Practice What You Preach: Coach Chris Cotton’s Shop Ownership Experience [RR 1055]
Thanks to our Partners, NAPA Auto Care and NAPA TRACS
Chris Cotton’s latest venture into shop ownership puts his coaching philosophy to the ultimate test, and the results speak volumes.
Episode Highlights:
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Shop Acquisition and Rapid Payoff: Despite once saying he’d never own a shop again, Chris purchased Firestone of Durango about a year ago, calling it “too good of a deal to pass up.” Planned as a three-year owner-financed purchase, he paid it off in just six months.
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Profitability and Growth: With a 31% net profit (compared to the industry average of 5–8%), the shop’s success reflects the very systems Chris teaches.
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Advertising and Expansion: Spending roughly $10K per month, Chris follows his mantra: “Advertise for the shop you want to be, not the shop you are.” He prioritizes Local Service Ads (LSAs).
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Operations and Staffing: Chris rejects the idea of a “technician shortage,” noting great shops attract great people.
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Coaching in Action: Chris practices what he preaches: action based learning, accountability, and focusing on fundamentals like proper pricing before chasing more customers. For owners eyeing an eventual exit, he advises cleaning up financials 3–5 years in advance and building a business that thrives without daily owner involvement.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix – Auto Shop Coaching. https://chriscotton.captivate.fm/
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/
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- 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
About the author, Carm Capriotto, AAP
Carm is the founder and host of the Remarkable Results Radio Podcast and the pioneer of automotive aftermarket podcasts. Carm calls on his years of experience in the aftermarket to bring engaging stories from his guests.
Listen to raw, unfiltered, honest, and sincere stories that include insights, trends, best practices, and expertise. Each interview brings an opportunity to learn one new thing through the stories of personal achievement. Many podcast guests tell their story of transformation from working in their business to working on it.
As host of over 1,000 episodes, Carm uses his enthusiasm and passion for the aftermarket especially the service sector to take his listeners on a journey showcasing successful service professionals’ paths to Remarkable Results. He also enjoys interviews with aftermarket industry thought leaders who bring their industry perspectives to his listener.
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