Maximum Octane

Most shop owners do not fail at marketing because they lack effort. They fail because their efforts have no clear purpose behind them. According to Carrie-Lynn Rodenberg, CEO and founder of Turnkey Marketing, effective marketing is not about doing more. It is about doing the right things with intent, strategy, and a measurable goal.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Carrie-Lynn to break down how shop owners can move away from reactive marketing and build campaigns that are aligned with who they are, where they operate, and what they want to achieve. Carrie-Lynn explains why shops waste money on random tactics, why “just doing what your buddy does” never works, and how to define what you want before you spend a dollar.She also shares how Turnkey acts as a true director of marketing for shops, coordinating vendors, reviewing results, listening to calls, and helping owners stay focused on their strengths while the strategy gets handled. The conversation goes into real human psychology, why customers choose one shop over another, and how to attract the right people by understanding what they actually respond to.Tune in to episode 134 of Maximum Octane if you want to learn how to do marketing that brings in cars, builds trust, and supports the life you want outside the shop.Episode Takeaways:4:10 Why most marketing fails when it starts without a clear goal7:20 How Turnkey acts as a true director of marketing for shop owners9:45 Why location, personality, and community involvement change your strategy12:10 How to turn a difficult location into a destination14:40 How human psychology shapes every marketing decision17:00 Why cost, convenience, and clarity matter more than shop owners think20:30 Why discounts only work when they are intentional and trackable22:10 How high-end brands use specials without becoming discount shops25:40 Why marketing only works if your shop has the processes to back it up28:50 The real purpose of an irresistible offer and how to use it responsibly33:10 Why shops with strong systems should not fear a low-cost oil change34:25 How to bring in the right customers instead of more random customersConnect with Carrie-Lynn:LinkedInTurnkey MarketingFollow Turnkey Marketing on InstagramConnect with Turnkey Marketing on FacebookTurnkey Marketing on XLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Most shop owners open their doors because they want to fix what was broken in the last place they worked. But once the dust settles, many realize they built themselves a job, not a business. According to Brian Hammond, one of ATI’s newest coaches and a lifelong entrepreneur, real success begins when you stop thinking like a shop owner and start operating like a business owner.In this episode of Maximum Octane, Kim Hickey and Jason Patel talk with Brian about the truth behind entrepreneurship, the sacrifices it demands, and the mindset shifts required to build something that lasts. Brian shares how losing his corporate job at Goodyear pushed him into business ownership, how his childhood paper route became the foundation for his work ethic, and why processes and profitability are the pillars of any stable company.The conversation dives deep into the realities most shop owners avoid such as setting aside true cash reserves, delaying gratification, refining standard operating procedures, and building a team so strong that the business can thrive whether you are there or not. Kim and Jason also tackle the common excuse of being “just a shop owner” and explain why that thinking traps talented people in survival mode.Tune in to episode 133 of Maximum Octane if you want a clear look at what it really takes to grow, protect, and sustain your business beyond day-to-day chaos.Episode Takeaways:4:10 The real meaning of entrepreneurship and why the market decides what succeeds6:55 Why most shop owners start strong but stall without a bigger mission9:58 How Brian’s job loss pushed him into his first business12:10 Why learning on the fly is not enough without the right mentors15:40 The mistake of building a job instead of building a business16:50 Why breaking even is not a business strategy18:00 Why processes and SOPs are the foundation of stability20:30 How cash reserves change decision-making and open opportunities23:40 Why sacrifice and delayed gratification are nonnegotiable for growth31:20 The mindset shift from shop owner to business ownerConnect with Brian Hammond:WebsiteLinkedInBLE TrainingLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Most shop owners think their biggest challenges are parts, staffing, or car count. According to David Boyd, CEO of Call Inbound, the real problems often hide in places you cannot see: dropped calls, unclear expectations, and communication gaps that quietly drain revenue every single day.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with David to unpack the communication failures that start at the front counter and ripple through the entire shop. David brings the perspective of a Six Sigma master black belt and a decade of experience working inside independent repair shops, helping owners refine their processes and eliminate the costly friction that arises from miscommunication.They delve into the real reasons customers become frustrated, the expectations advisors often overlook, and why shops lose business even when the phone is ringing. David also explains how modern communication tools, call recording, and smart data integration help advisors stay consistent, protect the customer experience, and earn trust at every touchpoint. If you want fewer dropped balls, fewer comebacks, and fewer disappointed customers, this episode lays out the blueprint.Tune in to episode 132 of Maximum Octane to learn how better communication can transform your shop's efficiency, reputation, and bottom line.Episode Takeaways:3:10 How David's Six Sigma background shaped his approach to communication5:30 The perception gap between what owners think customers want and what they actually expect9:40 Why voice communication is still the backbone of the shop experience11:10 The number one miscommunication that leads to customer frustration14:00 How digital tools give advisors instant context that builds trust17:20 Why every shop needs call recording as a diagnostic tool19:10 How to use recordings for training instead of confrontation24:40 The first 15 seconds of a call determine an entire relationship28:20 What shops must know about data security and vendor trust31:00 How AI reduces review time and improves advisor consistency33:40 Why training only works when you can measure progressConnect with David Boyd:LinkedInCall Inbound websiteFollow Call Inbound on InstagramLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Most auto shops know they need marketing, but few understand what customers actually base their decisions on. According to Travis Bickham, Chief Commercial Officer at Shopmonkey, the biggest threat to a shop isn’t competition. It is the trust gap between what customers expect and what shops deliver.In this episode of Maximum Octane, Jason Patel and George Zeeks sit down with Travis Bickham to break down the reality of modern consumer behavior, why transparency is now the new currency, and how shops can use technology to elevate their customer experience instead of complicating it. They cover everything from Google reviews and digital inspections to branding, communication, and the emotional side of making customers feel safe when their vehicle breaks down.Travis also explains why automotive has an unprecedented opportunity to redefine its reputation, how technology is accelerating faster than ever, and why shops that fail to adapt will be left behind. He walks through practical steps shops can implement today to close the trust gap, improve communication, leverage digital tools, and build a brand that customers talk about long after they leave the shop.Tune in to episode 131 of Maximum Octane if you're after a roadmap to stop guessing at marketing and start creating experiences that customers rave about.Episode Takeaways:3:30 Why customers distrust automotive shops and how branding shapes first impressions5:30 Why transparency is becoming the new currency in auto repair7:10 How digital inspections help customers understand and trust repairs10:50 Why shops must protect long-term relationships, not short-term transactions13:50 How people, processes, and technology work together to elevate your brand15:30 Why authentic reviews outperform perfect review scores18:50 How turning transactions into relationships keeps customers returning21:40 Where AI can help and where human advisors still matter most26:20 What shops should look for in technology partners31:20 Why the automotive industry has a huge opportunity to rebrand itselfConnect with Travis Bickham:LinkedInShopmonkeyLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Technology has changed everything about the service advisor role, but it has not replaced the one thing that matters most: people.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Michelle Wood, ATI’s Sales and Service Instructor, to discuss the myths and realities of being a great service advisor in a world of automation, AI, and endless new tools.Michelle shares her journey from dealership receptionist to national trainer and reflects on how the role of service advisors has evolved with technology. She explains how tools like DVIs and automation can improve efficiency, but they cannot replace genuine human connection. Customers do not just want updates. They want to feel seen, heard, and cared for.The conversation also covers the growing need for training and development, the misconception that advisors must be former technicians, and why withholding information to “avoid scaring customers” actually destroys trust.Tune in to episode 130 of Maximum Octane to rediscover the human side of automotive service and learn how to build advisors who do more than sell repairs. They build trust, loyalty, and relationships that last.Episode Takeaways:3:50 Why service advisors do not need to be former technicians to be great communicators5:10 Why nobody cares “how the sausage is made”8:50 Why technology helps, but only if you use it12:20 What AI cannot do and why the human touch matters more than ever13:50 Customers still want to do business with people, not systems17:30 How great advisors read people and tailor their communication20:10 Why honesty about needed repairs builds trust, not fear23:00 The interview question every shop owner should ask27:20 How to find talent in everyday places30:10 Why trust is the ultimate investment in your advisorsConnect with Michelle Wood:LinkedInLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

When leadership breaks down, processes fall apart fast. But rebuilding doesn’t start with systems. It starts with people.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Chris Darmody, General Manager at Graham Auto Repair, to explore what it takes to turn around a struggling organization. When Chris joined the shop, leadership gaps, inconsistent processes, and fading accountability had left the team adrift. Instead of walking away, he leaned into the fire.Drawing on 22 years of experience in the automotive industry, Chris shares how he reignited the culture at Graham by focusing on empowerment, accountability, and communication. He explains how creating structure through SOPs, while keeping the shop’s personality intact, rebuilt trust and consistency, and why real empowerment means giving people both the freedom and the authority to lead. Kim and Jason also draw powerful parallels between diagnosing car issues and diagnosing leadership problems, showing how the same mindset of testing, learning, and refining can transform both people and performance.Tune in to episode 129 of Maximum Octane if you’ve ever inherited a broken team, felt stuck in the weeds, or wondered how to rebuild trust after disruption. Chris’s story proves that great leadership doesn’t just fix problems; it rebuilds belief.Episode Takeaways:3:30 How Chris’s “trial by fire” background prepared him to take over at Graham Auto Repair5:50 The leadership vacuum Chris walked into and how he stabilized two struggling shops7:30 Why passion and purpose matter more than position titles8:10 The hidden truth about inventory, diagnostics, and industry perception11:20 The first red flags Chris noticed and how he rebuilt integrity into daily operations13:20 Why accountability is the ultimate form of empowerment14:50 How team-built SOPs create buy-in and drive consistency18:00 What rebuilding a culture really looks like and why it takes patience21:50 Why every business, no matter how small, needs documented processes26:40 How to truly empower leaders by giving them real authority27:20 Trust, audit, and verify: how to stop micromanaging and start leading32:50 How developing backups for every role sets the stage for expansionConnect with Chris Darmody:LinkedInGraham Auto RepairLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Many shop owners know they need marketing, but too often they get stuck thinking about it instead of doing it. Between SEO, social media, websites, and ads, it’s easy to fall into analysis paralysis; spending so much time comparing options that no real progress happens.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Doug Robison, Director of Sales and Partnerships at Optimize Digital Marketing, to cut through the noise and get practical about marketing. Doug explains that while planning and strategy matter, none of it means anything without action. Waiting for the perfect moment or perfect plan only delays results.He shares how shop owners can confidently choose a marketing partner, what to look for in a digital strategy that actually fits your business, and why consistency matters more than perfection. You’ll also hear how algorithms, websites, and social platforms work together to drive traffic, and why real marketing success comes from collaboration, not delegation.Tune in to episode 128 of Maximum Octane if you’ve been overthinking your next move or waiting for everything to line up just right. Marketing doesn’t have to be confusing. It just has to be done with clarity, consistency, and the right support behind it.Episode Takeaways:3:20 Why analysis paralysis keeps shop owners from moving forward4:00 Why no one should try to handle SEO and social media alone5:40 What algorithms really do and why your content must play by their rules9:20 Why you should start marketing on day one of opening your shop10:50 How hiring experts is often cheaper and smarter than doing it in-house14:40 The pet peeve that reveals which marketing companies to avoid15:20 Why marketing has to be a partnership, not a “do it for me” service18:40 Why you still need a website and how it ties all your marketing together22:50 Why marketing needs constant tuning, just like an oil change schedule27:50 What shop owners actually own (and don’t) when it comes to their websites29:20 Why a stale website loses ranking faster than you thinkConnect with Doug Robison:LinkedInOptimize Digital MarketingLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Trigger Warning: This episode contains open and personal discussion about suicide, grief, and mental health.In the automotive industry, we never hesitate to buy the latest equipment or the right tool for the job. But when it comes to our own mental health, too many of us resist using the tools available to help us heal. Therapy, medication, or calling someone for a chat aren’t weaknesses. They are tools, just like the ones we use every day in the shop.In this powerful and deeply personal episode of Maximum Octane, Kim Hickey and Jason Patel welcome back Lee Anderson of Integrity Auto Care. Lee opens up about going through some of life’s heaviest challenges early on, how those experiences shaped him, and why he is passionate about breaking the stigma around mental health.Lee speaks candidly about grief, depression, and what not to say to someone who is grieving. He also explains why open-door leadership, empathy, and genuine connection matter just as much in a shop as they do in life. Alongside sobering statistics showing suicide rates among automotive technicians more than double the national average, Lee reminds us it’s okay to cry, okay to ask for help, and okay to use the tools available to care for ourselves.Tune in to episode 126 of Maximum Octane if you’ve ever struggled silently, or if you want to support your team better when they’re carrying invisible burdens. Lee’s honesty and resilience will challenge you to view mental health not just as a personal issue, but as a leadership responsibility.Episode Takeaways03:30 Why suicide rates spike around the holidays and what seasonal depression means for mental health05:20 Lee’s personal story of early struggles and how they shaped his outlook on life and business09:20 The questions you should never ask someone grieving a suicide12:00 Why men need to hear it’s okay to cry and show emotion14:00 How talking about loved ones keeps their memory alive17:10 Why it’s vital to talk to someone before mental health spirals19:30 The staggering suicide rate among auto technicians and why the industry needs to pay attention21:20 Why stigma and pride keep too many from getting help25:20 How Lee leads his shops with an open-door policy for employees29:10 Why empathy, listening, and growth conversations build stronger teams31:50 Life is beautiful, depression is real, and no one should face it aloneConnect with Lee Anderson:LinkedInIntegrity Auto CareLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

What does it really take to build a business from scratch when you don’t have a roadmap? For Josh Oberlander, the answer has been equal parts grit, trial and error, and the discipline to keep sharpening himself along the way.In this episode of Maximum Octane, Kim Hickey and Jason Patel talk with Josh Oberlander, co-founder and CRO of Detect Auto, about the unconventional path that shaped him as an entrepreneur. At 24, Josh launched a tree service business with $500 and a rope. That led to a foray into manufacturing a person-tracking fan for technicians, a product that seemed promising but came with its own hard lessons.Josh shares why building a team is harder than most people expect, why the struggle years matter more than the highlight reel, and why continuous learning is the one thing you can never outsource. He also explains how Detect Auto helps shops save time, improve communication, and empower their staff with smarter tools.Tune in to episode 126 of Maximum Octane if you feel stuck between where you are and where you want to go. Josh’s story is proof that persistence, awareness, and a willingness to keep learning can turn setbacks into stepping stones.Episode Takeaways:3:30 How Josh went from environmental science to running a blue-collar tree service business5:20 Why being a skilled technician doesn’t automatically make you a business owner9:10 Why building a team is harder than anyone teaches you10:30 The leap from services to products and the lessons of selling a person-tracking fan to technicians15:50 Why struggle and sweat equity are still the price of growth20:10 Why learning is hard, but staying sharp is non-negotiable21:30 The “Clippy for auto shops” vision behind Detect Auto25:10 What shop owners need in place before adopting AI assistants25:50 How Detect Auto empowers even non-technical front-of-house staff29:20 Why the path less traveled can hold the biggest business opportunities30:55 The entrepreneurial superpower of paying attention inside your own shopConnect with Josh Oberlander:LinkedInDetect AutoConnect with Detect Auto on LinkedInFollow Detect Auto on InstagramFollow Detect Auto on FacebookLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com