Thanks to our Partners, Shop Boss and AppFueled
Kim Walker and Michael Doherty dig into what really happens at the front counter of an auto repair shop and why the service advisor’s role can make or break your marketing efforts. From real-world auditing tips to skill-building strategies, Michael shares how shops can turn their advisors into trusted consultants instead of order takers. You’ll hear practical advice on improving communication, handling tough days like a pro, using body language that builds trust, and even his traffic light method for explaining repairs in a way customers actually understand.
If you’re an auto repair shop owner or manager looking to strengthen your team, boost customer trust, and turn your service advisors into your strongest marketing asset, this episode is a must-listen.
🎧 Tune in to this episode of the Auto Repair Marketing Podcast to learn how small mindset shifts at the service counter can lead to big results in your shop’s success.
Show Notes with Timestamps
- Introduction and Sponsor Message (00:00:01) Podcast introduction, host and guest introductions, and sponsor message from Shop Boss.
- Michael’s Transition to Remote Marketing Service Advisor (00:02:25) Michael discusses moving from in-shop service advisor to remote marketing service advisor, and the mindset and skills required.
- Service Advisor Auditing: First Impressions and Body Language (00:06:48) Explains how to audit service advisors, focusing on greeting, body language, and the importance of open, inviting gestures.
- The Service Advisor as the Marketing Front Line (00:09:35) Discusses the critical role of service advisors in converting marketing leads and the impact of their attitude and training.
- Phone Skills and Professionalism (00:12:04) Covers the importance of tone, professionalism, and being qualified to answer the phone as a service advisor.
- Skill Building: Managing Personal Challenges and Mindset (00:13:51) Advice for service advisors on handling personal issues, self-talk, and maintaining professionalism at work.
- Sponsor Messages (00:16:49) Additional sponsor messages for Shop Boss and App Fueled.
- Traffic Light Method for Explaining Repairs (00:18:46) Michael explains the “traffic light method” for communicating repairs to customers: green (good), yellow (caution), red (urgent).
- From Order Taker to Trusted Advisor (00:22:26) How to coach service advisors to move from being order takers to trusted consultants, emphasizing communication and empathy.
- High-Impact Behaviors for Service Advisors (00:25:23) Two key behaviors: making interactions less transactional and building genuine relationships with clients.
- Marketing and Service Advisor Communication (00:29:35) The importance of communication between marketing and service advisors to avoid surprises and ensure campaign alignment.
- Internal Shop Communication and Team Synergy (00:32:10) Discusses the need for strong communication between service advisors and technicians, and fostering a positive team environment.
- Adapting Communication Tools and Looking Ahead (00:36:18) Reflects on past communication challenges and the evolution of shop tools, with thoughts on future service advisor roles.
- Preparing for the Future: Proactivity and Continuous Learning (00:37:44) Advice for service advisors to be proactive, use new tools like ChatGPT, and prioritize ongoing education and industry networking.
- First Impressions: Dress and Professional Appearance (00:42:30) The impact of professional dress on client perception and team culture, and...
