Remembering Aaron - The Best Moments of Success Leaves Clues
Now playing — Shop Fix Academy Podcast
About this episode
Today’s episode is a Berg and Jay sit down to reflect on some of the most impactful moments from the Success Leaves Clues podcast with…
Key takeaways
- —Happiness is a byproduct of fulfillment, not a goal to chase.
- —Investing in relationships and family is crucial for personal and professional success.
- —Asking questions and being vulnerable is key to growth and learning.
- —Success in business often requires stepping out of your comfort zone and making hard decisions.
- —Surrounding yourself with a supportive community can significantly impact your journey.
Frequently asked
- How can I find fulfillment in my work?
- Fulfillment comes from investing in relationships and pursuing your passions, rather than just chasing happiness.
- What should I do if I'm feeling stuck in my business?
- Ask questions, seek mentorship, and be open to learning from others to find new strategies and perspectives.
- How important is community in the automotive industry?
- A supportive community can provide encouragement, share knowledge, and help you navigate challenges, making it essential for success.
▸Full transcript
If you're running after happiness, you're running after the wrong thing. Happiness is a result of fulfillment. Amen. He is so humble to just go, hey, I was wrong back then, here's the right way. And I just love that attitude. Yeah, and that tells you he was balanced in his family. That tells you that he spent the time, he invested. Yeah, it's important to invest in the family and the people around you.
Yeah. For those of you are listening and watching, the whole goal of the podcast is to encourage you. Berg, Jay, you and I are on the show. We are. Today we're gonna do a best of, uh, we're gonna be honoring our good friend Aaron, um, and we're gonna be watching some really cool episodes with him and stuff we were talking about throughout the year, a couple years now., on the show.
So I'm excited about it. Me too. Me too. Probably be a little emotional, but, um, yeah, I'm, I'm super excited. I have loved the podcast and following. Our camera guys put this out here. They've preempted that we're gonna cry during this episode. So I hope you also have your tissues by you. It's gonna happen. We're gonna, we're gonna try to hold it back here.
Yeah. Um, but so I'm excited for it. I do have a little bit of backstory to go into. Okay. Let's hear it. He and I got on. This podcast together. And a little bit, I mean, when you think about all the things that have happened, um, you also think through that there's not a lot of coincidences about the way things happen, but there's a lot of providence, there's a lot of faithfulness from God when stuff like this happens in life.
And I learned to go back a little bit to give you a little story. I don't think you know this, but probably don't. So several years ago, um, I was with a company. Aaron and I kind of had different circles we were in, but I was with a company and we had grown it up to done really well with it. And, um, we ended up selling the company for about $300 million.
So it was a great deal. We all did really well. And then, uh, we moved over to the acquisition company and stayed on with them. Well, after that happened, the company had like 200 people in it. It went downhill drastically. We went down to about 100 people, cut about 50% of the— so wow, time lost, all leadership. Like, it was, it was really heartbreaking.
Of something we built. And I honestly, I was going through a lot of depression during that time. Okay. Um, because you lost a lot of your team. Lots of team, a lot of hope, a lot of just seeing people's lives really broken apart and people who had spent probably 15, 20 years. Some of the people who were in that company had started their careers in that company.
Wow. And then all of a sudden for them to see it go to this thing and then it just broke apart was devastating. Sure. And it was really hard as a leader walking through that. Um, and I was really dealing with a lot and I just kind of, I think it was one of the trips we went to Mexico. I was really struggling and I just, it was really good time to refocus.
And I said, this isn't gonna stop. Like it isn't gonna break me. It isn't gonna change things. We're, I'm gonna do something different. Okay. So I started my own podcast interviewing people just and started networking and getting out there and stuff. Right. Okay. Fast forward 6 months, Thomas, uh, he no longer was doing the podcast. Yep. And TJ calls me out, he's like, hey, you're doing a podcast, I think you'd be great, let's talk about doing the podcast together.
And you just think about that and the framing of things that go wrong, for sure, and figuring out what you can do in those moments that will either break you or turn it into something else. Sure. And like Aaron said in one of the posts, you know, God doesn't call the qualified, be qualified to call. Yep. And so there's a, there's a point in that where you have to make a decision, something different.
And so I'm so thankful that it all worked out. And that's when we got to be on a show together and just as friends, and I got to learn more about his world and being around him. So for the past year, so thankful we got those moments together. And you got to hear all the testimonies of all of these business, you know, shop owners that are out there and share that journey and see the fruits of, of what he's been putting in and pouring into all these people.
Yeah, it's, it's always so cool because 9 outta 10 times everybody, like you think, you know, you get on the show and they're talking about their revenue and their GP and all this kind of stuff. It's always about the impact of their life. Yeah. Uh, I would go sit with just a husband and wife who are on trips every now and then and they'd be like, well, yeah, our shop's doing this and this and we're doing great, but man, our marriage.
Yeah. Yeah, man, our family. And it was always like, So cool. That's awesome. That's the awesome stuff that you get to see. Amen. That you really get to see happen. So it was, it was fantastic. So we're, what we're gonna do, okay, we're gonna watch some clips. Okay. We put together some best of clips with some really great guests and we're gonna watch them and we can talk about 'em and just relive some moments.
I love it. All right. I love it. We're gonna talk, start out with this awesome guy, Chuck Swain. All right. That's awesome that you're giving back. It's awesome that other people now get to benefit from your experience. If somebody tries to sell 'em a shop, you're gonna know what to look for. Yeah. Don't Don't do it. Just don't. I'm just kidding. Kidding.
You'll be wiser than smarter. It is absolutely— I mean, no, I've made— I'm making more money than I've ever made in my life. My brother-in-law, I don't know if you knew, so I took $1.055 million in debt to buy the shop. Shop was $900,000. It was $30,000 he tacked on for something, I don't know what it was., and I wanted to have a— oh, I had some closing costs and I wanted to have $100,000 in the bank for operating capital.
Mm-hmm. So I took that as debt and I was saying that. So at age 51, I was a negative millionaire. I'm 8 years in and I paid all that off, you know? Wow. Amazing. And we're making great money and, and we've got the time to Enjoy it. What's— and that is the key, Mike, right there, brother. That's it. Yeah, it don't get any better than that.
Yeah, you got to be able to go out in your convertible, cruise around, get in your RV, go fishing, go to the mountains, go skiing, go to the Bahamas, do whatever it is, but you gotta have time to go. We're going to Europe next month. Um, must be nice. It is. Oh, I love it. That line, it is. I have no, I have, you know, and it is, that's one of the things you get with this community is the ability to, to share your wins with a group that won't be jealous, that appreciates the effort.
They're happy for you. Yes. Mm-hmm. They wanna see you go. 'Cause we, none of us wanna hear that line. It must be nice. No, but a man, what a great comeback. It is. It is nice. Tell you what, Chuck is the— I love Chuck, man. He's awesome. He's so sweet. He's so awesome. He's such a good guy. Yeah. But him talking about being a negative millionaire, I always love that because you think about people start out.
Oh yeah. And just really have to turn things around. And that guy totally did it. So yeah. And there's a lot of people that see the success now, but they don't remember all of the He was a million dollars in debt. Like that was a huge risk, but he, 8 years later, turned it into time freedom and wherever he's going, traveling all over the place.
So cool. That's what I loved about that comment. It must be my son. He's like, it is, it is. You guys hear it all the time. All the time. Especially if they, they just see the output. They never see the hard work behind it and the sacrifice and all that stuff. Yep. But to be confident with that, cuz that is the mind change.
Mm-hmm. That is the switch, you know, uh, Aaron always talked about, like, even when he was doing well with money, I remember the first time he called me when he bought, he bought a Mustang, that Mustang at auction. Oh, okay. He felt so guilty. Yep. And he called me and I was like, dude, that is awesome. Yes. Thank goodness. Like, I'm glad you were buying a Bible.
But, and that's that community around. Yeah. You get in with people who really care about you succeeding and doing well. Like, I think it was Owen Buchanan in one of the episodes, he talked about buying his first new truck after working really hard. And that is so difficult when you have been scrapping and just trying to make it by. Yeah, well, your subconscious is constantly trying to pull you back into the familiar, into the familiar.
That Mustang was not familiar territory for Aaron. Like, he called Adam Preiser, you know, Adam and I were just talking about this the other night. You know, he's like, should I buy this car? Like, what do you know? And that, that success is so unnatural and you really have to reprogram your mind and reprogram, unprogram all the things that, that, uh, happened under your childhood and in teen years and everything else.
Yeah. And I think there's always that, the feeling of what's going to happen, like, oh yeah, hold on to stuff because you think, well, something could drop. Oh yeah, it could go wrong. Sure. Lose all this tomorrow kind of thing. Absolutely. And there is definitely some, you know, diligence and some planning, but when you are able to, and you're able to take the trips, you're able to do those things, it is nice.
Sure. And to be proud for it, because, you know, that's the thing, rewarding the goal. Yeah. So there's not that burnout. It's such a big deal because it is hard. Yeah. And your family, you take them with you through all this stuff. Oh yeah. Yeah. So they need to see the benefit and be a part of it. On the both the good.
So it's, yeah, I love that. Yeah, it is nice, man. It is nice. Yeah. Chuck's just an amazing, amazing human being. So yeah, super proud of his success for sure. Yeah, absolutely. Fast forward to 2017, I was on that same Facebook group and saw a conference called Shop Hackers, which I believe was your second one. Probably. And, uh, went to that and just learned a ton.
I'm just taking notes and I'm just a sponge. And went to the meeting afterwards where you guys told us more and how to join. And I joined immediately. And, uh, that year I was do— I did $450,000 that year that I came to you in November. And, uh, had basically essentially doubled every year since. It's just been absolutely tremendous. I mean, there's, uh, well, let's say we'll double probably the first 3 or 4 years.
Okay. So walk us through that. So $450,000, what was the next year you think? Uh, it was, it was just under a million. It was like $980,000. And the year after that? Uh, the year after that, I'd say, I think we hit around 1.6 or 1.7. I think it was 1.6, 1.650 or somewhere around there. And it's just progressively not doubled since then, but you know, last year we were at 3 and this year we're tracking 3.6, 3.7.
Wow. It's been a snowball and a kind of a flywheel. So, you know, I would not, I shouldn't be listening to this guy or, oh, I should be. So let's talk to that guy. Boy or girl that's new, they're just getting going. They're doing $300,000, $400,000, $500,000 a year. Maybe they've been going 10 years and they're just, they're done. They're, they're tired of being broke.
They're tired of not getting anywhere. And now they're searching. What advice would you give them on how to find accurate quote unquote free information? Just be relentless. Ask questions and have absolutely no fear of what other people might think of you if they saw that you asked that question regardless of how long. Honestly, The longer you don't ask the question, the more stupid you look, because that means you've been doing it X amount of time and still don't know whatever Y is, right?
So if you're worried about that kind of stuff, ask all the questions early, uh, because that's the natural time of when people are supposed to start learning things. You know, 10 years of, in any industry, you should be fairly expert in that area and making really good money or figured out that you can't make money and moved on to something else. So just, just be vulnerable, show your belly, um, get uncomfortable.
That's where the breakthrough happens. But ask. Ask questions, but with clarification. So don't just tell me what to do. Tell me why, why to do it. And then tell me how you do it in your company and in your business. Man, the pursuit of knowledge. And if that doesn't sum up Brandon Peavy, I don't know what does. Oh yeah. That dude. And, and he's maybe doubled or tripled since that video.
Wow. He's now got 4 shops, maybe 5. Yeah. I can't, I, I lost count. Of how many shops he's got, but the pursuit of knowledge, that is Brandon Peavy. Yeah. And it's so cool to see, but not only that, he is now multiplying that knowledge to everybody else and he is a massive part in the community. It's just so cool to see that.
Yeah. He's a solid guy. The thing about him that I find interesting, he talks about being uncomfortable and asking the questions and just getting the knowledge and taking that in. And he's kind of one of those guys, like, he's really smart. Yes, very intelligent. Yep. You can tell he's a thinker. Oh yeah. But he's also okay just having no ego. He just wants to find the information.
Yeah, doesn't matter. And a lot of times we struggle with being vulnerable like that and asking the questions and looking stupid. Yeah, looking dumb. I find most of the time people are too concerned about looking dumb, looking stupid to ask the question and get the information they need in order to be successful that will save their life. Yeah. Isn't that crazy? It's crazy that pride gets in the way so much at that level.
They're not even going to ask the most basic question. Yeah. Like if it's, if it's deep down inside and you think it's a problem, ask the question, put the ego aside, put the pride aside. Because at the end of the day, It's just gonna block you from getting to your next level. Yeah. It's almost, um, you know, a lot of times we talk about ego, we think about being prideful.
Sure. But there's actually an ego of caring too much about what people think. Listen, sure, sure. You have an ego that you can't let go of looking dumb. Yeah. Asking a question. Yeah. Learning something new. Yeah. And then obviously asking the why, but it really is being comfortable in discomfort. If you think the discomfort of being unsuccessful and drowning in your business is more comfortable than just asking dumb questions, man, you, it'll save you a ton.
It isn't just, it's true. Where do you want to be? Yeah. Just break it down. And where do you want to be? And Brandon did that. I mean, he just basically, he's at one point, he's like, I just need to learn. And he became a sponge. Yeah. I love that word relentless that he used. He just kept asking questions, asking questions. Adam Preiser, I believe, was his coach in the very beginning, and Adam was challenged by him because he's like, this dude just keeps asking questions and he has no, no, like he didn't care.
Just he'd put everything out there, asking all the questions. They didn't know how to take them exactly. But he was over there in the corner thinking through and processing everything and coming to his own conclusion and building a roadmap and a plan. And man, I love to see the work that was in, in Brandon and how he just kept on asking questions.
That's interesting you say that because I think Brandon's also one of those guys that doesn't just ask the question and get the answer and then just go, oh, that answer. Yeah, he actually builds a playbook. Yes, 100%. Real strategic. Uh, you know, he's, he's not just tactical. Hey, ask the question, do the thing. He also goes, okay, I'm gonna ask that thing, I'm gonna document the thing, see what the output of the thing is, and then start building the roadmap so I understand all of this.
And then he starts training other people. I think that's a whole nother level of just asking the question that he just naturally kind of falls into. Yeah, absolutely. And with that knowledge, he teaches other people, just like you said. And when he teaches is when everything locks in. And I've seen him go back and go, I was wrong 6 months ago when I built all the playbook out.
And actually this is the right answer, having lived this through other people in other shops. Oh wow. It's so cool. It's like he is so humble to just go, hey, I was wrong back then. Here's the right way. And I just, I just love that attitude. Yeah. I love it. Yeah. I, it's a really great lesson. The other thing that I took out of there.
And this happened nonstop on the podcast. Nonstop. You can go listen to any episode. I promise you, you'll hear this. Well, how was your revenue doing? Oh, it was X. What'd you do the next time? You doubled. What'd you do the next time? We doubled. What'd you do the next— like, it just was nonstop. And so it, to me, it's, it's everybody says it.
Yeah. There's a playbook. Yeah. Learn it, understand it, perfect it, put it in practice and do it. And if you do it, there's an outcome that you can see. And so it's, it's baffling at times to see shop owners really struggle where they just don't want to put it together. They're either complacent in where they're at. Sure. Or they don't want to see the other side of it, or maybe they just don't even know.
But I don't know what you think about it, but I'm always surprised. They're not asking the questions. They're not curious. They're just, they're more caught up in being comfortable with where they are. And not getting outside of the, outside of the box or outside of their comfort zone to get to that next spot. Yeah. I mean, I think shop, some shop owners who don't want to see that type of level of success also belittle themselves and their place in the world.
Because I think that one of the big things that you see with a lot of these owners who are doing well, they're impacting other people's lives that are in their shop. They always talk about. Hearing about the service advisor who can now afford to buy a house because you're paying them well because your business is doing well. Yeah. And so for an owner, they have a huge leadership place in these other people's lives.
And I think some owners belittle themselves. They're like, this is all I really need to do, or all I should do. But what they're also doing is keeping everybody around them down. Hmm. They don't realize the place they have in everybody's lives as a leader. Absolutely. To really go after it and allow other people to succeed. And they have a big role.
Yeah. That they need to fulfill. Yeah. And so getting that help and finding the playbook and moving and, and Brandon's just a rockstar coach. He's amazing. And so getting a coach like any of those guys is helpful. Yeah. I love what Aaron always talked about is when in doubt, focus out. And it's so true. Like if we have so much introspective and so much We're just looking at ourselves and we don't focus out.
We only focus on ourselves. We don't worry about the team or where everybody else is going. And it's so true. Yeah, that's a great point. And Jay, I, I just feel like there's hard either way you go. You, you know, choose your hard, whether that's gonna be 10 years and now I'm not gonna go search, or 10 years I'm gonna be humble enough and curious enough to go outside and ask more questions and get more knowledge, or Am I gonna choose the hard of, I'm gonna figure this out on my own, you know?
Yeah. I think there's also in the shop, when you think about what's hard, mm-hmm, the hard is taking risks. The hard is having hard conversations with your employees. Yes. Making hard decisions and being bold and brave about making some of those decisions. Yep. The other hard is not being successful and watching your life suffer. Yeah. Watching the people around you suffer. Yeah.
And one is active and one is super passive. And so you're going to have to choose a hard one. It's going to be hard one way or the other. One you're going to slide into and one you're going to step into. It's good. And so you've got to pick one or the other. They're both going to be rough, man. Either way, either way.
And there's some pretty bad outcomes, but I can tell you right now, if you choose active, you step into something. Absolutely. It's going to change you in a way that you'll never see. You would never have seen if you hadn't let it. Yeah. And it'll grow you and it's so much more fulfilling. I, I mean, one of the, one of the things I talk about with my kids is if you're running after happiness, you're running after the wrong thing.
Happiness is a result of fulfillment. Amen. And so that type of active of stepping in and pursuing. Yeah. And choosing that hard. Mm-hmm. On the other side of it is such a fulfillment that blows out of the water anything else that you'll find on the other side. Yeah. So true. Choose your heart. Yeah. Choose your heart either way. Well, I love this one.
Oh boy. Well, this guy, this guy. So Bird got to come sit down with us on the couch. Um, and I loved your story and all the things you kind of went through and going after shops. You, you need to go listen to this one. It was really good where he talks about. Going after something and not working out, going after something and not working out, going after something and not working out, and kept pursuing, kept being in that mindset and going after it.
And so look, choosing the hard always doesn't always just immediately pay off. Oh yeah. It's a commitment. And choosing hard over and over and over and over again. Yeah. So that, I love, I love that story. We got a little clip of it. Oh boy. See what you say. I don't remember what I put on here. Okay. Didn't work out once. You wanted a shop.
It didn't work out again. Yep. And you said that you sat there in that moment and you said, okay, God, this is a sec— like, again, this is happening. Yeah. What do I do? And you were there for a year. You stayed there and you could have left, you could have done something else, but yep, you're asking, why am I here? What did you hear?
How did you deal with that disappointment? What did you work through during that time? A lot of patience. So I had a, I used to have a really bad temper, like really bad. And I think through that, like I learned a lot of patience and, and that I needed to trust God and like, he's got, he's got the plan. He's got, and like, I think in that moment, like I was super depressed and like was searching for like everything, like what is going on in that moment?
And. If, if that had happened like perfectly smooth and like I had done all that, I wouldn't have learned so many lessons that I need today to get me to sitting on this couch. Again, a total God timing. A lot of timing stuff for you, man. A lot of timing things that have happened. It's crazy. Like all the people that he's brought in my life and like all the things that are lined up and it's just, I, I look back and I'm like, I could not have like planned all this stuff out.
Like definitely wouldn't have picked me to go through 2 obstacles in like the shop thing, but yeah, like I needed to go through all that. So yeah, it's been, it's been crazy. Good advice. Great story. Thanks. It's a really good story. And, and I gotta give props to you. ShopFix would not be where it is today without your help. And so that, you know, It's funny how, uh, God, you know, they, they say those things, the teacher appears when the student's ready, you know, all that stuff.
But I think the same thing happens with need and promotion in life. Mm-hmm. We had a need. You were also due a promotion in life. Sure. And I think all of that coincided and that promotion was you getting to go from owner to being a coach, which you wanted. Yes. And you were getting to do coaching, but you weren't getting to influence where things were going.
And I think that What, right when our need appeared, he matched that with your ability. And so that was cool. Absolutely. Absolutely. Sure. I know you can't start that. I know, I know that one. Jay, what did you do to me? Uh, man. Yeah, God's timing is so good. And in choosing, choosing hard and choosing to, to persevere through all those, all those lessons.
And I did have a temper back in the day. Uh, it's true. Patience. God's got a plan. Always has a plan for you. But you can't just sit back and like let things happen. Like you have to pursue, like keep pursuing relentless pers— pursue, you know, your calling. Yeah. Uh, man, that, that one hit pretty hard. Sorry. Yeah. I, I, I have a lot of words for this.
I know. I, I know I threw that one on you. But yeah, you did. And I was, I was quiet. Um, no, it means a lot. Uh, I think that was, it's really hard. When stuff like that, when the disappointment, yeah, when the challenges, um, and it really pulls out who you are. And a lot of times the path looks like you don't feel ready.
Yeah. You don't feel capable. You don't feel like you are the right person. Yeah, so true. But yeah, so true. There are, there's a there's an opportunity. Yeah. You say, uh, or I can't remember where I heard it, or if it's for, for those with eyes to see, there are opportunities everywhere, even in hard, even in tragedy, even in things. There's, there's opportunity to help others.
There's opportunity to be there. There's opportunities to step into something that is for you. And, um, I wanted that in there because also because Anne really meant that the timing was right and there was a good place for what was going on. And, um, you know, there's, there's such— it was so— it's so cool to see it happening when you walk through that stuff.
Yeah. And then you look back. Yes. You know, to look back at it and there's a, there's an overwhelming, um, sense of gratitude, you know, when you can look back at challenges. You need to look back at disappointment, have gratitude. Like, it's everything. Talk about choosing the hard— everything. You look back and you see those things and you have gratitude. That's because you stepped in and you leaned in.
Yeah. And it changed you and you came out different. Yeah, definitely have a different perspective now on, on low times or hard times or difficult decisions. Because, man, if I hadn't gone through every one of those low times, had not got rejected on every shop and just felt super depressed. If I hadn't gone through all those, like, I would not be sitting on that couch, on this chair right now today.
And I'm overwhelmed with gratitude on those lessons because the, the, the guy way— the Michael way back then, the Berg way back then, he wasn't prepared. He wasn't the right guy at all in the moment. But God had a plan and he goes, all right, we're gonna work on this. We're gonna apply a little pressure here. We're gonna refine, we're gonna put you through the fire.
And on the other side of all of your adversity is who you are meant to be. Yeah. Yeah. I mean, for those of you who are listening and watching, the whole goal of the podcast is to encourage you. Absolutely. And we've talked about this. We want you to be inspired. And so I, wherever you're at, be inspired, be encouraged that you have the opportunity to be on the other side of wherever you're at and to look back with gratitude.
Yeah. Look back with thankfulness and to be in a place that you can be proud of, that you can be thankful that you're there. So I just wanna encourage you, if you're in a rough spot, there is another side to this thing. Amen. Amen. Lean into that pressure. Lean into that pressure. Yeah, it's, it's funny. The one thing I've recently been thinking about is that, you know, a lot of times when you're going through pressure, there's a fear about who you are.
True. And I often find that the greatest promise is on the other side of that lie or that fear. Yeah. And so we lean into it like, oh, I'm not, I'm not this or that. I'm not this or that. Actually, the promise is you are that. You will be that. You have to press into this thing. Amen. And so, um, if there's something you're afraid of, if there's something you're fearful for, um, it's probably the opposite of that is the promise.
So, um, but yeah, man, just, uh, the stuff you went through, um, it's impressive. It's impressive. So, you know, anyway, God's got a plan. Yep. I inherited Ashley's tribe, which was a blessing. I mean, we have so many great clients, like, that have been in ShopFix for so many years. You know, y'all, y'all spoke to Nicole and Nick Jones. Yeah. Um, in January, like, um, those two, like, awesome people.
Love them. Yep. Love them. So it's the kind of people you'd have over for Thanksgiving. Like, it's, uh, I love, I love the ShopFix family cuz I'm like, These are my people. And, you know, sometimes you hang around somebody, you're like, I don't know if I'd hang out with you for Thanksgiving. Yeah. But there's a lot of amazing people that are in the auto industry, and I'm just so thankful, and maybe I'm biased, probably am, that most of those amazing people are in ShopFix.
And we get to hang out with these amazing people, even when they're struggling and they don't have belief in themselves that— I love your line about yet. That we can get them to turn around so they'll get to that next spot. Yeah, a lot of times they just need, um, they just need a little extra dose of hope, um, because for whatever reason they just have— they've ran out on their own.
And I think that's why they come to the conference, um, is to, to just continue to hope. And then with that hope, they're able to eventually find that breakthrough they need to gain momentum and, and change and succeed. But, you know, some people it happens, you know, quicker than others. Amanda, we really appreciate you coming on and thank you for doing such a great job with all the clients.
Amazing coach, amazing family. Your dad's awesome too with his radio show and everything. Yeah. It's just amazing what you guys have done. And I'm super happy you brought your little brother. Yeah. Yeah. Well, and thank you so much for the opportunity to be on the, on the podcast, but also the opportunity to be a part of ShopFix. It's amazing. Um, that too is something, you know, when you think about what you wanna accomplish, um, just being able to pour into so many people, I didn't realize that was gonna be an opportunity for me.
Thank you for— you do an amazing job. We are super proud to have you on the team. The hope. Ah, so true, man. It was amazing. Absolutely amazing. Uh, just pouring on that hope for clients and just giving them hope. And hey, you can do this. You can do this. So impressive, everything she's done. Yeah, everything she kept talking about. I mean, dirt bike rider.
Yeah, amazing dirt bike rider. Yeah. And she was into medical, so her— the way her brain would think about things and how it processed information was very different, very unique, very educated, very smart. You know, Aaron would talk a lot about having more females in the industry and how we need more female owners in this industry because they bring such a unique piece that's really important.
Yeah, it's in a very male-dominated industry. So really appreciate what she does and how she brings that to her coaching and brings that to her tribe, as we call it. Sure. Um, but yeah, it's very impressive. Yeah, she is so inspiring. I mean, the things that she has accomplished, both with, with her dad and the whole business and coaching, and, and I mean, her son is crazy good on motocross, and they are like all over the place, all over the country.
She's like, yeah, he'd place second or first or whatever, and Um, it's really cool to see her as a mom, as a leader in the business, as a coach. She is just, she's inspiring and she inspires so many people. Yeah. Yeah. Yeah. And the other thing that I loved about it and in that episode is she is, um, so driven to do, like she sets up in her teams how we communicate, what's the structure.
She talks about doing the operating system. Sure. And Gino Wickman and the Traction and all that. Yep. But that she implements all these things and puts them in place and lets them run and gets that game plan going. And I think a lot of times in business it's hard because you start doing the things, but you forget about the structure that keeps you disciplined to stay on track.
Yes. You know, I do it too. I will get all the metrics set up, I'll get all the numbers I like running, and I'll take care of it. And then you'll come in one day and you're kind of just looking through stuff and you realize, I'm not staying on track because I have no system. Yeah, I don't have— I don't have these things in place that I'm doing and going, okay, I've got to this.
You gotta be disciplined and do this day in, day out. It's not just about doing it and kind of half doing it. You put it in place and you run the play. And you empower the people below you. You empower your other leaders in your organization. She was really good at that. Yeah. Really good at that. And, uh, it's my favorite day.
And, uh, it was yesterday with the class in. Now there's only 34 in this class. And, you know, I just talk about, you deserve this. This is your opportunity. Most people fail because they don't dream big enough. Yeah. They don't have a vivid vision. They don't reverse engineer. They don't write down their goals. And I said, you gotta bring in your family, your wife, your husband, whoever it is.
You gotta tell your kids, you gotta yell it from the rooftops and you gotta want more. But the biggest thing, mom or dad or your uncle or your grandpa told you weren't worth anything. Use that as a chip on your shoulder. But you, I'm here to tell you, it takes 100 interviews to get one of you here. It's time. To recognize we're gonna break that generational curse.
You are allowed to be a millionaire. Wow. That's awesome. Yeah. And it's a belief. Yeah, it is. So for everybody else that's out there, 900 employees, what's your total top line right now? Ish. Uh, we will do north of $300 million. I'm shooting for $325 is our budget. But, um, but $300 north of that. But here's what I'm more proud of. Revenue is amazing.
I used to puff my chest out 10 years ago. Go talk to everybody about revenue. And we all know those people. We walk in a room like, what are you doing? And no one— now me and my friends, we're on group chats. We only talk about EBITDA. We're at 26% of the bottom line. 26. Awesome. Yeah, that's awesome. I can tell you, Aaron, a lot of people are like, if I had $10 million, I'd be good forever.
They get the $10 million. They're like, well, I, you know, the goalpost, like, this could be 30. I'd change it. Yeah. It's my, for me, it's, it's my wife. She brings me down, doesn't let me get too far. At the same time, she keeps pushing me. She'll, if she thinks I'm taking a risk, she's like, hold on a second. And she'll, she'll navigate it with me and I have to walk her through my thinking.
This is why I wanna spend money on this. This is why I wanna hire this guy. This is why I wanna buy this building. This is why I wanna make this move. And then she'll go, okay, all right, I see it. But if you don't have somebody not just validating you and saying good job, but also just saying, hey, you're on solid footing.
Yeah. What you're doing makes sense. What you're doing is making a difference. I think then you're able to go those long distances through the desert without having anybody encourage you. You're able to do huge things and not have to have, as long as I have my wife backing me, honestly, everybody else can say whatever they want. But the moment it's weird with her, man, I feel it at work.
I feel it everywhere. I mean, it's Tommy Mello is a force. Yes, he is. You gotta know. So yeah, he is. You get it through the podcast, but when that guy walks in a room, oh yeah, he is on. Yep. And he is, but he's so sincere and he's so like what you saw in that, he is that way off camera, off audio.
He is sincere about it and he is a force. Yep. It's insane to think about how much he scaled the A1 Garage Doors and yeah, he just doesn't accept anything remotely close to mediocrity. Just, I mean, just expels it from his life just immediately. And going back to that vivid vision, like there's no room in his vision for any type of mediocrity.
Yeah. Just kills it. Yeah. There's, there's 3 things in, maybe 2 or 3 or 4 or 5, but, um, things in that video that I, I always remember is when he's talking about breaking the curse, the generational curse that you can be a millionaire. Yeah. Cause I remember vividly talking about that with Aaron when we were younger and he talked about, I want to be a, I want to have a million dollars.
I want to be a millionaire. And that was a thing that he set in his head, but he had to break a lot of stuff off in order to think, am I worth that? You know, cause we, we talk a lot about in these episodes, uh, value and worth. And we mix that up between our value of what we bring in our job and our worth as a human, and we mix them all up and we start to, you know, figure out, well, what, what am I worth?
What is my value? You know, and he had to break off a lot in order to go, I can do this. When he went through all the hard times and he went through being taken down to his knees, and what that basically said is, you're not You're not valuable enough to get out of this. And a lot of owners feel that they put the, I got myself here.
Absolutely. I'm not worth getting out of this thing. Yeah. And that's when he got angry and he went out and started attacking it. And so that breaking it off, when he said it, you felt it in the room when he said, we need to break off that generational curse of people not feeling like they should be millionaires. Amen.. And it was like, yeah, absolutely.
That point in, as a business owner, when you get angry, like Aaron went through this, when you get angry, the world starts shifting. Like you start, I'm not putting up with that. I'm putting up with this. And you just start choosing hard every single time because there's nothing but hard all, all around you. In that moment, you're like, well, I'm going to choose this hard and double down.
And yeah, I'm pissed off. I'm angry at the world right now. I'm gonna do something about it. Yeah. Yeah. The other thing in that one that really got me is how much he cares about his people and how he talks about pulling in your family and what are your goals. And he would sit down with guys and he'd ask them, what are your goals?
Your goals aren't big enough. Yeah. He would tell them that. You can imagine the owner coming out, hey, what do you want to do? You want to do the interview process? It needs to be bigger, my friend. Yeah. And he would do that and he would call people out for it. And I think Tommy, man, I love that guy, the way that he would just dream bigger for other people.
And he's like, your dreams aren't big enough for the amount of people that are in there. And that's what, when we're talking about owners, you need to dream big so that people around you can have big dreams. Absolutely. And so that part to me was great. And the last part where Aaron's talking about Lydia, his wife, yes, supporting him. Lydia is unbelievable.
She is an amazing woman that a lot of people don't see. Yeah. And the amount of strength and courage and bravery she has is just unreal. And you feel it because, you know, in order for him to do what he had to do, Amen. He had to have her. Amen. And so she was so a part of everything, even if he maybe didn't ever see her.
She's so a part of everything. Yeah. And she's so a part of everything now. Mm-hmm. Mm-hmm. It was cool to see just in the last, you know, month walking through everything. She would say over and over again, well, his dreams are my dreams. It is our dreams together. Like, no, no, no. This is our dream. Like we are, yes, I'm in it with you.
Yeah. I don't, I don't necessarily need to dream on my own. Your dreams are my dream. It was just, it was really awesome to see them. I mean, what a team over the last 20-something years. What a team. Yeah. I mean, that's the thing. Everything they did, they did, they did it together. And he always processed stuff with her because she's such a strong person that It was a good balance.
It was a great way for them to process. And she's just, she knows everything about the business because she was a part of it. She'll tell you, I don't agree with that. That's dumb. Or I don't agree with that. That's stupid. There's no way, you know, that person doesn't need to be in there. That's a wrong call. That's the wrong call. Yeah.
Uh, just really cool. And they would bounce off each other. Yeah. Having that team is so important. Well, I think. Is owners, you know, having that partner that really helps you out and sees the difference of— you're going to go through hard stuff, and having a partner, um, that you're back to back with, communicating with, yeah, yeah, is a, is a big deal.
Yeah. And it really, I think for a marriage too, in a partnership, it really brings a lot of fulfillment in it, um, when you know that you've got a team member Yeah. Backing you, then you're backing them and you're both fighting. Yeah. Aaron always, always brought it up like, like, show me your closest friends, show me your team, and I'll show you your future.
That's just, man, you know, what a, what a powerful team that they were. And that, that was the future. Mm-hmm. Yeah. The people you surround yourself with. Navigates you to where you're gonna be. And the way they pour into you and the way they take from you— yes— makes all the difference. Yep. And even the little things about just like when you're successful, when you're being able to do things, to be able to challenge and encourage other people and just say, man, champion you.
Because I mean, let's be real, we're not really good all the time at encouraging people and saying, hey, you're awesome, man, and brother, I love you and I care for you and there for you. And there's a lot of a lot of people in the world that don't have that. Sure. There's a lot of people in the world who walk around and they don't realize what it's really like to have a close friend, a close brother, a close sister to walk with you and to say, hey, this is really important.
And so the people you surround yourself with that do that or don't do that, yeah, they change your trajectory. So true. Because they feed into your life. Yeah, yeah. And that's why when we talk about community, we talk about getting in a tribe at ShopFix and coaching company. And sharing your numbers and talking about the hard stuff. You do not have to do it alone.
Yes. And that's one of the, the things I love the most about the community at ShopFix is it is the most encouraging group of people I have ever met. I'm talking about not just a few, hundreds, thousands of them, all encouraging, all wanting to push you forward in everything. Yeah. You know, the one thing I've heard since Aaron's passing is how much he encouraged people.
Yes. How much he poured into people. Yes. You're awesome. Love that you did that. You're amazing. You're great. You did so well. It's such an encouragement and just a way for us to remember that we don't waste those words. Yes. And that we say it. And we mean it. And we, we tell the people around us what we think because we don't see what's going on on the inside and they need to hear it.
And he did that so well and he did that so often. Yeah. Yeah. That, um, is really inspirational. He saw people where they were going to go in 10 years. He saw right through them and he saw that little boy, that little girl But then he saw the giant leader that they were meant to be, that they were called to be. And he just put fuel on that fire.
It was so cool. I absolutely, that's, that's one of my favorite lessons that he did over and over again. It's that encouragement. And so I learned early on, I think you get your standards, not your goals. So I just changed the standard just a little, not a lot, just a little bit. And that started to shift my self-confidence over time. And then what I really do believe, the Bible says where there's no vision, the people will perish.
It's probably one of the most overquoted scriptures, if there's such a thing. Yeah. And I think it's sort of misunderstood. I don't think it's that people have no vision. I think they have a depth perception problem. Okay. Meaning if you ask the average person, what do you want, happy or sad? They'll usually say happy. Sure. Rich or poor? Probably rich. Life full of a lot of memories or same day over and over?
I'd like some memories. Their depth perception issue is they think it's further away than it is. And because they've been programmed to think it's so far away, they've created thoughts and patterns and habits, rituals that perpetually keep it that far away. And what if that's the adversary trying to convince you it's so far away? And God's saying, no, no, no, it's one decision away.
It's one new relationship away. Like at this event, someone here at this event made a decision that'll change their life, but someone else didn't do that. They made a connection. They made one connection that changed their life. Someone didn't do that. Someone else here picked up one strategy that changed your life. You're usually one away. And if you begin to live your life in anticipation of those ones, yeah, the reticular activating system in your mind starts to see what it believes to be most true.
But if you live in anticipation, they don't exist. You're oblivious to them when they present themselves. And that's why people can go through life with their blinders on and other people look like winning is easier for them. It's not easier. They're open to seeing these one mores. And in my own life, I can tell you, by the way, I think you're also one poor decision away from changing your life.
I've made some really bad ones that changed my life too. And I have some friends that have, so, so I think this one away is a significant thing and I firmly believe it. Like I'm not that smart or talented, but I have done a lot of one mores in my life. I'm curious. So Ed Mylett has so much in this. I have to stop it in the middle because That whole thing about the vision is like they've programmed themselves to see it so much further out.
Yes. That was— I just, I love that part because his whole thing was just one more, one, just one more rep, one more thing, one more change, one small deal. And changing the way you think about what you can achieve, and that is just one more connection, it's one more thing. And be looking at, like we said, the— those who have eyes, have eyes to seek and see opportunity., and he's programming to look for it.
Yes. It's so powerful. It's so powerful to, to even think about like the depth perception is, is, is what he used in there. And a lot of people don't think that their dreams are actually ever going to be a reality. They'll say it and they'll say it publicly, but they actually don't believe it. And The moment you start adding up those one thing right after another and start stacking, good right decisions attract other good right decisions.
Poor decisions attract poor decisions. The law of attraction, it keeps, keeps going in perpetuity. And he is so right. Just one more right decision.. And a lot of people even listening to this call right now, or this podcast, you're one right decision away from getting on a trajectory of putting you closer to your dream and decisions over and over and over again that happen.
Mm-hmm. Yeah. I love that. And I love that it's, you know, when we think about the vision of what you want to do and those goals, a lot of times you build up in your head how hard they're going to get beat again. And he's just like, it's just one more connection. Yeah. So one more decision. It's just one more little thing and it's attainable.
Absolutely. I, I know you, uh, maybe I said it a different way, but I know you've felt this before and you just said you're thinking about this rest thing. What do you think your strategy's going to be to try to figure it out? Because you're way down the road further than us. You know that that's maybe what, that might be the single best question I've been asked in like 5 years.
Mm-hmm. And it's, I can, I have an answer and I've done it and I gotta tell, I'd love to hear it. This is good for you cuz you're about to approach this. I want to hear this. I will be the only person who will say this probably. Ever on a podcast, but I, um, got to the point where my notoriety had gotten, you know, significantly greater than I thought it was going to.
And I had a TV show coming out with NBC. My, you know, I had some stuff happening and, um, I had to make the hardest decisions of my life. What is this costing me at this stage of my life versus what's the reward for it? And I can't, I'm so proud of myself. I consciously decided to pull the plug. And I have not posted on social media in 2 years, although I'm coming back.
I'm going to do more, but I couldn't. I had to be all in or all out. In my case, I decided not to do my TV show. There's something else I'm pulling the plug on right now, and all of my peers think I'm crazy. Fame and notoriety and more is intoxicating. And this is a lesson for very few people listening, but it is for you.
Every ladder you climb and every rung in the ladder you climb, I'm convinced there is a trade-off for that climb. I'm convinced of it. Wow. Right. And I eventually got to the point, and I'm amazed knowing me that I went, I don't think this trade for the next rung is worth what I'm going to give up for it anymore. And so I stopped feeling obligated to keep climbing.
It's intoxicating. It's addicting. It's who I am. Is there a way that I can create the same impact without having to climb more and climb more. There's this great clip on social media of Jim Carrey, and it hit me the day that I was praying about it. Like, and he basically says this, I'll summarize. He basically says, I'm gonna say something to you no actor's ever said before.
And here's what he said. This is so contradictory to personal development, so I have to be careful, but I'm gonna say this to you. He said, I've had enough. I don't need to make another movie. I don't need another award. I don't need more money. What I need is a little bit more peace. I need a little bit more growth. I need a little bit more solitude.
And I went, that's me right now. That doesn't mean that this isn't just a season of rest, but I'm on this group text. I'm giving you a long answer. I'm on this group text. I love it. By the way, I mean, I, I was gonna be honest with you. That's one of the best questions I've ever been asked, and it's one of the realest answers.
And it may not be the season everyone listening to is at yet, but it's fair warning. And it may, it may be a season where you go, you know what? I, I've, I've gotta decide what this rung is worth. Yeah. By, and I'm, by the way, I'm super glad I climbed the rungs I climbed, but now I'm at a stage where I wonder what, and what's the climb look like for me?
Wow. I picked that because I know Aaron talked a lot about that and the, the cost for the stages of climbing. And he loved the impact and Aaron. Was super driven and, um, he loved it. He loved seeing the impact in people's lives. That's what drove him. It wasn't the money, it wasn't any of the— this other stuff. He loved successful business.
He's a great businessman, so he, he liked that part. Yeah. But more importantly, he likes seeing the impact. But there's also a trade-off that as you grow, if you're not careful and balanced and thinking about each rung, each climb, Yes. It starts to pull away from you other things. And he was watching that a lot. Oh yeah. It's very calculated. Very calculated.
Like he took meticulous journals mapping out his steps and going, is this cost worth it or not? What am I giving up? What am I gaining? Constantly. Uh, man. Yeah. It's, it's also, I think is Um, as success happens, it can also pull you to focus on self more if you're not careful. And Aaron always, always carried a balance of— he loved his family.
Yeah, absolutely loved his family. Yeah. One of the things I know about Aaron is that when he left us, there wasn't anything else he could have said that he would have regretted or that they didn't know. Yeah. And that tells you he was balanced in his family. That tells you that he spent the time, he invested. Yeah. It's important to invest in the family and the people around you.
Yeah. We're not promised tomorrow. And so as he grew, as he was changing, as people were, he saw that, he saw the, the, the impact of it. He always thought about what is it gonna cost? So what is it gonna take away? That is also important. That also needs to be thought about. And that's why he asked that question the way he did.
And Ed Mylett, this guy, his podcast is ridiculous. Like he has on there some of the most amazing people. He's had thousands of episodes. And for him to go, that is the single best question I've been asked in the last 5 years. Yeah. Like it's pretty phenomenal. That part to me really struck me because you knew that that guy was sitting there going, thinking about that same problem., and he was trying to make sense of it, but Aaron was at the start of that problem.
Yeah. And he was really trying to think, how did you go? Where, what did you do? Because I need to be thinking about that and going that way. And he always sought out people who were smarter than him. He always sought out people who were ahead of him. Yeah. And that to me was so impactful to hear him get the answer from Ed and go, that's gold right there.
So true. There's people. It's interesting to watch people as they're, as they're climbing those rungs, right? They are, they are sacrificing their time over and over and over again. But the higher you climb, the more you're wanting to get back your time and get back those relationships and pour back into the people you care about and you love people. It's just, it's interesting, the phases of that ladder and the relevance of that comment.
Yeah, it's huge. It's so funny, um, something about Aaron, because of that time he had limited time, he always, like, he always was doing something even when we were just, you know, hanging out or whatever. He was always involved. But one of the things he would do, as you get busier with the things and the impact you're having in your life, he would set up things that would save him time.
And I'll give you an example, like with a dirt bike, okay, with a motorcycle, with something where he was going to transition and go spend some time doing it. He would have that thing completely set up with the riding gear, the right everything, the, the gloves, the boots, the whatever. He would have it set up so that when he was going to transition his time, yeah, it was ready to go.
He didn't have to spend a lot of time transitioning and going into that thing. He can just go do it. Go enjoy it, and then transition out. Sure. And so there's an efficiency as you think about the things you do in your life that, you know, as you're trying to invest, you, you, we say get out of the $2 problems and the whatever they are.
Oh yeah. You know, uh, stop going to Costco, send somebody else, you know, make the big decisions in your business. But he would set up these things that would make him more efficient, more effective, and the other things that he, he wanted to do And so there's things that you got to think about as you're transitioning, as you're moving up. How do I set up my desk so that when I come in, I can get right to it?
Yeah, I don't have to spend 20 minutes figuring out where are my notes, what am I going to do today, what's happening, I got a meeting coming up I'm not prepared for. And he would do that so that way he could be as effective as he possibly could be in the moment, whether it was a family, his personal time, getting peace with other people, he'd be prepared.
Intentionality. Yep. Yeah. Yeah. Was it, it's not one more day, it's one less day. Yeah, that's right. Make the most of the days. Well, this is, um, didn't cry as much, held it back. We held it together. Um, Aaron loved you guys. Yep. He thought the world of you and he wanted the best for you. Amen. And, um, if he was here, he would tell you you're awesome.
And you're amazing and you can do this. And he would challenge you to dig deep and do the hard stuff and to press in to the places that you're not comfortable and to be okay with discomfort. And he would challenge you because he knows you're worth it and he knows that you're capable and he knows that there's a side of you you've not yet tapped into.
So we would just encourage you— Berg and I would encourage you to just tap into it. And today, take a moment after this and sit down and write down what is it the thing that you want to do next. Dope. What is the one thing? And open your eyes and start looking for it because it'll come around if you're looking for it and you open your eyes.
Start asking questions. Start being curious. Curiosity is one of the number one character traits of great leaders. Be curious. Don't always have the answer. Ask the questions. Be good at asking good questions. So hopefully you leave this with lots of encouragement, a plan, some strategy, some encouragement. I'll say it again. Um, but we love you guys. Thank you for listening. Thanks for watching.
Thanks, guys.
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216 - Coach the Call: Using AI Insights to Develop Stronger Service Advisors
216 - Coach the Call: Using AI Insights to Develop Stronger Service Advisors August 26th, 2026 - 00:54:51 Show Summary: Strong phone skills can turn more incoming calls into appointments while building trust from the first interaction. Consistent call reviews give service advisors a clear path to improve without making coaching feel like punishment. AI call analysis reduces the time required to find useful coaching opportunities and helps owners identify patterns across their team. Positive reinforcement also matters because great calls give advisors examples they can repeat. Simple habits like smiling asking for the appointment and using the customer’s name can dramatically improve the experience. Better phone performance ultimately supports stronger customer relationships higher appointment conversion and long term shop growth. Host(s): Jimmy Lea, VP of Business Development Guest(s): David Boyd, Founder & CEO of Callinbound Tonnika Haynes, Owner of Browns Automotive, Downshift with Tonnika Haynes Show Highlights: [00:04:00] – Listening to real calls reveals missed opportunities that owners rarely see. [00:10:00] – AI identifies coachable calls without hours of manual review. [00:14:00] – Consistent coaching creates awareness before advisors answer each call. [00:17:00] – Replace a hard no with a plan focused on customer needs. [00:24:00] – Help advisors self coach instead of simply pointing out mistakes. [00:28:00] – Every missed appointment can represent significant lost customer value. [00:34:00] – Asking for the customer’s name immediately creates a stronger connection. [00:39:00] – Scheduled call reviews make coaching normal instead of threatening. [00:43:00] – Asking for appointments helped turn successful marketing into a fuller calendar. [00:49:00] – Call tracking connects marketing performance with actual appointment conversion. In every business journey, there are defining moments or challenges that build resilience and milestones that fuel growth. We’d love to hear about yours! What lessons, breakthroughs, or pivotal experiences have shaped your path in the automotive industry? Share your story with us at info@wearetheinstitute.com, and you might be featured in an upcoming episode. 👉 Unlock the full experience - watch the full webinar on YouTube: https://youtu.be/fv9ewVBoSks Don’t miss exclusive insights, expert takeaways, and real talk you won’t hear anywhere else. Hit Subscribe, drop a comment, and share it with someone who needs to hear this! Links & Resources: Want to learn more? Click Here Want a complimentary business health report? Click Here See The Institute's events list: Click Here Want access to our online classes? Click Here ________________________________________ Episode Transcript Disclaimer This transcript was generated using artificial intelligence and may contain errors. If you notice any inaccuracies, please contact us at marketing@wearetheinstitute.com. Episode Transcript: Jimmy Lea: Good morning, good afternoon, good evening, or good night. Thank you for joining. So excited for us to have this conversation today with some really good friends. Everyone, this is to be an interactive webinar. So you're sitting there, you've got questions, you've got concerns, type them into the chat. We wanna be able to ask those questions of our panel today as we are talking about a very interesting topic. And with us today, first, is our good friend, Mr. David Boyd of Inbound Communication. David, how the heck are you, brother? David Boyes: I'm great. I, I, uh, I fully intended to have my jacket on, Jimmy. Jimmy Lea: Man. David Boyes: So excited to be here. We Jimmy Lea: coordinated on this and everything. David Boyes: I know. I, uh- Next time ... I, I was, I was lucky as, as busy as we've been at Call Inbound to, uh, uh, get up and, and organize and dress today. So I really, uh, it's always great to see you and of course, um, uh, we got to visit a little bit out at, uh, Worldpac STX and, uh, man, I tell you what, your wardrobe is always top notch. Jimmy Lea: Hey, thank you. Thank you. We're glad you are dressed today, just don't stand up. Thank you very much. David Boyes: Great. Jimmy Lea: And joining for us in our conversation today, David, is Tanika, Tanika Hayes with, uh, Haynes with Browns Automotive. Tanika, how the heck are you, sister? Tonnika Haynes: I'm doing good, guys. What's going on? Jimmy Lea: Staying alive. Good to see you. Great to see you. Also at STX, what did you think of the, the conference there with Worldpac? Tonnika Haynes: It, it was really, really good. I was not prepared for the size of it. There was a lot of people. People were peopling. So, um, once I got adjusted to all of the crowds and everything, I enjoyed it. I hadn't sat in a class in a really long time, like at an expo. Ooh. I'm usually just walking around and being nosy, but I picked up some good nuggets, so it was great. Jimmy Lea: Beautiful. That's awesome. Well, if, if the STX was a large conference to you, I would suggest that you really prepare yourself months in advance if ever you come out to SEMA and Apex in Las Vegas. Tonnika Haynes: I will be there this year. Oh, good. I keep hear- hearing that, so I don't know what meds I need to be on to take, To take it all in. But Jimmy Lea: we'll- You- Tonnika Haynes: I'm excited about it ... Jimmy Lea: we, we will talk about that because there is more than you can see within a week, and you really only have three days at Apex, four days at SEMA. You want to map out where you're gonna go, who you're gonna talk to, who you're gonna see- And for you, Taneka, schedule some time to sit down and chill Tonnika Haynes: Yeah. I'm gonna have to definitely do that. You're talking about, um, scheduling times. I'm gonna schedule time to go sit in the corner and recoup. Uh-huh. So where's Taneka? She's in the corner. Jimmy Lea: Yep, and, and I- It's David Boyes: scheduled time ... Jimmy Lea: I, I'm gonna work with you on that because I know the corners, I know the places where you can go and, and find some solitude. Tonnika Haynes: All right. Jimmy Lea: I am. Well, our conversation today is in preparation for making your shop better David, I'm gonna kick it over to you, brother. Let's start this conversation with Taneka. David Boyes: Yeah. Let's, uh, let- let's kinda move into this. You know, we're, uh, talking about communication, and there are so many facets that impact the customer experience. I think that it's important to know that, you know, there are tools and there are, uh, from an owner or, and manager's perspective and from a service provider's perspective, there are ways that we rally around making communication better. Um, you know, one of the things that is common at all shops is, uh, the customer phone call. Tonnika Haynes: Oh, yeah. David Boyes: So you winced a little bit. Tonnika Haynes: Yeah. David Boyes: Uh, how many times do we, you know, talk about our phone skills, uh, getting better on the phone, understanding the customer, understanding their needs, addressing their needs? And there's so much, you know, revolves around, uh, the phone calls and, and the way that our advisors and our front office team handles these. Maybe you have a CSR, maybe you have, you know, a service manager. Um, but people are, are answering calls all day long, and this becomes important that we understand who's answering the phone- Mm-hmm ... how they're communicating, what, what's the message that's being shared. Every time that phone rings, uh, that, you know, we like to say that's money calling. So Taneka, let me just ask you, you know, what, what are some of the challenges that you see or the, uh, the successes that you have with your team when it comes to managing and, and, uh, getting better on our phones? Tonnika Haynes: I wanna start by saying, um, I think I listened to my first phone call at my meeting with Jen- Jennifer, with the Institute. I'm currently coaching with the Institute, and that is life-changing- Yeah ... to listen to your team answer the phone. So if anybody's out there and they have not done that, they have not listened in on a phone call, figure out a way to do it. I don't know if it's gonna be a little paper cup and a string, but figure out how to do it. Um, and then I, listening to my own phone calls, and I- I'm the boss, right? I still cringe. And so you never know what's missing from those phone calls, what, what, what is standing out. You know, my team, we would not even ask for the appointment. Like, "Would you like to bring this in today?" You know- Oh ... you ask all the questions, they go through the scripts, but then we found that they were not saying, "Hey, would you like to get that done? Would you like to bring that in today or tomorrow? What works for you?" They were leaving it all to the client to say- Jimmy Lea: Mm-hmm ... " Tonnika Haynes: What's next? What's next?" Hmm. So they were answering the phone, and they were s- being very polite, but they were not closing. They didn't have a lot of words with closing. And so with inbound, I've been able to coach- You know, when you listen to yourself and you're like, "Ooh, ooh." And you can say, "Do you see what you did there?" Or even, 'cause you know, the team can listen to their own phone calls. "Oh, I see what I did there. I see where I dropped the ball." So that was, opened up a whole bunch of eyeballs around here. Well- It's like, "Oh, it's Monday, it's time to listen to phone calls." Like, "Ah." But you just increasingly get better over time. Jimmy Lea: Oh, it's so true. And, and the ability, Taneka, the ability to have calls from today- Tonnika Haynes: Mm-hmm ... Jimmy Lea: or from yesterday or, or even the day before. Uh, there was a time a decade ago when we would have to listen, as coaches, we would listen to calls. Listen, listen, listen, listen, listen, listen, listen. We're trying to find a coaching call, a call that is coachable, and this might be a call from two weeks ago, three weeks ago. Mm. The advisors are going, "Dude, oh man, that's forever ago. No, man, I, I don't do that anymore. I'm not like that." But David, I, I think you kind of solved a bit of that problem with your phone services. David Boyes: Yeah, thanks. It, you know, it's, it's important to, to recognize. I think every owner I've ever talked with has a similar issue. It's... And a lot of it rev- revolves around time, right? Are, are we aware of what's actually happening- Jimmy Lea: Yeah ... David Boyes: on the front line? Mm-hmm. And, uh, some of it is, uh, I wanna keep this a little bit at arm's length because I, I can tell you as an owner, I will have an emotional response when I listen to that phone call. And Taniki, you brought up a great point. For owners and managers here that are on the phone, please listen to your own calls. Yeah. Do it at least one time. Tonnika Haynes: Yeah. David Boyes: Well, twice. Have to Tonnika Haynes: bite the bullet. Just do it. David Boyes: Yeah. Just do it. And, Tonnika Haynes: and, and be ready. Just like- ... just like, "Oh, that is me." Yeah, that is you. David Boyes: Do it- Yeah do it twice because the first time that you listen to a call, uh, it's gonna just be weird, right? So listening to myself on recordings is always weird, but there's this heavy lift of time, right? Am, am I aware of what's actually happening on the front line, and how are we interacting with customers? And then do I have, do I have a mechanism to understand what's my expectation? As an owner, um, you know, it, it's important to establish that expectation. Maybe you're working with a call coach, maybe you've been in trainings yourself. It's, it's ideal to have a method by which you're going to measure your call handlers. And, um, you know, we wanna be professional. We want to build confidence and, and build rapport with these customers. It doesn't have to be fast, but typically- Mm-hmm ... you know, an incoming call from a customer is likely an appointment setting call or a status call. We're gonna set that status call, uh, bucket aside for a second 'cause we wanna be in front of, uh, status calls instead of having customers call us. But if you're listening to these and you have that rhythm around it, uh, we understand how these small habits can build on one another. Am I, am I smiling when I answer the phone? There's something physically that hap- When I, when I physically smile, there's something that is noticeable in the way that I'm communicating. And, uh, am I, am I clear? So what are the expectations? You know, uh, if you watch your advisors, I have, uh, my little cordless handset here. If they tuck their phone in like this, and, and you know, they're, they're trying to multitask Listen to those calls because likely it's very, very difficult to hear on the other side of this. So listening to calls, uh, helps us understand how, you know, how we conduct ourselves, how we conduct business, how am I representing the business that I, you know, that I'm working at as a professional. But also, what is the customer hearing and what is the customer's experience? So, um, these are, uh, important points, and it starts by listening. Jimmy, you brought up a, um, an important aspect here. Historically, we would listen to call after call after call after call to try to find something I can use to coach. So Taneka, you might do this. You've got a call recording system. It doesn't do much but just record those calls, and now I have to go through this, this process to identify a coachable opportunity. And this is now I think where we can move effectively into technology, right? We all hear so much about AI today, and what's really nice about, uh, having, you know, a, a phone system that records is now you have an asset, and you can use that asset to do something more with it. And we can use AI to help that heavy lift of time and, you know, take 90% of the time requirement off. So instead of having to spend 30 minutes, I might have to spend two or three minutes to take that call, sit down with my service advisor, go through this, and have a meaningful, constructive conversation about the things that work well. Jimmy Lea: Yeah. I, I love, David, that your software makes it so easy to find these coachable calls so much faster. A- and Taneka, that's just gotta be a lifesaver for you as well, coaching your service advisors. Tonnika Haynes: It is. I remember, um, speaking with a friend, fellow shop owner, and he's like, "I need you to set aside a time." And so what I did is on my calendar, on Wednesday, that's the day that I sit down and we go over phone calls. And so, you know, you got the dashboard, and that dashboard will say, "This is a coachable call. This is a coachable call." And it is a habit for me as the owner/manager, um, to make sure that I'm staying on top of it all the time because we'll slip into old habits, right? So me listening to the calls and bringing the service advisor or, um, or bring Jay in and say, "Hey, let's listen to this. Let's see how we can get better." You know, you continuously improve on it, and you don't slide back into old habits. Because I'm not on the phone as much anymore. If I have to answer the phone, I know personally, and everything's at stake for me, I slide back into old habits. So we all are capable of it, and so having that dashboard in front of us and said, "Hey, this is a call you need to look at," the service advisor or the person answering the phone does not feel like they're being picked on, but they're being improved upon. So, "Look, I'm just lifting you up. This is what we can do. Do you see how we can make this better?" And it's a we, it's a us, it's coachable, it's there, it's real, and, um, I really enjoy th- that part of the dashboard. Jimmy Lea: Oh, I love that. How often, Taneka, do you send, "This is a really good call"? This is a really good call. I Tonnika Haynes: like a really good call How often do you send that to the team? You know what? Yeah. I probably should do that more. But when I see a good call, I, I, I like to share it. And when I get a good review, like I l- literally just got a good review based off of a bad situation that we were able to turn around with proper communication, and the customer l- literally said, he's like, "The communication... The problem was still there," he said, "but the way they handled it and the communication was key." So he was not satisfied when he left, but the way that we dealt with it afterwards, and that recording of how we guided him through the process, and how we, you know, we apologized, we came up with a plan, apologized again, and kept it moving, and that was a great coachable call. It's like, this is how you handle a bad situation. Look how we won here. So yeah, those are just as important as the, as the losses, as the bad calls. "Hey, this is a good call. G- this is a good call." That balance is super important. Yeah, it balances it. Yeah. And then, you know, it's like, okay, I did that right. Even when that client is a client that does not belong to you, and you can hear them tell the customer, it's like, "Hey, you know what? Appreciate your call, but this isn't the place for you." And that's not the word for word, but, "Hey, you handled that good. Thank you for saving us from a nightmare." Jimmy Lea: Yeah. Tonnika Haynes: Amen. Share it with your team. So you gotta share the wins and the, the misses. Jimmy Lea: Yeah. And, and, uh, for a lot of people, I think they struggle in the creative. So if they can hear it, that it's already been done, they can duplicate. Sure. They can mimic. They can do the same thing over and over and over again. So the more we send these beautiful calls, "Oh my gosh, you guys did so well on this phone call. I, I love this part, this part, and this part," they're able to duplicate that, and they'll do it over and over and over again. And then, then you're- The mistakes that are being made become much less because you're showing, you're, uh, mirroring to them these are the really good calls that we wanna hear. Tonnika Haynes: And, and sharing that when you're going over a call, you got the good call here, we can work on this call, but this is another good call. You know, we talk about giving that sandwich. Yeah. And so that's another opportunity you can give that good sandwich. So when it's time to come in on Wednesdays and listen to your phone calls, you're like, "Ooh, I know I got one coming and I think I know which one it is." And then you're like, "Yeah, but you got this one too, so you won here, and, uh, we missed on this one, but next time it's not happening." Right? Right. So it's, you know, it's all in coaching. Jimmy Lea: Oh, David Boyes: it's so true. You just said something that's super important, and, uh, ooh, I think I know which one this is. Tonnika Haynes: Yeah. David Boyes: Um, there, there's a lot to unpack there. I, I, I love the, the good with the bad. We'll talk about that more too, but, um, creating the awareness. So consistency wins, and, um, I'll say it again, be consistent with the process because consistency wins. And when you have that rhythm where it's familiar and it's expected, we're gonna sit down and we're gonna listen to calls, we're gonna go through this, identify the opportunities, um, it's not good and bad calls, it's, you know, it, it, uh, we call them top calls or champion calls and coachable calls. So a coachable call isn't inherently bad. Maybe we even got an appointment. Tonnika Haynes: Mm. David Boyes: Right? But there's, there's opportunities. So, uh, when we have that rhythm and it's expected, what's really important about what you just said is the awareness. So when I go to pick up that phone, is this the call that Tanika's gonna be talking with me about tomorrow or, you know, Wednesday, whatever our rhythm is? It, it will begin to create that moment of pause that as an a- an advisor when I'm picking up that phone, I can take that breath. Yeah. I can, I can, uh, let that, uh, you know, that technician that just blew me up Tonnika Haynes: Let 'em David Boyes: go. I can let that slide off. I can shake that off. Yeah. And I can focus for a moment to make sure that that customer knows right at this moment they are absolutely the most important person to me right now. Tonnika Haynes: Mm-hmm. David Boyes: So that's an important message to convey over the phone, our, uh, the, you know, the way that we speak, the words that we use, my en- excitement and enthusiasm about being on that call all comes through. So as we get through this rhythm and we develop the consistency and it becomes normal, now I've got that awareness on my team that, hey, this next call I'm taking, I'm gonna have the moment of pause to focus because this might be the next one that, that we're reviewing. I want this to be a positive call that, that Tanika's coming to me and saying, "You did really well on this one. Let's continue to develop this," and, you know, replicate the things that are working well. Instead of, "Hey, there's some opportunity here. You know, you didn't ask for the appointment. You were, you know, pricing over the phone. You said 'no'." No comes out in a lot of ways, doesn't it, Tanika? Where- Tonnika Haynes: Oh, yeah ... we, David Boyes: we might be telling somebody, uh, "You know, I'm really busy right", or, or, or "W- we, we're really busy right now, I can't get you in until Friday." Tonnika Haynes: Yeah. David Boyes: That's, that's, we might as well just say, "No, I can't help you." Yeah. Tonnika Haynes: Yeah. You, that's, that's all they heard was the no. Um, even if you give... And, uh, everybody knows that I'm, I'm big on nos. Like, I can give you a no where there's some healthy nos, but then there's some nos and you have the customer saying, "Hey, um, m- my brakes are making the noise and it just started." And he's like, "Oh, no, I can't see you till Friday." He's like, "Yeah, but I'm gonna die before Friday. I wanna see somebody now." Um, so you don't, you have to learn how to coach them and say, "Yes, so bring that in. Let's take a look at what you've got, and then we'll come up with a plan." You didn't promise that it was gonna be today or tomorrow, but you said, "Bring it in. I'm worried about your safety. Let's see what you've got." Yeah. "Let's see if you should really be concerned about that check engine light. It might be a EVAP code." They don't know that, "But go ahead and bring them in." So and then you, like you said, the cadence in it. This, I'm not gonna make you any promises over the phone, and I would literally say that. "Hey, I don't wanna disappoint you by making a promise that I can't keep. So don't- Yeah ... don't make me, don't put me in that hole. But I need you to go ahead and bring that in to me as soon as you can. Um, and let's scan it. Let's see what you've got, and let's see if you should really be worried, if you can make that trip or we need to bring you in right away. We will help you come up with a plan." So just that solid no. "No, I'll see you Friday." Jimmy Lea: He, " Tonnika Haynes: Meh. No you won't." Yeah. Like, so that's support. That's Jimmy Lea: my- David Boyes: It, it becomes very collaborative in what you just said. Hey, let, let's make this about you, let's make this about your safety and your confidence to drive that vehicle. Maybe you gotta get across town and your commute is 30 minutes. Let's make sure that your vehicle is safe, and then once you're here and we make sure you're safe, let's talk about, uh, when we're gonna have that on the schedule. We'll get that vehicle in Tonnika Haynes: and prepared. Yeah. What are the next steps? Yeah. So let's go ahead and get- let's get your nerves calm- Mm-hmm ... and then let's come up with the next step. Let's come up with a plan. Us, us, us, we, we, we. So Jimmy Lea: yeah. Yeah. Oh, I love it. I love it. And, uh, you talk about s- building a solid foundation for this, the solid foundation for their skills so that the, the ongoing training you're doing really builds on that foundation. Uh, we've got a three-day service advisor with the institute. We're gonna give a shout-out to the institute here right now. So everybody grab out your smartphones, scan the QR code if your service advisor needs a solid foundation. Thank you, David. If you need a solid foundation- Registered now ... and you need to start with... Yeah, get registered. I know you've been to a couple of these, David, 'cause- I have you've talked about all the skills here just really, really well. If your service advisor needs that and you need to go from zero to hero very quickly, this is an intensive that you wanna send your service advisor to, and it will be at headquarters in Ogden, Utah. Fly right into Salt Lake, and, uh, and we got you set up there in Ogden. So, yes, David Boyes: scan that. It's a beautiful drive up from the airport. This class is, uh, it, it, it will help establish the, the fundamentals to build on. Yeah. So you come here, it's, you know, it's boot camp, right? We're, we're going to make sure that we're establishing the expectation and give you something to build on as the owner. Send your service advisors in here. Uh, they'll get those fundamentals, and then you'll have, you know, these, these mechanisms, uh, to improve them over time. I promise you it'll be a, a real game changer for your frontline. Tonnika Haynes: Well, you know what? Beautiful. I wanna piggyback on that. Um, and I wasn't coached to saying this. If they've already been, send them again. Jimmy Lea: There you go. Mm. Tonnika Haynes: Send them again, because here's the thing that I know, and I'm just gonna make it simple. I want you to think about your favorite movie. Like when, when I was in the 20s, for me it was Friday, the movie Friday. And then we watched that movie every Friday after work with the crew that I worked with, and it was just the most ignorant movie and the best movie for my generation. Each time I watched that movie, I would see a different thing. So I want you to think about your favorite movie and, or v- your favorite comedy. Each time you'd watch it, you would pick up something else. So it was like, "Oh, I didn't see that that last time." So even when it comes to training, "Hey, I did this three-day class and I did it a year ago. I grew." Jimmy Lea: Do it again. Yeah. Tonnika Haynes: Do it again. Do it again. You, you're never too mu- uh, there's never too much coaching. So just do it again and you'll see it from a different angle. I just wanted to say that. Yeah, 'cause, um, there's been some classes that I, I take, and not just this one, but other classes, like, let me take that class again. Yeah. And you're like, "Aha. I didn't remember that from last time." Yeah. I didn't implement that from last time, 'cause we, you guys tell us, and coaches will tell you, "Just go and implement one thing. One thing." I mean, watch those changes, and then the next time you take the class, let's do one more thing, maybe two, and get, get a little bit better. Right. Jimmy Lea: Yeah. So speaking of training, ASTA, A-S-T-A, is coming up here real soon, Taneka. Real Tonnika Haynes: soon. We're less than 30 Jimmy Lea: days out. Let's give them a shout-out. Tonnika Haynes: Shout out to ASTA. Those are the people, not the people that made me, but it's my just one, my just one thing that I took away from there each time has helped build me to where I am. And I am, I cannot say I would not be where I was without them. But I would not be where I was, where I am without them. From those, those people that I met, the village that I met, meeting you, meeting my first coach, just meeting my, my industry brothers and sisters that I can call on at any time when I'm about to flip out, or when I have a win. 'Cause you know as owners and when, when you're a little higher, you can't share your wins with everybody without some jealousy. True. Yeah. So when you have a win and you have that community to call on. Mm-hmm. So yeah, ASTA is the place to be, September 24th to 26th, right here in Raleigh, North Carolina. So I hope somebody shows up. And, uh, I wanna meet some... Well, I know Jim. I'll be there. Jimmy will be there. You will not miss him. David Boyes: He'll have the jacket. Tonnika Haynes: He will have plenty of jackets on. It is a fun atmosphere, lots of community, lots of learning and growing. Jimmy Lea: Yeah. Yeah. We're gonna have a jacket war, so anybody who wants to play. David, you're bringing your jacket, so David Boyes: who wore Jimmy Lea: it best? Yes. Yeah. David Boyes: Yeah. I, I wanted to make sure that we were gonna f- uh, be able to carve out some time to do the who wore it best. Tonnika Haynes: Oh, David Boyes: always. I think, so B- Benji will be involved. Brett will probably be involved, right? Mm-hmm. And, uh, you, you two- Mike Allen ... Mike, okay, Mike, yep. Tonnika Haynes: I, I, I feel like we should have a girls version of this, 'cause you know, if the women got involved- Jimmy Lea: We always lose Tonnika Haynes: I mean, we would just throw you guys under the bus. Jimmy Lea: It's true. We tried that, Tanika, and you swept it. Yeah. You swept it. There, there was no- Tonnika Haynes: I don't wanna do that to you guys ... competing with Jimmy Lea: Tanika. Tonnika Haynes: I don't wanna do... Yeah, I don't wanna do that to you, so we'll, we'll figure it out. Maybe I'll make a f- couple phone calls and text messages and see what's up. David Boyes: Yeah. Speaking of phone calls. Speaking of phone calls. Tonnika Haynes: Throw that back in. David Boyes: I have a question for you. Yeah. Yeah. That's, hey, I couldn't have asked for a better softball there, but that's great. Um- ... thinking, thinking about the coaching process, you know, I, I, I had mentioned before it can seem a little uncomfortable, even as an owner. You know, listen to two calls, because that first one, you're gonna be so- Mm-hmm ... consumed by how weird I sound on the phone, right? So, but when you, when you started this with your team, what, how was it received? What were some of the, the challenges, uh, do, you know, h- what feedback did you get about listening to calls and going through the analysis? Tonnika Haynes: So I wanna say that when I first did it in, in coaching, so in a group setting, and you're listening to your team, so they call in, they have to do a call and they'll record a call. And so it's like, "Oh, well this time she did this, and this is the excuse." You wanna come up with excuses. You wanna defend- Right yourself. I wanna defend my shop. And so that service advisor's gonna wanna defend him or herself. Like, "Oh, well, you know, that customer and this was that." I was like, "No." So you get past that, and it's like, okay, like I said, you give the sandwich. Okay, so this is a great call. You tell me what you could have done, could have done better in this call. Right. 'Cause I don't wanna be in... 'Cause if you go into attack mode and say, "Oh, you should do this better, and you didn't follow the script, and you, you, you, you, you," you're gonna get somebody that's gonna put up a guard and be like, "Whoa, whoa, whoa. I did my best." So I'll say, "I know you did your best on this, this one call, and you did a great job on this call. What happened, brother?" Balls in your court. Tell me how you can improve on this. Mm. What do you need from me to help you improve here? Was there a distraction? What was, what was the problem? So I kinda feel like I can teach them to self-coach. Jimmy Lea: Yep. Tonnika Haynes: I'm, I'ma give you a whole toolbox. You've got this toolbox. You know what a good call to- sounds like. Like, you also have a mirror. There's a mirror right there. Look at yourself. You've got reminders. I've got sticky note reminders on each, each person saying, "Don't forget to ask for the sale." What happened? "Oh, man, I was distracted, I sh- I should've..." Yep, you should've put the mouse down. You should've put the mouse down. So usually people will first get defensive, same. Mm-hmm. Um, then the defense mechanism starts to come down. Say, "All right, okay, so how do we fix this so next time I cannot find a bad phone call?" Jimmy Lea: Bingo. David Boyes: Yeah. Jimmy Lea: I love it. It, yeah. I love that you have a mirror there and you have sticky notes there helping as well, Taneka. Tonnika Haynes: Yeah. Jimmy Lea: Yeah. That's, that's so good. ' Tonnika Haynes: Cause we forget. And- And it's okay- Oh, we do ... 'cause we get busy. But the Jimmy Lea: more Tonnika Haynes: we work on it- And I, Jimmy Lea: I, you... I'm certain that you guys have heard this before, that a fake smile is better than a real frown. Tonnika Haynes: Yes. David Boyes: Yep. Tonnika Haynes: Yes. And I'm really good at that. And so I've learned that because I've been doing it a very long time, so people know that I can really make you... I could, like, really fuss you out, and I would sound so sweet 'cause I'm smiling at you the whole time. "Well, you know what, Jamie? I think that was the stupidest thing you've ever said." Jimmy Lea: And if you do it with a smile, you can Tonnika Haynes: get away with it. And you're doing it with a smile and, and when you're shaking your head. So that smile makes a difference. And when I'm- It does ... picking up the phone out of an emergency, if they are busy up front and I'll see that phone ringing, and I pick it up and I'm not ready personally, I'm not ready to answer that phone, and it's a client that knows me, and I'm not smiling, I will get a, "Hey, Taneka, what's wrong?" You Jimmy Lea: okay? 'Cause Tonnika Haynes: they, "You okay?" And I'll say, "Oh, I'm sorry. I was distracted." 'Cause that's usually what happens, you're distracted, or that service, that, um, technician just rubbed you the wrong way or something's happened at home. So but once you put that smile on- You just fake it till you make it. And now you, I usually don't like to say that, but sometimes you do have to fake it till you make it. Like, yeah, absolutely. And use those words of, those positive words. Absolutely. Let's look into that for you. Yeah. Yeah. Jimmy Lea: Sure. I love it. Love it. We talk about the phone call and how much it's worth. Uh, Bimmer PhD Motorsports is saying, "Can we dig into that a little bit?" How much does it cost to get that phone to ring? How much does it cost to acquire a new customer? You talk about the mindset and you talk about the service advisor- Mm-hmm ... and the smile that's needed to be there, fake or real. How much is that phone call worth, Tanika? Have you analyzed any of that in your shop? Tonnika Haynes: So that was actually a, um, something we did in the 20 group with my coach Jen. We went through that and we calculated how much it costs to sh- get that phone to ring. And I really wish I was prepared and I had that number for you. But once you realize that number, share it with your team. Jimmy Lea: Yeah. Tonnika Haynes: And then, uh, the institute probably has, um, a blueprint on how to figure that out. So you're looking at how much your website is, your Go- Google ads, any form of marketing that you have out there, down to the phone bill. Jimmy Lea: Yeah. Tonnika Haynes: How much does it cost to make that phone ring? And once you see it as the owner, you're gonna be like, "Whoa." And you share that with the team. Like, every time that phone rings, it costs me this. And then also think about your ARO. Jimmy Lea: Mm-hmm. Bingo. Tonnika Haynes: And every time- Yep, yep ... we do not get a y- yes, and we don't get that client through the door, we lost $850. Potential $850, potential $1,100. Jimmy Lea: Yep. Tonnika Haynes: So once we start thinking about, you know, everything, everything's not about money. It is That Jimmy Lea: we keep score. Tonnika Haynes: It is how we keep score. Yeah. Like, you know, we, we talk about we've got the metrics on the dashboard. Numbers don't lie. People do. Your emotions will. David Boyes: Yeah. Tonnika Haynes: It costs me $75 every time that phone rings. Mm-hmm. And when you ring it, and when you land that deal, that's a potential 850, or whatever your ARO is, or whatever- Yeah ... that's what it is. And that's, and how long does it take to get that one client to get through the door? Yeah. And also think about how long you can hold onto them as a client. How many years Jimmy Lea: are you gonna- Tonnika Haynes: What's the lifetime value of the client? What's the lifetime of that client? Jimmy Lea: Yeah. Tonnika Haynes: So that smile when you answer the phone, yeah, that's worth a lot of money. Jimmy Lea: Tens of thousands of dollars. Tonnika Haynes: Tens of thousands. So go ahead and put your Vaseline on your teeth- Jimmy Lea: Mm-hmm ... Tonnika Haynes: and, and start a- smiling. Jimmy Lea: Yeah. That's an old theater trick. Yes. Are you a, are you a musical theater person? Tonnika Haynes: No, but I just know about- Where are you pulling that from? ... Vaseline on your teeth and, 'cause you get tired of smiling. You, you know, at the conference, you have this whole muscle thing. You're like... Jimmy Lea: Uh, yeah. Tonnika Haynes: Keep s- keep, just keep smiling, smiling, smiling. Jimmy Lea: That's right, David Boyes: Dorothy. Those are important numbers, uh, to know how much does it cost to get that phone to ring. Tonnika Haynes: Mm-hmm. David Boyes: Uh, in some cases it can be, uh, you know, several hundred dollars depending on really all of those factors around generating those phone calls, and then what that ties into when the phone does ring, um, and we don't ask for the appointment. Has that $850 or $1,100 just walked over to my competitor across town? Yeah. But it also sets the stage when we're talking about coaching and development to bring it back to what's in it for me. As a service advisor, you know, most high performing shops are incentivizing their advisors on these, you know, these GP numbers and, you know, there might be other metrics on Google reviews, maybe have spiffs for these different things. It all requires us to generate the appointments and get those vehicles in so that we can have an inspection and we can, you know, generate the, the estimate and ultimately have a sale, and then make this an amazing experience for the customer so they're gonna come back next time. Tonnika Haynes: Mm-hmm. David Boyes: Uh, at the very front end of the phone call, you know, it, it takes X number of dollars to make the phone ring. When that phone rings, the customer, if they're a first time caller- Uh, they're likely y- we as, as a business are likely setting the stage within that first 15 to 20 seconds for the length of our relationship. So based on those initial interactions, we're going to begin setting the stage of how well this customer visit is going to go, uh, how much that we're developing trust with this customer. Do they trust me as an advisor? Do they trust this business, that we're experts and we're gonna help them, and we're gonna do so in a, in a fair and meaningful way? And then also, uh, we're going to set that basis for a repeat customer. Jimmy Lea: Mm-hmm. David Boyes: So that, that's where we get into the, the longevity of our relationship. Interestingly enough, so much of this happens at the very first moments of that very first phone call. And when we acknowledge that as a service advisor, I'm like, "Oh, that does tie back to the paycheck I get." As a business owner, "Wow, that ties back into the stickiness of my customers." I love, you know, repeat customers. I love repeat business. So we wanna drive these skills up front. Uh, Taneka, you talked about, you know, sitting down and going through, um, some of these calls and the, the service advisor reaction. Have you really developed and, you know, share your expectations on how you'd like the, the phone answered? I'm not asking about a script. Tonnika Haynes: Mm-hmm. David Boyes: But like that flow, right? We don't wanna create robots. Right. What have you done at, when you, you know, train and develop your team on here's what I would like to hear from you? Tonnika Haynes: So I haven't honed that in 100%, but I, I do know that we wanna thank them for calling. David Boyes: Mm-hmm. Tonnika Haynes: We wanna know how did you find out about us? Great. Is this your first time calling? How'd you hear about us? So, so we can track that, right? Yeah. Was it a repeat? Was it a neighbor? Was it a Google? How did you... Was it a postcard? How did you hear about me? Um, what can I help you with, and how soon can I get to it? Can you bring that in today or tomorrow? And, um, and smile. So I have these little things that I want them to say that's on the side- Yeah ... of their computer, and I don't want you to sit there and read and just say, "Oh, well, yes, sir, how can I help you today?" I want it to flow naturally because that's who we are as a shop. We- we're not a scripted shop. We're, we're a bunch of goofy people, actually. People. We just happen to fix cars. Um, and that's who we are. Yeah. And I want that to come through. I want you to be friendly. I want you to re- when they come in with the cat or the dog or whatever, please not a cat, but the dog. I want you to put in the notes, this is, this is that customer's name and this is what their dog's name. If they refer to their, their car, "My car's name is Pearline." If you called my car by his name, I'm not taking it nowhere else So I want you to build that relationship. And so I don't have a script and I don't have a formula yet, and maybe I should work on that. And, um, we do have like a SOP. Yeah. Probably should do a better job at that. But then what you just said made me raise my eyebrow, like, I should do better with that. But we do have some things that I'm, that are non-negotiables. David Boyes: You've got your flow there, which is great. Mm-hmm. And I think you're, you're doing better in that than, than- Yeah ... uh, some owners that, that we talk with. I encourage, I encourage everybody to have a flow, right? Yeah. We, we wanna kind of go through the conversation. I'll tell you the number one, um, deficit that I hear within the first probably 10 seconds of a phone call is asking for the customer name, right? So- Right ... "Thank you for calling ABC Automotive. How may I help you? Um, yeah, I can help you with that. My name's David. What's your name?" Jimmy Lea: Mm. David Boyes: It's so simple. Yeah. And, uh, I listen to call after call after call. I mean, these, they, they pop out because of our AI call analysis, but where we go through this whole process and we've had a 90-second call or a two-minute-long phone call, and at no point ask the customer name. Tonnika Haynes: Right. And then you assume that the name on a caller ID is their name. David Boyes: Mm-hmm. Right. Tonnika Haynes: That, that's a problem, too. I know that we were doing... I was doing it as well. Yeah. I would do it as well. David Boyes: Yeah. Tonnika Haynes: But, um, and, and with that, I had a little challenge saying, "Hey, I want to see you guys' name on the, the review." Yeah. And it really bothers me when a client calls to check on their car, and I have to, have to answer the phone, "Hey, who was your service advisor?" "Uh, I don't know." What? David Boyes: Mm. Tonnika Haynes: They need to know your name. David Boyes: Mm. Tonnika Haynes: So I had to make sure that everybody had their own business cards when the car was dropped off. "Hey, my name is Stuart. This is who you should call to check on your car. Everybody here can help you, but I'm the main person." So I think a lot of people just don't do that, and say, "Hey, well, my name's Tanika. Who am I speaking with?" Great. "Have you been here with us before?" David Boyes: Mm-hmm. Tonnika Haynes: You know, if it doesn't pop up on the caller ID, "Have you been here with us before?" Yeah. But the caller ID pop up, that's a game changer. Am I skipping ahead? Should we not go that far yet? David Boyes: No, you're fine. Yeah. Tonnika Haynes: Thank you, David. Yeah, just be ready. Yeah, be ready when, when David Voigts calls Brown's Automotive, and you call and say, "Brown's Automotive. This is Tanika. Hey, David, how can I help you today?" What is that? What are you doing? You knew I was calling. You know, like- Yeah ... yeah, caller ID exists. People forget about that. David Boyes: Yeah. Tonnika Haynes: But- They do. They do. But it, it's just extra special. Yeah. And that's what the caller ID... I know one thing I do when the customer's walking in, and if I know I have a blue Toyota Coro- Corolla coming in at 9:00. "Who is this coming in?" Yeah. "Hey, Mrs. Such-and-such. Good morning. Oh, hey." Instead of saying, "Can I help you?" Yes, you can help me. That's why I walked through the door. David Boyes: Mm-hmm. " Tonnika Haynes: Hey, M- hey, Mary David Boyes: Jane." Or, "Hang on a second. I'll be with you in a second." Tonnika Haynes: Yeah. No. David Boyes: Don't do that. Tonnika Haynes: Don't do that. David Boyes: Yeah. Tonnika Haynes: So, um, there's a lot to be said about customer service, and there's a lot to be said about s- calling people by their name. Jimmy Lea: Amen. Tonnika Haynes: Yeah. David Boyes: It creates familiarity. Yes. And, uh, when, when we have familiarity, we have a relationship. Mm-hmm. It's in- it's potentially implied. But people love to do business with, with the, the folks that they have a relationship with. Mm-hmm. And they're inclined... You know, this is the fun thing about consumer behavior and human behavior, is when I have a great experience, I wanna rally my friends around that too. I want to include them in the joy that I get to experience when I come see Tanika and her team. Yeah. So I'm gonna- I, I'm gonna be much more likely to tell folks about it. If I have a meh- Meh ... average experience, it's probably not gonna come up in conversation. I'm not gonna stick my neck out there. But, um, how do we do that? Well, we address people by their name. We know when they're calling, right? I might even be pulling that up in my shop management system or my CRM. Just the s- the second the phone rings, it's gonna pop and present that information. "Yeah, I saw you were in three, three months ago, and we had looked at, you know, X, Y, Z on your vehicle. Should we add, add some additional time to take care of that this time?" Right? It, we have an awareness. They have confidence in us. We know them as a person. We know their vehicles. And now we're, we're joining together with our customers. Mm-hmm. Yeah. Uh, at, at a common goal, right? And it comes back to their safety. Well, Tonnika Haynes: so what'll happen is you'll get a client, and, um... Sorry about the background noise. That's all right. You'll get a client, and they're not thinking about their car. They, they, they've grown to love you. They've grown to know you. They know you by your name. And then you made the recommendations last time. They trust you enough that they are just gonna be like, "Okay, whatever. I'll talk to you about it next time. Tanika's gonna remember that for me." Say, "Hey, Miss Mary Jane, you remember we talked about..." "I don't remember we talking about." "Well, here's a copy. I'm gonna send that over to you. We're gonna look at it, these things again." Yeah. It's just like having a whole system, and then you become that person. It's like I don't have to remember what my car needs 'cause Tanika and her team have the history, and they know me by my name. David Boyes: Mm-hmm. Tonnika Haynes: Right. And they're gonna take care of me. David Boyes: The paradigm shift there is I, you know, as a service advisor, I'm the expert. Tonnika Haynes: Mm-hmm. David Boyes: As the service manager, I'm the expert, right? You've come to me because of our and my expertise, and I'm sharing the belief that you wanna be safe and you wanna care for your vehicle. So allow me to make these recommendations. Allow me to, to keep that, those notes about our previous interactions so that when we meet to, when we meet again, we can make sure that w- you know, we're, we're not starting from zero- Tonnika Haynes: Mm-hmm David Boyes: that we already have this information available, and we're going to improve that experience. Tonnika Haynes: Yeah. David Boyes: Um, on the, on the call coaching side of it, um, you know, I, I think at some level you've kinda normalized it in your shop, and I'd love to learn more about how, you know, how did you do that? It's, it's not typical, I would say, that people are just, like, rallying around, "Let's listen to calls," right? 'Cause part of it is, you know, the exposure or this kind of fear of judgment. But once you normalize that and make it consistent, um, I'd love to know how you've done that and, and keep the, uh, the Big Brother mentality out the door. Tonnika Haynes: Well, I don't, well, we've got cameras, and we've got these things recording the calls. And, and first of all, these calls are not being recorded to get you. These calls are recor- Yeah ... recorded to cover your butts from that crazy person that swear they didn't say it. Mm-hmm. These calls are recorded to make you better. Um, I remember Chad say, "Hey, just put it on the calendar. Just put it on the calendar." It's like ha- having that one-on-one for the first time. Nobody knows what to say or to do. I'm not trying to attack you. I'm just trying to make you better. So let's just... I listened to my call. Be vulnerable. Me. Hey, Jimmy Lea: Yeah ... Tonnika Haynes: you don't wanna listen to your call. I didn't wanna listen to my own call. But let's, let's do this. It's just on the calendar. And like I said, the defense will just break down a little bit at a time, and I found that with my one-on-ones again. Like, we do a first Monday one-on-one. If I was late or if I skipped the one-on-one, they're like, "Well, why did, I didn't get my one-on-one. Am I in trouble?" They look forward to it. Everybody wants positive reinforcement. Amen. So if you keep it positive, and then some- like, "Hey, I looked at 10 of your calls, and out of the 10, only 3 of them were coachable." Or, "Hey, you remember when we started out, how you would have, like, a 11 bad calls out of 20? Dude, you only got two this time." So make sure we measure it, okay? Schedule it, measure it, keep it going. Know you're uncomfortable, they're uncomfortable, and just say- I don't wanna do this. Nobody wants to do it. Nobody wants to lift that... Well, a lot of people don't wanna lift the heaviest weight for the muscle gain. Mm-hmm. It's gonna be painful, but it's gonna get easier. It's gonna be easier for me and you as the coach and the coachee, or is it a coachee? Whatever. So, I mean, it, it's... I don't know if there's an easy way to put it, but I just know that you just keep doing it, you be consistent, and you let them know if you're uncomfortable. Like I hear shop owners say, "How do you start this one-on-one stuff? How do you start this coaching stuff?" You just start it. And you're just like, "Ooh, hey, I don't know what I'm doing either. Let's do this together." Yeah. "Let's, let's get better together." Like, I'm listening to my calls too. We're all getting better together. So I would just say start it, put it on a schedule, make it, make it pop up, show up. Yeah. Wednesday, coaching calls. Jimmy, one of the- Schedule it. It's ready to go. David Boyes: Yeah. That, that's perfect. I, I, I love the perspective too. And Jimmy, one of the, you know, the things that I share with owners consistently is be consistent. Mm-hmm. So I think the, the technology drives that, right? We're delivering an email with, you know, here, here's a, a top call, here's a coachable call. Here's some additional information. So delivering that is important, and the technology really helps us drive that consistency in this case. So, um, when that, that email comes out, here's a call example, you don't have to do anything with that today, or you can. If you don't, there's another one tomorrow, right? Mm-hmm. And we wanna create that normalcy. And th- this is the part that drives change, is one, you know, we're, we're making this normal. Yep. And Tanika, you were just talking about that, right? We're gonna put this on the calendar. People begin to expect it, right? It becomes normal for them, and that's a super important milestone in the coaching, training, and development process, is that sense of normalcy in the shop. And then, um, u- understanding the expectations and, you know, where do we have the opportunities. Um, Tanika, you know, one, one thought that comes to mind here is, you know, you'd mentioned at the beginning, like ask for the appointment. As you began doing this, you know, what, what did you begin to understand and, and see happening across, you know, the phone calls and across your organization? What patterns began to emerge? And really, what's that aha moment you had where you're like, "This is bringing value to me while I'm bringing value to my team"? Tonnika Haynes: Ooh, that's a good question. So when we start asking for the appointment, you know what? The calendar filled up. David Boyes: Yeah. Tonnika Haynes: Yeah. So the marketing was working. And, um, but the big aha moment... Ooh, that's a good question, Dave. You got me on that one. Should have text me that before you asked me that one. I'd been ready. David Boyes: My Tonnika Haynes: apologies. Phone with you. Aha moments with phone calls. I don't know. I, I really, I can't answer that one for you, but what I do wanna say before I forget the chance, don't get the chance to say it, when they're sitting beside each other up front and they're lis- 'cause they're, everybody can hear everybody's phone calls. Mm-hmm. I can hear them say, "That was a good one. What was that one about?" Or like Stuart would tell Hailey, he's like, "She's, she's had a lot of good phone calls here lately. I can hear the change in the way she's handling the phone calls." So again, um, may have got a little bit off subject, but them helping each other and encouraging each other. Maybe they can only hear one end of the phone call, but there's some key words like, "Oh, you killed that one." Jimmy Lea: Yeah. " Tonnika Haynes: You killed that one." Or making that sale on the phone call. Yeah. "I heard how you delivered that BVI. I heard that delivery. You gave them the good sandwich," and they said yes. Like this morning, she was like, "She said yes to everything." It's like, "God, it's working." Imagine that. Love it. Imagine doing a training, following the instructions, and it actually working. Jimmy Lea: Yeah. Gotta David Boyes: love that. It really is the aha moment too, right? Tonnika Haynes: Yeah. David Boyes: You're, you're going through, you're driving consistency. You have, you know, some form of flow and expectations, and you're learning from one another. I love the fact that- Mm-hmm ... they're listening at least to one side of each other's conversations- Right ... in real time. Tonnika Haynes: I David Boyes: think I'm lucky Tonnika Haynes: with that- And then getting to populate from that ... with my team. David Boyes: Yeah. Tonnika Haynes: I think I'm lucky with my, 'cause they're, they're not in competition, and, um, it's like how do you keep them... I don't know. God blessed me with that, but I'm just lucky that way. But encouraging each other- So. Jimmy Lea: It's good. That's good, Tanika. You, you've set up a solid culture there, solid people. They've got great results. You're listening to the phone calls. Consistency, like David's talking about. You know, um, hearing one side of the conversation helps a little bit, but if you, if you, as an owner, if you're only listening to half the conversation and you are not booked up three, four, five, six, seven, eight days in advance, chances are you're missing the other half of the conversation, and you need to listen to it. So you do need a device, a program, a, a hardware. You need a, a phone system that allows you to listen to all sides- Mm-hmm ... of the conversation. You've g- just gotta be able to do that. You gotta be able to do that. Now I'm gonna give another shout-out here as we work in our marketing. So a lot of times I hear shops talking about their marketing. "Well, my marketing's not working. I'm not... It's not working. It's not working." A lot of times it comes back to the phone call. Mm-hmm. How well is the phone call being handled or treated from an advisor? But speaking to the marketing part, we've got a shout-out here for the institute is holding a marketing intensive this October 26, 27, 28. Tanika, I just got off the phone with Brett Faidley. He is signed up. He is coming out for Mars Conference, so if you wanna get signed up as well, sister, we'd love to have you out here. Tonnika Haynes: I gotta get a real flashy jacket for that one. Jimmy Lea: Uh-huh. Tonnika Haynes: Pull out my Jimmy Lea: rhinestones. Right behind that Mars Conference. So if you got your smartphone there in front of you, grab out your smartphone, turn on your camera. There's the QR code right there. Oh, man. Flash the QR code and get registered. The, the, uh, the Mars Conference is going to be awesome. It is a conference where when you are done with the workshops, it's a three-day conference. When you're done with that three-day conference, you have 2027 mapped out, ready to go, and you know what you're gonna be doing month to month throughout that whole next year. It's super awesome. I, I love the Mars Conference. David Boyes: I do too. So Jimmy Lea: come- David Boyes: I was at the last one. Excited to be there. I'm, let me just say I was there as a participant at the last Mars Conference. Tonnika Haynes: Mm-hmm. David Boyes: And, uh, one, getting to, you know, to interact with so many, uh, friends across the industry was great, but also, uh, you know, I, I, I don't own a shop. I own a, uh, communication business. I took so much away from that that I immediately applied. I can speak from my own experience. Uh, and I know, uh, you know, many of the participants there that took those components right back to their shop and made immediate changes. So it is, uh, it's not just a, um, it's not just a workshop where you're gonna come away with a flashy workbook and put that in a dusty cabinet somewhere and never do anything with it. I promise you, you attend the Mars Conference, and, uh, you will come away energized and ready to make a real difference in your shop Jimmy Lea: Yep, for sure. For sure. Tonnika Haynes: All right. Like I s- I'm never gonna be at work if I keep coming, following you around, Jimmy. David Boyes: Just imagine your wardrobe, though. Tonnika Haynes: Oh, I know. It'd be so good. Jimmy Lea: It'd be so good. Tonnika Haynes: But no, we'll see. I, I'm thinking about that. I thought about what we talked about the other day, but we're not gonna get off subject 'cause I do that a lot. David Boyes: It can happen. Jimmy Lea: Yeah. David, what else? What else can we talk about with phones, phone systems, programs? Um, can we track our marketing using your phone system? David Boyes: Yeah. Uh, just on that very note, you know, the, uh, uh, we'll talk about this a little bit this year at Mars as well, but, you know, market tracking is important, right? We, we spend a lot of money, and understanding the performance, uh, is important. So with our phone system, you know, we can provide, uh, market tracking numbers if you have different campaigns, mailers, text messaging, website, uh, related, uh, leads that you're generating. Um, we can certainly provide unique numbers. The customer experience is the same, and the, um, you know, the shop experience is the same, except you have all of this additional data about, you know, how many calls were generated. So that's important to know, and, uh, it's also important to, uh, use that as a, you know, a good baseline of information about your capacity to manage phone calls in your shop. So when we look at some of the, uh, the other performance metrics, how long does it take us to answer the phone? Are we answering the phone, right? Jimmy Lea: Mm. David Boyes: In order to ask somebody for the appointment, we have to first answer the phone. Uh, and if you're spending this money on marketing campaigns, there are a variety of reasons, and I'll just tell you one example that I hear often from owners is, you know, they put out a marketing number and they, you know, advisors, uh, might believe that it's, you know, it's generating bad leads, something like that, so they won't answer that phone. Um, but we wanna, we wanna understand, uh, the behavior of what's going on. Is it something that we can control? Um, are, are we effective in the marketing campaign? What information do I have around that? And then additionally, uh, running that into the call analysis, uh, so that we understand are we, are we converting these, right? If we're generating the leads, are we actually generating appointments? And then, uh, from that point, if you know you have the appointment, you can measure your performance, uh, go forward. So there's a lot of data that we can capture, um, other than just sending in all of these phone calls to the main number. Jimmy Lea: I love it. David Boyes: Mm-hmm. Jimmy Lea: I love it. I love the, the phone is such a powerful tool. I love when we can multitask that tool and do multiple things with the, the same tool. Very cool. Very cool. But i- if there a- any questions, comments, concerns from our audience, we would love for you to type those in. If there's questions for David or questions for Tamika, go ahead and type those into the comments section. While they're doing that, I will say if you are trying to keep up with me, good luck. But you can find it on our website. The website page is, uh, wearetheinstitute.com/events. That's all of the events that are coming up here in the very near future where you will see the institute participating and locking arms with the industry to help elevate the industry. Our motto, our mantra is, better business, better life, better industry. We're gonna lock arms with you as a shop owner so that you have a better business. The net result of you having a better business is that you have a better life. Tonnika Haynes: Mm-hmm. Jimmy Lea: And not just you have a better life, your advisors have a better life, your technicians have a better life. Your, uh, your partners have a better life. Your spouse Your advisors' significant others, their spouses, uh, their, their technicians and their spouses, the, and their children. Everyone elevates, everyone breathes better, everyone sees a bluer sky and greener grass when we have a better business, a better life, and our commitment is that we will help this become a better industry. Looks like there's a couple of comments that did come through. Oh, no, that's Raleigh posting out the webpage for the events. Yeah. Uh, super awesome. Super awesome. Uh, last final thoughts, final ideas. David, we'll start with you. Tanika, then to you. Yeah. That we can help this industry grow. David Boyes: Tanika, thank you for joining today and, and sharing your experience. It's super valuable for, for me as a provider to our industry that, uh, we understand how we're driving impact. So thank you again for that. Thank you for your trust and support. For the, uh, the audience, uh, Call Inbound is our company, callinbound.com. Uh, we provide communication services, uh, call tracking information, uh, advisor call handling performance metrics, and AI call analysis. But above all, we're part of the industry, right? So, uh, I got my start with, uh, with the institute in a 20 group. Got, you know, very ingrained in the industry, uh, while I was building my company. And, um, you know, I'm proud to say that I'm part of the, uh, not just the automotive aftermarket, but the, the service repair industry. Thank you, Tonnika Haynes: gentlemen. I wanna make, make sure you know that I appreciate your company. Um, I don't know how many employees you have, but it seems like they're all just sitting in the same room waiting to help. I can send an email and I get a response so quickly, and it's always been consistent great service, so I do appreciate that. And, uh, anybody that's on the fence, whether you, you know, I'm like, "I don't wanna listen to phone calls, that's just another thing for me to need to..." Do it. Listen to the phone calls. Start with yourself. Start with yourself as the owner. I always say start, start with yourself. I always assume that I'm the problem, then I can work from there. Listen to your phone calls, and if you think you're good and then you listen to them, you realize how bad you are, think about how bad your team is if you're not coaching them. So get them in coaching call services or what- whatever. Listen to the phone calls. Get everything in order. And not only will you make better sales and better connections, more appointments, but I really truly believe that it could save you a lot of heartache. Yeah, they record bad calls, too. Bad calls from the other end that you're, you know, that you need, I hate to say for court, but anything. It's like, "Hey, sir, we've got that call recorded and that didn't go quite the way you're saying it's gonna go." So that's another part to it that could, that could be very important in your shop. We call that David Boyes: the replay booth. Tonnika Haynes: Yeah. Jimmy Lea: Yeah. Yeah. David Boyes: We'll take that to the replay booth. Tonnika Haynes: Yeah. Jimmy Lea: It, it, it's an important to CYA. Exactly. You gotta cover your own behind. Tonnika Haynes: There's a great... That's a great tool for that. Jimmy Lea: Yep. Yep. Yep, for sure. Well, with that, thank you very much. David, thank you for being here. Taneka, thank you very much for being here. Tonnika Haynes: Any Jimmy Lea: time. Look forward to seeing both of you very soon at our next conference, and to give you a big hug and say hello. Uh, bring your best jackets, David. Say Tonnika Haynes: less. Gotcha. Say less. Back in the David Boyes: studio. Jimmy Lea: Yes, yes. Very much looking forward to working with all of you in the very near future. And for everyone that is listening, thank you so much for joining us today as we talk about building a better business, a better life, and a better industry. My name is Jimmie Lee. I'm with the Institute for Automotive Business Excellence, and we're here to lock arms with you and make a difference. Click on it. Come find us. We're here to help. How can we help you? Let's make a difference. Talk to you soon.
Ep 143: Proving Yourself vs. Improving Yourself with Levi OBryan
218 - What Your Opt-Outs Reveal: Your CRM Isn't Broken. It's Being Misused
218 - What Your Opt-Outs Reveal: Your CRM Isn't Broken. It's Being Misused September 9th, 2026 - 00:55:22 Show Summary: Most CRM systems are capable of producing results but the way shops use them can weaken customer relationships. Mass messages often focus on filling bays instead of delivering value customers actually want. Strong retention starts by understanding communication preferences and earning permission before sending messages. Shops can build stronger relationships by creating meaningful reasons for customers to stay connected. Automation can support that process but it should never replace genuine human communication. Returning customers should become a primary measure of success because lifetime value matters far more than a single repair order. A retention focused culture can create steadier car count and stronger long term growth. Host(s): Jimmy Lea, VP of Business Development Guest(s): Craig O'Neill, VP of Training Autoflow Show Highlights: [00:02:45] – CRM systems work but shops often misuse their capabilities. [00:06:32] – Mass text blasts can create opt outs instead of appointments. [00:12:10] – Effective communication must focus on what matters to customers. [00:18:18] – Customer retention should create meaningful relationships built on trust. [00:21:08] – Customers should understand why your messages provide real value. [00:27:36] – Promotional mass texts require proper permission before being sent. [00:33:28] – Retention should become a goal across the entire organization. [00:35:02] – Returning customers can reveal more than traditional sales metrics. [00:41:12] – Give customers a compelling reason to return after every visit. [00:45:35] – Safe reliable vehicles provide a powerful purpose for follow up. In every business journey, there are defining moments or challenges that build resilience and milestones that fuel growth. We’d love to hear about yours! What lessons, breakthroughs, or pivotal experiences have shaped your path in the automotive industry? Share your story with us at info@wearetheinstitute.com, and you might be featured in an upcoming episode. 👉 Unlock the full experience - watch the full webinar on YouTube: https://youtu.be/10RC8L1nKhM Don’t miss exclusive insights, expert takeaways, and real talk you won’t hear anywhere else. Hit Subscribe, drop a comment, and share it with someone who needs to hear this! Links & Resources: Want to learn more? Click Here Want a complimentary business health report? Click Here See The Institute's events list: Click Here Want access to our online classes? Click Here ________________________________________ Episode Transcript Disclaimer This transcript was generated using artificial intelligence and may contain errors. If you notice any inaccuracies, please contact us at marketing@wearetheinstitute.com. Episode Transcript: Jimmy Lea: Hello, welcome. Glad to be with you today. It is Wednesday, so excited for Webinar Wednesday. Coming to you live from the road. I'm in Eugene, Oregon, here at Brian Slater's shop in Eugene, Oregon. This is the North Eugene Auto Repair in in Eugene, and so coming to you from the road. Thank you, Brian. Jimmy Lea: Appreciate you letting me use your office today as we're out and about visiting shops. It's just an awesome, gorgeous weather here in northern U- northern... no. I was gonna say northern Utah. I'm not in northern Utah. I'm in Eugene, Oregon, and this is not northern Utah, but it is gorgeous weather. Jimmy Lea: So if you don't have gorgeous weather where you are, you wish you were here. We're gonna have a great conversation today. Those of you who have comments, questions, comments, put them into the chat section. That chat section comments allows us to have this conversation back and forth. I will be the voice for You've got questions, comments, concerns for our guest, want to make sure that those are voiced for you, put them in the comments section. Jimmy Lea: My guest with us today is ever-present, ever-linguist, Mr. Craig O'Neill of AutoFlow. Craig, how the heck are you, brother? Craig O'Neill: I'm really good, Jimmy. Really good. I was actually thinking northern Utah, as you mentioned Utah, even though it was Oregon. Both places are beautiful. I can't blame you for the distinction issue there. Craig O'Neill: That was- that's all right. Jimmy Lea: Yeah. Yeah. No it is absolutely gorgeous up here. Now, I will tell you that there is a large lack of mountains in Eugene, Oregon- ... Jimmy Lea: That northern Utah does have, is bounteous mountains. Craig O'Neill: Yeah. A lot of them. Yeah. I can't wait. Ogden, a couple, next month. Next month now is October. Jimmy Lea: Yes. October for the Mars Conference. Craig O'Neill: Yep. Jimmy Lea: Yes. Yes. Speaking of Mars Conferences we're gonna put up a QR code for the Mars Conference. If you scan this QR code, it will get you right onto our registration page, and those sticking around to the very end, there is this very special, very unique offer for anybody who wants to attend the Mars Conference. Jimmy Lea: So stick around, scan the QR code. Save that in your smartphones. We are gonna have a great conversation about marketing. Craig is one of our presenters at the Mars Conference, and super excited for Craig to be here. Craig and I have known each other for a couple of years now, and worked together at a couple of companies, and- Jimmy Lea: glad that we are able to still be friends here in this wonderful industry that we call home. Craig, what are we talking about today? Craig O'Neill: Jimmy, this is the, one of my favorite topics to go into. We're talking about CRM systems, of course. Now I have some opinions about CRM systems. Both of us come from a background that deals in these systems. Craig O'Neill: You have opinions as well, and you have some observations, and my observation is simply this: the systems themselves are capable of some pretty cool things- Jimmy Lea: Yeah ... Craig O'Neill: but we aren't using them very well. The it's not broken, they're being misused, is the title of our conversation today. Your CRM isn't broken, it's being misused. Craig O'Neill: And I don't like to walk into a conversation with "Oh, you're doing something wrong", or on the opposite side of it, I don't like to walk into a conversation as you guys are doing it right. You're just fine, but other people are doing it..." Like I, I've used stuff wrong. I've made mistakes in how I leverage the different systems and tools that are available, and I just believe, and I hope you just go along with us today, there might be a better way than our way that we're approaching it now. Craig O'Neill: Be open to that. Jimmy Lea: Yeah. Be open to it, because what they're, what you as a shop may be doing today is working. Craig O'Neill: Yeah. It's not even a debate. It is getting results of a certain level and type that are appearing to be adequate. Jimmy Lea: Adequate for today. And hopefully with this conversation that you and I are gonna have as we talk about the customer relationship management software Hopefully there's something we can expose shops to that might say, "Hey, maybe there is a different way of doing this." Craig O'Neill: Yeah. Jimmy Lea: So what are these ways? What are the five mistakes that shops make the most, or not the mistakes. What, how can we help these shops improve? Sure. I would call Craig O'Neill: them hurdles that we have to get over, right? Jimmy Lea: Yeah. Yeah. This one it's an opportunity for us to make it better. It's an opportunity to make it better. Jimmy Lea: This is what it is. It's not a mistake. You're not doing it wrong. Consider this. Craig O'Neill: Yeah. We're gonna talk about a lot of things on this, and I think before we even get into those hurdles, let's talk about the nature of communication today. Yeah. People's attention span today, because I think that there's a couple of different things that we need to understand. Craig O'Neill: And first off, let's talk about why we even wanna leverage a CRM system. And for many shops, you might have a sustainable s- sort of automatic practice here, but when you're a busy shop, you feel very successful, and then all of a sudden things are not as busy as they are. This happens to all of us. All the time. Craig O'Neill: We've ... shop, Jimmy, our transmission shop, family business that I came up, down into grew up in, and like we never had a slow spell. The shops around us always had those little slow spells, and we're like, "Yeah, we don't." And that was a good feeling until it happened to us, too. So we're all vulnerable to it, and the knee-jerk reaction that I see is this. Craig O'Neill: People as eventually hit that slow spell. They check, see if other people are experiencing it, too. We comfort ourselves with the fact that others are doing it, defining it as a, a market-wide symptom of broader events that we have no control over. And so then we can just comfort ourselves with another idea. Craig O'Neill: It's like, "Ah, it'll come back around." And I heard this over, and over again from my family who is owner of the business, my, my dad and my grandpa, because that has been the experience. It always comes back around. Why would we ever be okay with the fact that a slow spell also technically always comes back around? Craig O'Neill: And if our knee-jerk reaction to those moments is then to go into a, a degree of marketing or a degree of follow-up or a mass blast text strategy, like I see a lot of people fall into is like, "Huh, the work needs to be drummed up. We'll turn to our CRM system. We'll construct the perfect message and send it out, and then people will make appointments and fill our bays." Craig O'Neill: Sound familiar? Jimmy Lea: Oh, it does. It does. And if we know those, those times are gonna come back around because it's cyclical, what are we doing? We... It- Yeah ... is preventable. What are we doing that we can prevent this from happening and being that cyclical item? Because- Craig O'Neill: This is, this goes straight into it, because what I see people doing with the knee-jerk response is they're actually crippling their ability to handle the cycles of this. Craig O'Neill: When you do a knee-jerk text blast response, what's the number one reaction that you get to it every single time? Opt-outs. They are the most common reaction to this, and that's what I... If you go on the socials and you look on comment threads of shop owners experiencing a slow spell, they're asking each other "What's the perfect message that you can type out that gets fewer opt-outs and more appointments?" Craig O'Neill: There isn't one. There is no perfect message that gets X number of people. The ratio will never be the same in two demographics with unique people being the customers or clients in every one of the unique repair facilities that we have. There is no perfect message. Jimmy Lea: No. They're not. They're looking for that silver bullet, Craig. Craig O'Neill: Yes. It's silver bullet is the right term for this, and I discussed this on my podcast in an early episode of the podcast Speak Up: Effective Communication on the Automotive Repair Podcast Network. It was episode 14. I said, "What your opt-outs are really telling you," and I think that what they are telling us is something we need to listen to. Craig O'Neill: So now on that, let's move into the attention span of the people in the world today versus the past. And Jimmy, I love to read. I love deep thoughts, and we're gonna get philosophical for a second. I know you don't mind. Love it. We love this. Yeah. Let's Jimmy Lea: go. Craig O'Neill: Signature classic, C.S. Lewis. One of my favorites, Screwtape Letters. Craig O'Neill: In the early chapters in that book it's describing... I won't go into the details of Screwtape Letters, but the way that you distract someone if you're trying to distract them from serious thoughts in C.S. Lewis' time period was, and I'll quote here from the book that- Got the guy to think he was hungry, and then I showed him a newsboy shouting, "The midday paper," and the number 73 bus going past, and before he reached the bottom of the steps, I had him into an unalterable conviction that whatever odd ideas might come into the man's head when he was shut up alone with his books, a healthy dose of real life, which he meant by the bus and the newsboy, was enough to show him that all that sort of thing just couldn't be true. Craig O'Neill: He knew he had a narrow escape, and then years later was fond of talking about it. I w- I'll skip ahead. But thanks to the process which we set at work in them centuries ago, they find it all but impossible to believe in the unfamiliar while the familiar is before their eyes. So this is hard to digest 'cause it's C.S. Craig O'Neill: Lewis. You... It's like a tough piece of wonderful, awesome, the best flavor steak in the world that you gotta chew on a whole lot of times before you can actually get to digesting it. But the point is, C.S. Lewis's era, the distraction was you wanted to get them into this stream of events and that's your business is to fix his attention on the stream. Craig O'Neill: Teach it to call it real life, and don't let him ask what it means by real. And that stream is exactly what people are having today. This is a word used by C.S. Lewis before streaming like we are on a webinar, streaming across the web even existed. What distracted a man? Just being on the street with a bus and a newsboy shouting. Craig O'Neill: That's yesterday. That's 1940s United Kingdom, actually, in C.S. Lewis' time. Let's fast-forward Johann Hari's book, Stolen Focus: Why You Can't Pay Attention and How to Think Deeply Again, absolutely nails the same point in the modern age and puts a name to it with this term called the f- this frenetic digital interruption, and he says, "Is pulling our attention away from our thoughts and suppressing your default mode network," cool term. Craig O'Neill: I think we're almost in this constant stimulus-driven, stimulus-bound environment, moving from one distraction to the next, and if you don't remove yourself from that, it will suppress whatever train of thought you had, right? And I think that frenetic digital distraction really i- it's just, we have to acknowledge this is the reality we're in today, and there's people that are struggling with notifications and attention, and bombarded with media messages. Craig O'Neill: Every news article you read has the pop-up ads. Are we in that same zone like C.S. Lewis, where a newsboy and the sign on a bus is the only thing that could distract our attention? No. We are under a constant 24/7 assault for our attention span today. That's where we're communicating from, and when your shop gets a little slow and you decide you're gonna have a knee-jerk reaction to the slowness, and you expect a message to land that leads to action with a population that's drowning in this reality, would it be any surprise that it only sees marginal results? Jimmy Lea: Is there any irony that it is called streaming? Is there any irony that it's called a reel? No. Craig O'Neill: Jimmy, it's like the oldest problems are always resurfaced again in our lifetimes today- Yep ... with different technology. Jimmy Lea: Oh, it's totally different. And now it's 17-second blurbs about it's a seven-second commercial, it's a 17-second commercial. Jimmy Lea: We're being bombarded with this instant stimuli to totally distract us from what is actually real- Yes ... and consequential, and you're being bombarded by things that are momentary blurbs of Jimmy Lea: Endorphins Craig O'Neill: Yeah. It, and it just- It's a Jimmy Lea: temporary- Craig O'Neill: You're competing with that- Yeah ... tendency too, to escape with these things. You're spot on. This, this topic is why I lead into these five barriers to that are causing us, like the things that we're misusing in our CRMs, right? Yeah. I consider them barriers or hurdles because we can get over them. Craig O'Neill: Yeah ... and we can decide to lever it right. And number one and we have a slide for this, so I put it up there. I know some people like to read and some people can listen. I wanted to put this quote on there because... And I'm gonna, fatal sin of speakers, I'm gonna read the quote. I know it's on the slide, but I know some of you can't see it, and I know some of you are only listening. Craig O'Neill: Yes. I can't read it. Oh, Jimmy, I'm sorry. It's too small. Too small? Oh, that's okay. That's why I'm here. Yeah. So- You can Jimmy Lea: read all of them. Read all of Craig O'Neill: them ... it's a big meaty slide. Problem number one though is we're not communicating to people on what matters to them. That's the problem. And to reference this point the, a great read, and please write this down, pick up this book, How to Win Friends and Influence People in the Digital Age. Craig O'Neill: Amen. If you're interested in this topic at all, read that book. It's from the Dale Carnegie and Associates. So updated for the digital age. There's so many profoundly good things in this, and this is a quote I pulled straight from the book, and I wanna make sure it gets its proper reference there. Craig O'Neill: But it says, "When it comes to mattering to others, you must discuss what matters to them. Assume all else will fall on deaf, or in this case, dull ears. This is an interesting principle to consider given the spirit in which the vast majority of people are communicating today. Most messages are primarily meant to educate others about our lives, our products, to reveal compelling portions of ourselves we think others would be attracted to. Craig O'Neill: While this appears to be an assertive strategy, it is actually a passive strategy in that it requires others to connect with us." "The trouble is that's marketing monologue, not relational dialogue. It's assumption, not assimilation. When assumption guides our efforts to befriend or influence others, the results end up on the wrong side of memorable." Craig O'Neill: Okay. End quote. That is that's another, like I'm giving you solid food to digest today. That's, that's- ... we don't have time to go this layer of depth in our presentation at Mars, so that's why I'm really happy to have this conversation today. It's a primer. If you walk in primed with some of these thoughts, you're gonna be able to get a lot more out of it. Craig O'Neill: But here's where I go with this. We are communicating from a position of our interests most of the time in the auto repair shop. When it slows down, we're interested in filling our bay. If we were really interested in having those customers come in, we would have done the harder work of relating and documenting and managing the data, all sorts of things differently to have a sustained conversation that they understood the value in, because we understand what's important to them. Craig O'Neill: And that's a whole different thing, and that's gonna come up again as we move into these, these other hurdles. But I think that's the thing, first and foremost, remember what messages right now are you pushing out there that are not memorable? I didn't give this in the slide, but I have an example recently, Jimmy very recently. Craig O'Neill: I turned 43 earlier in August, and I'm not on social media these days. The one thing that was fun is getting all those birthday harvests. You know how you get all the happy birthday thing. It's actually a lot of work. Yeah. Then you gotta go like everything and all that stuff too. But don't worry, I don't miss that entirely because I have been a patron in local businesses that have CRM systems in my neighborhood chiefly my Subaru dealership where we have a, a vehicle leased presently. Craig O'Neill: And I got three happy birthday emails from three separate people in that organization. Two of them were identical emails automatically constructed, and there was a neat little quote in the bottom of one of those emails. It actually said, "This email is automatically generated, and we do not monitor replies to it." Jimmy Lea: Oh my God. That's- Craig O'Neill: But it was a beautiful picture of balloons with the branding of that dealership on it. Oh, it was touching. It was such a great birthday blessing to receive that on Sunday afternoon. Jimmy Lea: Had it been from an actual person and not an automated system would've made it even better, but... Craig O'Neill: Sure. But does the birthday greeting from a business actually land on the memorable side of communication, or is it a cheap and simple automated gimmick to feign that you care with a direct interest that is more for the business's benefit rather than it is for my birthday, right? Craig O'Neill: Congratulations, you captured my birth date in a data field in a system that is automated to generate a joy, because I don't unsubscribe because I love these examples. It really was a gift for me that I get to use and communicate from. Jimmy Lea: Yeah. Yeah. And that's good. That's good. Craig O'Neill: But no, this is a common thing, and we've we've seen this strategy. Craig O'Neill: You and I have been in the CRM space for a while, and you've seen that given as a best practice. We wanna capture the, birth date and month, not the year. Birth date and month. And then you can have these sort of birthday messages go out. All right, maybe you have that strategy applied in your shop. Craig O'Neill: Is that a wrongness? No. Maybe some people really appreciate it. I think a lot of people don't give it a second thought, and that's the majority. Jimmy Lea: They probably don't, but they also aren't sending it from an email that is not being monitored and not gonna reply. Craig O'Neill: Let's hope not. Yeah. ' Jimmy Lea: Cause if Jimmy's Super Shop were to send you a happy birthday message, it would purely be a happy birthday message. Jimmy Lea: There's no other ulterior motives whatsoever. Craig O'Neill: Yeah. Jimmy Lea: Jimmy- And you would reply and say, "Oh, thank you so much, Jimmy's Super Shop." We would reply again to say Craig O'Neill: I would hope so. Yeah. Now, my experience in birthdays are one thing, but all sorts of messages. I know when CRM automation occurs, and I'll touch on this at Mars a little bit further the team is not engaged in that part of the process, and it's difficult for them to engage in the inbound Present Jimmy Lea: conversation. Jimmy Lea: Yeah Craig O'Neill: Yep. There's a, a loss of continuity there. So I do feel a lot of times there's automated things going out from a shop, but there is actually no behavior that is being encouraged or directed or accountable any accountability layer for the team to be a participant in that. So it does play in that. Craig O'Neill: But this goes to number two which I think is at the root of the whole problem, and this is, again, another quote from the Dale Carnegie and Associates. First off, problem number two we're not cultivating a community, and this, this principle comes for me from my study in this book. And as I was reading that book, assessing how shops are leveraging CRMs, this stuck out. Craig O'Neill: And it says, and I quote, "Often forgotten is the long-term plan. Businesses call it a customer retention strategy, but it is best thought of as a lively, meaningful dialogue among a community of friends. If the foundation of all long-term success is the establishment of trust-based relationships, then the goal of all interactions should be to convey value as soon and as often as possible." Jimmy Lea: Not just birthdays. Craig O'Neill: Not just birthdays as a data field. What's meaningful for a client in a repair shop? What's meaningful to them in a repair shop? What is the purpose in our community, and how are you articulating the value of staying in touch so we can continue to express what this purpose is and how it benefits you? Craig O'Neill: And by the way, Mr. Client, it's very important, save this number in your phone so that you recognize that we're a contact 'cause you can reach out to us here, and we're gonna be here if you have any questions. And that's starting to get to the sense of community here. And Jimmy, this is getting more important. Craig O'Neill: In today's world, here's a tip for y'all right now. I want you to open up your phone, go to your text message app, look at the spam folder How many messages do you have in the spam folder of your messages app, whether you're using Android or Apple, does not matter. Automatically, messages are going straight to those folders with default settings from the phone's operating system and device. Craig O'Neill: There's a bunch in there, and a lot of it probably is spam, correct, Jimmy? Jimmy Lea: Oh, I'm pretty sure all of it's spam. Craig O'Neill: A lot of times it's very accurate in mine. I- I've only on occasion seen one or two messages in there. Here's how your shop is gonna land in the spam folder. If the client never accepts you as a contact and never engages in the dialogue with you in text. Jimmy Lea: Yep. Craig O'Neill: And so the manifestation of this, and I've started to see more of this recently, very recently, just this summer people sending a DVI link to their client, for example, but the client claims they never got it. Jimmy Lea: Yeah. Craig O'Neill: But they do receive- Because it went to spam ... messages without the link went to the spam folder because sometimes those links are just being interpreted when it's not saved as a contact. Craig O'Neill: The solution is to get it saved as a contact. Interesting little issue, but that takes a little effort, doesn't it, to keep your client- Yeah ... to add you as a contact. There's some cool tools to do that, simple QR code scans, and lots of things we can do at the counter to help people through this problem. Craig O'Neill: But we need our advisors to express the importance of the communication and why they should want it before they'll ever accept it as a contact. Jimmy Lea: That's right. Craig O'Neill: Yeah. So interesting, right? So I think that cultivation of a community, that's the easy entry point. Help them understand the value of the communication that's coming and why we're going to be reaching you and make sure they actually do want it. Craig O'Neill: And that leads perfectly into hurdle number three. Hurdle number three is we are not gaining an opt-in for the purpose we seek. And Jimmy, you know this is true across the board generally for opt-ins and shop capturing, and we're gonna talk just a minute about this here as well. We'll do this after the next point. Craig O'Neill: The next point is a strong one on this. But you want the customer to want the message from you. Yeah. Does that happen automatically that they understand what you're going to be sending them and why you're going to be sending it? Jimmy Lea: Not unless you explain it. Craig O'Neill: Not unless you explain it. What's the value in it for them? Craig O'Neill: Why is there a benefit for them to be on a list in your shop for a certain type of message? I used an example earlier about text blast when it gets slow. And the mistake I see the most, Jimmy, is that shops literally have their all or repeat customer list, and they just hit this whole list with this message like, "Hey, we're slow. Craig O'Neill: Come in." Yeah. What if... just go with me here. Love it. What if you created a list that people could sign up and subscribe to in your shop? It's like, "Hey, if you wanna join our slow day list, there's a couple advantages of this. If you wanna just you have a few lingering maintenance items type of a thing, and we have openings we have a... Craig O'Neill: Maybe there's a promotion rate, or maybe it's just literally we can get you in and out because we know time is important, and we're not a discount culture anymore here, right? So maybe we express the speed of service. We know it's inconvenient to have the car down when it's quiet like this. We'll have loaners or rides available. Craig O'Neill: Whatever. There's benefits for you signing up on this list, so you can gain access to this thing that we're gonna do to make it better for you. Would you like to be on that list? We maybe send one or two of these out-" a quarter and perfect, right? And they sign up for that, so now you've got a warm lead list of people who are ready to fill your bays when they need filling. Craig O'Neill: How hard would it be to create that? Jimmy Lea: Oh, not very hard, and I wanna rename it already. I wanna call it the VIP available spots list. Perfect. Craig O'Neill: Yes. Yes. All sorts of things that you could do. Yeah, you could call it your membership list. Whatever. You go crazy. Have fun with it. Communicate the value of it. Craig O'Neill: Yeah. And you have some- My wife does this at art shows. She sells her art in these art shows, and she's found that even just the placement of the sign-up form matters. Like, when it's front and center, people who are waiting in line for the checkout now are able to sign into that book while they're waiting for their turn to check out with the art, and she gets way more signups for her email list. Craig O'Neill: Love it. It's perfect. Yeah, and similar practices are totally possible still today, but what do shops do? We automatically assume everyone wants to get any type of message we wanna have for any purpose, and we never clarify or distinguish any special type of thing, and thus they never get the opt-in. Craig O'Neill: And thus, what are your opt-outs telling you? Man, that's their first chance to talk to you about their preference for the type of communication you send. And you know what happens in an opt-out, Jimmy. You know as well as I do. That number's blacklisted at the carrier level. Jimmy Lea: Yep. Craig O'Neill: That's hard to undo. Now you gotta communicate to them about the value of reengaging in that by texting the word start to this number, and that's a harder thing for a busy service advisor or customer service rep to be able to engage in. Jimmy Lea: Yeah. No, it's true. It's true. Craig O'Neill: Yeah. Jimmy Lea: We've gotta communicate with them on the level they want in the form that they want. And sometimes those opt-outs are them saying, "Look, I just don't want to communicate in this method." Craig O'Neill: Yeah. Jimmy Lea: But what do they prefer? Craig O'Neill: Yeah. Jimmy Lea: Might Craig O'Neill: be. Yeah. Jimmy Lea: What's the conversation? Where have you built the relationship to continue that conversation on their preferred platform? Craig O'Neill: Yeah. Look, I cooked my cellphone a long time ago doing demos of AutoFlow at, with multiple instances. Now I get texts that I forget to clear out of their thing all the time. That texting's not the best way to get me during the day. I am, however, in my inbox. And I promise you, you have clients that's the same thing for them too. Craig O'Neill: Yeah. Or they don't even want... Now, go with me here. What if we had a list of people who prefer a phone call follow-up, Jimmy? Jimmy Lea: Oh, I love it. And there are. Craig O'Neill: Yes. Jimmy Lea: There's people that's what they would prefer. Craig O'Neill: Yes. 100% yes. And if you don't get the buy-in from that group, and you think everyone wants a phone call follow-up we already do this- You're wrong Craig O'Neill: at Chris' shop, Jimmy. Yeah. You wanna know in about 90 to 120 follow-up calls that we do in a week there we have a gal doing this for us, for Golden Rule Auto Care. Yeah. We get about 10 to 15% of those calls that go out end up with good connections. Like a good conversation. Jimmy Lea: Oh, they actually answer the phone and have a Craig O'Neill: conversation. Craig O'Neill: Actually answer the phone and have a conversation. Only 10 to 15% 10 to 15. Around 120 calls. Jimmy Lea: Yeah. I, Craig O'Neill: I- Not a huge number. Jimmy Lea: No, it's not. Because people are busy, and they don't wanna be interrupted. And those that want the conversations, they're the ones that answer the phone. And the other 80, 85%, 90% prefer a text message or an email or a Facebook message or purely nothing at all. Jimmy Lea: Thank you very much. Goodbye. Craig O'Neill: Let me ask you this, Jimmy. You got it, man. And when you get a phone call today from a number that's not a contact in your phone- ... do you answer it? Jimmy Lea: Voicemail. No. I- Craig O'Neill: Or screening? Yeah ... Jimmy Lea: I found the you push the two buttons on both sides, boop, right into voicemail. Done. Craig O'Neill: Yeah. I, I have, one of the call screener things on mine now. If it's not a contact, it hits that pretty much automatically. I don't answer my phone. I don't answer my phone. I then check to see the missed call, and if it is something important, I'll call it back. That's the world we're entering, and it's the same principle that we just discussed with that text message that i- if they darn a contact, same is true for the phone number that you're dialing from. Craig O'Neill: If that hasn't yet been saved as a contact, look, guys, your call isn't gonna be trusted yet. Area codes that are mine are the least trusted. Craig O'Neill: Yeah. Yes. But that's the world now, and we have to be able to recognize that and combat that. Yeah ... but that involves becoming that contact, agreeing to that type of conversation, and maybe making a note somewhere in your management or CRM system about those preferred lev- levels of contact. Jimmy Lea: Yeah. Craig O'Neill: Yeah. So- that's the hard work here, and I understand why shops that are low staff or only have one service advisor to five technicians, and he's also the CSR, and he handles payroll because he's also the owner, and yeah, it gets really tough really fast. And you have opportunity there when you're overwhelmed to hire someone else who can do these things, that's gonna add value to your business. Craig O'Neill: They'll be able to help cultivate these lists, which ke- it's more retention, guarantees you have the income and the cashflow to be able to support their livelihood, and everything gets better. But the starting point's really tough. Problem Jimmy Lea: Number four Craig O'Neill: Let's go. All right, this one's key. Mass blasts- Oh Craig O'Neill: without express written permission are against the law. True. And this is- True ... the really bonkers part of this is shops are loosely aware of this and yet they do it anyway. I forget what the fine is right now, and I'm not a lawyer. I'm not giving legal advice. Just disclaimer on that if you can put it in bold. Craig O'Neill: Yeah, no. But I think it's a $1,500 fine per offense, and if somebody knows that they did not expressly give you permission to text them very specifically- Jimmy Lea: Yep ... Craig O'Neill: text is what we're talking about here. Yep ... that's something they could sue you for and win every time. Notice a lot of the largest organizations out there with multiple locations do not engage in this method of follow-up Jimmy Lea: Because- They Craig O'Neill: know the targets Jimmy Lea: they've lost multiple court cases. Jiffy Lube is one that comes to mind. You can Google it. Court cases where Jiffy Lube had to pay out multimillion dollars because of their mass texting clients. A- and- and what's makes it worse is that they were mass texting clients who had opted out. Craig O'Neill: Oh. Oh, no. Craig O'Neill: So they had a blacklist failure- Yeah ... which is even another thing. So yeah, this is where, okay, you videcoders out there, I know you're out there, and I know you're even playing with APIs from groups like Twilio. And you might think "Cool, we can do texting real easy." Guess what? Start managing your blacklist because Twilio sometimes doesn't do it properly for you. Craig O'Neill: Yeah. And the carrier sometimes doesn't do it properly, and it is still you on the hook every time. And if you're giving your software platform to other people to use, your platform, unless it has clear terms and conditions, could also fall under some scrutiny. Oh, boy. It gets sticky. Investigate that. Jimmy Lea: Yeah. It does. It really is. So there's a difference between mass sending a marketing message versus pinpointing and being very specific. Craig O'Neill: Oh, I'm glad you bring this up, Jimmy. Yeah we have a slide on this. So CRM permissions are not actually the same across the board in multiple channels. So the- you probably use terms like transactional versus promotional, Jimmy, I'm sure. Craig O'Neill: But industry terms do vary from- from some- And our industry itself is not usually good at taking universal language- ... Craig O'Neill: And carrying it forward. But these three categories of- of text messages, I put this out. This is I don't have the source on here, but I pulled this source from online. Craig O'Neill: Conversational, informational, promotional. I wanna draw your attention to that blue arrow on the screen. It's kind of a bluish-green arrow, Jimmy. It's on that- Yep ... one, two, three, third row down, where it's talking about how that- that message is constructed. Messages promoting a brand, a product, or a service Or anything that prompts a consumer to buy something, go somewhere, or otherwise take an action. Craig O'Neill: That, if it's in that category, requires express written consent to be legal. Express written consent. Consumers may sign a form, check a box online, or otherwise provide consent to receive promotional text message in some fashion. That express written consent is the highest form of consent, and I haven't met an organization that's tracking it yet. Jimmy Lea: And through the TCPA- Yeah ... which is the act that governs over texting and how you can communicate, it used to be that you had to have a wet signature for that promotional message to go out, and you had to retain it for seven years even after you stopped your business. You still had to have it on file. Jimmy Lea: It's now changed. You can track it digitally. Yes. But you have to be able to provide the source, the date, the time, where it consent was given- Craig O'Neill: Yeah ... Jimmy Lea: for you to send promotional messages. Craig O'Neill: Yeah. Yeah ... Jimmy Lea: conversational, reminders, informational. Now and it's interesting you've got informational broke out here that you do need consent Craig O'Neill: Express consent, which is different than express written consent, and this was interesting to me when I started studying this too, and these things are pretty stable. Craig O'Neill: I don't see this element changing a lot. Yeah. But permission can happen over text on that, or on a form or a website, or verbally, and that's an interesting one. And that's just a message that contains information, just information. It's a status update, it's an appointment confirmation or a reminder. Craig O'Neill: Those types of things are information text, and that's handled- Yeah ... very differently than a promotional marketing text that's asking them to take an action. It tips towards promotional anytime you're asking them to click a link to schedule an appointment, for example, on your slow day blast type of scenario. Craig O'Neill: Yeah. That is a promotional text purely. Even if it's a deferred service reminder. Think about those deferred service drips that people have active in just about every CRM system in the world. Jimmy Lea: Yeah. Craig O'Neill: That is asking the consumer to take an action, and this is exactly the type of thing I will be combating in, in, in our session at Mars 'cause we have a better way forward. Craig O'Neill: We can start talking a little bit about that here too. But those deferred work little drips are... Like, it's a strange thing to do. It's the thing your customer said no to during your visit that we're now assuming they want to receive an, a reminder about without any knowledge that this is coming, and certainly no express written consent. Craig O'Neill: And all of the burden is fully on them to take the action to make something happen about that still deferred work. Yeah. We aren't doing anything. We, in fact, automated the whole thing. Jimmy Lea: Yeah. So what's- Craig O'Neill: It's a passive reminder, as we discussed earlier, right? Jimmy Lea: What's the better way? Are we gonna discuss that here, or are you waiting for Mars? Craig O'Neill: Oh, we can ta- we can talk on it here. So our better way is, it depends on our sense of purpose here, but I think let's go to barrier number five before we talk about that better way, 'cause I think this plays into the whole topic that we're discussing. And this is really the largest barrier, and it is the, the one that I think needs to be overcome before you fix any of the other ones. Craig O'Neill: We don't have our whole organization truly oriented towards retention as a goal What are we oriented towards then? Is the question I like to ask. And if you really stop and you really think about what your organization is structured to achieve, what is it? And it might be what you consider your most important metric might give you a clue. Craig O'Neill: I think it's an interesting question to ask, Jimmy. I do this a lot in different courses. I ask what's the most important metric for a service advisor or for a technician or for this or that?" I like to ask specifically for our front counter staff, whether it be a CSR, a reservationist, a service advisor, whoever we have working our front counter. Craig O'Neill: What is their most important metric? And you get all kinds of answers. You've probably heard every one of them, Jimmy. Closing rate. Those service advisors are like, "I sell 98.92% of all work I ever write up." Terrible stat, by the way, 'cause that's the work you write up. You can artificially inflate your closing rate on sales by writing up what you know will sell. Jimmy Lea: Yep. Craig O'Neill: Yeah. But I th- I'm gonna give you my answer. Jimmy Lea: Okay. Craig O'Neill: Your ratio of returning customers Jimmy Lea: Agreed Craig O'Neill: It's your most important statistic Jimmy Lea: If they're not coming back, you're doing something wrong Craig O'Neill: Correct. Yeah, I don't care what your ARO is really. It's an interesting stat to know. You'll establish baselines for all sorts of KPIs. Craig O'Neill: They tell you useful information. But is our goal to sell all of the stuff we find on every visit? And is our team like, "Is that's what's gonna impress the boss? That's what's gonna make him very happy"? Jimmy Lea: No, returning customers. Totally agree. Craig O'Neill: Yeah, because what's the value of one good visit, right? Yeah. Craig O'Neill: What's the value of one visit versus the lifetime value of a client? Jimmy Lea: Yes. The lifetime value has so much more weight to it. Neck and neck. Tens of thousands of dollars versus- Craig O'Neill: Hundreds. Yeah ... Jimmy Lea: hundreds that, for that one visit. Craig O'Neill: Some, yeah. Yeah. And o- I had family accounts, family accounts- Yeah ... literally in the hundreds of thousands with, For Jimmy Lea: the lifetime value? Craig O'Neill: Lifetime value of that particular individual. He had a lot of vehicles in the family. Jimmy Lea: And, What's the family fleet? Craig O'Neill: It's the family fleet ... it's a family fleet. It's Jimmy Lea: a Craig O'Neill: fleet Jimmy Lea: account. Craig O'Neill: Yep. Yep, but even when the kids grew up, they were still coming in as well, too, and that, the lifetime value of the relationships that turn into more things, like, man, if that's true, though, and we do this. Craig O'Neill: Jimmy, we pay lip service to this all the time in our industry. It's a relationship-based business. It is. And then we go and we emphasize we gotta sell this much, and this is our target for sales, and all this other thing, and it's and how much time really are we putting our human attention on our team's human attention in this frenetic age on retention strategy? Craig O'Neill: Yeah. How involved are they in your team right now towards the goal of getting people back in the door from the beginning of that visit to the end of that visit, and what happens in between, the humans involved? And Jimmy, you've been in this industry. It... Most shops, I hear they say, "Hey, my guys aren't gonna use this. Craig O'Neill: I just need this to be automated." Jimmy Lea: Yeah. We'll try and make it sound as personal as possible in that automation, but Craig O'Neill: Yeah, we use those cool little variables. Your service advisor gets filled in with the service advisor's name, all the automated message, and automation has merit. It does. We create, through automation, consistent repeatability of things that we want to have occur That's good, right? Craig O'Neill: It is. Jimmy Lea: Make it personable, and make sure you're responding. Craig O'Neill: And make sure you had a hand in that, and make sure you are responding. Correct. The service advisors know these are going out, they know when it's going out, and they're maybe involved in scanning to see who replied and who didn't, or maybe that's somebody's job in the shop. Craig O'Neill: Yeah. And we'll talk about this at Mars a little further. I believe it is somebody's job in the shop. We call... I call it the reservationist. A lot of people have a CSR. Yes ... it's a fun topic because... And it goes deep, and we have podcasts on that too. But dude, it's an orientation thing. It's if it's important to you, you're gonna do something about it. Craig O'Neill: If it's not important to you, you won't do anything about it, and that's the measure that, yeah, like, all right. So I just kinda threw a C.S. Lewis mindset at you. There's like this is one of the things I love about reading some of these, these thinkers, right? It's and of course, he's Christian apologetics and that sort of thing, but he said... Craig O'Neill: i'm breaking it down to just a simple point, like something is important or it's not important at all. Craig O'Neill: That middle ground in this topic, I think this is true, that middle ground's not given to us, which forces us to either have to decide, "Eh, it's really not important and we can continue as we are because we're okay with the results," or, "No, this is a really important topic. Craig O'Neill: Our strategy for getting clients into the shop is of actually critical importance to the ultimate success of our business, and is the most important thing that we should be focusing on to guarantee our success. So we're gonna really put in all of our effort towards this goal instead of just reacting to the chaos, reacting to the things that made it in today." Jimmy Lea: Yeah. Craig O'Neill: Wow. What would happen to your business with that focus? Jimmy Lea: Oh, I love it. I love it. Yeah. Man. We wanna exponentially increase it. We wanna rocket fuel this. Craig O'Neill: Yeah. Jimmy Lea: And I wonder what the statistics are. There, there was a, a, a read a while ago that talked about restaurant industry was tracking this. How can they get a client to come back for the second dining experience- Yeah Jimmy Lea: and the third dining experience, and the fourth dining experience? And once they get 'em in for that fourth dining experience, they've got a client for life. Craig O'Neill: True. Yeah. I actually just had a interesting restaurant follow-up. I'm on the email list for one of the sushi joints here in Grand Rapids. I love sushi. Craig O'Neill: Love this place. We go Maru Sushi on Cherry Street. Fantastic. Next time you're in Grand Rapids, wonderful. Love going there with my wife. It's our go-to spot. We had a couple months of a dry spell there where we didn't make it in, and we were busy with art shows and all sorts of stuff. Sure. And I got an email that must have been triggered. Craig O'Neill: It's like their little lost customer reminder. It's like- Jimmy Lea: Yeah ... " Craig O'Neill: It's been a while. Here's a free app- appetizer" Okay ... for next, on, on your next visit." It was an interesting follow-up. I thought it was really good. Oh yeah, it has been a while. Man, I want sushi right now, is what I experienced with that. Craig O'Neill: And then, and there's a benefit for me right there in it, and I already wanna go there anyways. It's just been a while. Jimmy Lea: Yes. Craig O'Neill: Yeah. Jimmy Lea: It's a great way of getting you back in. I, there, there was the example That the manager would go around and say, "Oh, is this your first time?" They had different colored napkins, so he knew- The servers ask us, they're the new ones that don't recognize us. Jimmy Lea: They ask, "Have you guys been in before?" It's like, "Oh, yeah." Yeah. All right. "You can hold on to the menu. N- unless you need it to show us that you haven't taken the order yet," right? Yeah. Yeah. The the managers are going around and they're giving away, "Hey, on your second visit, make sure you try the cheesecake, and here's a coupon for a free cheesecake." Jimmy Lea: You get me back for a $100 meal for a free cheesecake, is it worth it? Craig O'Neill: Totally. Jimmy Lea: What's that cheesecake cost you? Craig O'Neill: Cheapest marketing. All right. So look- Cheesecake more cost ... how much Jimmy Lea: money Craig O'Neill: do you spend on other marketing efforts for what kind of results? Jimmy Lea: Yeah. And we've got to do the optimizing everywhere. Jimmy Lea: We've got to optimize ourself in all the locations. There's, which is true. Craig O'Neill: Yeah. Jimmy Lea: But also how effective, and it's extremely, ex- extremely effective when they're there at your shop enjoying the experience, you give them a reason to come back. Craig O'Neill: Yes. And I like what you said there, Jimmy, and I think that's worth drawing some out a little further. Craig O'Neill: What you described is what I we have an improv club in our Toastmasters club, so the we play a lot of improv games, and we've been taught the yes and- Yes and ... approach. Yes and. Yes and. It is, it's, so it's a rule in improv where one of the people in your troupe are make something, that's truth now. Craig O'Neill: You react with that. It's not, you can't go combat this thing. It's not this or this. It's these things now have to be recognized as, as connected. The reality of Jimmy Lea: what you create. Combining forces for something good. Craig O'Neill: Yeah. So you said- Using that idea ... all networks, all channels, and this is exactly it. Craig O'Neill: This conversation that we're having doesn't say "Oh, yeah, we just master this and we won't need to spend as much money in this other area." That's not necessarily the case. Now, although maybe you have have some restructuring of that, it's you do refine your strategy on how your team is engaging retention, and you continue your outreach efforts, and maybe restructure how your phone call skills and other things go into all the m- effort you did take towards generating leads actually gets converted into real clients that come back again. Jimmy Lea: Oh, yeah. W- I was talking to a shop the other day, "My marketing's not working. My marketing's not working. I need to redo all my marketing." Got digging into his phone call log, discovered 43% of phone calls were- Ooh ... not being answered. No. 43%. Craig O'Neill: This is the world th- that AI assistants are entering. Craig O'Neill: And Jimmy- Yes ... this is this is the deepest, saddest thing in the world for me. AI assistants are one, a thing that is i- in demand and two, that it's sometimes better than the Jimmy Lea: people. If you're not able to answer the phone, you need to figure out either you need a human that's there answering the phone, or you implement this AI answering system- Oh, man Jimmy Lea: that's tied to your point of sale that sees your schedule, that can schedule- Better Craig O'Neill: at containing the context and keeping the notes and everything else ... four different... Jimmy Lea: Absolutely. Craig O'Neill: Yeah, I know. Jimmy Lea: And it's true. If- I do not support the idea that the AI answering your system is going to replace your advisor. Jimmy Lea: Absolutely not. Yeah. Craig O'Neill: No. Jimmy Lea: You do need to answer the phone as quickly as you humanly possibly can, but if you're not able to, that's where you've got this backup that can take care of business. And it's an interesting thing. Craig O'Neill: And this backup Jimmy Lea: is just that. Yeah. It needs to be backup, not plan A. Craig O'Neill: Oh, not plan A. Craig O'Neill: And in fact, you need to be aware And we were having this conversation in our team, too 'cause our sales guys, when they're calling shops, they're hitting AI- Jimmy Lea: Yes ... Craig O'Neill: systems far more frequently than they ever used to, and it's interesting to see that volume go. But simultaneously, we understand, like, how do you feel personally when you call a business and the first thing you get is an AI? Craig O'Neill: Are you happy or a little sad about that? And in an election year right now, it has turned divisive. And we did tailor- trace this back to this really started about two weeks ago. Even in demos where we're talking about AI features- ... the data center issue is coming up. And, like, all these things are, like, top of mind, front and center. Craig O'Neill: "Oh, I can't believe you guys are engaging with AI stuff in this world right now." And it's oh, wow, hot button issue. You have an AI assistant, you probably are gonna have a 50/50 split. I'm y- I'm talking 50/50. Some people will love it and think it's fine or just tolerate it. The other 50% are going to hate it, hate you, and may never call you again. Craig O'Neill: And congratulations, now we're in 2026. Yep. Jimmy Lea: And I, I think the 50/50 might be a little, Craig O'Neill: I'm just thinking about how the elections play out- Jimmy Lea: Yeah ... for two different parties. I propose there's probably a 30%, maybe a 33% that loves it, 33%- Fair ... that hates it, and 33% that's in that middle that says, "Ah." Craig O'Neill: Yeah. Jimmy Lea: I Craig O'Neill: would love to see a strong third party too, Jimmy, but that's neither here nor there. Craig O'Neill: Yeah. So look at this though. We talked orientation. We don't have a whole organization structured towards retention. Now I had a great coach. Bob Greenwood was my coach. He passed away 2021. And I talk about this frequently. I echo what he taught me a long time ago, and he described our professional responsibility. Craig O'Neill: He asked the question, "What's our job? What's our job? What is your job?" I remember being the technician in the room that raised my hand, and I told him what he was expecting someone in the room to raise their hand and say. Jimmy Lea: Fix cars. " Craig O'Neill: I fix cars." Yep. He pounced. He was ready. This is what he did. I've seen him do it multiple conversations after that. Craig O'Neill: He said, "No. Your job, your professional responsibility, is to make sure the vehicle's safe, reliable, and efficient. That's the job. And that, Mr. Client, is why we do a multi-point inspection on every vehicle that we do, and we will send this digitally to you, and we won't let you down." And there's lots more that goes into that, but there's a whole underlaying sense of purpose about the service that we provided. Craig O'Neill: And if that is our job, to make sure the vehicle's safe, reliable, and efficient, we owe it to our customers to be participants in that- Yeah ... as a member of the community of which they are also driving in. It has direct benefits to us and the other people we love on the streets. But that's an orientation, right? Craig O'Neill: And if that is what you believe about your purpose in this industry- Amen ... yeah, we're gonna start following up with the strong ability to communicate that sense of purpose, and people will hear the conviction in there and that commitment that you made to not letting them down. And that is not going to be heard in your competitors. Craig O'Neill: If you master this, and you don't, you will stand out, I promise you. Jimmy Lea: It's true. It's true. Yeah. Craig, this is a, a phenomenal conversation that we're having, talking about all things marketing, customers, customer relationships. Craig O'Neill: Yeah. Jimmy Lea: Managing those relationships, communicating in their preferred method, form, and fashion. Jimmy Lea: This is gonna continue in our Mars Conference. I can't wait. Let's throw up that QR code again. If you are able to attend, and you are listening to this, today is... What day is today? Craig O'Neill: Today is the 9th. Jimmy Lea: September 9th It's called Wednesday. September 9th, intensive giveaway winners. Oh, don't forget the giveaway winners here, Craig. Jimmy Lea: We've- Oh ... le- but- Great Do you wanna announce the winners first, or do you wanna announce the the special giveaway for everybody listening? Craig O'Neill: Let's do the winners first, Jimmy. I'm excited. So we had a drawing as we had two tickets to give away to Mars, and we have two winners, and we'll be sending emails to these winners as well. Craig O'Neill: Winner number one, Preston Callahan. Winner number two, Jordan Jawarenko. And we will get those emails out to you and hope to see you in Utah. And yeah bring your hiking shoes if you wanna go up in the hills with me. I definitely encourage getting up in the hills. So- Jimmy Lea: Are you gonna be rucking? Craig O'Neill: Oh, see, when I'm in the hills I don't just bring useless weight, I bring actual hiking gear, so I just call it hiking when I'm actually in a mountain. Jimmy Lea: When you're in Utah, you go hiking. Yeah. Everywhere else it's Craig O'Neill: rucking. Yeah. Rucking is what I would call urban hiking. Jimmy Lea: It's for you flatlanders. Craig O'Neill: Yeah. Yeah. So no, I will definitely be ha- I have a pack, I have I put water in there for weight and snacks that I can eat, and the, the idea is you get it lighter as you go with that sort of stuff, but- Oh ... it's absolutely beautiful. So these- Yeah ... are the winners from the Autoflow drawing that we'd had. Craig O'Neill: Those of you who did not win on that drawing, we'll still email you and hope to see you in Utah. Take advantage of this promotion. I think it's gonna be a great conversation. I've done this intensive multiple times. Jimmy, I gotta give you guys some props on this because this is my favorite format literally in all events that I go to. Craig O'Neill: You're in one room together at your headquarters in Ogden, Utah- Yeah ... which is a cool town. Everyone hears the same presenter. We get everyone here asking those same questions, and then- Yep ... the next presenter's gonna be up, and then we do that. We have great food in between, and then there's breakout sessions afterward where we get to go and break out into groups and discuss everything that's done. Craig O'Neill: No one's missing any of the context from any of the presentations. It's not like you're in one session and then another session is going on and "Man, that would've been a cool talk too, but this is really good." You don't have any fear of missing out on anything that's happening. Everybody's a participant the whole way. Craig O'Neill: It's awesome. Jimmy Lea: Oh, and I love the, the vendors are included. Everyone is in the same- Yeah ... room, and we're having these conversations together. It's not just shop owner to shop owner point of view. We get everybody's point of view in on these conversations- Yeah ... which is super awesome. All right. So if you scan this QR code, grab out your smartphone, scan this QR code, this is a coupon. Jimmy Lea: It is on- coupon, oh, I hate calling it that. Yeah. This is a special member VIP. Because you are watching this webinar, this is a cu- the, this code is good until 12:00 AM tomorrow morning, Pacific Daylight Time The code is, and I have to switch over to my other computer, the code is Mars300. This is $300 off of the general admission pricing. Jimmy Lea: So you and a- anybody of the public that is out there, you will get the webinar, the the whole entire intensive, Mars Intensive at the institute member pricing. So use the code Mars, M-A-R-S 300, and that is good until, for in the next, what? 12 hours? Craig O'Neill: Yeah. Where are we? 10, 12- And after Jimmy Lea: you fill that out- Oh, 13 hours. Jimmy Lea: You got 13 hours. Ready, set, go. Go ahead ... after Craig O'Neill: you fill that out, email us and I will tell you my favorite two sushi joints in Ogden, Utah, and maybe we can even grab a bite there. Jimmy Lea: Ooh, that's great. And you know what? We do have a couple of more tickets available. There's not a lot, but there are a few more tickets available for that exclusive dinner with Cecil Bullard. Craig O'Neill: Nice. Jimmy Lea: We're gonna have some great conversations. Those that are speakers are invited to be able to be part of this conversation and it's an exclusive dinner with Cecil, so you're gonna have some really good, intense, great conversations with the speakers of the event, with Cecil being there. These are gonna be some really good focused conversations. Jimmy Lea: Those Craig O'Neill: are my favorite moments, Jimmy. Yeah, the event is one thing, but the conversations that happen throughout and at dinners these... If you're not frequently going to industry events like this is... You owe it to yourself to do this. The ideas that you get to go back with are phenomenal, and the connections that you make and the sense of community that you feel that, that's permanent Jimmy Lea: Agreed. Jimmy Lea: Agreed. Couldn't have said it better. Thank you, Craig. Oh, yeah. Congratulations to Preston. Congratulations to Jordan. Look forward to seeing you in Ogden, Utah, October 26th, 27th and 28th, right before SEMA Apex. And for those who are the adventurous types rent a car. Let's go drive down through Zion and Bryce Canyon and- Yes Jimmy Lea: I'm sure Craig Craig O'Neill: and- Zion. If you haven't been to Zion National Park, what is that place? It is beautiful. It is. Southern Utah, phenomenal, dude. I could go... We have another hour here, so we can just talk about Southern Utah. Man, dude- ... you guys have got the pocket of beauty in this world. It is phenomenal. Craig O'Neill: Like- Jimmy Lea: It's gorgeous. Yeah. It is gorgeous. Craig O'Neill: Absolutely. You will... And Salt Lake City's no joke either. You fly in there, you're gonna think, "This is amazing," and it is. And then you go to Southern Utah and you think "What is... It gets better?" Jimmy Lea: Yep. Yep. Glad you had a great experience with your family down there in Southern Utah. Craig O'Neill: Dude, my wife and I are flying out a little early. We're staying through the weekend before the Mars Intensive we're gonna be hiking some hills then too. It's hard to get the bigger hikes in between the event stuff. Jimmy Lea: Yes. Craig O'Neill: It gets dark- Yes, it is ... it gets hard on the mountain. Jimmy Lea: It does. It does. Jimmy Lea: Even with that, it's not quite enough. I got you. With that, thank you, Craig. I appreciate you being here, brother. Oh, thanks. Thank you so much. Look forward to Mars- Can't wait ... the Mars Intensive. Let's continue this conversation. Let's get in deeper with these conversations and have a great time. I will see you there. Jimmy Lea: Thank you, everybody. See Craig O'Neill: you soon.
