Remarkable Results Radio Podcast Aftermarket Radio Network

Thanks to our Partners, AAPEX, NAPA TRACS, and Automotive Management Network

Recorded at the 21st annual TST Big Event, Sherwood Cooke shares his journey of running his business for 28 years, his success with social media, especially TikTok, under the moniker 'The Professor,' and the impact of digital content on attracting a wide customer base even from hours away. Discover the evolution of Cooke's business practices, the significance of ethical service, community engagement and how to build a team culture through understanding and investment in people's lives.

Sherwood Cooke, Royalty Auto Service, St Marys, GA.



Show Notes




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Living in Saint Mary's (00:00:35) Discussion about the location of Saint Mary's, Georgia.
Sherwood's experience with social media (00:00:57) Sherwood's success on TikTok and YouTube.
Deathtrap of the month (00:03:43) Discussion about a series featuring problematic cars.
Client vs. customer (00:04:44) Sherwood's business philosophy on treating customers as clients.
Challenges and benefits of social media (00:08:21) The time-consuming nature of social media and its impact on business.
Starting a business with limited resources (00:10:23) Sherwood's humble beginnings and journey to success.
Evolution of business model (00:13:25) Transitioning to a more sophisticated and higher-priced service model.
Business principles and pricing strategy (00:14:08) The impact of pricing and service offerings on client base.
Business Acquisition (00:17:23) Sherwood's experience of seizing a business opportunity and the importance of proactivity in business growth.
Future Store Plans (00:19:13) Discussion about the potential opening of a third store in Florida and the patience required in business expansion.
Family Involvement (00:22:14) Sherwood's family involvement in his business.
Junior Technician Program (00:24:22) Sherwood's initiative to involve children in learning about automotive repair through hands-on experience.
Ice Hockey Coaching (00:26:07) Sherwood's experience coaching ice hockey and the impact on his life and his son's involvement in the sport.
Participation Trophies (00:28:16) Discussion on participation trophies and the impact on children's motivation and memories.
Stay Out of the Rabbit Hole (00:29:44) Sherwood's class on avoiding pitfalls in automotive diagnostics and the importance of self-awareness and common sense.
Making People's Lives Easier (00:32:38) Sherwood discusses the importance of making people's lives easier, including clients, team members, and vendors.
Creating a Positive Culture (00:34:17) Sherwood emphasizes the significance of building a positive culture within the team and the time it takes to create it.
Hiring Process (00:35:50) Sherwood explains his unique five-interview hiring process, including interviews with him, his son, and a team member, as well as meeting with the candidate's family.
Weeding Out Unethical Behavior (00:37:05) Sherwood shares a story about weeding out unethical behavior during the hiring process and the importance of...

On this Episode of Business by the Numbers, Hunt reflects on his time at the STX conference in Nashville, sharing stories about the connections made and lessons learned from industry experts.
• Economic News Breakdown: We get into the latest economic updates that dropped last Wednesday. Hunt breaks down what these changes in numbers might mean for your wallet and business this year, especially when it comes to interest rates.
• Tax Talk and Government Spending: Hunt explains the proposed wealth tax and what the latest federal budget might mean for us. There’s a lot of talk about balancing the budget without raising taxes too much, and we'll explore what that could look like.
• Capital Gains and Your Money: We take a closer look at potential hikes in capital gains taxes and how these could affect your investments and long-term financial planning.
• Understanding the Numbers: Inflation, GDP... these terms get thrown around a lot. We’ll unpack what they really mean for the economy and for us as workers and business owners.
Thanks to our partners, NAPA TRACS and Promotive
Did you know that NAPA TRACS has onsite training plus six days a week support?
It all starts when a local representative meets with you to learn about your business and how you run it.  After all, it's your shop, so it's your choice.
Let us prove to you that Tracs is the single best shop management system in the business.  Find NAPA TRACS on the Web at NAPATRACS.com
It’s time to hire a superstar for your business; what a grind you have in front of you. Great news, you don’t have to go it alone. Introducing Promotive, a full-service staffing solution for your shop. Promotive has over 40 years of recruiting and automotive experience. If you need qualified technicians and service advisors and want to offload the heavy lifting, visit www.gopromotive.com.

Paar Melis and Associates – Accountants Specializing in Automotive Repair
Visit us Online: www.paarmelis.com
Email Hunt: podcast@paarmelis.com
Get a copy of my Book: Download Here
Aftermarket Radio Network

Thanks to our Partner, NAPA TRACS and AutoFix Auto Shop Coaching

1 in 5 people have some form of dyslexia.

A profound discussion on dyslexia in the automotive industry. Learn the definition of dyslexia, its impact on learning and training, and strategies to support those with dyslexia. The episode emphasizes the value of recognizing the unique strengths and challenges of individuals with dyslexia, offering practical advice for employers, trainers, and individuals to enhance learning and professional development in the automotive industry.

Bill Greeno, Quality Automotive Servicing, Truckee, CA. Bill’s previous episodes HERE

Nicole Ofiesh, PH.D, Dr. Ofiesh is a cognitive behavioral scientist with expertise in dyslexia, learning disorders, ADHD, and autism spectrum disorders.


Watch Full Video Episode
Definition of Dyslexia (00:01:59) Discussion on the definition of dyslexia and its importance for individuals in the automotive industry.
Strengths of People with Dyslexia (00:09:45) Dr. Nicole Ofiesh explains the strengths inherent in people with dyslexia, such as visual spatial abilities and creative thinking.
Training Challenges (00:10:04) Bill Greeno discusses the challenges of providing hands-on training for individuals with dyslexia and the preference for visual and kinesthetic learning.
Strategies for Supporting Employees with Dyslexia (00:11:36) Dr. Nicole Ofiesh suggests strategies for supporting employees with dyslexia in educational settings, including providing reading support and using text-to-speech software.
Awareness and Insights for Employers (00:15:33) The need for awareness among training companies and trainers about dyslexia and the importance of accommodating diverse learning styles.
Personal Experience with Dyslexia (00:16:32) Bill Greeno shares his personal experience with dyslexia and the importance of teaching to different learning styles, regardless of dyslexia.
The definition of dyslexia (00:20:21) Dr. Nicole explains dyslexia as a reading and processing challenge affecting the sequence and sounds of symbols.
Strengths of individuals with dyslexia (00:22:15) Dr. Nicole highlights the extraordinary problem-solving and mechanical abilities of individuals with dyslexia.
Training challenges and strategies for dyslexic employees (00:23:30) Dr. Nicole discusses the importance of empowering individuals to be independent learners and suggests techniques such as study buddies and listening while reading.
The stigma of listening as reading (00:27:09) The speakers discuss the stigma surrounding listening as a form of reading and the need to overcome it.
Closed captioning and universal design for learning (00:30:30) Dr. Nicole explains the significance of closed captioning as a universally beneficial tool and advocates for rethinking traditional notions of reading.
Assessing and accommodating dyslexic employees (00:33:57) The conversation delves into the importance of assessing individual learning needs and offering a variety of learning methods to accommodate dyslexic employees.
The importance of books and learning (00:36:42) Discussion on the significance of books and learning for...

Matt Fanslow covers strategies for engaging high school students, debunking industry myths, and the importance of talent over passion in choosing a career. The episode aims to inspire a new generation to explore the diverse and rewarding paths within auto repair.
Show Notes
Ideas for Engaging Students (00:01:19)Addressing Misconceptions (00:07:59) Value of Skill and Talent (00:13:41) Changing the value system (00:19:04) Impact of artificial intelligence (00:21:21) Future of Auto Repair Careers (00:22:40) 
Thanks to our Partner, NAPA Autotech napaautotech.com
Email Matt: mattfanslowpodcast@gmail.com
Diagnosing the Aftermarket A - Z YouTube Channel HERE
Aftermarket Radio Network: https://aftermarketradionetwork.com/

Thank you to our friends at RepairPal for providing you this episode. As shop owners we were part of RepairPal’s Certified network and you can learn more at RepairPal.com/shops.
Show Notes
Reasons Google will suspend your GBPAdding Keywords to Your Business NameUsing PO boxes or virtual office addressesUsing your home address for a service area business - mobile mechanicsMaking major changes to your information - name, address, phone numberAdding Reviews - Talk about RV Masters Recent experienceSpam ReviewsTwo businesses sharing an address - same with phone numberA competitor reported you Dandy Review Removal: Negative review removal using AIThey had to rebrand from ReviewVio because of all the negative reviews and complaints that they received. They over charge and under deliver.It is a 12 month contract - not monthlyWriter’s Hand: WriterHand.com's Review Generator AI employs state-of-the-art natural language processing algorithms to produce high-quality reviews in a matter of seconds. The tool is designed to cater to the needs of both individual writers and businesses seeking to enhance their online presence. By simply inputting a few key details about a product, service, or experience, users can obtain well-crafted reviews that reflect a genuine customer's perspective.Embed Social: Use AI tools to help you collect more reviews, reply to reviews faster and make your reviews widget designs.New AI Optimization services: Boost Ninja: Speak on Accurate Automotive GBP Listing being suspended after adding this company to their listing - Supposed to be a Google Maps ranking system by boosting local rankings by targeting top keywords and AI Optimization to your Google listingProblem is when you talk to client’s who have hired companies like this and ask what they are actually doing - the answer is the same: “I have know idea”
How To Get In Touch
Group - Auto Repair Marketing Mastermind
Website - shopmarketingpros.com 
Facebook - facebook.com/shopmarketingpros 
Get the Book - shopmarketingpros.com/book
Instagram - @shopmarketingpros 
Questions/Ideas - podcast@shopmarketingpros.com

Thanks to our Partner, NAPA Auto Care

Customer service is the backbone of any successful auto repair shop. Tom Petty discusses the critical role of clear, effective communication with customers. And guess what? It all starts with your internal team and company culture.

Tom Petty, Petty Motorworks, Waretown, NJ

Show Notes

Watch Full Video
TST Seminars: https://www.tstseminars.org/
NAPA Auto Care Gold status (00:01:24) Tom Petty discusses NAPA AutoCare Gold status and its significance.
Technical training and progression (00:03:13) Tom Petty's technical training and progression through the years.
Family business and technical training (00:04:22) Tom Petty's decision to start a family business and his involvement in technical training.
Engaging technicians and setting shop culture (00:05:44) Discussion on setting the culture for a shop and engaging technicians in training.
Apprenticeship and mentoring (00:08:13) Tom Petty's approach to apprenticeship and mentoring young technicians.
Automotive vocational education (00:11:10) Discussion on the need for a specialized automotive charter program in vocational education.
Challenges in the automotive industry (00:13:03) Challenges faced by young technicians in the automotive industry and the need for development and support.
Starting wage and labor margin (00:14:36) Discussion on starting wage for technicians and the importance of labor margin for business sustainability.
Post-education career advice (00:15:31) Tom Petty's advice for students coming out of a two-year automotive program regarding starting wage expectations.
Structured Raises (00:15:37) Discussion about implementing structured raises for technicians to prevent wage suppression.
Setting Technician Wages (00:19:06) Discussion on the importance of setting technician wages based on experience and productivity.
Communication and Customer Service (00:23:53) Importance of effective communication, especially through digital inspections, and its impact on customer service.
Training Alliance (00:28:00) Formation of an independent training alliance to improve technical training in the local area of New Jersey.
Kidney Donation (00:30:44) Tom Petty's kidney donation.
Life Post-Surgery (00:33:14) Tom Petty shares his experiences after kidney surgery and discusses the minimal impact on his daily life.
Avoiding NSAIDs (00:33:53) The importance of avoiding certain pain medications for kidney health, with a cautionary example.
Recovery and Kidney Function (00:34:31) Insights into the recovery period after kidney surgery and the remarkable adaptability of the kidney.


Thanks to our Partner, NAPA Auto Care

Learn more about NAPA Auto Care and the benefits of being part of the NAPA family by visiting https://www.napaonline.com/en/auto-care

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