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The Technician Shortage Is Our Fault, And It's Time We Own It

By Joe Marconi in Joe's Blog
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The 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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Preparing for October's Marketing [E167] - The Auto Repair Marketing Podcast
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
SMP vs Fractional CMO vs Coach - What Does Each Do? [E167] - The Auto Repair Marketing Podcast
By carmcapriotto

Thanks to our Partners, Shop Boss and AppFueled
In this no-fluff episode of the Auto Repair Marketing Podcast, Brian Walker is joined by Caroline Legrand, Danni Marks, and J.R. Portman for a candid conversation shop owners need to hear, especially if you're trying to figure out the real difference between a marketing agency, a business coach, and a fractional CMO.
They dig deep into the roles each one plays, where responsibilities blur, and how shop owners can avoid the infamous “Spider-Man pointing fingers” scenario. You'll hear the good, the bad, and the straight-up truth about what happens when everyone's doing the work but no one knows who’s really driving the results.
From strategy gaps to operational blind spots, this episode is a masterclass in understanding who’s responsible for what and how to build a team of partners (not vendors) who care as much about your success as you do.
If you've ever asked, “Who do I trust?” or “Can I fire my CMO?”, you’ll want to hit play, take notes, and maybe even send this one to your leadership team.
Show Notes with Timestamps
Introduction and Episode Context (00:00:01): Brian Walker introduces the episode, explains the "fly on the wall" format, and sets up the discussion about marketing roles. Content Creation Process & AI Use (00:01:16): Explains their approach to content creation, use of AI, and the importance of unique, thought-leadership-based content. Episode Format and Sponsor Messages (00:03:31): Describes the episode’s unique format, honesty in discussion, and includes sponsor messages. Defining Roles: Marketing Agency, Fractional CMO, and Coach (00:04:40): Breakdown of what each provider (agency, fractional CMO, coach) does for auto repair shops. Shop Marketing Pros: Scope of Work (00:05:36): Details the specific marketing tasks handled by Shop Marketing Pros, including SEO, ads, social media, and website management. Fractional CMO: Strategy and Accountability (00:06:53): Explains the role of a fractional CMO in driving strategy, creating plans, and holding others accountable. Coaching Companies: Business Guidance (00:08:01): Describes how coaches provide business advice, recommend agencies, and review marketing results. Overlap and Blurred Lines Between Roles (00:10:02): Discussion on where marketing agencies, CMOs, and coaches overlap, especially in client consultations. Marketing vs. Operations: Who Does What? (00:10:37): Clarifies the division between marketing services and shop operations, and where coaches step in. Consultative Role of Agencies (00:11:22): Agencies are increasingly expected to provide business advice, not just marketing services. Ongoing Agency-Shop Owner Relationship (00:12:04): Importance of proactive communication and evolving strategies between agencies and shop owners. Responsibility for Results: The "Finger Pointing" Problem (00:13:08): Addresses confusion when multiple providers are involved and how to identify who is responsible for issues. Case Example: Adjusting Marketing Services (00:13:43): Shares a real-world example of shifting marketing tactics based on client needs and results. Shop Owner Time Investment (00:14:19): Discusses the time commitment required from shop owners for effective marketing collaboration. Shop Owner Involvement and Results (00:14:34): Highlights that more involved shop owners see better marketing outcomes. Trust and Choosing Who to Believe (00:16:57): Advice on how shop owners should decide whom to trust when providers disagree. Variability in Provider Experience (00:19:27): Notes that experiences can vary greatly depending on the specific people involved at each company. Sponsor Messages (00:20:37): Additional sponsor advertisements and product features. Who is a Good Fit for a Fractional CMO? (00:22:16): Describes shop owner profiles that benefit from a fractional CMO versus those who do not. Hands-Off vs. Growth-Oriented Owners (00:23:40): Contrasts shop owners who want to be hands-off with those growing multi-location businesses. CMO as Visionary and Liaison (00:24:40): Explains the CMO’s role in understanding and representing the shop owner’s vision. Do You Need a CMO if You Have a Marketing Company? (00:25:56): Directly addresses whether a CMO is necessary when working with a marketing agency. Strategic Depth: Agency vs. CMO (00:27:08): Compares the level of strategy provided by agencies and what a CMO should add. Full-Stack Marketer Myth & CMO Scope (00:28:09): Discusses the unrealistic expectation of a single person handling all marketing functions. Firing a CMO: Independence of Services (00:30:26): Clarifies that marketing services can continue independently if a shop owner stops working with a CMO. Agency Strategy Scope (00:31:11): Defines the limits of agency strategy—focused on digital services, not all marketing types. When a Fractional CMO Adds Value (00:31:38): Identifies scenarios where a CMO is valuable, especially for traditional and community marketing. Coach’s Role in Community Involvement (00:32:05): Coaches can advise on community involvement, but not detailed marketing strategy. Identifying the Owner of a Problem (00:33:07): Provides examples of who is responsible for solving specific shop problems. Problem-Solving Chain: Coach, CMO, Agency (00:34:11): Describes the escalation path for addressing marketing and operational issues. Connecting the Dots, Not Finger Pointing (00:35:52): Emphasizes collaborative problem-solving among providers to keep the shop busy. Agency as Strategic Partner (00:36:58): Explains how Shop Marketing Pros often act as a strategic partner, not just a vendor. Vendor vs. Partner Mindset (00:38:49): Defines the difference between vendors and partners in the context of marketing support. Advising Against Self-Interest (00:39:41): True partners are willing to recommend stopping services that aren’t working, even at their own expense. Coaching Companies: What They Do (00:41:02): Details the core functions of coaching companies, especially for new shop owners. Coaching for Business Fundamentals (00:42:18): Coaches teach business basics, financials, pricing, and team skills. Coaching for Technicians-Turned-Owners (00:43:27): Coaches help technicians transition into successful business owners. Which Provider to Hire First? (00:43:53): Guidance on prioritizing hiring a coach, marketing agency, or CMO based on business stage. Early Stage Marketing Essentials (00:45:29): Outlines basic marketing needs for new shops and when to consider hiring a CMO. Cost-to-Value of a Marketing Team (00:48:09): Discusses the value of having a full marketing team and staying current with trends. CSM Role Clarified (00:49:04): Defines the Client Success Manager (CSM) role within the marketing team.
Closing Remarks and Feedback Request (00:49:24): Wraps up the episode, requests listener feedback, and promotes other network podcasts.
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
Preparing for September’s Marketing [E163] - The Auto Repair Marketing Podcast
By carmcapriotto

Thanks to our Partners, Shop Boss and AppFueled
You know that feeling when summer’s barely over, kids are back in school, and suddenly you’re staring down September, wondering what the heck to post on social media? Yeah, that’s where this episode comes in. Brian is back with Caroline Legrand for their monthly marketing prep session, your go-to podcast for staying ahead with smart, simple ideas that actually matter.
They’re covering everything from prepping your fall events, tying in national awareness months (like National Preparedness Month), and even having some fun with off-the-wall days like “Talk Like a Pirate Day” and “Bald is Beautiful.” But it’s not just fluff, this episode is packed with real ways to build trust, showcase your shop’s personality, and create content that positions your brand as the go-to in your community.
Whether it’s using DVI photos the right way, setting up educational posts, or just being more intentional with your calendar, this episode is all about showing up prepared before your slow season hits.
This episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box.
Want to revolutionize your marketing? AppFueled does it all email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.com
Lagniappe (Books, Links, Other Podcasts, etc)
Preparing for August’s Marketing
Days of the Year
National Calendar
Show Notes with Timestamps
Introduction and Sponsor Acknowledgement (00:00:10): Brian introduces the episode, guest Caroline, and thanks the sponsor. Sets up the September marketing theme. Overview of September Marketing and Industry Events (00:01:09): Discussion about September being packed with causes and events, and how shops can leverage industry events and conferences. Smoothing Out Workload for the Holidays (00:03:59): Advice on scheduling regular clients during slower holiday months to balance shop workload. Monthly Themes: Save Your Photos & National Preparedness Month (00:05:44): Encouragement to take and use shop photos, and tie in National Preparedness Month with vehicle safety and maintenance. Preparedness Content and Giveaways (00:07:20): Ideas for preparedness videos, EDC (Everyday Carry) for vehicles, and preparedness kit giveaways. Community Sponsorships: Little League & Baby Safety (00:11:23): Promoting shop involvement in Little League sponsorships and baby safety events, including car seat checks. Read a New Book Month (00:13:20): Encouraging team reading and sharing book recommendations as part of shop culture. Weekly Themes: Child Passenger Safety & Compassionate Leadership (00:13:37): Highlighting Child Passenger Safety Week and Compassionate Leadership Week, and their relevance to shop training and culture. Other September Weeks: Fall Foliage, Security Officer, Truck Driver Appreciation (00:15:30): Ideas for pre-trip checks, security officer discounts, and truck driver/fleet customer appreciation. Fun September Days: Beards, Bacon, Labor Day, Pizza, Beer (00:18:09): Creative content ideas for World Beard Day, International Bacon Day, Labor Day, Cheese Pizza Day, and Beer Lovers Day. Boss and Employee Exchange Day (00:19:42): Suggestions for role-swapping or fun team activities to celebrate Boss and Employee Exchange Day. Patriot Day and National Day of Service (00:21:16): Ways to honor September 11th with acts of service and patriotism. Bald is Beautiful & Redhead Day (00:22:12): Fun social media trends involving bald or redheaded team members, tying in tire safety. National Tattoo Story Day & Tradesman Day (00:23:26): Encouraging sharing of tattoo stories and celebrating skilled trades in the shop. Talk Like a Pirate Day (00:24:12): Challenge to answer phones like a pirate and share on social media for engagement. National Tune Up Day & Go With Your Gut Day (00:25:11): Ideas for tune-up promotions and diagnostic guessing games for Go With Your Gut Day. One Hit Wonder Day & Ask a Stupid Question Day (00:26:03): Engagement ideas around favorite one-hit wonders and inviting customer questions. Good Neighbor Day (00:26:43): Shouting out neighboring businesses and community partners. International Podcast Day (00:27:12): Promoting the podcast and sharing favorite podcasts among the team. General September/Fall Topics: Back to School, Football, Fairs (00:27:47): Suggestions for fall maintenance, back-to-school, football season, and local fairs/festivals marketing. Conclusion and Resources (00:30:49): Encouragement to keep posting, check national day calendars, and listen to more episodes.
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 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
The Biggest Onboarding Mistakes Managers Make and How to Avoid Them
By Changing The Industry

The Biggest Onboarding Mistakes Managers Make and How to Avoid Them
Write a Children's Book with Ben Tilson [E162] - The Auto Repair Marketing Podcast
By carmcapriotto

Thanks to our Partners, Shop Boss and AppFueled
Ever meet someone in this industry doing something completely out of the box, and it works? That’s Ben Tilson.
Kim sits down with Ben, the second-generation owner of Tilson’s Auto Repair in Rochester, Minnesota. He’s not just growing a solid shop, he’s writing children’s books to spark curiosity and pride in the next generation of technicians. And no, it’s not a gimmick. These books are rooted in Ben’s journey with dyslexia and a passion for storytelling that’s reshaping how kids and their parents see the auto repair world.
We dive into the making of Technician Colton’s 10 Steps to an Oil Change and Olivia’s ABCs to a Car, how these books are being shared with local libraries, schools, and families, and how they’re quietly laying the foundation for future techs. His mission is clear: show kids that trades matter, that working with your hands is something to be proud of, and that this industry is filled with real opportunity.
But the episode goes way beyond books. We talk about Ben’s creative, grassroots marketing strategies, hosting community events, shop tours, dance parties, Santa in a sleigh, and more. These aren’t big-budget campaigns. They’re smart, authentic ways to build trust, brand loyalty, and lasting community ties.
This one’s not just inspiring, it’s a reminder that when you lean into who you are and lead with heart, you don’t just grow your shop. You build a legacy.
This episode is sponsored by Shop Boss. Shop Management software that works the way you need it to right out of the box.
Want to revolutionize your marketing? AppFueled does it all email, text, app notifications, and even call center integration. Stop guessing and start connecting with AppFueled.com
How To Get In Touch With The Guest
Ben Tilson, Tilson’s Auto Care
Tilson’s Auto Care Facebook
Lagniappe (Books, Links, Other Podcasts, etc)
Technician Colton’s 10 Steps to an Oil Change
Olivia’s ABCs to a Car
Get The Ultimate Guide to Auto Repair Shop Marketing
Plan With The Pros
Show Notes with Timestamps
Introduction and Sponsor Acknowledgment (00:00:01) Kim introduces the episode, mentions scheduling Ben, and thanks the podcast sponsors. Meet Ben Tilson & Tilson Auto Repair Background (00:00:55) Kim introduces Ben, discusses how she met him, and asks about the history and ownership of Tilson Auto Repair. Family Dynamics and Business Growth (00:02:20) Ben shares about second-generation ownership, working with his brother, and the shop’s growth through four locations. Sibling Partnership and Roles (00:04:14) Ben explains how he and his brother divide responsibilities and maintain a strong sibling relationship outside work. Other Siblings and Ben’s Path to the Business (00:06:06) Ben talks about his sisters, his college experience, and how he and his brother proved themselves to their father. Father’s Retirement and Santa Tradition (00:07:46) Ben describes his father’s retirement, annual Santa appearance, and maintaining family connections to the business. Children’s Book Inspiration and Process (00:08:44) Kim introduces Ben’s children’s book; Ben explains his inspiration, dyslexia, and the lack of trade books for kids. Book Series and Family Themes (00:11:43) Ben discusses naming books after family members, plans for a series, and making education accessible. Book Content and Shop Representation (00:15:23) Ben details how the book mirrors the real shop, the illustration process, and working with his illustrator. Sponsor Messages (00:16:35) Sponsor messages for Shop Boss and App Fueled. Finding an Illustrator and Self-Publishing (00:18:36) Ben shares how he found his illustrator and his experience with self-publishing through DigiPod. Distribution and Community Response (00:21:28) Ben explains how he distributes the books for free, donates to nonprofits, and uses local mini-libraries. Plans for School Outreach and Events (00:22:18) Ben discusses plans for school visits, kids’ day events, and using the book to educate families. Impact on Families and Industry (00:24:28) Kim and Ben talk about the book’s role in connecting with families and inspiring future industry members. Making the Book More Accessible (00:29:34) Ben acknowledges the need to make the book easier to obtain and shares feedback from the industry. Community Events and Shop as a Venue (00:33:26) Kim asks about community events; Ben describes Tilson Gives Back, dance parties, and unique shop-hosted events. Nonprofit Support and Event Innovation (00:34:30) Ben details his involvement with nonprofits, unique fundraising events, and the evolution of Tilson Gives Back. Santa Photo Op and Guerrilla Marketing (00:37:18) Ben explains the Santa photo op, creative marketing, and building trust through unique community engagement. Advice for Shops on Community Marketing (00:39:48) Ben shares advice for other shops about investing time in community marketing versus traditional advertising. Shop Tours and Customer Education (00:41:04) Ben emphasizes the value of shop tours, educating customers, and showcasing the complexity of modern auto repair. Trades, Education, and Personal Story (00:42:51) Ben discusses the importance of trades, his struggles with dyslexia and standardized tests, and encouraging kids to pursue their strengths. Overcoming Perfectionism and Taking Action (00:45:32) Ben encourages listeners to try new ideas despite fear of mistakes or criticism. Closing Thoughts and Inspiration (00:46:37) Kim thanks Ben, highlights his inspirational story, and wraps up the main interview. Contact Information and Book Access (00:48:09) Ben shares how listeners can connect with him and request a book. Podcast Outro and Upcoming Event Promo (00:49:51) Kim promotes the podcast, requests reviews, and announces the upcoming Plan with the Pros event.
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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.
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