Thanks to our Partners, Shop Boss and AppFueled

Brian and Kim Walker sit down with Wayne Marshall, CEO of The Institute for Automotive Business Excellence, to explore the real power behind storytelling in the auto repair industry. With deep roots in manufacturing and marketing, Wayne shares how his own journey and the stories along the way became the foundation for helping shop owners connect more meaningfully with their communities.

This episode is a reminder that people don't connect with services; they connect with people. From emotional moments of vulnerability to the simple act of staying late to help a customer, Wayne breaks down how these everyday experiences are what truly set a shop apart. You’ll also learn his STORY framework and hear real-world examples that prove just how effective this approach can be.

If you’ve ever wondered how to get your audience to know, like, and trust you before they ever set foot in your shop, this conversation will give you the blueprint. 

Hit play and start turning your story into your shop’s most powerful marketing tool.

Lagniappe (Books, Links, Other Podcasts, etc)

The Institute for Automotive Business Excellence

Wayne’s LinkedIn

Building a StoryBrand - Donald Miller

The Best Yes - Lysa Terkeurst

Show Notes with Timestamps

• Introduction and Sponsor Thanks (00:00:10 ) Brian introduces Wayne Marshall, thanks sponsors, and sets up the episode’s focus on storytelling in auto repair.
• Wayne’s Background in Automotive Marketing (00:02:39 ) Wayne shares his career journey from manufacturing to marketing, founding his own company, and becoming CEO of the Institute.
• The Power of Storytelling in Business (00:06:27 ) Discussion on how personal stories create connections, resonate more than facts, and the impact of storytelling in adult learning.
• Personal Connections Through Vulnerability (00:09:39 ) Kim and Brian share how personal stories, including Cecil’s, foster deep relationships and trust in the industry.
• Blending Personal and Professional Life (00:11:32 ) Wayne discusses the inseparability of personal and work life, the importance of empathy, and building genuine relationships.
• Every Shop Has a Unique Story (00:14:12 ) Kim emphasizes that every shop’s history and culture are unique, and the importance of retelling stories for connection.
• How to Start Telling Your Story (00:15:39 ) Wayne explains that every owner has a story, gives examples of hero stories, and encourages writing and sharing them.
• Blessings, Humility, and Paying It Forward (00:21:32 ) Conversation about the importance of accepting help, paying it forward, and the cycle of giving and receiving blessings.
• Community Involvement as Part of Your Story (00:24:11 ) Wayne shares examples of shops supporting their communities and how these actions humanize and differentiate businesses.
• Listening and Empathy in Customer Service (00:25:20 ) Wayne relates a football officiating story to illustrate the value of listening and empathy with customers.
• Standout Shop Story Example (00:28:46 ) Wayne shares Tom’s story of personal customer care, highlighting how authentic acts of kindness set shops apart.
• Storytelling Mistakes and Authenticity (00:32:18 ) Advice on avoiding overly polished or inauthentic stories; the importance of using your own voice and being genuine.
• A Tactical Framework for Storytelling (00:34:22 ) Wayne presents the STORY framework: Set the scene, Tension, Opportunity, Results, and Your next step/call to action.
• A and B Stories: Content Opportunities (00:37:27 ) Discussion on “A” (core) and “B” (everyday) stories, and how shops are content factories with endless stories to share.
• Consistency and Team Storytelling (00:39:18 ) Importance of consistently retelling your story and involving team members in sharing their own stories.
• Wayne’s BMW Story (00:42:00 ) Wayne shares his passion for BMWs, including a detailed story about restoring a 1973 BMW 2002.
• Industry Support and Paying It Forward (00:46:15 ) Wayne recounts how industry friends helped a shop owner in need, illustrating the supportive nature of the industry.
• The Institute: How to Connect (00:47:49 ) Wayne gives a brief overview of the Institute for Automotive Business Excellence and how listeners can get in touch.
• Closing Remarks (00:49:33 ) Brian thanks Wayne, wraps up the episode, and encourages listeners to tune in next week.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

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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.”

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