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Kelly’s Dad is Steve Miller. He is a Marketing Gunslinger and the author of “UNCOPYABLE: How to Create an Unfair Advantage Over Your Competition.”

In the business world, He guides organizations to higher long-term success through smart, inexpensive marketing and response-driven branding (no, that’s not an oxymoron).

He is also a TEDster, a damn good speaker (over 1500 paid national and international presentations), a pretty good writer (six books and top business magazines), and a crappy golfer. He also has an edge. You have crossed into a No Spin Zone.

He works in several niches, most notably with small businesses, entrepreneurs, and trade associations.   

Key Talking Points:

  • Author of “Uncopyable. How To Create an Unfair Advantage Over Your Competition”.
    • Be willing to create rules of competition for yourself and difficult for competition to copy.
    • It is ot enough to be better than the competition, you need to be unique and different.
    • Study and learn from companies outside your industry instead of focusing on competition.
    • You are not in the business of repairing cars. You are in business for marketing to repair cars.
      • Customers need to know you exist.
  • The title is Marketing Gunslinger.
    • It’s about who you are rather than what you do.
  • Ideal customer avatar.
    • Have a definitive description of avatar then start thinking like your ideal customer.
  • Cool kids club.
    • Purpose of marketing- to be on the mind of the prospect when a prospect is ready to buy.
    • Purpose of business- create and keep a customer.
    • Create a club in shop everyone wants to be a member of and will tell others about.
  • Shock and awe packages- not expected by your customer. So do them.
    • New customer gets mailer or package.
    • Improves customer retention.

Resources Mentioned:

  • Thanks to Steve Miller for his contribution to the aftermarket’s premier podcast.
  • Uncopyable: The Book Website HERE.
  • Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
  • Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.

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This episode is brought to you by Federal-MogulEpisode-Logo-Sponsored-By-v1-300x93.pngMotorparts and Garage Gurus. With brands like Moog, Felpro, Wagner Brake, Champion, Sealed Power, FP Diesel and more, they’re the parts techs trust.  For serious technical training and support – online, onsite and on-demand – Garage Gurus is everything you need to know. Find out more at fmmotorparts.com  and fmgaragegurus.com

Click to go to the Podcast on Remarkable Results Radio

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  • Have you checked out Joe's Latest Blog?

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      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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