Maximum Octane

Honest question: What does your auto shop's social media look like? Is it there because "you have to have it," or does it reflect who you are and what your business is all about?This week, we revisit my conversation with Corey Perlman about the dos and don'ts of social media for auto repair shop owners, and why you should view socials as an excellent tool for growth and not a burden. Corey is a Keynote Speaker and Executive Consultant on Social Media and Digital Marketing, the Best-selling Author of "eBoot Camp: Proven Internet Marketing Techniques to Grow Your Business," and the Owner of Impact Social Media.Throughout our conversation, Corey talks about his journey into digital marketing, and how he became a keynote speaker and consultant. He shares his thoughts on how social media impacted how people buy and hire professionals, and what type of content every auto shop owner should aim to create and put out there.Plus, Corey teaches how to respond to negative feedback online, what content is a no-no for auto repair shops, the advantages of hiring social media professionals, and much more.Tune in to episode 115 of Maximum Octane and discover how to take your auto shop's social media from 'just there' to a thriving brand-building platform that attracts customers!"In This Episode, You Will Learn:About Corey's journey into social media advertising and digital marketing (3:00)How digital marketing impacted the car dealership industry (5:10)What an auto repair shop owner should look for in a social media expert (10:30)What kind of content works better for auto repair shops (13:00)Corey talks about social media's unproductive habits for auto shop owners (18:50)How to respond to negative feedback online and negative reviews (24:00)Connect with Corey Perlman:Impact Social Media websiteLinkedInGet Corey's books!Let's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Do you have a notebook filled with valuable information you wrote during a seminar or training that was never opened again? If yes, today's episode is a must-listen for you.This week, we revisit our conversation with the extraordinary Wendy Hawks, General Manager of Riverside Auto Center. After attending an ATI Conference, Wendy decided the notes, the valuable information, and the brilliant ideas born at the conference wouldn't sit in a notebook, covered by dust on a shelf. Instead, she came up with a simple yet effective method to organize those notes and make them the fuel of her personal and professional evolution.Throughout this episode, you'll hear how Wendy changed the dynamics of her business by committing to make small changes every day, about the importance of treating ourselves with compassion when we fail, how organizing and planning your days can utterly transform your life, and much more.Tune in to episode 114 of Maximum Octane and discover the underrated power of taking an extra minute to plan your days, organize your tasks, and become a sharp delegator.In This Episode, You Will Learn:About what made Wendy approach things differently this time (4:40)Why do we tend to beat ourselves when we fail to finish what we have planned to do, and how can we be less harsh with ourselves (9:50)Some non-negotiables that help Wendy remain sharp and responsive (14:00)How to use Wendy's method to live a more intentional life (17:50)Resources:Riverside Auto Center websiteConnect with Wendy:LinkedInLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Is specializing the inevitable path for auto repair shops?This week, we discuss specialization within the automotive industry with Chris Fraser, Co-owner of TLS Motorwork. For years now, Chris and his partners at TLS Motorwork have been working exclusively on Japanese and hybrid cars and, most recently, EVs. Chris is a seasoned automotive professional with over two decades of experience dedicated to pushing the boundaries in the rapidly evolving electric vehicle sector.Throughout this episode, you'll hear Chris' thoughts on the strategic importance of specialization in the automotive repair industry. Chris also talks about the challenges of working on electric vehicles, the need for constant training for internal customers and specific tools, how to adapt to manufacturers' push for more maintenance-free cars, and much more.Tune in to episode 113 of Maximum Octane and discover why specialization might be both the cause and the solution for the automotive industry's reshaping.In This Episode, You Will Learn:A bit about Chris' journey in the automotive industry (2:40)Why can specialization be crucial in the automotive industry (6:00)About the challenges and opportunities in the EV market (9:40)Chris talks about his unique approach to marketing and customer service (13:50)Are auto repair shops ready to adapt to the changes in the industry? (21:50)Conclusion and takeaways (31:00)Connect with Chris Fraser:WebsiteLinkedInLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Mental health issues lead people to believe they are alone in their suffering, and that is, perhaps, one of its trickiest traits.In this episode, we hear about Eric Gibson's victory over the mental health issues that held him hostage inside a dark cloud for years. Eric is the CEO of 5th Gear Automotive, located just outside Denver, Colorado. Despite making good money as an equipment mechanic in California, Eric wasn't happy. His dream of opening his own shop went quickly from a gentle whisper in his ear to a firm voice, which he decided to listen to, and that's how 5th Gear Automotive was born.Throughout this episode, you'll hear about Eric's inspiring journey of self-discovery, resilience, and personal evolution. Eric shares details of the battle he won against his mental health issues, and talks about the people, the habits, and the decisions that helped him get out of the dark cloud he felt he was trapped in. You'll also hear about the importance of seeking help and assistance to improve mental wellness, how caring for and understanding one's inner turmoil can lead to profound personal and professional growth, and much more.In This Episode, You Will Learn:A bit about Eric's dream of having his own shop (2:40)Why you shouldn't try to deal with mental health issues on your own (4:20)Perception versus perspective (10:00)The importance of active listening (21:00)"Be vulnerable around those you can be vulnerable around" (25:10)Connect with Eric Gibson:LinkedIn5th Gear AutomotiveLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

The lack of affordable housing, the younger generation's tendency to adopt dogs instead of having children, and other challenges of the modern world are slowly changing employees' expectations. From the environment in the workspace to their relationship with management, what used to make an auto shop "sticky" for internal customers has evolved. Younger generations now seek workplaces that serve as their "third place," providing a sense of community and belonging beyond just a job.In this episode, Anthony Wrixon from OC Automotive and Diagnostic offers a glimpse of how the automotive industry will (should?) look in the next 30 to 40 years. Between Anthony's decision to stop for someone else and establishing his auto shop in La Habra, California, Anthony gathered dozens of tools from ATI's one-day boot camps, got coached a lot, and learned through trial and error how to build a culture that fitted both his and his internal customers' expectations.Throughout this conversation, Anthony talks about his journey in the automotive industry from internal customer to shop owner, his thoughts on making technicians feel comfortable with him as an owner yet still respecting hierarchies, and how to build healthy relationships at the workplace. Anthony also talks about the importance of establishing clear goals before starting a business, adapting to the industry's rapid changes, and much more.In This Episode, You Will Learn:Anthony talks about his first steps into the automotive industry (3:10)About how ATI's one-day boot camps helped Anthony (5:10)What kind of advice should you listen to when thinking about growing your auto shop (10:00)From internal customer to auto shop owner (14:40)How to make your auto shop sticky for younger generations (20:50)Takeaways (31:00)Connect with Anthony Wrixon:OC Automotive and DiagnosticLinkedInYouTubeInstagramLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Are you aware of the power of coaching and strategic planning to help you elevate your collision shop to the next level?In this episode, we learn from Jeff Zalis' innovative views on how to take collision shops to the leading edge. Jeff is the Owner of "Specialized Auto Craft, Collision Specialists" and a tireless entrepreneur constantly looking to improve his auto shop through transparency with the customer, polishing processes and procedures, and putting the latest technological advances to the service of his auto repair shop.  Throughout this episode, you'll hear about Jeff's unique approach to helping collision shops move forward and how he elevated his shop, Specialized Auto Craft, to the next level through planning and executing growth strategies effectively. Jeff also shares his thoughts on the importance of coaching's guiding hand, how to deal with the challenges of automotive sensor calibrations, and how he improved his documentation process to optimize OEM repair procedures.Jeff also talks about the importance of transparency when dealing with total loss, how he deals with the constant changes in the insurance industry, shares practical tips for independent repair shops, and more.In This Episode, You Will Learn:Jeff talks about tax and benefits load in the collision industry (3:50)Why transparency is crucial when dealing with total loss (9:10)Jeff shares his thoughts on dealing with insurance companies (16:30)How to optimize documentation processes (20:40)It is not "buy the machines, and you are ready to go." Jeff talks about adding new tech the right way (24:50)Connect with Jeff Zalis:Specialized Auto Craft WebsiteLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Do you feel it is time to expand your auto shop and don't know where to start?In today's episode, Robbie Windham from Windham Body Shop joins us to share the blueprint of his auto shop's growth and expansion strategy. Robbie's shop is in New Albany, Mississippi, a small town of about 10,000 people; they recently doubled its size, hired internal customers for their office, parts, blueprints, and paint, got new technicians, and even added an ADAS area.Throughout this episode, you'll hear about Robbie's expansion and growth strategies, his approach to dealing with insurance companies, and maintaining high-quality standards while adding new internal customers to his staff. Robbie also shares insights on managing a young team, how keeping an upfront communication style helped develop a culture that supported his auto shop's growth, and much more.In This Episode, You Will Learn:Robbie shares some details of Windham Body Shop's expansion (2:20)The challenges of implementing an ADAS section (3:10)Training internal customers for new systems (4:40)Robbie talks about how he deals with insurance companies (7:20)The multiple benefits of upfront communication (16:20)What are the strategic reasons for expanding your auto shop (17:10)How to train and retain a young and motivated workforce (21:00)Connect with Robbie Windham:Windham Body ShopFacebookLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

Sometimes, we forget we are in people's business, not the car business. Cars are what bring people to us. - Geoff BermanIn today's episode, Geoff Berman joins us to discuss auto shop repairs' convenience in customer experience and dealing with those moments when the backstage and the front stage intersect.Throughout this episode, you'll hear Kim and Geoff's thoughts on the importance of focusing on the small things that make external customers return to your auto repair shop. They also discuss why creating seamless and stress-free experiences for clients is worth hundreds of times more than simply fixing their cars, and a crucial element some auto shop owners unbelievably forget: marketing how convenient they are!Additionally, you'll hear about the importance of involving both internal and external customers in identifying areas to improve customer experience, how to keep backstage behavior and mannerisms away from the front counter, and much more.In This Episode, You Will Learn:When backstage moments cross the front counter border (2:00)How convenient is your auto repair shop? (7:20)Do your clients know what conveniences you have for them? (15:00)Conveniences don't cost a lot of money (20:10)Make your auto shop as convenient as you can (24:50)Resources:Book: Jon Taffer - Raise the Bar: An Action-Based Method for Maximum Customer ReactionsConnect with Geoff:LinkedInEmail: gberman@autotraining.netLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com

What is the best way to create a culture that positively impacts your auto repair shop?In this episode, Jason Patel, Geoff Berman, and ATI's Collision Division Vice President, Keith Manich, learn from Fred Gestwicki Jr. from Fix It With Fred about the multiple benefits of clear communication and transparency when building an exciting and growth-promoting culture. Fix It With Fred is an AutoTechIQ Certified shop, and a cutting-edge technology-equipped auto shop in Canton, Ohio, that has been committed to customer satisfaction for over 13 years.Throughout this episode, you'll hear Fred's insights on building a positive work culture, providing proper training, and empowering internal customers to improve efficiency and productivity. You'll also hear Fred's thoughts on including different pay plans to incentivize employees, like progressive flat rates, hourly pay, and profit sharing, and why it's imperative to build on clear communication, transparency, and accountability for making any of those work.In This Episode, You Will Learn:A bit about Fred's background and Fix It With Fred's mission (2:40)Why it is crucial to have someone who loves "handling numbers" (8:00)Fred shares his thoughts on the benefit of including different pay plans (14:40)Why proper training can help you make more money (22:10)How to get ready for a mindset change as auto repair shop owners (27:00)Connect with Fred Gestwicki Jr:Fix It With Fred WebsiteFix It With Fred InstagramFix It With Fred TwitterFix It With Fred FacebookLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com