Maximum Octane

Most shop owners do not fail at marketing because they lack effort. They fail because their efforts have no clear purpose behind them. According to Carrie-Lynn Rodenberg, CEO and founder of Turnkey Marketing, effective marketing is not about doing more. It is about doing the right things with intent, strategy, and a measurable goal.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Carrie-Lynn to break down how shop owners can move away from reactive marketing and build campaigns that are aligned with who they are, where they operate, and what they want to achieve. Carrie-Lynn explains why shops waste money on random tactics, why “just doing what your buddy does” never works, and how to define what you want before you spend a dollar.She also shares how Turnkey acts as a true director of marketing for shops, coordinating vendors, reviewing results, listening to calls, and helping owners stay focused on their strengths while the strategy gets handled. The conversation goes into real human psychology, why customers choose one shop over another, and how to attract the right people by understanding what they actually respond to.Tune in to episode 134 of Maximum Octane if you want to learn how to do marketing that brings in cars, builds trust, and supports the life you want outside the shop.Episode Takeaways:4:10 Why most marketing fails when it starts without a clear goal7:20 How Turnkey acts as a true director of marketing for shop owners9:45 Why location, personality, and community involvement change your strategy12:10 How to turn a difficult location into a destination14:40 How human psychology shapes every marketing decision17:00 Why cost, convenience, and clarity matter more than shop owners think20:30 Why discounts only work when they are intentional and trackable22:10 How high-end brands use specials without becoming discount shops25:40 Why marketing only works if your shop has the processes to back it up28:50 The real purpose of an irresistible offer and how to use it responsibly33:10 Why shops with strong systems should not fear a low-cost oil change34:25 How to bring in the right customers instead of more random customersConnect with Carrie-Lynn:LinkedInTurnkey MarketingFollow Turnkey Marketing on InstagramConnect with Turnkey Marketing on FacebookTurnkey Marketing on XLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

Most shop owners open their doors because they want to fix what was broken in the last place they worked. But once the dust settles, many realize they built themselves a job, not a business. According to Brian Hammond, one of ATI’s newest coaches and a lifelong entrepreneur, real success begins when you stop thinking like a shop owner and start operating like a business owner.In this episode of Maximum Octane, Kim Hickey and Jason Patel talk with Brian about the truth behind entrepreneurship, the sacrifices it demands, and the mindset shifts required to build something that lasts. Brian shares how losing his corporate job at Goodyear pushed him into business ownership, how his childhood paper route became the foundation for his work ethic, and why processes and profitability are the pillars of any stable company.The conversation dives deep into the realities most shop owners avoid such as setting aside true cash reserves, delaying gratification, refining standard operating procedures, and building a team so strong that the business can thrive whether you are there or not. Kim and Jason also tackle the common excuse of being “just a shop owner” and explain why that thinking traps talented people in survival mode.Tune in to episode 133 of Maximum Octane if you want a clear look at what it really takes to grow, protect, and sustain your business beyond day-to-day chaos.Episode Takeaways:4:10 The real meaning of entrepreneurship and why the market decides what succeeds6:55 Why most shop owners start strong but stall without a bigger mission9:58 How Brian’s job loss pushed him into his first business12:10 Why learning on the fly is not enough without the right mentors15:40 The mistake of building a job instead of building a business16:50 Why breaking even is not a business strategy18:00 Why processes and SOPs are the foundation of stability20:30 How cash reserves change decision-making and open opportunities23:40 Why sacrifice and delayed gratification are nonnegotiable for growth31:20 The mindset shift from shop owner to business ownerConnect with Brian Hammond:WebsiteLinkedInBLE TrainingLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

Most shop owners think their biggest challenges are parts, staffing, or car count. According to David Boyd, CEO of Call Inbound, the real problems often hide in places you cannot see: dropped calls, unclear expectations, and communication gaps that quietly drain revenue every single day.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with David to unpack the communication failures that start at the front counter and ripple through the entire shop. David brings the perspective of a Six Sigma master black belt and a decade of experience working inside independent repair shops, helping owners refine their processes and eliminate the costly friction that arises from miscommunication.They delve into the real reasons customers become frustrated, the expectations advisors often overlook, and why shops lose business even when the phone is ringing. David also explains how modern communication tools, call recording, and smart data integration help advisors stay consistent, protect the customer experience, and earn trust at every touchpoint. If you want fewer dropped balls, fewer comebacks, and fewer disappointed customers, this episode lays out the blueprint.Tune in to episode 132 of Maximum Octane to learn how better communication can transform your shop's efficiency, reputation, and bottom line.Episode Takeaways:3:10 How David's Six Sigma background shaped his approach to communication5:30 The perception gap between what owners think customers want and what they actually expect9:40 Why voice communication is still the backbone of the shop experience11:10 The number one miscommunication that leads to customer frustration14:00 How digital tools give advisors instant context that builds trust17:20 Why every shop needs call recording as a diagnostic tool19:10 How to use recordings for training instead of confrontation24:40 The first 15 seconds of a call determine an entire relationship28:20 What shops must know about data security and vendor trust31:00 How AI reduces review time and improves advisor consistency33:40 Why training only works when you can measure progressConnect with David Boyd:LinkedInCall Inbound websiteFollow Call Inbound on InstagramLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

Most auto shops know they need marketing, but few understand what customers actually base their decisions on. According to Travis Bickham, Chief Commercial Officer at Shopmonkey, the biggest threat to a shop isn’t competition. It is the trust gap between what customers expect and what shops deliver.In this episode of Maximum Octane, Jason Patel and George Zeeks sit down with Travis Bickham to break down the reality of modern consumer behavior, why transparency is now the new currency, and how shops can use technology to elevate their customer experience instead of complicating it. They cover everything from Google reviews and digital inspections to branding, communication, and the emotional side of making customers feel safe when their vehicle breaks down.Travis also explains why automotive has an unprecedented opportunity to redefine its reputation, how technology is accelerating faster than ever, and why shops that fail to adapt will be left behind. He walks through practical steps shops can implement today to close the trust gap, improve communication, leverage digital tools, and build a brand that customers talk about long after they leave the shop.Tune in to episode 131 of Maximum Octane if you're after a roadmap to stop guessing at marketing and start creating experiences that customers rave about.Episode Takeaways:3:30 Why customers distrust automotive shops and how branding shapes first impressions5:30 Why transparency is becoming the new currency in auto repair7:10 How digital inspections help customers understand and trust repairs10:50 Why shops must protect long-term relationships, not short-term transactions13:50 How people, processes, and technology work together to elevate your brand15:30 Why authentic reviews outperform perfect review scores18:50 How turning transactions into relationships keeps customers returning21:40 Where AI can help and where human advisors still matter most26:20 What shops should look for in technology partners31:20 Why the automotive industry has a huge opportunity to rebrand itselfConnect with Travis Bickham:LinkedInShopmonkeyLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

Technology has changed everything about the service advisor role, but it has not replaced the one thing that matters most: people.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Michelle Wood, ATI’s Sales and Service Instructor, to discuss the myths and realities of being a great service advisor in a world of automation, AI, and endless new tools.Michelle shares her journey from dealership receptionist to national trainer and reflects on how the role of service advisors has evolved with technology. She explains how tools like DVIs and automation can improve efficiency, but they cannot replace genuine human connection. Customers do not just want updates. They want to feel seen, heard, and cared for.The conversation also covers the growing need for training and development, the misconception that advisors must be former technicians, and why withholding information to “avoid scaring customers” actually destroys trust.Tune in to episode 130 of Maximum Octane to rediscover the human side of automotive service and learn how to build advisors who do more than sell repairs. They build trust, loyalty, and relationships that last.Episode Takeaways:3:50 Why service advisors do not need to be former technicians to be great communicators5:10 Why nobody cares “how the sausage is made”8:50 Why technology helps, but only if you use it12:20 What AI cannot do and why the human touch matters more than ever13:50 Customers still want to do business with people, not systems17:30 How great advisors read people and tailor their communication20:10 Why honesty about needed repairs builds trust, not fear23:00 The interview question every shop owner should ask27:20 How to find talent in everyday places30:10 Why trust is the ultimate investment in your advisorsConnect with Michelle Wood:LinkedInLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

When leadership breaks down, processes fall apart fast. But rebuilding doesn’t start with systems. It starts with people.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Chris Darmody, General Manager at Graham Auto Repair, to explore what it takes to turn around a struggling organization. When Chris joined the shop, leadership gaps, inconsistent processes, and fading accountability had left the team adrift. Instead of walking away, he leaned into the fire.Drawing on 22 years of experience in the automotive industry, Chris shares how he reignited the culture at Graham by focusing on empowerment, accountability, and communication. He explains how creating structure through SOPs, while keeping the shop’s personality intact, rebuilt trust and consistency, and why real empowerment means giving people both the freedom and the authority to lead. Kim and Jason also draw powerful parallels between diagnosing car issues and diagnosing leadership problems, showing how the same mindset of testing, learning, and refining can transform both people and performance.Tune in to episode 129 of Maximum Octane if you’ve ever inherited a broken team, felt stuck in the weeds, or wondered how to rebuild trust after disruption. Chris’s story proves that great leadership doesn’t just fix problems; it rebuilds belief.Episode Takeaways:3:30 How Chris’s “trial by fire” background prepared him to take over at Graham Auto Repair5:50 The leadership vacuum Chris walked into and how he stabilized two struggling shops7:30 Why passion and purpose matter more than position titles8:10 The hidden truth about inventory, diagnostics, and industry perception11:20 The first red flags Chris noticed and how he rebuilt integrity into daily operations13:20 Why accountability is the ultimate form of empowerment14:50 How team-built SOPs create buy-in and drive consistency18:00 What rebuilding a culture really looks like and why it takes patience21:50 Why every business, no matter how small, needs documented processes26:40 How to truly empower leaders by giving them real authority27:20 Trust, audit, and verify: how to stop micromanaging and start leading32:50 How developing backups for every role sets the stage for expansionConnect with Chris Darmody:LinkedInGraham Auto RepairLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

Many shop owners know they need marketing, but too often they get stuck thinking about it instead of doing it. Between SEO, social media, websites, and ads, it’s easy to fall into analysis paralysis; spending so much time comparing options that no real progress happens.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Doug Robison, Director of Sales and Partnerships at Optimize Digital Marketing, to cut through the noise and get practical about marketing. Doug explains that while planning and strategy matter, none of it means anything without action. Waiting for the perfect moment or perfect plan only delays results.He shares how shop owners can confidently choose a marketing partner, what to look for in a digital strategy that actually fits your business, and why consistency matters more than perfection. You’ll also hear how algorithms, websites, and social platforms work together to drive traffic, and why real marketing success comes from collaboration, not delegation.Tune in to episode 128 of Maximum Octane if you’ve been overthinking your next move or waiting for everything to line up just right. Marketing doesn’t have to be confusing. It just has to be done with clarity, consistency, and the right support behind it.Episode Takeaways:3:20 Why analysis paralysis keeps shop owners from moving forward4:00 Why no one should try to handle SEO and social media alone5:40 What algorithms really do and why your content must play by their rules9:20 Why you should start marketing on day one of opening your shop10:50 How hiring experts is often cheaper and smarter than doing it in-house14:40 The pet peeve that reveals which marketing companies to avoid15:20 Why marketing has to be a partnership, not a “do it for me” service18:40 Why you still need a website and how it ties all your marketing together22:50 Why marketing needs constant tuning, just like an oil change schedule27:50 What shop owners actually own (and don’t) when it comes to their websites29:20 Why a stale website loses ranking faster than you thinkConnect with Doug Robison:LinkedInOptimize Digital MarketingLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

Trigger Warning: This episode contains open and personal discussion about suicide, grief, and mental health.In the automotive industry, we never hesitate to buy the latest equipment or the right tool for the job. But when it comes to our own mental health, too many of us resist using the tools available to help us heal. Therapy, medication, or calling someone for a chat aren’t weaknesses. They are tools, just like the ones we use every day in the shop.In this powerful and deeply personal episode of Maximum Octane, Kim Hickey and Jason Patel welcome back Lee Anderson of Integrity Auto Care. Lee opens up about going through some of life’s heaviest challenges early on, how those experiences shaped him, and why he is passionate about breaking the stigma around mental health.Lee speaks candidly about grief, depression, and what not to say to someone who is grieving. He also explains why open-door leadership, empathy, and genuine connection matter just as much in a shop as they do in life. Alongside sobering statistics showing suicide rates among automotive technicians more than double the national average, Lee reminds us it’s okay to cry, okay to ask for help, and okay to use the tools available to care for ourselves.Tune in to episode 126 of Maximum Octane if you’ve ever struggled silently, or if you want to support your team better when they’re carrying invisible burdens. Lee’s honesty and resilience will challenge you to view mental health not just as a personal issue, but as a leadership responsibility.Episode Takeaways03:30 Why suicide rates spike around the holidays and what seasonal depression means for mental health05:20 Lee’s personal story of early struggles and how they shaped his outlook on life and business09:20 The questions you should never ask someone grieving a suicide12:00 Why men need to hear it’s okay to cry and show emotion14:00 How talking about loved ones keeps their memory alive17:10 Why it’s vital to talk to someone before mental health spirals19:30 The staggering suicide rate among auto technicians and why the industry needs to pay attention21:20 Why stigma and pride keep too many from getting help25:20 How Lee leads his shops with an open-door policy for employees29:10 Why empathy, listening, and growth conversations build stronger teams31:50 Life is beautiful, depression is real, and no one should face it aloneConnect with Lee Anderson:LinkedInIntegrity Auto CareLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

What does it really take to build a business from scratch when you don’t have a roadmap? For Josh Oberlander, the answer has been equal parts grit, trial and error, and the discipline to keep sharpening himself along the way.In this episode of Maximum Octane, Kim Hickey and Jason Patel talk with Josh Oberlander, co-founder and CRO of Detect Auto, about the unconventional path that shaped him as an entrepreneur. At 24, Josh launched a tree service business with $500 and a rope. That led to a foray into manufacturing a person-tracking fan for technicians, a product that seemed promising but came with its own hard lessons.Josh shares why building a team is harder than most people expect, why the struggle years matter more than the highlight reel, and why continuous learning is the one thing you can never outsource. He also explains how Detect Auto helps shops save time, improve communication, and empower their staff with smarter tools.Tune in to episode 126 of Maximum Octane if you feel stuck between where you are and where you want to go. Josh’s story is proof that persistence, awareness, and a willingness to keep learning can turn setbacks into stepping stones.Episode Takeaways:3:30 How Josh went from environmental science to running a blue-collar tree service business5:20 Why being a skilled technician doesn’t automatically make you a business owner9:10 Why building a team is harder than anyone teaches you10:30 The leap from services to products and the lessons of selling a person-tracking fan to technicians15:50 Why struggle and sweat equity are still the price of growth20:10 Why learning is hard, but staying sharp is non-negotiable21:30 The “Clippy for auto shops” vision behind Detect Auto25:10 What shop owners need in place before adopting AI assistants25:50 How Detect Auto empowers even non-technical front-of-house staff29:20 Why the path less traveled can hold the biggest business opportunities30:55 The entrepreneurial superpower of paying attention inside your own shopConnect with Josh Oberlander:LinkedInDetect AutoConnect with Detect Auto on LinkedInFollow Detect Auto on InstagramFollow Detect Auto on FacebookLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

What if you could transform every first-time customer into a loyal fan who tells everyone they know about your shop? According to Bruce Nation, owner of Westlake Independent Automotive in Southern California, the key lies in doing digital vehicle inspections (DVIs) right.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Bruce Nation to uncover the overlooked power of DVIs. Bruce shares how a thorough, well-communicated inspection doesn’t just build trust, it creates fans. And fans don’t just come back, they bring their friends.With nearly four decades in the industry, Bruce explains why most shops fail at DVIs, how accountability between technicians and service advisors changes everything, and why educating customers about both what’s right and what’s wrong with their vehicle is a game-changer. He also reveals the process behind his 45-minute inspections, how he doubled strut sales through progression reporting, and why assuming trust is the cornerstone of customer relationships.Tune in to episode 125 of Maximum Octane if you’ve ever treated DVIs as just another box to check; this episode will challenge you to rethink them as one of the most powerful growth tools in your business.Episode Takeaways:04:30 Why DVIs are a true Blue Ocean strategy for auto shops08:30 The secret to holding techs and service advisors accountable for complete inspections09:20 Why pictures alone aren’t enough and how to make your DVI tell a story14:30 The “How dare you?” test for shop owners who cut corners on inspections16:20 How customer research time directly drives ARO (average repair order)17:50 The progression method Bruce used to double strut sales20:40 What to do when a car comes in needing $7,000 in work24:20 The number one failure in shops: doing DVIs but not sending them32:50 The small step Bruce’s techs take at the start of every DVI that prevents major headaches later33:20 Why DVIs should be used to educate customers, not just cover liability36:00 How proper DVIs increase pay for everyone in the shop, even the receptionistConnect with Bruce Nation:LinkedInWestlake IndependentFollow Westlake Independent on InstagramLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

What would it take for you to finally let go of the death grip on your business? For Connor Tracy, it took two flaming cars, a smashed customer vehicle, and missing his son’s homecoming photos.In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Connor Tracy, Kikui’s Director of Partner Development, for a candid conversation about the art and necessity of delegation. Connor shares his hard-earned lessons from years of doing everything himself, the breaking point that forced him to change, and how learning to empower his team completely transformed his shops’ culture, engagement, and results.You’ll hear how he learned to hand over morning huddles, parts reconciliation, and even marketing tasks, along with the missteps, course corrections, and resources that made those delegations successful. Connor opens up about the ego traps that keep shop owners stuck, why measurable results matter more than “feelings,” and how giving away ownership can actually make you look like a rockstar leader.Tune in to episode 124 of Maximum Octane if you’ve ever thought, “No one can do it as well as I can.” This episode will challenge that belief and provide you with the tools to start building a business that runs without you being chained to the counter.Episode Takeaways:02:20 Why most shop owners misunderstand delegation and how to do it right04:39 The first and last things Connor delegated in his shop (and why huddles changed everything)07:51 The flaming car incident that became his catalyst for change10:34 How two mentors gave him the blunt truth about his leadership problem18:46 When delegation fails and the missing piece most owners forget21:18 Why your team might do your “special” tasks better than you24:30 The ego trap: why pretending to be infallible backfires with your staff28:05 How to connect delegation to culture, engagement, and measurable results31:24 Why measurable benchmarks beat “feelings” every timeConnect with Connor Tracy:LinkedInKukuiLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

What happens when your shop's future depends on more than just hustle?In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with ATI President Ron Greenman for a masterclass on succession planning, leadership evolution, and building a sustainable future for your business.Ron shares real-life examples from his own unexpected path to leadership and how ATI’s growth exposed the cracks in traditional succession models. From the overlooked pitfalls of leadership transitions to the critical role of ongoing training, Ron breaks down what shop owners must do today to avoid chaos tomorrow.Tune in to episode 123 of Maximum Octane and discover how a strong succession plan, future-focused leadership, and a commitment to training can elevate your shop from day-to-day survival to long-term success.This episode is a must-listen for any shop owner who wants to lead with purpose and exit with confidence.Episode Takeaways:1:30 What Ozzy Osbourne’s farewell tour teaches us about legacy and handoffs2:40 Why most succession plans fail the first time and what to do about it4:10 What succession planning really means (hint: it’s not just selling your shop)6:30 Selective hearing: Why shop owners miss the point on planning7:00 The hidden failure in ATI's own management structure and how they’re fixing it8:50 PSA: What not to say if you’re applying to be a coach11:30 Ron’s career pivot: From CFO spreadsheets to leading ATI's mission13:10 Shrinking business model? Why growth is survival16:20 "I’m ready for change" vs. actually changing20:30 Before you spend another dollar, are you using what you already pay for?24:00 Why 40 hours of training per year should be the bare minimum27:10 Career development in small shops: Stop using size as an excuse32:50 Shop CEOs in training: Have a destination or risk wandering aimlessly34:10 Rebuilding the team: Why direction is nothing without peopleConnect with Ron Greenman:LinkedInLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

What if everything you built over decades hinged on just a few key decisions and a whole lot of grit?In this episode of Maximum Octane, hosts Jason Patel and George Zeeks sit down with Gilda Dyckman to hear the incredible journey she and her husband Mike experienced while building and eventually selling a multi-million dollar auto repair business. From taking over a humble muffler shop and growing it into a full-scale operation, to overcoming legal battles, raising twins with special needs, and executing a well-planned exit strategy, Gilda shares powerful insights into resilience, entrepreneurship, and family business dynamics.She opens up about the early struggles of managing with paper invoices and unsupervised staff, and how everything changed after joining ATI. With the right coaching, mentors, and systems in place, Gilda and Mike shifted from surviving to scaling. She also reflects on how retirement isn't the end of the road but the beginning of a new chapter filled with purpose and community impact.Tune in to episode 122 of Maximum Octane and discover how grit, strategy, and the right support system can turn operational chaos into a successful and fulfilling business legacy.Episode Takeaways:1:00 Gilda's unconventional entry into the auto repair industry5:50 The lawsuit, the "bad Mike," and learning tough business lessons early10:40 Balancing business ownership with raising special needs twins14:50 Why joining ATI was the wake-up call that changed everything18:40 The toughest part of transitioning from DIY operations to data-driven decisions24:20 Inside the 5-year plan to sell the business and how they pulled it off31:30 Why succession planning should start the day you open your business35:40 The overlooked business risk most shop owners aren't planning for37:00 What retirement really looks like and how to prepare for it with confidence Hosted on Acast. See acast.com/privacy for more information.

What would happen if you or one of your company’s key leaders suddenly couldn’t come back?In this episode of Maximum Octane, hosts Kim Hickey and Jason Patel sit down with Tony Mercury, Vice President of Operations at Auto Shop Solutions, to talk about the moment his company had to face the unthinkable. When their CEO was suddenly out due to a serious illness, the team had to respond quickly and confront the gaps in their leadership transition strategy.Tony shares the real story of what that moment looked like, what lessons they learned, and why every shop owner needs to stop putting off succession planning. You’ll hear about the emotional toll, the systems that helped them adapt, and how to start building a resilient team that can continue to operate, even if you can't be there.This episode is a roadmap for shop owners who want to protect their people, preserve their culture, and safeguard the business they’ve worked so hard to build.Episode Takeaways1:10 What happened when Margaret got sick and why it shook the company3:50 Why most shop owners avoid succession planning until it’s too late6:20 How lack of structure turns a crisis into chaos8:40 Why a “checklist for death” is not the same as a real plan11:30 Three types of plans every business should have15:10 How to start building systems that support leadership transition18:00 Why your plan needs more than titles and SOPs20:40 The risk of leaning too hard on one person, especially if it’s you23:50 What you can do right now to prepare your shop for the unexpectedMeet Tony Mercury:Tony Mercury is Vice President of Operations at Auto Shop Solutions and a seasoned leader in the auto repair industry. In this episode, he opens up about navigating a real leadership crisis and the insights that came from it. Tony shares why building systems, developing your people, and having clear succession plans is not just smart, it’s necessary.Connect with Tony Mercury:LinkedInAutoshop SolutionsFollow Autoshop Solutions on InstagramConnect with Autoshop Solutions on LinkedInLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

Is your shop's logo doing all the heavy lifting? Spoiler alert: it's not even close.In this episode of Maximum Octane, branding expert and Director of Business Development at Silver Lake Auto, Krista Oldenburg, teams up with Jason Patel to deliver a masterclass on brand strategy, AI-powered marketing, and the real reason customers (and employees) choose your shop over the competition.You'll learn how to clarify your mission, stop wasting time on outdated social media posts, and turn ChatGPT into your best marketing hire—no budget bloat required.If you're still treating branding like fluff, you're leaving revenue and recruiting power on the table. This episode shows you how to fix that.Episode Takeaways:1:50 Krista's journey from part-time social media specialist to Director of Business Development4:10 The Harbor Freight vs. Snap-on analogy—and what it teaches us about branding7:30 Why "brand" isn't your logo: it's your business DNA9:00 What happened when Silver Lake got intentional with its brand 2.5 years ago13:40 How to build a brand that attracts growth-minded techs15:50 Mission statements that move the needle: "We exist to serve because you deserve better"18:20 What shop owners get wrong on social media (and how to fix it)21:10 The power of "edutainment" over generic review posts24:40 Turning testimonials into trust-building content26:00 Leveraging ChatGPT to run a strong strategy with a tiny team30:20 How to audit your website, reviews, and social media using AI33:00 What it means to "raise ChatGPT like a child" for your marketing36:50 Creating your own GPT trained with your brand and voice38:40 Holding vendors accountable like team membersMEET KRISTA OLDENBURG:Krista Oldenburg is the Director of Business Development at Silver Lake Auto & Tire Center, where she's transformed the shop's branding and recruitment strategies. Starting as a part-time social media specialist, Krista now leads growth initiatives, vendor relations, and a high-impact marketing operation—all with a lean team and an AI edge.She's a self-proclaimed "professional extrovert" who believes in bold branding, clear messaging, and human-first marketing. Her roundtable at the Super Conference sparked this episode's in-depth exploration of how auto repair businesses can grow by prioritizing brand clarity.Connect with Krista Oldenburg:LinkedInSilver Lake Auto & Tire CentersSilver Lake Auto & Tire Centers LinkedInResources mentioned:The Brand Infinity LoopLeverage ChatGPTThe Great EightBuilding Blocs of Brand IdentityChatGPT PromptsLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

How about saving your auto repair shop thousands of dollars a month and offering your customers a faster, smoother checkout experience? And the best part: without touching your rates?In this episode, Kim Hickey and Jason Patel sit down with Dr. Mark Hale, a payments innovator and former QuickBooks CTO, to discuss one of the most overlooked leaks in auto repair shops' profitability: credit card surcharges.Dr. Hale introduces Express by FacePay, a modern, secure, and customer-friendly alternative to traditional payment processing. From reducing fees to enhancing customer satisfaction and streamlining after-hours pickup, Express is more than a payment platform; it's a strategic upgrade for the way you do business.Tune in to episode 119 of Maximum Octane to discover how you can improve your margins, increase customer convenience, and future-proof your shop with smarter, safer tech.In This Episode, You'll Learn:How much surcharges are really costing your shop—and why your customers hate them (2:50)Why Express is a win-win: no fees, no friction, no surprises (7:40)How one shop saved thousands in just a few months (11:10)What the "Fast Break" rental model can teach you about modern auto checkout (16:50)How Express secures payments without risky card numbers or chargebacks (22:10)Why customer experience is now your most powerful competitive edge (31:10)The cultural shift: how to stop resisting tech and start designing for your customer (36:50)Connect with Dr. Mark Hale:LinkedInExpress by FacepayLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

One of your technicians needs a tool and doesn't know where it is. So he goes and asks another, who doesn’t know either, so they go and ask a third tech, who, by the way, also doesn’t know where that tool is. Now you have a group of people roaming around your auto shop, and you're losing money. All this hassle could’ve been avoided with one word: organization.In this episode, Reiny Salmen joins us to talk about one of the most overlooked topics in the automotive industry: organization. Reiny is the owner of Loyola Service in Glenview, Illinois, a business he transformed from a “hot mess” into an efficient, easy-to-navigate shop with spot-on inventory and systems that actually work.Tune in to episode 117 of Maximum Octane and learn how organizing your auto shop can become a cornerstone of your culture, boost your KPIs, and make your internal customers happier. You'll also hear Reiny talk about the magical before and after of investing heavily in organizing Loyola Service, the importance of holding your internal customers accountable, why an organized shop produces more (and more efficiently), and much more.In This Episode, You Will Learn:Why shop organization is crucial (3:40)An organized auto shop can transform customers' experience (6:00)Why internal customers must be held accountable (14:10)Why organized auto shops produce more and more efficiently (18:10)Reiny shares organizational strategies and tools (23:00)Are organized auto shops easier to prepare for succession? (28:20)Connect with Reiny Salmen:Loyola Service websiteGet a hold of Imperial Supplies LLCLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

Is it possible to turn constant training into part of your auto shop's culture?In this episode, we explore how to make technicians' development a core part of any auto repair shop culture with Angie and Ken Rocha from Rocha's Automotive. From incentivizing techs to stay engaged with rapidly evolving technology to viewing training as an investment rather than a cost, Angie and Ken have found that ongoing learning is key to delivering top-notch customer service.Throughout this episode, you'll learn how to create a culture that promotes constant learning and why it is crucial to improve service quality and keep internal customers engaged and motivated. You'll also hear about the importance of finding techs eager to evolve, how to generate training that engages techs, why you can't think of Identifix as a replacement for training, and much more.Tune in to episode 116 of Maximum Octane and discover why investing in technicians' training is a shortcut to building loyalty, skills, and long-term success.In This Episode, You Will Learn:Why you should invest in techs' training (4:30)How to create a culture of continuous learning (9:40)About the importance of finding (and retaining) the right technicians (12:20)Does culture attract talent (19:00)How to make learning engaging (25:20)How to keep yourself and your team motivated (32:00)The importance of celebrating wins to strengthen culture (37:40)Connect with Angie & Ken:Rocha's AutomotivePhone: (707) 682-9711Let's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

Honest question: What does your auto shop's social media look like? Is it there because "you have to have it," or does it reflect who you are and what your business is all about?This week, we revisit my conversation with Corey Perlman about the dos and don'ts of social media for auto repair shop owners, and why you should view socials as an excellent tool for growth and not a burden. Corey is a Keynote Speaker and Executive Consultant on Social Media and Digital Marketing, the Best-selling Author of "eBoot Camp: Proven Internet Marketing Techniques to Grow Your Business," and the Owner of Impact Social Media.Throughout our conversation, Corey talks about his journey into digital marketing, and how he became a keynote speaker and consultant. He shares his thoughts on how social media impacted how people buy and hire professionals, and what type of content every auto shop owner should aim to create and put out there.Plus, Corey teaches how to respond to negative feedback online, what content is a no-no for auto repair shops, the advantages of hiring social media professionals, and much more.Tune in to episode 115 of Maximum Octane and discover how to take your auto shop's social media from 'just there' to a thriving brand-building platform that attracts customers!"In This Episode, You Will Learn:About Corey's journey into social media advertising and digital marketing (3:00)How digital marketing impacted the car dealership industry (5:10)What an auto repair shop owner should look for in a social media expert (10:30)What kind of content works better for auto repair shops (13:00)Corey talks about social media's unproductive habits for auto shop owners (18:50)How to respond to negative feedback online and negative reviews (24:00)Connect with Corey Perlman:Impact Social Media websiteLinkedInGet Corey's books!Let's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

Do you have a notebook filled with valuable information you wrote during a seminar or training that was never opened again? If yes, today's episode is a must-listen for you.This week, we revisit our conversation with the extraordinary Wendy Hawks, General Manager of Riverside Auto Center. After attending an ATI Conference, Wendy decided the notes, the valuable information, and the brilliant ideas born at the conference wouldn't sit in a notebook, covered by dust on a shelf. Instead, she came up with a simple yet effective method to organize those notes and make them the fuel of her personal and professional evolution.Throughout this episode, you'll hear how Wendy changed the dynamics of her business by committing to make small changes every day, about the importance of treating ourselves with compassion when we fail, how organizing and planning your days can utterly transform your life, and much more.Tune in to episode 114 of Maximum Octane and discover the underrated power of taking an extra minute to plan your days, organize your tasks, and become a sharp delegator.In This Episode, You Will Learn:About what made Wendy approach things differently this time (4:40)Why do we tend to beat ourselves when we fail to finish what we have planned to do, and how can we be less harsh with ourselves (9:50)Some non-negotiables that help Wendy remain sharp and responsive (14:00)How to use Wendy's method to live a more intentional life (17:50)Resources:Riverside Auto Center websiteConnect with Wendy:LinkedInLet's connect:WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.