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AutoShopOwner · 2009-01-01T13:15:17+0000

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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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The Digital Front Door For Auto Repair: SEO, Google, and Website Marketing [THA 471]
By carmcapriotto

Thanks to our Partners, NAPA TRACS, Today's Class, KUKUI, and Pit Crew Loyalty Watch Full Video Episode Megan Dineff of Ervine’s Auto Repair and Grand Rapids Hybrid and EV joins marketing specialist Dan Vance of Shop Dog Marketing to explore the evolving relationship between websites and the future of search.
They explore why a website remains the digital “front door” of a business, where customers decide whether to call. From using real photos to build credibility, to protecting leads through better phone protocols, to preparing for AI-driven search, this episode delivers practical insights for modern shop owners.
Key takeaways:
Building Trust Through Authenticity: Megan explains why the shop's website avoids stock photos and instead highlights their real team. Showing familiar faces builds instant comfort and credibility. A great website should “ooze trust” and reflect the shop’s personality, so prospects feel like they’ve found their “forever home.”
The 70% Rule: Studies show that nearly 70% of callers have already decided to do business before picking up the phone. The group discusses how poor phone handling can “put water on the candles."
AI and the Return of Content: Dan explains why content matters more than ever in the age of AI. Search models now “race to your website” to gather information. Shops must create clear, helpful content, not just for people, but for the algorithms that determine future visibility.
The Power of Partnership: Megan shares a cautionary story about accidentally shutting down the shop's Google Business Profile and the importance of having a trusted expert to resolve “black box” marketing issues. The group agrees: owners should focus on culture and leadership while relying on skilled partners to navigate the digital landscape.
When Customers Ask AI First: What Shop Owners Need to Know [RR 1071]: https://remarkableresults.biz/remarkable-results-radio-podcast/e1071/
Megan Dineff, Ervine’s Auto Repair and Grand Rapids Hybrid and EV, Grand Rapids, MI
Dan Vance, Shop Dog Marketing.com
Thanks to our Partner, NAPA TRACS 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/ Thanks to our Partner, Today's Class Optimize training with Today's Class: In just 5 minutes daily, boost knowledge retention and improve team performance. Find Today's Class on the web at https://www.todaysclass.com/ Thanks to our Partner, KUKUI Stop juggling multiple marketing tools. KUKUI’s integrated platform delivers 4x better website conversions, automated follow-up, and real-time ROI tracking. Get industry-leading customer support with KUKUI at https://www.kukui.com/ Thanks to our Partner, Pit Crew Loyalty You’re probably tired of chasing new customers who never return. We understand. Pit Crew Loyalty ends the one-and-done cycle, turning first visits into lasting, reliable revenue at https://www.pitcrewloyalty.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 Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.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
What Does Your Website Cost You?
By Alex

There are many different website services, packages, and programs available when choosing the right company/webmaster for your auto repair business. You can sign up to a service that provides a robust website, SEO (Search Engine Optimization), analytics, marketing services, social network management, integrations, etc. You can also sign up for much simpler solutions which usually only include a website and some SEO. You can also try to use an online website builder to get yourself online with something very basic, which is better than nothing. So many different option and they all have their associated costs. In some cases there are initial startup costs as well. In most cases however, there are monthly costs associated with operating a business website.
Please take a moment and share, if you would like, about your website costs and associated services. Please also take a moment to answer a few quick question in the attached poll. Thank you.
The Great SMP Website Debacle [E128] - The Auto Repair Marketing Podcast
By carmcapriotto

In this episode, Brian Walker is joined by guest Hallie Wasinger to provide a behind-the-scenes look at how they tackled a major business challenge head-on. After two months of thinking everything was running smoothly, the team uncovered that website projects were falling behind and client communication had slipped. This significant issue required immediate action.
Hallie shares how she stepped in to take ownership, assessed each project, and led the team in establishing new, realistic launch dates. Together, Brian and Hallie discuss the importance of extreme ownership, providing structure, and delivering clear direction to get the team back on track. They also emphasize the value of staying calm when challenges arise, and the critical lesson that clients don’t expect perfection—they just want things made right.
If you’re navigating your own business challenges, this episode is packed with valuable insights and practical advice on leadership, integrity, and making tough decisions.
Tune in now to discover how to keep your business on course, even when it feels like everything is going wrong.
Thank you to our friends at RepairPal for this episode. RepairPal will introduce your shop to new customers through repairpal.com, the largest site for auto repair. Learn more at
RepairPal.com/shops.
Are you ready to convert clients to members? App fueled specializes in creating custom apps tailored specifically for auto repair businesses. Build client loyalty. Get started today with your own customer loyalty app. Visit Appfueled.com
How To Get In Touch With the Guest
Hallie Wasinger: https://www.linkedin.com/in/hallie-wasinger-411706161/
Show Notes with Time Stamps
Introduction to the Episode (00:00:10) Brian introduces the podcast and guest Hallie Wasinger, setting the stage for the discussion. The Great Website Debacle (00:01:30) Brian introduces the topic of the "great shop marketing pros website debacle" and thanks sponsors. Agency Environment Challenges (00:04:39) Hallie describes the intense pace of working in an agency, likening it to "drinking out of a firehose." Hiring Challenges (00:05:20) Brian discusses the difficulties in hiring a suitable web project manager for their fast-paced agency. Trusting Your Instincts (00:05:56) Brian emphasizes the importance of trusting your instincts when sensing something is wrong in a project. Communication Breakdowns (00:07:04) Hallie notes that the team started feeling something was off, leading to a breakdown in communication. Reality Check on Project Status (00:08:49) Brian reveals the shocking reality of multiple projects being behind schedule and lacking communication. Lessons on Accountability (00:09:45) Brian discusses the need to dig deeper when issues arise and not just take someone's word for it. Transition of Responsibilities (00:10:42) Hallie expresses her eagerness to take over the web team after the previous manager's departure. Implementing Systems and Processes (00:11:28) Hallie highlights her focus on creating systems to improve the web team's efficiency. Taking Ownership of Projects (00:13:14) Hallie shares her approach of taking extreme ownership and communicating directly with clients about project statuses. Setting Expectations (00:14:34) Discusses the importance of clear communication with clients regarding their website project timelines. Team Structure and Trust (00:15:30) Hallie emphasizes the need for structure and realistic timelines to gain team trust and improve workflow. Leadership Style Reflection (00:17:42) Brian shares his leadership approach, focusing on empowering team members without micromanaging. Addressing Sacred Cows (00:19:17) Discussion on the pitfalls of sticking to outdated processes and the necessity of flexibility in business. Identifying Challenges (00:20:46) Hallie reveals ongoing issues she discovered after taking over the web team, highlighting the need for transparency. Client Communication (00:23:33) Brian and Hallie discuss the importance of communicating issues and realistic expectations to clients effectively. Team Collaboration for Success (00:26:24) The team collaborates to meet new launch dates, demonstrating collective buy-in and commitment to improvement. Integrating Outside Help (00:27:13) Hallie explains how they ensured outside help adhered to their established processes and standards. Building Future Relationships (00:28:28) Discussion on the potential for hiring effective outside developers as part of the internal team in the future. Consulting Your Network (00:28:49) The importance of seeking advice from peers or coaches during business challenges. Recognizing Reality (00:29:30) Understanding that situations are often not as dire as they initially seem. Integrity as a Core Value (00:30:23) Emphasizing the necessity of integrity in resolving client issues. Difficult Client Conversations (00:31:02) Sharing experiences of tough conversations with clients and the importance of transparency. Reputation Management (00:32:13) Discussing how challenges can impact reputation and the importance of honest communication. Trust Through Transparency (00:33:18) Building trust with clients by showing both positive and negative reviews. Making It Right (00:35:09) The significance of ensuring clients feel satisfied after resolving issues. Humanizing Client Relations (00:36:09) Meeting clients in person can strengthen relationships and ease past tensions. Listening to Your Team (00:37:01) Encouraging open communication within the team to address concerns effectively. Trusting Leadership (00:37:50) The importance of team trust in leadership decisions and actions during challenges.
How To Get In Touch
Group - Auto Repair Marketing Mastermind
Website - shopmarketingpros.com
Facebook - facebook.com/shopmarketingpros
Get the Book - shopmarketingpros.com/book
Instagram - @shopmarketingpros
Questions/Ideas - [email protected]
Click to go to the Podcast on Remarkable Results Radio
Holiday Marketing & Advertising Strategy; What's Your Best Tip?
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