially involved and in touch with the show:

Facebook   Twitter   Linked In   Email

Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser and many more. Mobile Listening APP’s HERE

Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.

Buy me a coffee

This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve. For all the right reasons, we’re not going to be face to face at AAPEX … yet AAPEX 2020 is going to be a virtual experience, which has defined this year for many of us. Virtual AAPEX will happen Nov. 3-5, 2020, and there’s still going to be a strong focus on meeting the needs of the service and repair community. And that includes technical and management training for shop owners, technicians and service advisors … product and equipment demos … and one-on-one meetings with suppliers. Don’t miss it. Make a smart move … register today at AAPEXSHOW.COM/Register

This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm

Margaret Palango is the Executive Vice President at Autoshop Solutions, Inc. based in Apex, North Carolina. She has overseen and been a key catalyst in Autoshop Solutions’ growth into the award-winning website design and internet marketing agency it is today.

In her role as Executive Vice President, Margaret leads the Sales, Marketing, Services, and Development teams at Autoshop Solutions, as they continue to be the industry’s gold standard for internet marketing solutions.

Margaret joined Autoshop Solutions in 2006 when she began establishing its brand position for quality website design and progressive internet marketing. During her time with Autoshop Solutions, Margaret has expanded her responsibilities. She started with direct client management before moving on to managing the entire website production process. Margaret enjoys taking every opportunity to share her marketing expertise with clients, employees, and fellow automotive industry professionals. She now spends her time working with industry partners to bring internet marketing solutions to the Automotive Aftermarket.

When she is not working, Margaret enjoys spending time with her husband and children. On the weekend they can often be found driving their cars to a local PCA event. Margaret is an active member of the North Carolina Hurricane Region Porsche Club.

20 Questions:

1. Do you have a strong intuition? Do you listen to it?Yes, daily! Relies on it for difficult decisions, never regrets listening to her intuition. Developed stronger in professional life.
2. Any good habits that you would like to share?During COVID created a habit to do 10-minute yoga, continues to still do it. Sets tone for the day. Creates balance for the day  
3. Do you still have the fire you had when you first started?Yes, feels like she’s just getting started. Continues to grow and make changes. Stays new and fresh.  
4. If you could pick up a new skill in an instant what would it be?Writing (blog posts, stories etc). Would like to develop written communication skills.
5. What is the latest book you read? Big take-a-way?“Fear is my homeboy” How to be the CEO of you, challenge, and let yourself grow along the way.  
6. How do you manage work/life harmony?The calendar is the number 1 tool to prioritize. Everything is scheduled during the workday to minimize bringing any work home. Outsourcing chores at home so time at home is more fulfilling. Moves tasks on the calendar but never deletes them. 
7. If you could send a message to yourself 10 years ago, what would you tell the younger YOU?Prioritize your personal time without guilt, guilt of trying to be everything to everyone. It’ll all be okay and you WILL get there.  
8. What did you sacrifice in the early days to get where you are today?Trying to do it all and running yourself into the ground but doesn’t regret it because she learned from the experience.
9. Do you see obstacles not as roadblocks but as opportunities?Yes, an opportunity every time. Love the challenge. Opportunity to grow. Often shares roadblocks with the team to put together a plan with a timeframe to get done.  
10. What do you do for fun?Hike and take drives 
11. Any secrets to ‘time suck’?Planning and prioritizing what you consume  
12. How much training per year do you get?Personal development- Women in AutoCare conference 
13. American Marketing Association- once a month lunch and learns, keeping up with trends  
14. How does one start to build a strong business culture?Accountability for your team- when you hold your team accountable it builds trust which leads to teamwork 
15. While working remotely they instilled virtual team meetings between different departments for clear communication and collaboration, a virtual happy hour once a month. Happy team members mean happy customers.   
16. What are you doing to put the Customer first in your business?Customer success team- training the team and empowering them.  
17. Ever made a major pivot in your business? If yes, what?Remote virtual culture 
18. 2018 pivoted how they offer services- a positive impact on business. Evaluated based on customer feedback.  
19. What is your dream car? Do you own it?Searched for over a year to find 2012 Porsche 9114’s 
20. What skills do you delegate because you’re not good at them?Outsource writing 
21. Strong teams always win. What is your winning formula in developing a strong team?Training is the foundation of a strong team. Train, set the expectation, and then move out of the way. Let them make mistakes and learn.     
22. If I asked a good friend or peer what is the secret to your success what would they say?Positive attitude and some grit
23. How long ago did you update your website?The new version launch of website in October 

Resources:

• Thanks to Margaret Palango for her contribution to the aftermarket’s premier podcast.
• Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
• Find every podcast episode HERE.
• Every episode segmented by Series HERE.
• Key Word Search HERE.

Be socially involved and in touch with the show:

Facebook   Twitter   Linked In   Email

Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser and many more. Mobile Listening APP’s HERE

Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.

Buy me a coffee

This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm

This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve. With 2,500 exhibiting companies, you’ll see the latest products, parts, and technologies for your business. As a result, the event also offers advanced training for shop owners, technicians, warehouse distributors (WDs) and auto parts retailers, as well as networking opportunities to grow your business. AAPEX 2020 will take place Tuesday, Nov. 3 through Thursday, Nov. 5, 2020 at the Sands Expo in Las Vegas. Therefore, more than 48,000 targeted buyers are expected to attend, and approximately 162,000 automotive aftermarket professionals. They will be from 135 countries which are projected to be in Las Vegas during AAPEX 2020. For information, visit aapexshow.com

Mike Tatich and his wife Serena started TMT Complete Auto Service Center in March of 1984 in Bremen, IN. Bremen is a small town of 4,600 people with 2 stoplights. The shop has undergone many evolutions since its tiny beginning as a tire store and body shop. Mike has become a John Maxwell Leadership Certified business coach. He has a story of letting go, a perfectionist control freak, a helicopter dad, and he needs to get busier doing other stuff. Find Mike’s other episodes HERE.

Key Talking Points:

Get any great advice that you still follow today?

• Being consistent
• Success leaves clues, failure also leaves clues 

Ever had a mentor?

• Several mentors over the years, one of the first mentors were friends
• grandfather- told Mike to look at the man in the mirror and realize you’re your own problem and also your own solution to move forward.

What drives you?

•  Thrill of putting things together- building businesses 

What is the latest book you read? Big take-a-way?

• “Generosity Factor” “Keys to the Kingdom” “COVID Cows”  

Do you still have the fire you had when you first started? 

•  Yes, but in different way- passion for growing what he currently has and passion for teaching others

How do you re-energize?

• Built new home, rides motorcycle and takes vacation trips

Any secrets to ‘time suck’? 

• Map out day the night before, use calendars 

A big secret to building a strong relationship with Customers? 

• Customer service experience- how you make customers feel 

Share a car count idea?

• Maximize each opportunity

Name something you tried that didn’t work?

• Expand retail space in shop, bought radio shack franchise to cross merchandise- failed and needed to focus on automotive repair only

Would your organization crumble if you stepped aside? 

• No! Started a succession plan before 50 years old, continue to develop team

Top three most important needs to open a shop? 

• People, people, people! Developing staff and team culture

The most recent update to your processes/system

• Accounting side of business 

Are you paperless? When did you go?

• 95% paperless, DVI system several years ago, tech notes are electronic

How is consolidation in the industry going to impact you?

• Consolidation will be great for people that want to grow business and move forward

Ever made a major pivot in your business? If yes, what?

• Getting out of day to day operations within last 5 years, Pivoting from owner operator to owner investor

If you could send a message to yourself 10 years ago, what would you tell the younger YOU?

• Read more, network with more people/shop owners, sharing when things don’t go right

If you could pick up a new skill in an instant what would it be? 

• Getting better at people skills and growing team, have a vision  

When in your life have you been so passionately focused on an activity that you lost track of time and what you were doing? 

• Building service advisor training

Favorite vacation spot

• Hawaii for 25th anniversary

Resources:

• Thanks to Mike Tatich for his contribution to the aftermarket’s premier podcast.
• Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
• Find every podcast episode HERE.
• Every episode segmented by Series HERE.
• Key Word Search HERE.

Be socially involved and in touch with the show:

Facebook   Twitter   Linked In   Email

Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser and many more. Mobile Listening APP’s HERE

Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.

Buy me a coffee

This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at getshopware.com/carm

This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve. With 2,500 exhibiting companies, you’ll see the latest products, parts, and technologies for your business. As a result, the event also offers advanced training for shop owners, technicians, warehouse distributors (WDs) and auto parts retailers, as well as networking opportunities to grow your business. AAPEX 2020 will take place Tuesday, Nov. 3 through Thursday, Nov. 5, 2020 at the Sands Expo in Las Vegas. Therefore, more than 48,000 targeted buyers are expected to attend, and approximately 162,000 automotive aftermarket professionals. They will be from 135 countries which are projected to be in Las Vegas during AAPEX 2020. For information, visit aapexshow.com

The Panel”

• Bryan Gossel, BG Automotive, Fort Collins, CO
• Sue Morsching, Elysian Auto Service, Elysian, MN
• Heather DePriest, American Garage Chinook, Montana

Talking Points

•  The CEO’s responsibility is to make the phone ring.
• You must create a year-long marketing calendar to help prepare (anticipate) for special events, seasons, holidays, etc
• Compare your numbers from each year
• Plan the year but allow for flexibility
• Marketing Tools: If you were not built to do this; delegate.
• Facebook/Social Media Trends. It must be organic and not industrial. Localized and personal. If you have a service that does your social media marketing you must provide content.
• What is going on in your shop, your life, your community
• Make it fun
•  Mailers
• Make it human and not institutional with a picture of your shop
• Family, team, local
•  Google Reviews
•  Email blasts
•  Phone calls (personal touch) – people in small communities love and expect this
•  Provide the Ultimate Customer Experience with DVI’s
• Customers appreciate knowing what is wrong with their car in a high-tech format
• Transparency – proves what we are telling them is true, especially when you circle the issue in the photos.
• Showing the car’s overall health – gives them a good feel for whether or not they are going to need to budget for repairs.
• Heather markets DVI as a ‘Complimentary Courtesy Check’
• Marketed as a comprehensive vehicle health record
•  Pickup and Drop-off/Loaner Cars
• Making the process easy for the customer (remember its not their favorite day when their vehicle breaks)
• Taking the stress off of them by giving them a vehicle to drive or pick up/drop off services
• It gives them value in what they are spending with you.
• Important when you are in the country and long distances between towns
• Be their transportation solution
• You need to have a good website that is welcoming to people
• It cannot be institutional. Pictures from your place and environment
• You have 3 seconds to sell to them
• Phone scripts necessary to keep a consistent relationship building
•  A good AdWords campaign, Use Google My Business, Google reviews.
• Track your investment in Adwords and discover your ROI
•  Facebook and Yelp post and responded to questions, Geo-targeting with Facebook.
•  Build relationships with Businesses that are close to you. Like any services, you would use plumber’s, HVAC, Electricians and so on.
• Go to the Gym that is closest to your shop and get to know people there.
• Get to know the people at the gas station, coffee shop, liquor store, body shops and so on, so when they need something or someone asks them who they use it is you.
•  If you aren’t a people person then hire one who is.
•  Hire Happy people, once you have done all the work to get customers in the door they need to want to come back and spread the word that you are the shop to go to.
• Always have a business card on you
• EDDM mailing 3 times per year – New Customers, replace moved or passed away customers.
• Marketing with your local schools – foam fingers sold by the volleyball team School logo on one side and your logo on the other side. Two pictures to post to social media weekly from the volleyball team.
• Google – reviews, weekly posts, and ads
• Ask for a review
• Consider a service that will send a text or email to complete a review
• Make it easy for the customer to leave a review
• Doughnut Fridays – every Friday at Elysian Auto Service donuts for anyone that stops in. Photos for social media for everyone.
• Red carpet – small gifts left in vehicles for customer’s cookies, candy, car coasters, and air fresheners. (Business Card asking for google review)
• Local bike give-a-way at school
• Ask the charities or community programs you are helping to provide you pictures you can use on social media
• Use text to pay as another convenience

Resources:

• A special thanks to Sue Morshing, Heather DePriest and Bryan Gossel for their contribution to the aftermarket.
• Books Page HERE
• Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.
• Listen to all Remarkable Results Radio, For The Record and Town Hall Academy episodes.

Facebook   Twitter   Linked In   Email

Subscribe to a mobile listening app HERE

Thanks to Shop Ware and Jasper:

This episode is brought to you by Shop-Ware Shop Management. It’s time to run your business at its fullest potential with the industry’s leading technology. Shop-Ware Shop Management will increase your efficiency with lightning-fast workflows, help your staff capture more sales every day, and create very happy customers who promote your business. Shops running Shop-Ware have More Time and generate More Profit—join them! Schedule a free live demonstration and find out how 30 minutes can transform your shop at shop-ware.com

This episode is brought to you by Jasper Engines & Transmissions. When a car’s engine or transmission fails, it’s not the end of the road. A re-manufactured drive-train product from Jasper Engines & Transmissions will give your car a new lease on life. JASPER has over 2000 Associates, three manufacturing facilities, two distribution centers, and 45 branch offices across the country. They’re all working to produce, transport and deliver the perfect product. That’s what they do best… keep customers happy. Visit jasperengines.com

Chris Cloutier is co-owner of Golden Rule Auto Care in Dallas Texas and CEO of Auto Tex Me. He spent many years in the software industry developing solutions for companies like Southwest Airlines, and Wyndham Intl. He’s worked for companies that understood the marriage of service and software, and have applied it in an effective way. Chris has his ASE C1: Automobile Service Consultant Certification Test (C1). He brings the business side to the business and his brother Pat brings the Braun. Chris is also a musician. Hear Chris’s previous episodes HERE.    Autotex.me website HERE.

Greg Buckley is the CEO the 50 + year young Buckley Personalized Auto Care in Wilmington, DE. He’s a member of ASA, an ATI Coach, a member of the Delaware Automotive Service Professionals, past member of the NAPA advisory board council, is vice-president of NAPA business development groups, and is involved as an advisory board member of Kukui, along with AutoVitals. Hear Greg’s previous episodes HERE.

Karim Morsli owner of Winkler Automomotive in Gaithersburg, MD, is an engineer by trade who has worked in the oil fields and information technology industry. Karim is passionate about the new direction the automotive industry is taking, and in particular, the critical role independent service centers will need to evolve into to ensure all present and future car owners will have the choice of where to have their vehicle serviced besides the dealership.

He is an innovator who works on multiple levels within the industry (education and legislative) to ensure his service center and others like his are ready for the challenges ahead. Always one to practice an open door approach, he is always willing to teach and share his knowledge and is also an avid learner. Listen to Karim’s previous episodes HERE.

Bill Nalu is President of Interstate Auto Care in Madison Heights, Michigan and has been in business for 30 years. He collaborates with industry professionals, in building today’s “high-tech/old-fashioned” customer service system. Bill has been a big contributor to the podcast and he currently serves on several industries and educational advisory councils including AutoValue/Bumper to Bumper, Dorman Industries, and Cardone. Listen to Bill’s previous episodes HERE.

Key Talking Points:

• 70% of small businesses own websites
• 31% who don’t have a website have a social media presence
• Do websites have value? Will they into the future?
• Does your website stay current? Are you using the same stock photo that everyone is using?
• Use organic pictures from your own business and people
• It is easier to post organically than to post same photo’s on your website.
• Where to you hang out? Does your social media steam have more followers?
• Your website is a ‘yellow page’ add on steroids. Does it still bring value to your customer and potential customers/
• The YouTube platform will help you leverage SEO when you post video’s and social media
• Will social media show your message through their algorithms vs a static website?
• Will the website become important landing pages
• Will Google My Business be the place you need to invest in?
• You can create a one minute video for Google My BusinessYou can build a form and create an appointment
• You can add events in a queue
• Magisto is software Greg uses to create a one minute video
• User-generated content can post stuff on your business in other channels except for websites. May be more valuable than a review.
• Greg believes we need a more interactive website to compliment social media
• Keep your content fresh between all your outlets
• Integration has stymied inspiration. Greg Buckley
• Fresh content is the rule. Stuff from four years ago does not work nor get you SEO placement
• Use a publishing tool for social media so you can concentrate on your content
• Share others opinions is another tool
• Linked in is a smart choice driving business to business professional network. Share the goings-on with your team, your blogs and what you can do for other professionals. This is different messaging than Facebook. A great venue to promote your fleet work.
• A great tip from Kim Walker. Congratulate others from inside your circle
• Will video and chat become mainstays on websites?
• Will Artificial Intelligence (AI) support the service counter or chat
• IVR – Interactive Voice Response – A mix of machine learning (ML) and AI

Resources:

• Thanks to Bill Nalu, Karim Morsli, Greg Buckley and Chris Cloutier for their contribution to the aftermarket’s premier podcast.
• Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
• Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

Be socially involved and in touch with the show:

Facebook  Twitter  Linked In  Email   Events   Speaking

Subscribe to a mobile listening app HERE.

This episode is brought to you by AAPEX, the Automotive Aftermarket Products Expo. AAPEX represents the $740 billion global automotive aftermarket industry and has everything you need to stay ahead of the curve. With 2,500 exhibiting companies, you’ll see the latest products, parts, and technologies for your business. As a result, the event also offers advanced training for shop owners, technicians, warehouse distributors (WDs) and auto parts retailers, as well as networking opportunities to grow your business. AAPEX 2019 will take place Tuesday, Nov. 5 through Thursday, Nov. 7, at the Sands Expo in Las Vegas. Therefore, more than 48,000 targeted buyers are expected to attend, and approximately 162,000 automotive aftermarket professionals. They will be from 135 countries which are projected to be in Las Vegas during AAPEX 2019. For information, visit aapexshow.com

Mandy Pennington is the Director of Internet Marketing at Net Driven, a website and digital marketing provider exclusively dedicated to serving the automotive industry. With nearly a decade of experience in internet marketing, Mandy has worked with hundreds of businesses in industries ranging from local automotive to nationwide e-commerce.

Mandy is also a published freelance writer and a regular contributor to Search Engine People, a digital marketing industry blog. She instructs graduate and undergraduate courses in Communication Arts at Marywood University in Scranton, PA.

Founded in 2007, Net Driven supplies the automotive industry with a comprehensive suite of web presence products including website solutions, Internet marketing services, and social media support. The company’s products are designed by automotive industry veterans to meet the specific needs of the automotive industry. Net Driven’s primary client base is independent automotive businesses including tire dealers, auto repair shops, auto body shops, used car dealers and auto parts retailers.

Key Talking Points:

• Customer Purchase Journey- any touch point customer has with the business. Online- website,  or social media
  • Consumers are constantly on different channels to gather information
  • Offline- ask customers how they use website, what is easy about it? What is helpful?
  • Google analytics data, bounce rates, time on site
  • Micro-moments- User behavior: I want to do something, I want to go somewhere, I want to learn something, I want to buy something. How can you make yourself present during all of these micro-moments?
  • SEO- Informative content, be able to serve intent, have a local business presence.
  • Online reviews- Business that respond to reviews and are active have higher engagement rate with customers. Customers see ongoing dialogue and will be listened to and heard. Perceived as a trustworthy business. More reviews and positive mentions cause more SEO traffic.
  • Phone- how the phones are answered
  • Waiting room- cleanliness, amenities provided
• Perception vs Reality of Customer Journey
  • Work backward to see how clients found you and their experience throughout the process; how can you improve the entire journey? Listen and empathize.
  • Become your client’s “Day Maker” even if it’s as simple as coffee machine and comfortable seating. Positive experience.
• Customer Journey Mapping
  • How do customers get to know me? What are interactions along the way? Where do they see me online? What do they click on? Which locations do they call first? Email? What are they looking for?
  • You are able to see weaknesses in their journey to you
    • Start with talking with one customer a day to evaluate, you’ll start to see trends.
• Trends on the rise
  • Mobile presence for a website is key, need to have either a responsive or mobile-optimized version available.
  • Voice search will become a big component of search. The technology is still developing.

Net Driven Website HERE.

Be socially involved and in touch with the show:
Facebook   Twitter   Linked In   Email

This episode is brought to you by Federal-Mogul Motorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com

Download the Remarkable Results Radio listening APP for your smart device:

It all started when Jennifer Filzen decided to become a singer/songwriter and created her first pop music album, Sirena. Her marketing and sales talents afforded her the opportunity to get her music heard around the world, including India, China, Europe, Australia, and the United States.

Her writing talents launched her into writing SEO content for websites, social media marketing posts, and custom blogs. Today, many auto repair shops around the country choose Rock Star Marketing to put their businesses in the limelight.

Talking Points:

• Rock Star Marketing’s passion is creating joy.
  • Belief in creating SEO content to attract customers.
  • It’s about your story. Everyone has a story and it needs to be told.
• SEO Interview
  • A 2-hour process, two questions: What makes you special and unique? Who is your target demographic?
    • Able to draw backstories that target people that share same values, brings a level of respect and trust. Owners often forget why they started their business in the first place: Rediscover their passion again.
    • Build up to 90 pages of content to differentiate from the competition.
    • Exposes the culture of the business.
  • Fishing for Millennials training course.
    • Rely on the internet as a source of information and recommendations
    • Attracting millennials: Website, Facebook, Twitter, Google+, Youtube, all digital networks
  • Rock Star Marketing
    • Established in 2009
    • First auto client: Roberts Collision Repair in California
      • Blog: Infrared drying process for paint being compared to “car spa, facial, manicure.”
    • She has written for over 300 shops

Rock Star Marketing Website

Be socially involved and in touch with the show:
Facebook   Twitter   Linked In   Email    Events    Speaking

This episode is brought to you by Federal-MogulMotorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com

Download the Remarkable Results Radio listening APP for your smart device:

Marion Miller is founder and owner of CMR Inc and says she is living the dream. Her goal is to help shop owners grow their business by making their marketing easy and affordable.

Marion has  24+ years of marketing experience. She started CMR Inc with a simple approach – treat the customer’s goals and budget as it if were hers personally and use her creativity and experience to gain results and reduce costs.

CMR has received national recognition for receiving: A Top 10 Automotive Website honor in 2015 & 2016.

Marion has experience in banking, automotive dealerships, and radio. She was featured on CNN, Metro Nashville, Evansville, and Clarksville TV stations, as well as Google News for her online local newspaper which focused on SEO and local news.

She is an ideas person and says that the CMR team and her are fluid like their iconic water logo suggests; always changing and searching for new ideas.

Talking Points:

• The Homepage is most visited.
  • You want everything your customer needs to know on that page.
• In 2020 40% of all searches will be verbal.
• By 2020 50 Billion mobile devices will be in operation.
• A website needs to be geared to ‘text’ because of verbal search.
  • You must have your keywords in sentence form.
• You are working to find Google. They will refer you.
• If your site isn’t changing you’ll need to post a blog regularly so you stay relevant with Google.
• Your home page is your calling card.
• How to start blogging.
• People want to know everything about your shop
  • Are you pet-friendly?
  • How can I get to work if I drop off my car?
  • Do you have an expresso machine?
  • Do you do community?
• A video of your shop is important.
  • Can be done by the shop owner and not a professional.
• Top 3 ingredients to an award-winning website.
  • #1 Must be functional. The customer needs to find everything they want in two clicks.
    • Easy to get to the places where they want to go.
    • Call to actions must be clear.
  • #2 Content. Content. Content.
  • #3 Personalize.
    • Who you are.
    • Your reviews.
      • People trust on-line reviews eight out of ten times.
    • The power of the review is more powerful than a recommendation from a friend.
  • Claim your Google Listing.
  • You don’t need fancy. You need weight.
    • Google will see the depth of the site.
  • You need consistency between all platforms including social.
  • Control your online presence.

CMR Website

Marion M Miller
President, CMR Inc

140 S Main Street
Suite 102
Madisonville KY 42431

270-339-4176

Be socially involved and in touch with the show:
Facebook   Twitter   Linked In   Email

This episode is brought to you by Federal-Mogul Motorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com