Industry Terminology: It’s Time to Change it. Can You Get Behind This? [RR 571]

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. website HERE.

Bob Greenwood, AMAM (Accredited Master Automotive Manager) is President and C.E.O. of Automotive Aftermarket E-Learning Centre Ltd. (AAEC). It is a company focused on providing Business Management Resources and Development for the Independent Sector of the aftermarket industry. Its content and technology is recognized as part of the curriculum of the Fixed Operations Diploma and the Aftermarket Degree courses taken at the Automotive Business School of Canada at Georgian College located in Barrie Ontario Canada. This school is the leader and only college in Canada that offers an automotive business education. AAEC is also recognized by the Automotive Management Institute (AMI), located in North Richland Hills, Texas USA, allowing 80 credits for successful completion of the AAEC E-Learning portion of the site towards the 120 credits required to obtain the reputable Accredited Automotive Manager (AAM) designation. Bob’s previous episodes are HERE. AAEC website HERE.

Key Talking Points:

  • Necessary changes to our Industry terminology because of the profession we’ve become
  • We use too many industry terms with our customers such as work order instead of invoice
  • Business Owner – IN vs Shop Owner – OUT Anyone can own a shop, but it takes a certain person to own a business and be a leader.There is also a difference between entrepreneurs and business owners- chasing a dream and ideas vs looking at numbers in business and building people within a business.
  • Work on your business instead of in your business
  • The business owner should elevate to a CEO – Chief Executive Officer
  • Going from a Trade -OUT to a Profession – IN.A change in mindset and discipline to be focused on making net profit. 


  • Client strategic business – IN vs Customer-based business – OUT You have a responsibility for clients and have earned trust. Customers come and go.
  • What makes you unique and different? Your value proposition
  • What do you bring to the table that others do not?
  • You don’t sell clients. You council them.
  • Relationships build trust
  • Council not sell- understand vehicle and client. 
  • Changing your mindset using language. If you think of yourself as a CEO vs an owner will change how you approach things as a leaderCEO- IN vs Shop Owner – OUT
  • Service Consultant/Advisor – IN vs Counter salesperson/writer – OUTRelationships built trust
  • Technician- IN vs Mechanic -OUT
  • Invoice – IN vs Work order – OUT 


  • The terminology of business software. Acronyms SMS shop management system,
  • DMS (dealer management system) vs POS (point of sale system)
  • Development – IN vs Training – OUTDevelopment classes scheduled for the next year for entire team
  • Attracting younger generation- skill level continues to elevate with the amount of technology within vehicles 


  • Business cards for your team members should include their certifications or professional accreditations
  • Change starts with the owner- set expectations and defines the language used within the business You have to understand your people, how to communicate, motivate, and train. 
  • Are you training and developing your technician? Are they certified? Continue to develop your knowledge
  • Every team member should have a business card with certifications
  • Instructors – IN vs Trainers – OUT – instructors have done research priorAnswer all questions
  • Have a thorough investment with their time and always continue to work on presentation skills
  • Having great knowledge does not necessarily help be a great instructor. You need to know how to be a great presenter. Always looking at how to transfer knowledge and engagement with student
  • A language improvement starts with the ownerThe owner has to lead
  • Are you taking the time to make your people feel like technicians or consultant
  • DVI does not mean you are paperlessDigital does create a paper trail


  • Pro Market Collaborative – IN vs Independent Aftermarket – OUT
  • VSP – Vehicle Service Professional



  • Thanks to Bob Greenwood and Chris Cloutier for their contribution to the aftermarket’s premier podcast.
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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.

Follow the podcast on your favorite podcast listening app and always listen to learn just one thing!