Asking for help and admitting you need help is often the last thing struggling business owners want to do. They also might not know who or how to ask. My panel of coaches has experience in the shop business and has a huge tenure as successful aftermarket business coaches. They’ve seen a lot and have helped many find unrivaled business success and a path to financial freedom.

Watch Episode on YouTube

Chris Cotton, AutoFix Auto Shop Coaching and the Chris Cotton Weekly Blitz Podcast

Murray Voth, RPM Training

Brian Gillis, Chief You Net-Results Strategist

Key Talking Points

• Ask for help. Surround yourself with like-minded shop owners who have similar goals and face similar struggles. You don’t have to be alone!
• Stay focused by holding regular meetings. Cast your vision, get buy-in through allowing team input, motivating the crew, improving retention, delivering outstanding customer service, setting goals, celebrating achievements, showing you care, training on process and system, staff development, etc 
• Who is your alter ego to get things done? The Rock is Chris Cotton’s
• Learning styles are different for everyone (dyslexia, ADHD, autism)
• Avoid the rumor mill in your community- gather your team, be transparent, and ask for their help and the help of others in a positive way. Delegate the work. Keep your ego, pride and self-defense in check
• “I can’t raise my labor rate” isn’t an excuse
• Get your financials and all reporting caught up, so you can see where you are at, and what you owe so you can make a plan. Especially your government remittances (taxes)
• “The Gift of Dyslexia” by Ronald Davis on the books page on the website

Important Episodes

Ego Is The Enemy [RR 717]

Stop Being Afraid – Bryan Gossel [RR 517]

Are you a Shop Owner or a Business Owner [RR 525] with Ron Tinner

Taking Your Toolbox Home with Justin Barrett [RR 644]

The Courage to Make Tough Decisions [THA 243]

Hitting Rock Bottom and Climbing out [RR 650]

RR 386: Shop Talk 6 – Making it Work – Husband and Wife Partners

THA 088: Everything I Did Wrong and What I Learned

10 Things That Require Zero Talent [THA 222]

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Important Books

Check out today’s partners:

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

See how Broadly can help YOU grow your auto shop. getbroadly.com/chat

Are you dreaming big enough for yourself and your business? Imagine what next year could look like if you take action today. Don’t let past failures cloud your vision and passion. My guest Bryan Gossel shares his humble beginnings going through bankruptcy with his first business, to his successful 3 store operation today. Listen closely to his journey and story. .

Bryan Gossel, BG Automotive, Fort Collins, CO. Bryan’s Previous Episodes HERE.

The two Phil’s interview as mentioned on the show- HERE.

Key Talking Points

• Went bankrupt with first business with a partner in motorcycle parts and accessories
• BG Automotive- has GM/COO named Phill, Bryan remains the visionary
• Expand your world with networking groups
• Learning to say yes and learning to say no
• Bryan’s 4 pillars- faith family, work, and racing
• Has 37 employees- a total of 68 people (spouses, kids, etc) count on you to not fail 
• Learning curve- being at the home office and allowing his employees to run the business. Know your role and stay in your lane. 
• Are you dreaming big enough? What do you want your salary to be? 
• Everything you do should be setting the business up for sale
• Opened the 2nd and 3rd store a week apart from each other-  budgets, forecasting P&L, processes and procedures, be open to advice from others. Is the owner running the business? What will the numbers look like when you have to hire a general manager? Is the existing business profitable? If you’re buying an empty building consider keeping a list of vendors, equipment, stock, staff, etc. 
• Fail forward and fail faster
• Bryan invests up to 200K in training for himself and his employees. He also offers financial help to them. 
• “We fix people”
• Employees have both virtual and in-person meetings weekly.

Connect with the show:

Aftermarket Radio Network

Subscribe on YouTube

Visit us on the Web

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Become an Insider

Buy me a coffee

Important Books

Check out today’s partner:

Visit www.NAPAAutoCare.com

Bryan Gossel, BG Automotive, Fort Collins, CO. Brian’s Previous Episodes HERE.

Key Talking Points:

• Started as technician and service writerNo structure, education, or much training from shop owner
• Owner didn’t see value in outside training
• Bryan exemplified natural leadership, intuition and communication 
• Partnered together to also buy motorcycle parts and accessory business- had to shut down in 2001 
• Worked in european shop as technician across street  
• Stopped being afraidWanted to become shop owner- bought business and is now a multi shop owner
• Worked 6am-6pm, ate dinner with family then went back to shop from 9pm-3am for years 
• Signed up for ATI training program- changed business (margins and labor rates), still part of program
• Struggled hiring at first- trial and error, now has hiring manager Phil that fills in his weaknessesIf employees don’t know they’re getting let go then you failed as manager- write employees up, hold them accountable, should never be surprised 
• Hard letting go of day to day technician duties- has right team in place to work on business   
• AdviceListen sooner, pay attention and implement what you learn
• If you’re not changing you’re not growing, if you’re not growing you’re dying

Resources:

• Thanks to Bryan Gossel 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.
• Listen for free on Apple Podcasts, Google Podcasts, Spreaker, iHeart Radio, Spotify, Podchaser and many more. Mobile Listening APP’s HERE
• Find every podcast episode HERE.
• Every episode segmented by Series HERE.
• Key Word Search HERE.
• Love what we do? Buy Carm a cup of coffee HERE.

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Buy Carm a Cup of Coffee 

Gold Certification recognizes top tier NAPA AutoCares with a high level of participation in the AutoCare program. The program was built by AutoCare Centers for AutoCare Centers to provide a consistent consumer experience, maximize technology leverage, and reward NAPA’s most committed partners. In other words, Gold Certified AutoCare Centers are the standard bearers for the AutoCare brand nationwide. Simply put, the Gold Certified NAPA AutoCare program, powered by your local shop brand, will separate you from the rest helping you boost your bay counts and your average repair orders.

Learn more about NAPA AutoCare, Gold Certification, and the hundreds of other benefits the NAPA family has to offer by talking with your servicing NAPA store or visit www.NAPAAutoCare.com.

The Panel:

Bryan Gossel, BG Automotive, Fort Collins CO  Brian’s Previous Episodes HERE.

Phil Carpenter, Director of Operations, Urban AutoCare and Avalon Motorsports.

Judi Haglin and husband Dana own Haglin Automotive Inc., a full-service auto repair shop in Boulder, CO, and they’ve been leaders in the Boulder auto repair industry since 1981.

Judi and Dana have a super working relationship and they pay attention to details, share a core value; ‘Everyone Speaks’ that is part of their strong business culture.

They received Motor Age’s Top Shop honor in 2015. Key to their success is they know their roles and together make a strong business owner. They say, “Fixing cars is secondary, we are primarily solving our customer’s problems”. Judi’s previous episodes HERE.

Brad Pellman first started working in the automotive industry at the age of 15 and over his career has held a wide variety of jobs at both dealerships and independent repair shops. In 1995 this dream of owning his own shop became a reality when he opened up Pellman’s Automotive in Boulder, CO with his wife, Lisa.

Brad is ASE master certified and AAM designated as well. He is currently on the Board of Directors for ASE and ASA Colorado, with past board involvement with CCPN and the TECHNET Automotive Council. He has had the added privilege of being designated as one of the Motor Age Top shops in the country. And hopes to continue to raise the awareness and importance of Independent automotive repair across the country. Brad’s previous episodes HERE.

Key Talking Points:

• Training is Maintenance
• Why is the participation low at so many regional and/or national events
• Listen to the commitment from Phil Carpenter as to the number of venues and how many of his team are going to matter how far including Vision, ASA Colorado Summit and STX
• Localize training with your fellow shop owners. Don’t call them competitors call them allies
• Classes for technicians, service advisers and owners
• The power of networking beyond the training
• Build grassroots in your community and create a culture of sharing
• Be the hand up not the handout. Give.
• Also, be willing to receive and then implement a great idea. Don’t regret for years not implementing
• Realize that there is enough business for everyone. You cannot fix all the cars
• A good shop wants the shop across the street to be as good as them
• Same faces show up for training
• When will shops hit the wall because they are not training? Many may have already
• Bring in national trainers to your marketplace, get together with your allies and split the costs
• Have all local competitors work together on training. There is no competition when it comes to the power and value of training
• If you don’t implement the key things you learn you just wasted your time
• When you teach you learn
• ADAS training should be required for all owners, techs and service advisers. Understanding the complexities and calibration routines will help communicate with your customer and respect the technology while working on an ADAS equipped vehicle
• Asking for help is a sign of strength not weakness
• Consider a training bonus at year-end
• Pay for all training
• Do not ask for a written commitment to stay with the shop after you invest in training
• Find a close friend who owns a shop and work together as collaborator and an ally

Resources:

• A special thanks to Bryan Gossel, Brad Pellman, Phil Carpenter, and Judi Haglin 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.

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Join the Ecosystem – Subscribe to the INSIDER NEWSLETTER HERE.

Buy Carm a Cup of 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 shop-ware.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