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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.
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By Changing The Industry
Episode 254 - Grit, Growth, and Genuine Leadership in the Diesel Industry with Chris Gayne
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By carmcapriotto
Visit ShopMarketingPros.com/chris to partner with a team that
understands your business. Because every great shop deserves marketing
that’s just as great.
Check out their podcast here: https://autorepairmarketing.captivate.fm/
If you would like to join their private Facebook group go here:
https://www.facebook.com/groups/autorepairmarketingmastermindIn
In this episode, Coach Chris Cotton from Auto Fix Auto Shop Coaching delves into the emotional challenges that clients often encounter when beginning their coaching journey. He discusses how feelings of vulnerability, uncertainty, and even anxiety are common among shop owners as they take the first steps toward change and improvement. Chris emphasizes the critical importance of empathy from coaches, explaining that understanding and validating these emotions helps build trust and rapport. He also stresses the need for clear, open communication and consistent reassurance, noting that coaches should be approachable and supportive, guiding clients through the process with patience and understanding.
Drawing from his own experiences working with a variety of auto repair shops, Chris shares stories that illustrate the transformative power of coaching when both parties are actively engaged. He encourages shop owners to remain present and communicative throughout the coaching relationship, warning against the tendency to "ghost" their coach when challenges arise. According to Chris, active participation, honest feedback, and a willingness to confront difficulties head-on are all essential ingredients for achieving meaningful results and lasting success.
Additionally, Chris highlights the pivotal role of leadership—not only within the coaching relationship but also in the day-to-day operations of an auto repair shop. He explains that effective leaders create environments where both clients and customers feel safe, respected, and valued. This sense of security fosters stronger relationships, higher morale, and better business outcomes.
The episode is sponsored by Shop Marketing Pros, a company specializing in marketing solutions tailored specifically for auto repair shops. Their expertise helps shop owners attract new customers, retain existing ones, and grow their businesses through strategic, results-driven marketing campaigns.
To listen to more episodes, make sure and go over to iTunes and or Spotify.
Don't forget to rate and review us!
Connect with Chris:
AutoFix-Auto Shop Coaching
www.autoshopcoaching.com
www.aftermarketradionetwork.com
940-400-1008
Facebook: https://www.facebook.com/AutoFixAutoShopCoaching
YouTube: https://bit.ly/3ClX0ae
Email Chris: [email protected]
The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.
Click here to learn more about Top Tier Marketing by Shop Marketing Pros and schedule a demo: https://shopmarketingpros.com/chris/
Check out their podcast here: https://autorepairmarketing.captivate.fm/
If you would like to join their private facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind
The 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 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.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
Click to go to the Podcast on Remarkable Results Radio
-
By carmcapriotto
Thanks to our Partners, NAPA Auto Care and NAPA TRACS Watch Full Video Episode Chris Cotton’s latest venture into shop ownership puts his coaching philosophy to the ultimate test, and the results speak volumes.
Episode Highlights:
Shop Acquisition and Rapid Payoff: Despite once saying he’d never own a shop again, Chris purchased Firestone of Durango about a year ago, calling it “too good of a deal to pass up.” Planned as a three-year owner-financed purchase, he paid it off in just six months.
Profitability and Growth: With a 31% net profit (compared to the industry average of 5–8%), the shop’s success reflects the very systems Chris teaches.
Advertising and Expansion: Spending roughly $10K per month, Chris follows his mantra: “Advertise for the shop you want to be, not the shop you are.” He prioritizes Local Service Ads (LSAs).
Operations and Staffing: Chris rejects the idea of a “technician shortage,” noting great shops attract great people.
Coaching in Action: Chris practices what he preaches: action based learning, accountability, and focusing on fundamentals like proper pricing before chasing more customers. For owners eyeing an eventual exit, he advises cleaning up financials 3–5 years in advance and building a business that thrives without daily owner involvement.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/ Thanks to our Partners, NAPA Auto Care and NAPA TRACS Learn more about NAPA Auto Care and the benefits of being part of the NAPA family by visiting https://www.napaonline.com/en/auto-care NAPA TRACS will move your shop into the SMS fast lane with onsite training and six days a week of support and local representation. Find NAPA TRACS on the Web at http://napatracs.com/ Connect with the Podcast: Follow on Facebook: https://www.facebook.com/RemarkableResultsRadioPodcast/ Join Our Virtual Toastmasters Club: https://remarkableresults.biz/toastmasters Join Our Private Facebook Community: https://www.facebook.com/groups/1734687266778976 Subscribe on YouTube: https://www.youtube.com/carmcapriotto Follow on LinkedIn: https://www.linkedin.com/in/carmcapriotto/ Follow on Instagram: https://www.instagram.com/remarkableresultsradiopodcast/ Follow on Twitter: https://twitter.com/RResultsBiz Visit the Website: https://remarkableresults.biz/ Join our Insider List: https://remarkableresults.biz/insider All books mentioned on our podcasts: https://remarkableresults.biz/books Our Classroom page for personal or team learning: https://remarkableresults.biz/classroom Buy Me a Coffee: https://www.buymeacoffee.com/carm Special episode collections: https://remarkableresults.biz/collections The Aftermarket Radio Network: https://aftermarketradionetwork.com/ Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/ Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/ Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/ 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. https://autorepairmarketing.captivate.fm/ The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/ Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm
Click to go to the Podcast on Remarkable Results Radio
-
By carmcapriotto
To listen to more episodes, make sure and go over to iTunes and or Spotify.
Don't forget to rate and review us!
Visit ShopMarketingPros.com/chris to partner with a team that
understands your business. Because every great shop deserves marketing
that’s just as great.
Check out their podcast here: https://autorepairmarketing.captivate.fm/
If you would like to join their private Facebook group go here:
https://www.facebook.com/groups/autorepairmarketingmastermindIn
In episode 10, the grand finale of the “Back to Basics” series, Coach Chris Cotton emphasizes the critical importance of continuous improvement for auto repair shops striving for long-term success. He begins by revisiting and reinforcing the foundational topics covered throughout the series, such as operational efficiency, customer service excellence, financial management, and leadership development. Chris explains that mastering these basics is only the starting point; true success comes from a relentless commitment to ongoing growth and adaptation in a constantly evolving industry.
To illustrate this, Chris dives deeper into the practical steps shop owners can take to foster a culture of continuous improvement. He discusses the power of setting ambitious, measurable goals that challenge both individuals and teams to reach new heights. Regular team meetings are highlighted as essential opportunities for open communication, progress tracking, and collaborative problem-solving. Chris also stresses the value of conducting postmortems after significant projects or challenges, using these reflections to identify lessons learned and areas for enhancement.
Drawing on the principles of Kaizen, Chris encourages listeners to embrace small, incremental changes that, over time, lead to substantial improvements in processes and outcomes. He underscores the necessity of ongoing training and professional development, advocating for consistent investment in both technical skills and soft skills to keep teams sharp and motivated. Coaching, both internal and external, is presented as a powerful tool for accountability, guidance, and inspiration.
Throughout the episode, Chris urges shop owners to take personal responsibility for their shop’s trajectory by staying accountable to their goals and commitments. He reminds listeners that investing in their teams—not just in terms of training, but also in fostering a supportive and growth-oriented environment—pays dividends in morale, retention, and performance.
As the episode draws to a close, Chris challenges his audience to lead shops that get better every day, never settling for the status quo. He highlights the importance of partnering with effective marketing professionals who understand the unique needs of auto repair businesses and can help drive sustainable growth. Ultimately, Chris’s message is clear: continuous improvement is not a one-time initiative, but a lifelong journey that separates thriving shops from the rest.
Introduction & Sponsor Message (00:00:09)
Coach Chris Cotton introduces the podcast, highlights the sponsor, and sets the stage for the episode.
Series Recap & Episode Theme (00:01:04)
Recaps the "Back to Basics" series and introduces the focus on continuous improvement
Why Continuous Improvement is Essential (00:02:09)
Explains why improvement is non-negotiable and ongoing in auto repair shops.
Setting Growth Goals (00:03:10)
Discusses the importance of aiming for at least 10% year-over-year growth.
Systems to Support Growth: Team Meetings (00:03:40)
Describes weekly team meetings with metrics and focused agendas for improvement.
Systems to Support Growth: One-on-Ones (00:04:17)
Covers the value of regular one-on one meetings with staff for feedback and development.
Systems to Support Growth: Postmortems (00:04:55)
Emphasizes learning from mistakes and comebacks through team postmortems.
Kaizen Mindset: Small Daily Improvements (00:05:18)
Introduces the Kaizen approach of making constant, small improvements.
Training, Coaching, and Outside Help (00:05:55)
Highlights the importance of ongoing training, coaching, and external perspectives.
Setting Annual, Quarterly, and Monthly Goals (00:06:23)
Outlines how to structure and set improvement goals at different intervals.
Raising the Bar & Leadership Mindset (00:07:35)
Encourages setting ambitious goals and fostering a culture of continuous progress.
Conclusion & Call to Action (00:08:38)
Wraps up the series, urges listeners to take action, and gives a final sponsor mention.
Sign-Off (00:09:36)
Coach Chris Cotton signs off and thanks listeners for tuning in.
Connect with Chris:
AutoFix-Auto Shop Coaching
www.autoshopcoaching.com
www.aftermarketradionetwork.com
940-400-1008
Facebook: https://www.facebook.com/AutoFixAutoShopCoaching
YouTube: https://bit.ly/3ClX0ae
Email Chris: [email protected]
The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.
Click here to learn more about Top Tier Marketing by Shop Marketing Pros and schedule a demo: https://shopmarketingpros.com/chris/
Check out their podcast here: https://autorepairmarketing.captivate.fm/
If you would like to join their private facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind
The 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 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.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
Click to go to the Podcast on Remarkable Results Radio
-
-
By carmcapriotto
Visit ShopMarketingPros.com/chris to partner with a team that
understands your business. Because every great shop deserves marketing
that’s just as great.
Check out their podcast here: https://autorepairmarketing.captivate.fm/
If you would like to join their private Facebook group go here:
https://www.facebook.com/groups/autorepairmarketingmastermindIn
In Episode 9 of "The Weekly Blitz," Coach Chris Cotton delivers a comprehensive overview of essential marketing and customer retention strategies specifically tailored for auto repair shop owners. He begins by stressing the importance of proactive marketing, explaining that waiting for customers to find you is no longer enough in today’s competitive landscape. Chris details how leveraging digital tools such as Google My Business, Local Service Ads, search engine optimization (SEO), and targetEd digital ads can significantly boost your shop’s visibility and attract a steady stream of new clients. He provides practical tips on optimizing your Google My Business profile, ensuring your shop appears in local searches, and using Local Service Ads to reach customers actively seeking auto repair services.
Beyond attracting new customers, Chris underscores the critical role of retention strategies in building a loyal client base. He discusses the effectiveness of ongoing communication through email marketing and text messaging, which can be used to send appointment reminders, service updates, and special offers. In-shop branding is also highlighted as a way to reinforce your shop’s identity and values, creating a memorable experience that encourages repeat business.
A key point Chris makes is the necessity of defining your ideal customer. By understanding who you want to serve, you can tailor your marketing efforts to attract the right clientele and maximize your return on investment (ROI). He advises shop owners to consistently track the ROI of their marketing campaigns, using data to refine strategies and ensure resources are being used effectively.
Relationship-building is another cornerstone of Chris’s approach. He emphasizes making a positive impression from the very first visit, suggesting that every interaction is an opportunity to build trust and rapport. This includes everything from a warm greeting at the front desk to follow-up communications after a service appointment.
Chris also highlights the value of community involvement, recommending that shop owners participate in local events, sponsor community activities, or support charitable causes. These efforts not only enhance your shop’s reputation but also foster a sense of connection with the local community.
For those seeking expert guidance, Chris recommends partnering with Shop Marketing Pros, a company specializing in marketing solutions for auto repair shops. He notes that working with professionals can help you develop and execute a comprehensive marketing plan tailored to your unique needs.
Overall, this episode is packed with actionable advice and proven strategies designed to help your auto repair shop grow, thrive, and stand out in a crowded market.
Introduction and Sponsor Message (00:00:12)
Coach Chris Cotton introduces the podcast, highlights the sponsor, and sets the stage for the episode.
Episode Overview & Importance of Marketing (00:01:18)
Explains the episode’s focus on marketing and customer retention, and why consistent marketing is crucial for auto repair shops.
Proactive vs. Reactive Marketing & Customer Avatar (00:02:19)
Discusses proactive versus reactive marketing, and using tools like ChatGPT to define your ideal customer.
Seven Key Marketing Strategies for Auto Repair Shops (00:03:28)
Outlines seven essential marketing tactics: Google My Business, Local Service Ads, SEO, digital ads, retention marketing, in-shop branding, and community involvement.
Building Customer Retention from the First Visit (00:07:47)
Covers best practices for collecting customer information, setting expectations, and tracking marketing sources from the first visit.
Customer Experience During and After the Visit (00:08:50)
Describes communication during the visit, payment processes, post-visit follow-up, and encouraging reviews and repeat visits.
Tracking Return on Investment (ROI) (00:10:03)
Explains key ROI metrics: cost per lead, customer acquisition cost, and lifetime value, and stresses the importance of tracking marketing effectiveness.
Closing Remarks and Sponsor ShoutOut (00:11:13)
Wraps up with a call to action, another sponsor mention, and motivational closing thoughts.
Farewell (00:12:09)
Coach Chris Cotton signs off and thanks listeners.
The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.
Click here to learn more about Top Tier Marketing by Shop Marketing Pros and schedule a demo: https://shopmarketingpros.com/chris/
Check out their podcast here: https://autorepairmarketing.captivate.fm/
If you would like to join their private facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind
To listen to more episodes, make sure and go over to iTunes and or Spotify.
Don't forget to rate and review us!
Connect with Chris:
AutoFix-Auto Shop Coaching
www.autoshopcoaching.com
www.aftermarketradionetwork.com
940-400-1008
Facebook: https://www.facebook.com/AutoFixAutoShopCoaching
YouTube: https://bit.ly/3ClX0ae
Email Chris: [email protected]
The 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 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.
The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.
Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.
Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.
#autofixautoshopcoaching
#autofixbeautofixing #autoshopprofits #autoshopprofit
#autoshopprofitsfirst #autoshopleadership #autoshopmanagement
#autorepairshopcoaching #autorepairshopconsulting
#autorepairshoptraining #autorepairshop #autorepair #serviceadvisor
#serviceadvisorefficiency #autorepairshopmarketing #theweeklyblitz
#autofix #shopmarketingpros #autofixautoshopcoachingbook
Click to go to the Podcast on Remarkable Results Radio
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