Thanks to our Partners, Shop Boss and AppFueled

You might be tracking average repair order, car count, even gross profit, but are you looking at your average estimate? In this episode, Brian Walker sits down with coach and shop owner Chris Cotton to dig into what may be the most underutilized KPI in the auto repair industry. Chris lays out real numbers, explains why average estimate is a crystal ball into your sales process, and even shares the exact changes his shop made to 4x estimates and drive gross profit through the roof, all in just one year.

If you’ve ever asked yourself “Why aren’t my tickets higher?” or “Do I really need another service advisor?” this is the episode for you. Plus, you’ll hear actionable advice on how to move the needle on closing ratios, the power of DVI, and why the right software may be the best investment you’ll ever make.

Hit play and discover why average estimate might be the missing metric in your shop's growth strategy.

Show Notes with Timestamps

1. Introduction and Sponsor Acknowledgements (00:00:09) Host introduces the podcast, guest Chris Cotton, and thanks sponsors.
2. Setting the Topic: The Most Important KPI You're Not Tracking (00:01:14) Discussion begins on the underutilized KPI: average estimate written by service advisors.
3. Why Average Estimate Matters (00:01:47) Chris explains why average estimate is overlooked and its importance in diagnosing low average repair orders.
4. How to Track Average Estimate (00:03:36) Discussion on how shop management systems track average estimate and the need to analyze by advisor and shop.
5. Chris Cotton’s Shop Background and Context (00:04:23) Chris shares his dual role as coach and shop owner, and sets context for the numbers discussed.
6. Differences Between Shop Types and KPIs (00:06:07) Explains how KPIs differ between general, specialty, and quick lube shops, and the impact on labor hours.
7. Shop Operations: Car Count, Bays, and Staffing (00:07:25) Chris details his shop’s car count, number of bays, technicians, and unique seven-day schedule.
8. Process Improvements and Estimate Presentation (00:09:29) Describes improvements in hours presented on estimates and the impact of digital vehicle inspections (DVIs).
9. Leveraging Technology for Deferred Work (00:10:26) How CRM tools and online scheduling help sell deferred work and improve customer engagement.
10. Transparency and Full Disclosure in Estimates (00:11:20) Chris’s philosophy on presenting all findings to customers for informed decision-making.
11. What is a Good Average Estimate? (00:13:19) Chris shares a rule of thumb for average estimate based on vehicle mileage and shop type.
12. Impact of Raising Average Estimate on Revenue (00:14:51) Chris details how increasing average estimate improved average repair order and overall...

Thanks to our Partners, Shop Boss and AppFueled

You joined the Chamber of Commerce - great move. But now what? This episode pulls back the curtain on why just paying your dues and slapping a sticker on your window doesn’t cut it. The chamber isn’t a vending machine where you drop in money and business pops out, it’s a networking powerhouse if you actually use it.

We dig into how to evaluate your local chamber, the right way to get involved, and how to turn those meet-and-greets into actual business growth. From business before hours and luncheons to sponsorships and ribbon cuttings, you’ll walk away with a game plan that puts you in the driver’s seat. And hey, it doesn’t have to be you showing up every time, there are smart ways to delegate this, too.

So if you’ve ever said “the chamber doesn’t work,” you might want to give this one a listen. You might just find the real problem isn’t the chamber, it’s how you’re (not) using it.

Tune in and learn how to work the chamber to work for you.

Show Notes with Timestamps

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Lagniappe (Books, Links, Other Podcasts, etc)

BNI

Auto Repair Podcast Network App

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.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Thanks to our Partners, Shop Boss and AppFueled

Let’s be honest: BNI isn’t new to you. If you’ve been around this podcast, you’ve heard us talk about Business Networking International before. But this time, we’re taking a deeper dive into something super practical: how to actually choose the right BNI group for your shop. Because let’s be real, not all chapters are created equal. In this episode, Kim and I walk you through the exact steps we’ve taken to find the best-fit groups, what red flags to look for, and how to show up ready to make a killer first impression. Whether you’re a natural introvert like me or you’re already networking like crazy, there’s a group out there for you, and we’ll help you find it.

Don’t miss this one—especially if you're ready to grow your business through real relationships and legitimate referrals.

Show Notes with Timestamps

1. Introduction and Sponsors (00:00:00) Podcast introduction, hosts, and sponsor messages for Shop Boss and App Fueled.
2. What is BNI? (00:01:20) Explanation of BNI, its structure, exclusivity, and benefits for business networking.
3. Personal Experiences with BNI (00:02:31) Hosts share how BNI helped their businesses and personal growth, especially in public speaking.
4. BNI’s Structure and Meeting Format (00:03:44) Description of BNI’s structured meetings, weekly agenda, and the value of regular participation.
5. Tracking BNI’s Impact (00:06:39) How the hosts tracked BNI as a marketing source and the variety of chapters in different regions.
6. Finding and Choosing a BNI Group (00:08:29) Step-by-step advice on finding local BNI chapters and evaluating group membership.
7. Understanding Networking Spheres (00:09:56) Explanation of networking spheres and the importance of complementary businesses in BNI groups.
8. Starting a New Chapter (00:10:50) Advice on starting a new BNI chapter if your area is underserved.
9. Evaluating Group Culture and Fit (00:13:03) How to assess group meeting times, culture, and whether the group’s vibe matches your needs.
10. Visiting and Assessing Groups (00:14:27) Tips for visiting groups, gauging friendliness, and looking for active, growing chapters.
11. Referrals vs. Leads in BNI (00:15:40) Clarifying the difference between warm referrals and cold leads in BNI.
12. Attendance and Participation Expectations (00:16:17) Importance of consistent attendance, sending substitutes, and treating BNI as a sales meeting.
13. Preparing to Visit a BNI Group (00:17:40) Best practices for contacting the group, arriving early, and networking effectively.
14. Making a Good First Impression (00:19:13) Bring business cards,...