Guest Host and Shop Tour with Jorge Gilligan, Revolution Motor Works, Finksburg, MD. Jorge discusses his new satellite location, located across the street from the main shop.

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Jorge Gilligan, Revolution Motor Works, Finksburg, MD Listen to Jorge’s Episodes HERE.

Key Talking Points

• Opened a satellite location 1 year ago, about ¼ mile away- it needed a lot of remodeling (new electrical, paint, cleanup, lighting), but the sweat equity was worth it. More space than 1st location. Hub for bigger work to be done. 
• New technician- starts at 1st location, then will be relocated to satellite  
• 2 advisors take turns shuttling parts
• Has apprentice in the works from the dealership

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Important Books

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Dorman gives people greater freedom to fix vehicles by constantly developing new repair solutions that put owners and technicians first. Take the Dorman Virtual Tour at www.DormanProducts.com/Tour

Customer amenities aren’t just a snack bar and some coffee k-cups. It takes more to deepen a relationship.  My panel of shop owners goes beyond the free wifi and beverages to really wow their customers and make that lasting impression. Amenities are your ultimate marketing tool for your business. Take Note!

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Rachel Spencer, Spencer’s Auto Repair, Krum, Texas. Rachel’s Previous Episodes HERE

Matt Lachowitzer, Matt’s Automotive Service Center, Fargo-Moorhead, North Dakota and Minnesota. Listen to Matt’s previous episodes HERE

Jorge Gilligan, Revolution Motor Works, Finksburg, MD Listen to Jorge’s Episodes HERE.

Key Talking Points

• Why Amenities- loaner cars, coffee, tea, branded water bottle, free wifi, hand sanitizers, ice scrappers, little things make a big difference.
• Customer experience- ‘be so good they won’t forget you,’ it’s your ultimate marketing tool. Customers expect the repair to be done correctly, but what gives them a lasting impression?
• As an owner, show your team members and vendors the same amount of service as you do your guests
• FORD- family, occupation, recreation, dreams
• Any car seat gets a buckled bear in the car seat by technicians- notes are saved in a customer file
• Wow Budget- empowered employees
• Swag- normally under $1, $30-40 swag bag for VIP customers
• “Any way you slice it, we’re grateful for you” $1 pies for customers with VIP card
• “Thanks for being the heart of our business” Valentine’s day mug of treats
• “Thanks for making our spirit’s bright” Christmas Candle
• “We like the way you roll; thanks for coming in.” Tootsie roll
• Here is a picture from Matt Lachowitzer. A welcome to his customer:

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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

Key Talking Points

• Dealership “trains” customers that they need to have their car serviced at the dealership.
• Let the service speak for itself
• The warranty on repairs is only 12 months/12,000 miles, some imports have just upped the warranty to 24 months/24,000 miles- independents can offer 3 years 36,000
• Offering better product as a whole-perception of professionalism (atmosphere/waiting area/website/exterior etc)
• “Let us be your Google.”
• Developing lifetime customers- personal touch and building trust
• Offering convenience- loaner vehicles, pickup and delivery services to our customers at no cost, Uber and Lyft rides
• We use the best quality OEM parts. 
• We offer a touchless service that uses a secure online payment portal as well as an outdoor lockbox system.

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Important Books

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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

Are you seeing auto shops in your area get hundreds of 5-star Google reviews and are you feeling left behind because your shop only has a few?

Hey look, Broadly is your answer to getting more online reviews. With more reviews, your business will rank higher in search results — and that means more customers coming into your shop every day.
Broadly helps you automatically request reviews so that your customers can promote your business with just one click. When you immediately ask for a review after service, when the experience is still fresh in their mind, you’re more likely to get a 5-star positive review. Plus, asking for feedback makes your customer feel valued and more connected to your business. Isn’t that what you want a connected customer? See how Broadly can help grow your auto shop.  Visit www.getbroadly.com/chat to learn more.

The Panel

Jake Sorensen, McNeil’s Auto Care, Sandy, UT 2019 NAPA ASE Technician of the Year and 2019 Ratchet + Wrench All-Star technician of the year. He is an ASE Master technician with L1,2 and 3 advanced level certifications. He is the shop manager and diagnostic technician at McNeil’s Auto Care in Sandy, UT where he helped develop an apprenticeship program that is registered with the U.S. Department of Labor. This program has graduated several high-performing automotive technicians and was used by NAPA Auto Care as a template for their automotive apprenticeship program. Jake also developed the curriculum for an automotive course that he teaches at an adult education high school. Listen to Jake’s previous episodes HERE

Jorge Gilligan, Revolution Motor Works, Finksburg, MD Listen to Jorge’s Episodes HERE.

Jon Kloosterman, Director of Operations WestSide Auto Group, Zeeland, MI, 3 Locations. Jon started in the Automotive Industry in 2008 as a General Service Technician for Westside Auto Group. In 2012 he became a full time Service Advisor as Westside Auto Group expanded their original location from 3 to 7 bays. He has been part of Westside Auto Group’s growth process holding Manager positions in multiple locations. In 2020 he became the Director of Operations for what is now a 3 location operation that serves communities in West Michigan. He holds multiple ASE Certifications and has had the opportunity to serve on multiple different panels in West Michigan’s Independent world. Listen to Jon’s Episodes HERE

Jason Garrish and Jorge Gilligan, Revolution Motor Works, Finksburg, MD

Key Talking Points

• Partnership agreement between Jorge and Jason- not written yet. Both came from the same dealership and wanted to open their own business.  
• 6 years in business- currently has 5 bays and 4 techs and 2 advisors. In process of expanding with the lease of a new building for a satellite location across the street. A bigger satellite location will open the business up for domestic repairs and fleet. 
• Originally had the mindset that they wanted to be the ‘cheap guys’ but then 2 months into opening business ATI coaches started coming in and invited them to a Saturday boot camp.  
• Apprentice- hired from a dealership and hired master technician as well who trains new employees and the new apprentice- natural mentor. 
• Technician shortage- address younger generation better. On average 50% of graduates from 2-year college that go into dealerships quit the industry. Word of mouth through their existing technicians has been helpful. They enjoy their working environment and tell other friends in the industry about it- internal referral  
• Goal posters- 1, 5 and 10-year goals for personal and business. Helps the owners connect with employees and see what their future aspirations are. 
• In process of implementing EOS
• Culture- growing with the right people. Realizing there needs to be a defined culture.  
• Rocket Fuel Book
• Traction Book

• Thanks to Jason Garrish and Jorge Gilligan for their contribution to the aftermarket’s premier podcast.
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As a member of the NAPA family, AutoCare Center owners can take advantage of the NAPA National Health Program from the NAPA Insurance Center. This “NAPA only” program gives you and your employees access to national “large group” rates on medical insurance with premiums discounted up to 30 percent. These rates are based on the collective purchasing potential of 22,500 NAPA locations including both NAPA AUTO PARTS stores and NAPA AutoCare Centers.

The NAPA Insurance Center can help you with a variety of other insurance benefits too. For more information about The NAPA National Health Benefits program as well as all of the insurance benefits available to your AutoCare Center and your employees, visit the NAPA Benefits Center, at www.napabenefitscenter.com or call the NAPA Benefits Center at 844-627-2123.