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The Auto Repair Marketing Podcast: Daily Summaries Delivered
by Kim and Brian Walker
The Auto Repair Marketing Podcast with Kim and Brian Walker. Experts in their field who work with shop owners take it to the next level and create a unique approach to marketing. See the growth in your business you’ve been working so hard for by using time-proven marketing that works, fueled to go further by your shop's uniqueness.
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- 5 days ago40 min
Auto Hospitality: Turning Phone Calls Into Lifetime Customers with Husein Grabic [E222]
Thanks to our Partner, AppFueledWhat if the problem with your marketing isn’t your marketing?What if the phones are actually ringing, but your service advisors are letting the opportunities walk right back out the door?That’s one of the big ideas we dig into with Husein Grabic, who is doing some pretty unconventional things at his three auto repair shops. Hussein is listening to new-customer phone calls, identifying the objections that are costing his shops business, training his service advisors with mock “ring ring” calls, and pushing his teams well outside their comfort zones.And the results are pretty tough to argue with.One of his shops went from about 220 cars a month to 330 in a single month, while another went from roughly 100 cars and $60,000–$70,000 in monthly revenue to 180 cars and $126,000. We also get into free inspections, price objections, appointment-setting, active deliveries, reviews, customer retention, and what Hussein calls “auto hospitality.”Some of this will probably make you uncomfortable. Good.If you’re a shop owner who wants to get more out of the marketing dollars you’re already spending, this conversation is packed with ideas worth testing in your own shop.Listen to the full episode and see what happens when you stop assuming your team is doing everything right and start listening to what’s actually happening on the phones.Show Notes with TimestampsIntroduction to Husein Grabic The hosts introduce their guest, Husein Grabic, who manages multiple auto care shops and implements innovative marketing and service strategies.The Importance of Listening to Phone Calls Husein explains his practice of listening to every new customer phone call to identify and overcome common objections like price.The Free Inspection Strategy Discussion on the controversial but effective strategy of offering free inspections to get new customers through the door and increase volume.Auto Hospitality and Its Influences Husein coins the term "auto hospitality" and credits industry leaders like Todd Hayes and Aaron Stokes for influencing his approach.Overcoming Team Resistance Husein shares how he proved the value of his new strategies to a hesitant team, resulting in significant growth.Pushing the Team's Limits A story about intentionally overloading a shop with appointments to show the team their true capacity and boost their confidence.High-Energy Phone Calls and "Ring Ring" Training Husein describes using mock phone calls, inspired by Aaron Stokes, to train service advisors on energy and overcoming objections.Improving Phone Call Close Ratios By analyzing phone calls, Husein discovered they weren't dead, just poorly handled, and improved the closing rate from 8% to 30%.The Unique Customer Experience The conversation shifts to the customer's perspective, emphasizing how a positive phone interaction can overcome their initial frustration and anxiety.Simplifying the Phone Call Process Husein's strategy to shorten phone calls and increase efficiency by focusing on simply getting the customer to bring their car in.Customer Retention with Vouchers and Stamp Cards Exploring ideas like oil change stamp cards and car wash vouchers to incentivize repeat business and enhance the customer experience.The Active Delivery Process for Reviews Husein details his dealership-style active delivery process, which involves personally reviewing the work with customers to encourage positive online reviews.The Power of Using a Customer's Name The importance of using a customer's first name from the initial call to build rapport and create a welcoming experience.Podcast Wrap-up and Final Tip The hosts thank Husein for his insights, and he recommends the phone system Octa-Rocket for shops struggling with phone calls.How To Get In TouchJoin The Auto Repair Marketing Mastermind Group on FacebookMeet The ProsFollow SMP on FacebookFo
- 1 weeks ago30 min
The World is Taking Out Its Garbage with Chris Cotton [E221]
Thanks to our Partner, AppFueledThe world is churning. Business is changing. Car counts are down for a lot of shops, customers are feeling the squeeze, and it seems like everybody is getting kicked while they’re down.But here’s the thing: none of that is an excuse.In this episode of the Auto Repair Marketing Podcast, Brian Walker and Chris Cotton talk about what it really means to operate your shop when things get slow. They talk about planning for predictable slow periods, making the most of every car that comes through the door, increasing your ARO, building relationship “coins” with your customers, and why having enough service advisors can make a bigger difference than you might think.They also get into something every shop owner needs to hear: slow times are a great opportunity to fix broken processes, improve your customer experience, and double down while your competition is laying down.You may not be able to control what’s happening in the world. You can control what you do about it.Give this episode a listen and find out how to turn a slow season into an opportunity to separate your shop from the competition.Lagniappe (Books, Links, Other Podcasts, etc)The Weekly Blitz PodcastChris CottonSimon SinekAutoFix Auto Shop CoachingThanks to our Partner, AppFueledAppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics 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/
- 2 weeks ago46 min
Endless Customers For Auto Repair Shops with Caroline Estess [E220]
Thanks to our Partner, AppFueledTrust is becoming the currency of search, and auto repair shops that are willing to educate their customers are going to have a serious advantage.Brian Walker sits down with Shop Marketing Pros CMO Caroline Estess to dig into Marcus Sheridan’s Endless Customers methodology and what it looks like when applied to an auto repair shop. They get into some of the things that make shop owners uncomfortable like talking about pricing, diagnostic fees, competitors, and the questions customers are already asking before they ever pick up the phone.They also break down how video, assignment selling, website configurators, and educational content can help your shop become the trusted authority in your market while improving the customer experience and preparing your marketing for AI-driven search.If you want your shop to be the one Google, ChatGPT, Gemini, and your future customers trust enough to recommend, this is a conversation you need to hear. Listen now and learn how to turn the questions your customers are already asking into content that helps fill your bays.How To Get In TouchJoin The Auto Repair Marketing Mastermind Group on FacebookMeet The ProsFollow SMP on FacebookFollow SMP on InstagramGet The Ultimate Guide to Auto Repair Shop Marketing BookEmail Us Podcast Questions or Topics Lagniappe (Books, Links, Other Podcasts, etc)Endless Customers by Marcus SheridanThey Ask You Answer by Marcus SheridanThanks to our Partner, AppFueledAppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics 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://autorepairmarke
- 3 weeks ago30 min
The Proactive Keyword Lifecycle System with Michelle Travis [E219]
Thanks to our Partner, AppFueledSEO can easily turn into a game of watching rankings, reporting what happened, and waiting to see what happens next. But what if there was a better way to know exactly when it’s time to stop focusing on one keyword and start going after the next opportunity?Brian Walker sits down with Shop Marketing Pros Director of SEO Michelle Travis to break down the new SMP Proactive Keyword Lifecycle System and how it changes SEO from reactive to proactive. They dig into how keywords are discovered, qualified, accelerated, validated, and eventually “graduated” once they reach meaningful and stable positions in search.They also get into why SEO timelines can look completely different for a rural shop versus a shop surrounded by hundreds of competitors in a major metro area, how keyword difficulty affects expectations, and why focusing on 20 keywords doesn’t mean your shop will only rank for 20 keywords.And the early numbers behind the system are pretty impressive. During beta testing, 31% of the tracked keywords graduated within the first 30 days, with nearly all of those maintaining their graduation status during the following 30 days.If you want a better understanding of what your shop’s SEO company should actually be doing behind the scenes and how a real strategy should keep moving forward instead of sitting in maintenance mode. Listen to the full episode.Show Notes with TimestampsIntroduction to the Episode Host Brian Walker introduces guest Michelle Travis and the topic: a new SEO system for auto repair shops.The Problem with Old SEO Methods Michelle explains the challenges of managing too many keywords, leading to a reactive, maintenance-only mode without clear focus.Shifting from Reactive to Proactive SEO The discussion shifts to how the new system allows for a proactive strategy, using data to decide future actions.The Concept of "Graduating" Keywords Michelle details the lifecycle stages of a keyword, from discovery and qualification to the final stage of "graduating" it.Defining Keyword Graduation Graduation is defined as achieving meaningful visibility (top 3-4 positions) consistently, allowing focus to shift to new keywords.Managing the Keyword Backlog The system uses a backlog to replace graduated keywords, ensuring a continuous, focused effort on a manageable number of terms.Categorizing Keyword Difficulty Keywords are broken down into high-priority, moderate, and hyperlocal categories, each with different timelines and strategic approaches.Setting Performance Benchmarks The system allows the agency to set clear performance benchmarks based on market size and shop type to measure success.Initial Beta Test Results Michelle shares impressive results from a beta test, where 31% of keywords graduated within the first 30 days.The Broader Impact of Focused SEO Focusing on 20 keywords doesn't limit ranking; it naturally improves visibility for hundreds of related terms through modern SEO.Natural Language Processing in SEO The hosts discuss how search engines understand context and synonyms, making content more effective without keyword stuffing.System Rollout and Client Benefits The new system is being rolled out to all clients, providing a clear workbook to set and manage expectations.How To Get In TouchJoin The Auto Repair Marketing Mastermind Group on FacebookMeet The ProsFollow SMP on FacebookFollow SMP on InstagramGet The Ultimate Guide to Auto Repair Shop Marketing BookEmail Us Podcast Questions or Topics Thanks to our Partner, AppFueledAppFueled at appfueled.com. “Are you ready to convert clients to members?
- Aug 19, 202641 min
37% of Your Leads Are Booking. Where Are the Rest Going? Real Data with Stan Stokes [E218]
Thanks to our Partner, AppFueledSEO can easily turn into a game of watching rankings, reporting what happened, and waiting to see what happens next. But what if there was a better way to know exactly when it’s time to stop focusing on one keyword and start going after the next opportunity?Brian Walker sits down with Shop Marketing Pros Director of SEO Michelle Travis to break down the new SMP Proactive Keyword Lifecycle System and how it changes SEO from reactive to proactive. They dig into how keywords are discovered, qualified, accelerated, validated, and eventually “graduated” once they reach meaningful and stable positions in search.They also get into why SEO timelines can look completely different for a rural shop versus a shop surrounded by hundreds of competitors in a major metro area, how keyword difficulty affects expectations, and why focusing on 20 keywords doesn’t mean your shop will only rank for 20 keywords.And the early numbers behind the system are pretty impressive. During beta testing, 31% of the tracked keywords graduated within the first 30 days, with nearly all of those maintaining their graduation status during the following 30 days.If you want a better understanding of what your shop’s SEO company should actually be doing behind the scenes and how a real strategy should keep moving forward instead of sitting in maintenance mode. Listen to the full episode.Show Notes with TimestampsIntroduction to Stan Stokes and GuestX Host Brian Walker introduces guest Stan Stokes and his company, GuestX, which analyzes phone calls for auto repair shops.The Origin of the Partnership Brian explains how his marketing agency started using GuestX's AI to replace manually listening to and analyzing client phone calls.The Problem with Marketing Leads Stan discusses how shops often blame marketing for slow business, when the real issue is converting phone opportunities into actual customers.Analyzing the Data: Booked Appointment Rate Stan reveals a 37% booked appointment rate from a sample of over 17,000 calls from top-tier auto repair shops.Reasons for Missed Opportunities A breakdown of why appointments aren't booked, with 65% of the time being because the service advisor never offered one.The Financial Impact of Missed Calls Stan calculates that improving the booking rate by just 10% could equate to an average of $10,000 per shop.Understanding New Customer Behavior Discussion on the difference between planned and unplanned service needs and why new customers often lead with questions about price.The "Price Shopper" Misconception Brian argues against labeling customers as "price shoppers" just because they ask about cost, calling it an arrogant perspective.The Power of a Simple Question Stan explains how asking "what concerns are you having?" can completely change the outcome of a call with a new customer.Real-Time Recovery and Coaching The discussion turns to using call analysis data for real-time recovery of missed appointments and for targeted team coaching.The Handoff from Marketing to Sales Brian emphasizes the critical point where marketing efforts end and the shop's sales and customer service performance takes over.The Success of Top-Performing Shops Brian highlights shops that excel at converting calls, noting their high booking rates are due to focusing on phone skills.Knowing Your Key Performance Indicators (KPIs) Stan stresses the importance of knowing front-of-house KPIs, like the percentage of new versus returning customers, to guide strategy.How to Contact Stan Stokes Stan provides information on how listeners can get in touch with him and learn more about his company, GuestX.How To Get In TouchJoin The Auto Repair Marketing Mastermind Group on FacebookMeet The ProsFollow SMP on FacebookFollow SMP on Instagram<a href="http://shopmarketingpros.com/book" rel="n
- Aug 12, 202627 min
Running an Auto Repair Shop in Alaska with Robert Wright [E217]
Thanks to our Partner, AppFueledAlaska may be known for its breathtaking scenery and extreme conditions, but running a successful auto repair shop there comes with challenges that most shop owners in the Lower 48 never have to consider. In this conversation, Brian and Kim sit down with Robert Wright of 1023 Diesel & Fleet in Palmer, Alaska, to explore what it's really like to own and grow a shop in one of the most unique automotive markets in the country. From marketing in remote communities and building a strong shop culture to navigating harsh winters, seasonal demand, staffing, and expanding from a diesel specialty shop into general automotive repair, Robert shares practical insights that apply no matter where your shop is located. If you're looking for fresh perspectives on leadership, marketing, and growing a thriving repair business, you won't want to miss this episode. Listen now and discover what every shop owner can learn from doing business in the Last Frontier.Show Notes with TimestampsIntroduction to the Podcast and Guest Host Brian Walker introduces co-host Kim and guest Robert Wright, owner of 1023 Diesel in Palmer, Alaska.Misconceptions and Realities of Alaska The hosts and guest discuss common stereotypes about Alaska from TV shows versus the reality of living there.Life in Palmer, Alaska Robert describes the Palmer area, its proximity to Anchorage, its history as a farming colony, and its Midwest feel.Remote Alaskan Living Discussion about the "road system" and how people access remote locations like Robert's cabin via plane, boat, or snowmachine.The Shop's Origins and Evolution Robert explains how 1023 Diesel started in his garage and evolved from a diesel-only specialty shop to general automotive repair.Defining "Rural" in Alaska The hosts and guest discuss the perception of "rural" and how Palmer is considered part of Alaska's main population center.Marketing to Remote Customers Robert explains that customers travel hundreds of miles for service and how word-of-mouth is crucial for reaching off-grid communities.Community Involvement in Marketing The importance of "boots on the ground" community marketing is discussed as an effective, old-fashioned approach in Alaska.Sponsor Message: AppFueled A commercial break for the podcast sponsor, AppFueled, which creates custom loyalty apps for auto repair shops.Climate and Seasonality in Business Discussion about Palmer's unique weather, including extreme winds, and how it creates seasonality in the auto repair business.Alaska's "Break Up" Season Robert explains the spring "break up" season, when thawing ground leads to road weight restrictions, causing a business slowdown.Studded Tires and Winter Business The group discusses state-mandated studded tires for winter traction and how tire changeovers create a busy season for shops.Corrosion and Winterizing Vehicles The conversation covers the extreme rust on off-highway vehicles and the specifics of winterizing vehicles for the Alaskan climate.Staffing and Recruitment in Alaska Robert discusses the challenges and strategies for finding technicians, noting that Alaska is a destination state for many.Building an Attractive Shop Culture The importance of having a great facility, reputation, and culture, including a four-day workweek, to attract top talent.Customer Loyalty in Alaskan Communities The hosts and guest talk about the strong sense of community loyalty in Alaska and the importance of reputation.Using a Rewards Program for Community Good Robert shares how he used his shop's customer rewards program to raise funds for an injured community member.Closing Remarks and Invitation to Visit Robert invites listeners to visit Alaska and offers to give them advice or show them around.How To Get In TouchJoin The Auto Repair Marketing Mastermind Group on FacebookMeet The ProsFollow SMP on Facebook<
- Aug 5, 202648 min
Could You Be Ready for a Fractional CFO? with Eric Joern [E216]
Thanks to our Partner, AppFueledToo many shop owners start their businesses because they're great at fixing cars, not because they're accountants, tax experts, or financial strategists. Unfortunately, that's where a lot of costly mistakes begin.Brian sits down with Eric Joern of Kaizen CPAs for an honest conversation about the financial side of running an auto repair shop. From common bookkeeping mistakes and tax planning myths to the real difference between a bookkeeper, CPA, and fractional CFO, this episode is packed with practical advice that can help you build a stronger, more profitable business. Brian also shares lessons from his own entrepreneurial journey, including the financial mistakes that ultimately shaped the way he runs his business today.If you're ready to understand your numbers, make better business decisions, and build a shop that's financially healthy for the long haul, you won't want to miss this conversation. Listen now wherever you get your podcasts.Lagniappe (Books, Links, Other Podcasts, etc)The E-Myth Revisited by Michael E. GerberProfit First by Mike MichalowiczKaizen CPAsThanks to our Partner, AppFueledAppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/Download Our Free Mobile Podcast App: https://automotiverepairpodcastnetwork.com/app/Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Storytelling and Open Discussion. https://remarkableresults.biz/Automotive Field Theory with Matt Fanslow: From Diagnostics to Quantum Physics 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/
- Jul 29, 202637 min
Advertising Doesn't Fix Car Count Problems with Joe Marconi [E215]
Thanks to our Partners, Shop Boss and AppFueledJoe Marconi believes one of the biggest mistakes auto repair shop owners make is assuming that more advertising will solve declining car count. In reality, marketing can make the phone ring, but what happens after a customer walks through the door determines whether they'll ever come back. Brian Walker and Joe dive into the critical difference between customer acquisition and retention, why hospitality should be at the center of every auto repair shop, and how internal processes, culture, leadership, and customer experience ultimately drive long-term growth. If you've ever wondered why your marketing isn't producing the results you expected, this conversation will challenge the way you think about growing your business.Listen to the full episode to discover how to turn first-time customers into lifelong advocates.Show Notes with TimestampsIntroduction to the Topic Host Brian Walker introduces guest Joe Marconi and the topic of his article, "Advertising doesn't Fix Car Count Problems."The Original, Stronger Title Joe reveals his article's original title was "Advertising doesn't sell anything and I can prove it," but it was toned down.Acquisition vs. Retention The discussion shifts to the difference between acquiring new customers and the crucial, often overlooked, aspect of retaining them.The Biggest Misconception Joe explains the biggest misconception is that advertising alone can solve weak sales or low car counts for a shop.Internal Marketing is Key The conversation highlights that every interaction with a customer inside the shop is a form of marketing that builds relationships.Building a Positive Culture Joe advises shop owners to establish a strong internal marketing plan and a positive culture before spending more on advertising.The Hospitality Industry The speakers discuss how auto repair shops should adopt a hospitality mindset, similar to restaurants and hotels, to improve customer experience.The Walt Disney Effect Joe explains how customers judge a shop on how they were treated, not the technical details of the repair.A Real-World Example Joe shares a story of a large shop that thought it had a car count problem but actually had an internal process problem.The Dangers of Automation Brian shares examples of how automated call trees and poor service advisor responses can undermine even the best marketing efforts.Mapping the 5-Star Experience Joe outlines the steps to creating a world-class customer experience, from their first online search to post-repair follow-up.Remembering the Details The importance of using the shop management system to note personal details about clients to build stronger, lasting relationships.What to Do Before Spending on Marketing Joe advises owners to first evaluate their business goals and, most importantly, focus on the employee experience before increasing ad spend.Happy Employees Equal Happy Clients The discussion emphasizes the direct link between a positive employee culture and a positive customer experience, citing Chick-fil-A as an example.Playing the Long Game Brian explains why his agency advises shops with internal issues to fix those first, ensuring a better long-term marketing ROI.Fix the Shop Owner First Joe stresses that a shop's success often starts with the owner's mindset, leadership, and willingness to address internal problems.How to Contact Joe Marconi Joe shares how listeners can get in touch with him and Elite Worldwide for coaching and advice.Lagniappe (Books, Links, Other Podcasts, etc)Unreasonable Hospitality Thanks to our Partners, Shop Boss and AppFueledThis episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair business
About The Auto Repair Marketing Podcast
The Auto Repair Marketing Podcast with Kim and Brian Walker. Experts in their field who work with shop owners take it to the next level and create a unique approach to marketing. See the growth in your business you’ve been working so hard for by using time-proven marketing that works, fueled to go further by your shop's uniqueness.
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