Gain Traction Neal Maier and Mike Edge

Steven Fafel, Co-founder of AutoOps, has innovatively shaped the automotive service industry through his online scheduling tool that integrates with most shop management systems. With a background in building software for rock climbing gyms with his brother, Steven pivoted to AutoOps to address a need for better customer engagement and streamlined scheduling in the auto repair space. Known for his commitment to excellence and deep understanding of customer behavior, Steven brings care and dedication to his field.
In this episode… Has the traditional way of scheduling and customer engagement been eclipsed by modern technology? What does it take to redefine the dynamics of auto shop operations in a customer-centric economy? Can a change in the approach, integrated with the right tools, elevate both service efficiency and customer satisfaction?
According to Steven Fafel of AutoOps, his company’s software presents a solution to a common problem — scheduling service appointments with ease. He emphasizes the necessity of connecting marketing efforts with scheduling tools to capture and retain customers effectively. With a strong focus on customer reengagement and making the user's journey seamless, Steven highlights the importance of IP targeting and using tools like AutoOps for online scheduling, which is crucial for optimizing a shop's performance.
On this episode of Gain Traction, Mike Edge chats with Steven about putting the customer first in automotive operations. The conversation reveals how paying close attention to client behavior and leveraging smart scheduling can transform the auto service experience. Steven not only shares his company's advances in scheduling innovation, but also delves into the importance of cultivating a customer-friendly environment, suggesting that shops can actually choose their clientele to foster better relationships.
Here’s a glimpse of what you’ll learn: [2:02] Why North Carolina is becoming an automotive hub [2:39] Steven Fafel shares his journey from Lancaster, Pa. to the forefront of automotive innovation [3:08] Why tire and auto repair shops are starting to choose their customers more carefully [7:53] How online scheduling with AutoOps can revolutionize a shop's efficiency [8:35] The continual enhancements to the scheduling software for the evolving needs of auto shops [19:05] Why integrating marketing efforts with scheduling tools is crucial for business growth [33:36] Steven explains AutoOps' customer-centric approach and focus on providing value Resources mentioned in this episode: Steven Fafel on LinkedIn AutoOps Traction Summit Mike Edge on LinkedIn Tread Partners Quotable Moments: "I keep trying to get my car into the shop, and I can never pick a time — that's where AutoOps comes in." - Steven Fafel "North Carolina is becoming the second automotive center of the world right now." - Steven Fafel "It's not just about getting customers to call, we can't get your service advisors to be nice; we need both." - Steven Fafel "All we do is online scheduling — that's all we focus on." - Steven Fafel "Whatever you do, be all there. It's about being present and focusing on the task at hand." - Steven Fafel Action Steps: Implement online scheduling: Consider leveraging an online scheduling system like AutoOps for efficiency and customer convenience. It directly fosters ease of access, as Steven explained by sharing anecdotes from his own family's experience. Customer reengagement programs: Utilize IP targeting or other tools to reengage lost customers, as described by Steven when discussing Tread Partners' approach. Attend industry summits: Networking and learning at automotive events can provide valuable insights into industry trends and practices. Filter your clientele: Be selective about your customers to create a more positive and productive service environment. Continual improvement: Always look for ways to enhance your business, be it through software upgrades

Neal Maier is Co-founder of Tread Partners, an agency that specializes in marketing for the tire and auto repair industry. With a history of running shops and an entrepreneurial spirit, Neal has developed a nuanced understanding of the challenges businesses face in customer acquisition and retention. His expertise is in creating tailored marketing strategies, particularly leveraging a unique framework named DRIVE, helping businesses engage with customers at every lifecycle stage. Neal offers a blend of practical experience and innovative solutions to foster growth and longevity in the automotive market. His insights have been transformative for many multi-location operations seeking to navigate the complex landscape of digital marketing.
In this episode… Imagine being able to pinpoint exactly why customers keep coming back to your business – or why they don't. What if there was a way to align every marketing dollar with a clear goal across your company's entire lifecycle?
According to Neal Maier of Tread Partners, the innovative DRIVE framework can revolutionize how tire and auto repair businesses approach customer engagement and marketing. DRIVE entails visually mapping all the different marketing tactics and activities a business engages in, and understanding where they fit in the customer lifecycle. It involves laying out all the marketing pieces on a board and identifying where there might be blind spots. The framework allows businesses to evaluate their marketing efforts every 90 days and make informed decisions about where to allocate their marketing budget. The DRIVE process is meant to be a quick 15-minute exercise, but it provides a comprehensive view of a business's marketing efforts and helps identify areas for improvement or new tactics to try.
On this episode of Gain Traction, Neal joins host Mike Edge to talk about a fine-tuned approach to marketing within the tire and auto repair industry. He shares how the DRIVE framework streamlines marketing efforts and ensures that no customer is left behind. Neal also discusses the importance of human connection in an increasingly automated world and provides a glimpse into the future of industry-specific marketing at the Traction Summit.
Here’s a glimpse of what you’ll learn:  [1:51] Why focusing solely on new or existing customers may be imbalanced and ineffective [6:11] How automated systems may fall short in maintaining customer attention [11:58] Why constant evaluation of marketing efforts is necessary [15:18] The complexities of measuring marketing ROI  [19:59] The value of scrutinizing marketing expenses [23:13] How to attend the Traction Summit of 2024 Resources mentioned in this episode: Neal Maier on LinkedIn Traction Summit Mike Edge on LinkedIn Tread Partners Special Mentions: Randy O'Connor Bobby Gillespie: 40 Under 40 Kayla Heiar interview Kyle Moore interview Related Episodes: Discussing Generational Tire Shops with Randy O'Connor, Bobby Gillespie, Kayla Heiar, and Kyle Moore Quotable Moments: "I miss the interactions, but I do not miss hearing my own voice."  "The customer lifecycle is certainly no different; there are so many complexities about this business."  "It's cheaper to retain a customer than it is to acquire a new one, depending on your business model."  "Why leave customer retention to chance when it can be so much more than just sending reminders?" "There's no one right way to market either; it comes down to that customer lifecycle every time."  Action Steps: Implement the "DRIVE" framework to align marketing efforts with your customer's lifecycle stages: This addresses the challenge of uncoordinated marketing and ensures every tactic supports progression from potential to loyal customers. Regularly evaluate marketing strategies every 90 days to adapt and improve efforts: Consistent evaluation helps in identifying what works and what doesn't, maximizing the effectiveness of your marketing spend. Focus on both acqui

Nick Fox is the Regional Manager of Gills Point S Tire & Auto, holding the role for over nine years. His dedication to continuous improvement, coupled with a strong work ethic and self-motivation, sets him apart. Nick's profound product knowledge and customer-centric approach foster unparalleled loyalty and satisfaction, reflecting his commitment to delivering exceptional experiences.
Vanessa Larson is the Marketing Manager of Gills Point S Tire & Auto. She has been with the company since 2020, initially starting as an office manager and bookkeeper before being promoted in 2022. Vanessa previously worked as a project manager with Iron Forge.
In this episode… The tire and auto repair industry is full of inspiring stories and innovative ideas. But how can shop owners build thriving businesses while staying connected to their local communities?
According to Nick Fox and Vanessa Larson of Gills Point S Tire & Auto, the ideal business strategy involves thinking outside the box and creating unique marketing campaigns that bring people together. Their annual soapbox derby in Helena, Montana is a prime example — it started as Nick's idea to do something different, but Vanessa's implementation skills turned it into a massive community event. With live music, food trucks, and creative car designs, the derby engages customers, attracts sponsors, and showcases the personalities behind their shops. It's this kind of authentic community involvement that helps Point S stand out and attract top talent who want to be part of something fun and impactful.
On this episode of Gain Traction, Mike Edge welcomes Nick and Vanessa to chat about their innovative soapbox derby event. They also discuss the recent merger between their company and Gills, finding an "implementer" to turn ideas into reality, and discuss key principles like focusing on your strengths.
Here’s a glimpse of what you’ll learn:  [5:23] The advantages of building a family business and growing through strategic acquisitions and mergers [9:12] How creative marketing campaigns can generate buzz and stand out from the competition [15:08] Merging with larger organizations to expand reach while maintaining a distinct identity [20:01] Seeking leadership roles to learn from mentors and guide new market growth [23:15] Chasing small, daily improvements to achieve long-term growth [26:03] The importance of maximizing strengths rather than worrying about weaknesses [28:10] Building a strong company culture by encouraging open communication, teamwork, and a shared sense of purpose Resources mentioned in this episode: Nick Fox on LinkedIn Vanessa Larson on LinkedIn  Gills Point S Tire & Auto  Mike Edge on LinkedIn Tread Partners Sponsor for this episode... This episode is brought to you by Tread Partners. 
At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 
By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.
We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 
So, what are you waiting for?
Visit www.treadpartners.com or email info@treadpartners.com to learn more. 

Randy O'Connor, Owner of Dealer to Dealer Development Group, is a strategic specialist known for his prowess in analyzing and enhancing processes. With a track record spanning roles at Colony Tire, American Tire Distributors-Tire Pros, DSP20 Group, and Big Brand Tire and Service, Randy brings a wealth of experience to the table. He leverages his expertise to empower independent businesses in the tire and auto service industry, guiding them toward long-term success and excellence as best-in-class operators.
Bobby Gillespie carries on his family's long-standing tradition as the current manager of Gillespie Tire and Automotive Service in Prattville, Alabama. After his father became the city's mayor in 2011, Bobby stepped up to lead the family business, drawing on his diverse responsibilities to steer the team toward continued success and growth. As a third-generation manager, Bobby has proven adept at upholding his family's legacy while adapting to new challenges in the local tire and automotive industry.
Kyle Moore is the Owner and Regional Manager of Moore Tires, a tire and automotive chain with six locations in Illinois. He oversees multiple stores while working alongside his sister Kayla, who is his business partner. Kyle takes immense pride in his family's business, which was started by his parents in 1991 — he is driven to continue its growth and success in the future.
Kayla Heiar, Chief Administrative Officer at Moore Tires, has been an integral part of the family business since her early years, taking pride in its growth from a two-bay pole barn to a six-store operation. Her biggest accomplishment has been leading the company through a successful total software change after over 20 years on the same systems, showcasing her exceptional planning and organizational skills.
In this episode… Transitioning leadership from one generation to the next within a family-run tire business often leads to conflicts and resistance, as the founders may have a tight grip on the company they built from the ground up. How can generational businesses navigate this transition smoothly?
According to Randy O’Connor from Dealer to Dealer Development Group, Bobby Gillespie from Gillespie Tire and Automotive Service, and Kyle Moore and Kayla Heiar from Moore Tires, it’s important to lean on open communication, mutual respect, and an understanding of each other's perspectives. The younger generation must approach change with diplomacy and recognize that their fresh ideas, while valuable, should complement the legacy and wisdom of their predecessors. Conversely, the founders must be willing to let go, trust their successors, and embrace adaptability to foster growth and evolution within the company. Striking this balance through effective dialogue and a willingness to compromise on both sides is crucial for a seamless generational shift in leadership.
On this episode of Gain Traction, Randy, Bobby, Kyle, and Kayla join host Mike Edge to discuss their experience with generational tire shops. Key lessons include navigating the transition between generations through open communication and respect, embracing fresh ideas while honoring the legacy, building trust and earning respect from employees and customers, upholding core values across generations, and seeking guidance from industry groups and mentors.
Here’s a glimpse of what you’ll learn:  [7:56] Strategies for rebuilding and persevering through major business setbacks like fires or other disasters [10:25] How to navigate the challenge of transitioning leadership and decision-making from the founding generation [13:03] How to build and leverage a strong team of experts as the business grows [15:18] How to balance the founder's experience with the need for modernization to drive growth [26:48] Effective ways to motivate and lead employees, setting the right tone and company culture [27:26] Learning from others’ mistakes to avoid them in your own business [29:42] The impact o

Douglas Kershaw is the Executive Vice President of KAL Group, a freight and truck parts company with numerous divisions. Prior to joining KAL Group, Douglas had an extensive career in the tire industry, previously serving as President of BKT Tires in North America. With his diverse background spanning television broadcasting, the rubber industry, and various leadership roles, Douglas brings a wealth of experience to his current position at KAL Group, where he is responsible for establishing a new wholesale division focused on tires and parts for the agriculture, construction, and truck markets.
In this episode… Launching a successful new wholesale division can be challenging, but it’s certainly possible if you follow the necessary steps and implement key elements.
According to Douglas Kershaw, from the KAL Group, you should start by building a strong, committed team and empowering them to make decisions as if it were their own business. He stresses the need for integrity, clear communication, and continuous improvement, even when facing the challenges of starting a new division. Douglas' five core principles — integrity, commitment, entrepreneurial thinking, teamwork, and never being satisfied — offer a framework for anyone to adopt as they seek to launch and grow a business or a career.
On this episode of Gain Traction, Mike Edge gets Douglas' thoughts on launching a new wholesale division. Douglas shares his career journey, from a start in TV reporting to pivoting into the rubber industry and eventually becoming president of a tire company. He advocates for empowering a strong, committed team and how his diverse background has provided him with a unique perspective in the tire industry.
Here’s a glimpse of what you’ll learn:  Highlights of Douglas Kershaw’s early career in broadcast journalism interviewing basketball legends like Michael Jordan and Magic Johnson Why Douglas pivoted from TV to the rubber industry, taking a chance with Dayco Products Leading the launch of a new wholesale tire and parts division, Tires and Parts of America The importance of integrity, commitment, entrepreneurial thinking, teamwork, and continuous improvement Why Douglas empowers his team to make decisions as if it were their own business How Douglas leveraged his broadcasting experience to lead and communicate effectively in the tire industry The importance of building a strong, trusted team to achieve success Why Douglas remains committed to continuous improvement, even after achieving success Resources mentioned in this episode: Douglas Kershaw on LinkedIn  KAL Group  Tires and Parts of America Michael Jordan  Clyde Drexler KNF K&N Stripes Mike Edge on LinkedIn Tread Partners Sponsor for this episode... This episode is brought to you by Tread Partners. 
At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 
By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.
We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 
So, what are you waiting for?
Visit www.treadpartners.com or email info@treadpartners.com to learn more. 

Cody Hammer is the Area Sales Manager for Trusted Tire and Auto in Bismarck, N.D. Despite not having an automotive background, Cody's career path shifted from construction to sales after being inspired by a radio advertisement featuring the general manager of Trusted Tire. With a natural gift for communication and a deep-seeded desire to positively impact people’s lives, Cody thrives in his role by prioritizing empathy and understanding toward customers, a quality he believes is essential in customer service.
In this episode… In the competitive automotive services industry, building strong customer connections is crucial for success and loyalty. But how can salespeople truly connect with customers throughout the sales and service experience?
According to Cody Hammer of Trusted Tire, connections can be made with customers by empathizing with their stress and anxiety when they need automotive services. He aims to make customers feel at ease by offering transportation options, providing clear communication through digital vehicle inspection reports, and using light-hearted humor to elevate the experience. By aiming to understand each customer's unique driving needs and budget, he is able to recommend the right tires. After making a sale, Cody follows up with customers to ensure satisfaction and create a more personal connection.
On this episode of Gain Traction, Mike Edge talks to Cody Hammer about creating genuine customer connections through empathy, transportation services, digital inspections, and humor. Cody shares how he tailors recommendations based on driving needs, budget, and lifestyle cues. He highlights follow-ups, thank-you notes, and tells a story about assisting a stranded customer. Other topics include Cody's rural upbringing, his career transition via people skills, and his favorite movie.
Here’s a glimpse of what you’ll learn:  Cody Hammer talks about growing up in rural North Dakota, enjoying outdoor activities like hunting and fishing The value of empathy and understanding customers' anxiety when they need automotive service Why providing alternate transportation options for customers is important Making customers smile to elevate their experience Following up after a sale to ensure customer satisfaction and create a more personal connection The importance of tires as the only contact between the vehicle and road How Cody transitioned from a non-automotive background by focusing on strong people skills Resources mentioned in this episode: About Cody Hammer Trusted Tire and Auto Jarid Lundeen on LinkedIn Mike Edge on LinkedIn Tread Partners Sponsor for this episode... This episode is brought to you by Tread Partners. 
At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 
By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.
We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 
So, what are you waiting for?
Visit www.treadpartners.com or email info@treadpartners.com to learn more.