Maximum Octane

Kim Hickey
  • 4.8 (26)
  • BUSINESS

Maximum Octane is the high-performance podcast for automotive shop owners ready to accelerate their leadership, culture, and profitability. Hosted by industry veterans Kim Hickey and Jason Patel from Automotive Training Institute (ATI), each episode takes you under the hood of the nation's most successful auto repair shops to uncover the tools, tactics, and mindset shifts fueling next-level results. This season, Maximum Octane brings raw, real conversations from ATI SuperConference 2025 in Hawaii—featuring shop owners who are transforming their businesses by investing in what matters most: people, process, and purpose. From using Digital Vehicle Inspections (DVIs) to create superfans and elevate trust, to building training-first cultures that unlock loyalty, growth, and long-term success, these are the stories that inspire action. The season explores the shift from technician to technologist, the power of structure and team leadership, and the innovative thinking driving the automotive industry forward in a time of rapid change. If you're a shop owner looking to scale sustainably, retain top-tier talent, maximize your Average Repair Order (ARO), or future-proof your business against ever-advancing vehicle technology—this podcast delivers the mindset and methods to get you there. You’ll gain field-tested strategies from ATI’s top-performing members, with deep dives into DVIs, workflow efficiency, culture-building, team accountability, talent development, technician training, and actionable steps to grow your shop’s revenue, reputation, and resilience. Because in today’s market, it’s not just about fixing cars—it’s about building a business people believe in. Hosted on Acast. See acast.com/privacy for more information.

  1. FEB 3

    Why Auto Repair Shops Lose Customers by Ignoring LinkedIn with Harris Fanaroff

    There are four core aspects of business development in auto repair: in-person, email, phone, and social selling. In-person relationships will always matter most, but they only scale so far. Harris Fanaroff, founder and CEO of Linked Revenue, explains that shops lean on email because it is easy, avoid cold calls because they are uncomfortable, and dismiss LinkedIn because it feels difficult to master. That blind spot is costing shops real opportunities to build trust and grow. In this episode of Maximum Octane, Kim Hickey and Jason Patel sit down with Harris Fanaroff to break down what he calls the fourth route to market. Harris explains why LinkedIn works differently from other platforms, why executives and ideal customers already live there, and why most shops completely ignore it. He shares a practical blueprint for using LinkedIn to stay top of mind, attract higher-quality customers, recruit better talent, and build genuine relationships without sending generic messages or relying on automation. The conversation delves into founder-led content, why authenticity matters more than volume, and how consistent thought leadership distinguishes shops that blend in from those that stand out. Harris also explains how to track real ROI from LinkedIn activity, why AI should support your voice instead of replacing it, and how a shop owner can dominate a local market simply by showing up where competitors refuse to spend time. Tune in to episode 136 of Maximum Octane if you are tired of crowded marketing channels and want a smarter way to reach the right customers. Let us help you change how you think about LinkedIn and your role as a shop owner. Episode Takeaways04:50 The four routes to business development and why LinkedIn is the most underused 06:30 Why most sales teams over-rely on email and avoid harder but better channels 07:20 How consistent LinkedIn content creates long-term separation from competitors 08:15 Why your ideal auto repair customers already spend time on LinkedIn 10:00 How LinkedIn supports both customer acquisition and technician recruiting 11:05 A simple local LinkedIn strategy shop owners can implement immediately 12:10 Why connecting with local executives beats mass marketing every time 14:30 How LinkedIn replaces old school networking groups at scale 17:05 Why founder-led content outperforms generic shop marketing 19:10 How Harris creates content without ghostwriting or losing authenticity 20:30 The three parts of a LinkedIn system that actually produce ROI 22:30 Why tracking real people matters more than vanity metrics 25:00 The right way to use AI without sounding fake 27:15 Why most shops quit too early and never see results 32:15 Why holiday posts do nothing and executive visibility changes everything Connect with Harris Fanaroff: WebsiteLinkedInInstagramX Let's connect: WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

    34 min

  2. JAN 20

    Why Your Hiring Ads Fail and How Data-Driven Marketing Attracts Better Techs

    Most shop owners think their hiring problem is a technician shortage. According to Matthew Strom, founder of AutoShop Media, the real issue is visibility, messaging, and how shops present themselves in a crowded market. In this episode of Maximum Octane, Jason Patel sits down with Matthew to unpack what is actually working in automotive marketing and technician recruitment right now. Matthew shares how his company shifted from customer marketing to technician hiring in 2020, why most job ads blend into the noise, and how shops can stand out without massive budgets or polished production. The conversation digs into why proof matters more than promises, how video has become the most effective hiring tool, and why technicians respond to clarity over buzzwords. Matthew explains how data from thousands of ads reveals what technicians actually care about, from pay structure and growth paths to shop culture and leadership consistency. They also explore the hidden leaks in most hiring processes, including missed interviews, slow follow-ups, and unclear expectations that push good candidates away. Matthew outlines simple changes shops can make today to improve response rates, treat applicants like customers, and build a hiring system that works even in competitive or rural markets. Tune in to episode 135 of Maximum Octane If you are struggling to attract or retain technicians, or you feel like your marketing efforts are not converting. Episode Takeaways: 04:30 Why desperation during COVID led to a smarter hiring strategy 06:50 Why proof beats polished marketing in today’s attention economy 09:50 What video ads communicate that job descriptions never can 11:35 How to restructure job ads so technicians actually read them 14:20 Why unclear pay plans kill motivation before day one 18:55 The data behind why social media outperforms job boards for hiring 22:25 How algorithm training impacts who actually sees your ads 25:50 Why long interview processes cost shops their best candidates 30:30 What shops in rural or competitive markets must do differently 38:05 Three immediate changes every shop can make to improve hiring results Connect with Matt Strom: FacebookAuto Shop Media websitePhone: 760-990-1692Email: support@autoshopmedia.com Let's connect: WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

    44 min

  3. JAN 6

    Stop Guessing at Marketing: Carrie-Lynn Rodenberg on Intent, Strategy, and Getting Real Results

    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 goal 7:20 How Turnkey acts as a true director of marketing for shop owners 9:45 Why location, personality, and community involvement change your strategy 12:10 How to turn a difficult location into a destination 14:40 How human psychology shapes every marketing decision 17:00 Why cost, convenience, and clarity matter more than shop owners think 20:30 Why discounts only work when they are intentional and trackable 22:10 How high-end brands use specials without becoming discount shops 25:40 Why marketing only works if your shop has the processes to back it up 28:50 The real purpose of an irresistible offer and how to use it responsibly 33:10 Why shops with strong systems should not fear a low-cost oil change 34:25 How to bring in the right customers instead of more random customers Connect with Carrie-Lynn: LinkedInTurnkey MarketingFollow Turnkey Marketing on InstagramConnect with Turnkey Marketing on FacebookTurnkey Marketing on X Let's connect: WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

    37 min

  4. 12/23/2025

    From Shop Owner to Business Owner: Brian Hammond on the Mindset That Changes Everything

    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 succeeds 6:55 Why most shop owners start strong but stall without a bigger mission 9:58 How Brian’s job loss pushed him into his first business 12:10 Why learning on the fly is not enough without the right mentors 15:40 The mistake of building a job instead of building a business 16:50 Why breaking even is not a business strategy 18:00 Why processes and SOPs are the foundation of stability 20:30 How cash reserves change decision-making and open opportunities 23:40 Why sacrifice and delayed gratification are nonnegotiable for growth 31:20 The mindset shift from shop owner to business owner Connect with Brian Hammond: WebsiteLinkedInBLE Training Let's connect: WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

    40 min

  5. 12/09/2025

    Use Your Data or Miss the Truth: David Boyd on Revealing the Problems Shops Never Notice

    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 communication 5:30 The perception gap between what owners think customers want and what they actually expect 9:40 Why voice communication is still the backbone of the shop experience 11:10 The number one miscommunication that leads to customer frustration 14:00 How digital tools give advisors instant context that builds trust 17:20 Why every shop needs call recording as a diagnostic tool 19:10 How to use recordings for training instead of confrontation 24:40 The first 15 seconds of a call determine an entire relationship 28:20 What shops must know about data security and vendor trust 31:00 How AI reduces review time and improves advisor consistency 33:40 Why training only works when you can measure progress Connect with David Boyd: LinkedInCall Inbound websiteFollow Call Inbound on Instagram Let's connect: WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

    38 min

  6. 11/25/2025

    Close the Trust Gap: Travis Bickham on Winning Customers with Transparency and Tech

    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 impressions 5:30 Why transparency is becoming the new currency in auto repair 7:10 How digital inspections help customers understand and trust repairs 10:50 Why shops must protect long-term relationships, not short-term transactions 13:50 How people, processes, and technology work together to elevate your brand 15:30 Why authentic reviews outperform perfect review scores 18:50 How turning transactions into relationships keeps customers returning 21:40 Where AI can help and where human advisors still matter most 26:20 What shops should look for in technology partners 31:20 Why the automotive industry has a huge opportunity to rebrand itself Connect with Travis Bickham: LinkedInShopmonkey Let's connect: WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

    36 min

  7. 11/11/2025

    The One Skill AI Will Never Learn: Michelle Wood on Service Advising That Builds Trust

    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 communicators 5:10 Why nobody cares “how the sausage is made” 8:50 Why technology helps, but only if you use it 12:20 What AI cannot do and why the human touch matters more than ever 13:50 Customers still want to do business with people, not systems 17:30 How great advisors read people and tailor their communication 20:10 Why honesty about needed repairs builds trust, not fear 23:00 The interview question every shop owner should ask 27:20 How to find talent in everyday places 30:10 Why trust is the ultimate investment in your advisors Connect with Michelle Wood: LinkedIn Let's connect: WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

    35 min

  8. 10/28/2025

    Rebuilding from the Inside Out: How Chris Darmody Turned Chaos into Culture at Graham Auto Repair

    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 Repair 5:50 The leadership vacuum Chris walked into and how he stabilized two struggling shops 7:30 Why passion and purpose matter more than position titles 8:10 The hidden truth about inventory, diagnostics, and industry perception 11:20 The first red flags Chris noticed and how he rebuilt integrity into daily operations 13:20 Why accountability is the ultimate form of empowerment 14:50 How team-built SOPs create buy-in and drive consistency 18:00 What rebuilding a culture really looks like and why it takes patience 21:50 Why every business, no matter how small, needs documented processes 26:40 How to truly empower leaders by giving them real authority 27:20 Trust, audit, and verify: how to stop micromanaging and start leading 32:50 How developing backups for every role sets the stage for expansion Connect with Chris Darmody: LinkedInGraham Auto Repair Let's connect: WebsiteLinkedInFacebookEmail: info@maximumoctane.com Hosted on Acast. See acast.com/privacy for more information.

    36 min
See All (133)

4.8
out of 5
26 Ratings

About

Maximum Octane is the high-performance podcast for automotive shop owners ready to accelerate their leadership, culture, and profitability. Hosted by industry veterans Kim Hickey and Jason Patel from Automotive Training Institute (ATI), each episode takes you under the hood of the nation's most successful auto repair shops to uncover the tools, tactics, and mindset shifts fueling next-level results. This season, Maximum Octane brings raw, real conversations from ATI SuperConference 2025 in Hawaii—featuring shop owners who are transforming their businesses by investing in what matters most: people, process, and purpose. From using Digital Vehicle Inspections (DVIs) to create superfans and elevate trust, to building training-first cultures that unlock loyalty, growth, and long-term success, these are the stories that inspire action. The season explores the shift from technician to technologist, the power of structure and team leadership, and the innovative thinking driving the automotive industry forward in a time of rapid change. If you're a shop owner looking to scale sustainably, retain top-tier talent, maximize your Average Repair Order (ARO), or future-proof your business against ever-advancing vehicle technology—this podcast delivers the mindset and methods to get you there. You’ll gain field-tested strategies from ATI’s top-performing members, with deep dives into DVIs, workflow efficiency, culture-building, team accountability, talent development, technician training, and actionable steps to grow your shop’s revenue, reputation, and resilience. Because in today’s market, it’s not just about fixing cars—it’s about building a business people believe in. Hosted on Acast. See acast.com/privacy for more information.

Information

  • Creator
    Kim Hickey
  • Years Active
    2021 - 2026
  • Episodes
    133
  • Rating
    Clean
  • Copyright
    © Kim Hickey
  • Show Website
    Maximum Octane