-
Available Subscriptions
-
Have you checked out Joe's Latest Blog?
-
.thumb.jpg.2b345efc275b9df0af2bbb306a10a78a.jpg)
By Joe Marconi in Joe's Blog0 commentsThe Technician Shortage Is Our Fault, And It's Time We Own It
Nearly every day, I hear shop owners complain: "There's a technician shortage. We can't find qualified people. There's no one out there." If that's true, then who's to blame?
The industry? The schools? The government? I don't know how you feel, but who promised us an endless supply of qualified technicians?
Another common complaint is that young people do not want to work in the trades. Well, if that were true, then why are other trades such as HVAC, electrical, and plumbing growing? What are they doing that the automotive industry is not?
Here's the reality we need to face: We do have a problem, but we shouldn't look for someone or any entity to rescue us. Not the government. Not the trade schools. Not the recruiting companies. No one owes us a workforce. If we want great people in our industry, it's up to us. At some point, we need to own up to the truth: Building a pipeline of qualified technicians is our responsibility.
In this blog article, I will break down the key reasons we are in this situation today and what we, as an industry, can do to solve the technician shortage. Are you ready to look in the mirror?
Have We Pushed Technicians Away?
Let's take a look at flat-rate pay. True flat rate, which pays a technician only for the hours they produce, is a controversial pay plan that emphasizes high production levels and creates a competitive work environment that, if not properly controlled, can lead to increased mistakes and a decline in morale and team spirit. Additionally, the stress and physical demands placed on technicians as they age are not favorable to long-term employee retention. What do we do with technicians as they grow older into their fifties and begin to slow down?
I have heard all the arguments and pros and cons of flat-rate pay, and I am not going to judge any pay plan. Let the facts speak for themselves. True flat rate has changed in most areas around the country and has evolved into a pay plan that gives technicians some pay guarantee.
Many shop owners have learned that team morale, along with the opportunity to earn income, is important to technicians and to the company's long-term success. But let me ask you: how many technicians have left or been pushed out over the years because of the old flat-rate pay system?
Another issue is the workplace environment. I remember being grateful to be hired as a young technician at a local repair shop. While very thankful, the work environment was not ideal. The shop owner kept the bay doors open year-round (I am from New York) unless it rained or snowed. He felt that if the bay doors were closed, customers might think we were closed for business. We had no heat and no hot water. Many of the jobs were done outside, year-round, in all types of weather. The starting pay was minimum wage, with no benefits, sick days, or vacation pay.
Now, again, I need to point out that I was truly grateful for the opportunity this shop owner gave me. I learned a lot working there, and the experience was pivotal in my career. But looking back, I wonder how many people were discouraged by these working conditions?
While the physical demands of the repair workplace are daunting, perhaps even more critical is the culture. Too many of my generation shop owners preached the mindset of "my way or the highway." We were the business owners, after all. We started our companies, took all the risks, and provided jobs. Why shouldn't we be the ones to set the ground rules our way?
Many of us found over the years that the "my way or the highway" mentality was a sure way to isolate employees and make them more likely to look over the fence for greener grass. In other words, it led many technicians to seek employment elsewhere, where they felt they could be appreciated and recognized for their hard work. The issue, however, was that there wasn't much green grass around. Disappointment after disappointment, bouncing from repair to repair shop, eventually led to despair. So, I ask you: were workplace conditions a contributing factor in today's technician shortage?
Another factor that we are all well aware of is the complexity of the modern automobile. When I started, the work was mostly physical, and you were required to master essentially three vehicle models: General Motors, Ford, and Chrysler. Let's fast-forward to today. The evolution of automotive technology, along with the extensive training and tools required, has outpaced the typical technician's pay compensation, with no clear career path. Again, leading to frustration and insecurity about the future.
Here is the bottom line: people don't leave their job; they leave their experience. We must do a better job.
The News Isn't all Bad; Your Next Steps to Fix the Technician Shortage
To fix the technician shortage, it will take a combined effort from everyone in the automotive industry, particularly automotive shop owners. Shop owners are in the perfect position to make the greatest impact, not only on their businesses but also on the future automotive workforce.
First, shop owners must become better leaders and understand that their ultimate success is directly dependent on the people they assemble around them. Any shop owner who mistakenly believes they can build an empire solely on their abilities is destined for serious disappointment. Business owners who think like this will eventually plateau. Without the collective contributions from a team of qualified people, your business will stall; it will not continue to grow.
Create a workplace that attracts top talent: a clean, professional, well-equipped facility designed to support productivity, teamwork, and a career, not just a job. Build a great reputation in your community by getting involved locally. Become the auto repair shop that people take notice of as "the" place to work.
Next, shop owners must become more financially knowledgeable. Knowing your numbers and what you need to achieve for a strong bottom-line profit is essential to paying technicians the money they need and deserve. Profit will also allow you to compete with other trade industries by providing a benefits package that has real take-home value and security.
When it comes to culture, this is where the rubber hits the road. People crave recognition, praise, and a sense of purpose. Despite what you hear, people are not just money-motivated. Once people feel secure in their financial situation, retaining and motivating technicians can only be achieved by connecting with them on an emotional level. You cannot show enough appreciation. Give out praise for a job well done as if your business depended on it, because it does.
As technicians age, we need to have a place for them. Expecting a 58-year-old to perform like a 35-year-old is unrealistic. We need to be more focused on career pathing. Provide training, skill development, and coaching to develop leaders and mentors within our older workforce. While their bodies may have slowed, the knowledge they have gained is priceless.
Our future is dependent on young people entering our industry. We need to give more young people opportunities. Every shop owner across the country should consider hiring an apprentice, then build an apprentice training plan and career path for them. If every shop did this, we could solve the technician shortage within five years. Get involved with the trade schools and high schools in your area. Look into the NAPA Apprenticeship Program. Don't sit on your hands with this one. Do it today.
Lastly, don't get left behind. Commit to ongoing training for all your employees. Keep up to date with tools and equipment tailored to your business model. Don't try to be all things to all people and all vehicles. Identify your core profile customer and the vehicles they drive, and become an expert on those vehicles and the services you offer.
-
-
Similar Topics
-
By Joe Marconi
Premium Member Content
This content is hidden to guests, one of the benefits of a paid membership. Please login or register to view this content.
-
-
-
By carmcapriotto
Thanks to our Partners, Shop Boss and AppFueled
Ryan Grace and David Gibson, former techs turned shop owners, join host Brian Walker to share how they built Pleasant Automotive in Wake Forest, NC. They started with a website before they even had a location. With no deep pockets or big investors, they focused on smart, strategic marketing moves that helped them grow fast without wasting money.
Brian dives into their decision-making process, from ditching direct mail to doubling down on Google LSAs, and how strong phone skills turned casual calls into loyal customers. They talk openly about what worked, what flopped, and how they’ve created a brand that feels more like a high-end speakeasy than a typical auto shop.
This episode is packed with takeaways for shop owners who want to scale without the fluff. It’s about being intentional, building relationships, and letting marketing fuel real growth.
Introduction and Sponsor Acknowledgment (00:00:01) Host introduces the podcast, guests, and thanks sponsors. Background and Shop Ownership Journey (00:01:03) Ryan and David share their transition from technicians to shop owners and their first year in business. Tesla Specialty and Local Market Opportunity (00:01:59) Discussion of their focus on Tesla repairs due to poor local dealership service. Early Marketing Strategy: Website and SEO (00:03:46) Started with a website and SEO before opening, aiming for Google visibility from day one. Financial Preparations and Entrepreneurial Mindset (00:06:06) Talk about financial risks, faith, and foundational steps like securing a domain name. Scaling Services and Adding Marketing Channels (00:07:52) Gradual addition of services and marketing channels, including Google Ads. Seeking Industry Guidance and Community Involvement (00:08:59) Leaning on industry experts, SCORE, and engaging in community programs like Adopt a Highway. Evaluating Community Marketing ROI (00:09:52) Discusses the intangible benefits of community involvement and local visibility. Initial Marketing Company Experience (00:11:21) Tried a budget marketing company for website/SEO; found it ineffective and disappointing. Value of Investing in Quality Marketing (00:13:03) Realization that higher-quality, more expensive marketing services yield better results. Balancing Aggressive Growth with Financial Prudence (00:16:24) How they scaled marketing aggressively but sustainably, reallocating budget from ineffective channels. Best Performing Marketing: Google Local Service Ads (00:17:31) Google Local Service Ads identified as the most effective marketing channel. Optimizing and Adapting LSA Campaigns (00:18:29) Describes the learning curve and adjustments needed to maximize LSA effectiveness. Importance of Phone Skills and Customer Service (00:20:02) Emphasizes the role of strong phone skills and customer care in converting leads. Advice for New Shop Owners on Marketing (00:21:47) Recommends launching a website early and investing in top-tier marketing services. AI, Online Presence, and Future Trends (00:22:04) Mentions being found on Reddit, the rise of AI, and its impact on business visibility. Future Plans for Pleasant Automotive (00:23:24) Plans to expand with more small, relationship-focused locations, maintaining a "speakeasy" feel. Closing Remarks and Anecdotes (00:24:52) Host and guests share personal stories, thank listeners, and wrap up the episode.
Lagniappe (Books, Links, Other Podcasts, etc)
Pleasant Automotive
Google Local Services Ads
Auto Shop Owners Group (ASOG)
SCORE Mentorship
How To Get In Touch
Join The Auto Repair Marketing Mastermind Group on Facebook
Meet The Pros
Follow SMP on Facebook
Follow SMP on Instagram
Get The Ultimate Guide to Auto Repair Shop Marketing Book
Email Us Podcast Questions or Topics
Thanks to our Partners, Shop Boss and AppFueled
This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.
AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”
Aftermarket Radio Network
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
Click to go to the Podcast on Remarkable Results Radio
-
-
By carmcapriotto
Thanks to our Partners, Shop Boss and AppFueled
Ready or not, October is right around the corner, and Brian Walker and Caroline Legrand are here to help auto repair shops get a jump on fall marketing before it sneaks up.
They cover fall-focused campaigns like Breaks for Breasts and Trunk-or-Treat events, along with practical reminders for promoting services like winterization and snow tire prep. The conversation also highlights creative ways to use national months and quirky holidays like Squirrel Awareness Month, National Pizza Month, and Name Your Car Day to create fun, engaging social media content that still reflects your shop’s professionalism.
Whether it’s encouraging community involvement, sharing behind-the-scenes shop moments, or reminding customers about safety during school and holiday season travel, this episode is full of ideas that help your shop stay visible, build trust, and keep the bays full as the season shifts.
Perfect for shop owners looking to market with intention and stand out in their local communities.
Lagniappe (Books, Links, Other Podcasts, etc)
October Social Media Content Topics
Days of the Year
National Calendar
Show Notes with Timestamps
Introduction and Sponsor Acknowledgments (00:00:01) Brief intro to the podcast, hosts, guest, and sponsor messages. October Marketing Planning Overview (00:00:56) Discussion about the importance of planning October marketing strategies in advance. General Shop Topics & Breast Cancer Awareness (00:02:10) Covering general shop topics, "Brakes for Breasts" campaign, and Breast Cancer Awareness Month. Trunk or Treat & Community Events (00:02:36) Ideas for hosting Trunk or Treat and other community events at the shop. Winterization, Tires, and Preventative Maintenance (00:02:58) Promoting winterization services, tire changes, and preventative maintenance for colder weather. Educating Customers on Fall Car Care (00:04:01) Tips for educating customers about tire pressure, coolant, and battery checks as weather cools. October National Months & Food Themes (00:05:10) Overview of October’s national months, especially food-related themes like National Pizza Month. National Women's Small Business Month (00:05:49) Highlighting and promoting women-owned auto repair shops. Squirrel Awareness Month & Automotive Tie-ins (00:06:08) Fun discussion on Squirrel Awareness Month and how it relates to brakes, tires, and rodent damage. Other October National Months (00:07:27) Mention of additional food and transportation safety months, and creative ways to tie them into shop marketing. National Go on a Field Trip Month (00:08:03) Encouraging partnerships with schools for field trips to the shop, including virtual options. October National Weeks: Safety Themes (00:08:55) National Teen Driver Safety Week and School Bus Safety Week, with tips for educating customers. October National Days: Green City, Name Your Car, and More (00:09:51) Ideas for celebrating National Green City Day, National Name Your Car Day, and other unique days. Engagement Ideas: Naming Cars & Social Media (00:12:50) Encouraging customer engagement by sharing car names and stories on social media. Fun and Unique October Days (00:14:12) Discussion of National Fire Pup Day, International Off-Road Day, Kick Butt Day, Motorcycle Ride Day, and more. National Gumbo Day & Regional Food Debates (00:15:08) Playful debate about National Gumbo Day and regional food preferences. Be Bold and Be Free Day & Tire Safety Content (00:16:37) Creative content ideas for Be Bold and Be Free Day, including trending tire safety videos. National No Beard Day & No Shave November (00:17:01) Ideas for shop participation in National No Beard Day and prepping for No Shave November. National Make a Dog's Day & Shop Pets (00:17:21) Ways to celebrate shop dogs and create fun pet-related content. Support Your Local Chamber & Get to Know Your Customers (00:17:57) Promoting involvement with local business groups and customer engagement days. National Make a Difference Day & Food Bank Week (00:18:29) Highlighting community service, car giveaways, and National Food Bank Week. Candy Corn Day, Halloween, and Divisive Treats (00:19:19) Discussing National Candy Corn Day, Halloween, and other divisive seasonal treats. October Conferences & Shop Training (00:20:03) Promoting shop participation in industry conferences and sharing training achievements. Holiday Planning and Announcements (00:22:37) Encouraging early promotion of holiday events, shop closures, and community drives. Seasonal Promotions & Fun Fall Ideas (00:25:19) Ideas for spooky savings, road trip tips, pumpkin carving contests, and seasonal coffee promotions. Wrap-Up and Closing Remarks (00:28:08) Summary, upcoming episodes, and closing thoughts from the hosts.
How To Get In Touch
Join The Auto Repair Marketing Mastermind Group on Facebook
Meet The Pros
Follow SMP on Facebook
Follow SMP on Instagram
Get The Ultimate Guide to Auto Repair Shop Marketing Book
Email Us Podcast Questions or Topics
Thanks to our Partners, Shop Boss and AppFueled
This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.
AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”
Aftermarket Radio Network
Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion
Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.
Click to go to the Podcast on Remarkable Results Radio
-
-
-
Similar Tagged Content
-
- 0 comments
-
- 0 replies
- 55 views
-
- 0 replies
- 21 views
-
- 0 comments
-
Episode 270 - Overcoming Shop Owner Struggles: Hiring, Training, & Shop Management With Shaun Tipton
- 0 replies
- 61 views
-
-
Our Sponsors
Recommended Posts
Create an account or sign in to comment
You need to be a member in order to leave a comment
Create an account
Sign up for a new account in our community. It's easy!
Register a new accountSign in
Already have an account? Sign in here.
Sign In Now