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Kind of stayed low and quiet for a while, took it all in, learned the business even better and just quietly moved on every year and grew and grew.

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I changed the name, rebranded, got my life back five days a week, not seven, you know, normal hours.

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And I quickly learned that wherever I was is the place that made money.

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So if I spent more time at the Shell, the show made money.

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Welcome to the Gain Traction Podcast, the official podcast for tire business.

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I am Mike Edge, your host and I have the privilege of interviewing the tire dealers, shop owners, counter sales reps, technic industry executives and other thought leaders of our industry.

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This episode is brought to you by Tread Partners.

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Tread Partners is the leading digital marketing agency that specializes in digital marketing for multi location tire and auto repair shops.

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Tread Partners works with clients that have hundreds of locations, down to five locations.

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Get a professional, unbiased opinion and let Tread Partners review what you're doing.

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It starts with a simple conversation.

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To contact tread partners, visit treadpartners.com so let's get started.

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Hey folks.

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Welcome to the Gain Traction podcast, the official podcast for tire business.

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My guest today is Eric Svedberg, president and owner at European Auto Works in Virginia Beach, Virginia.

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It's a one store operation doing 3.7 million per year and he's been in the automotive sector since he was 16, so he never left.

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Eric, welcome to the Gain Traction podcast.

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Thanks, Mike.

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Thanks for having me.

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Yeah, I'm glad you're here, man.

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You got a pretty cool story.

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I'm glad we got to know each other the other day.

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So if you don't mind, for audience sake, you were 16 when you got started and it wasn't a family business, correct?

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It was not.

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Yeah.

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So you're just getting a job basically, and then you.

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And then kind of fell in love with it, I guess.

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Unnecessary evil, I guess.

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The paycheck, right?

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Yeah, you need some gas money and date money and that's how that started.

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All right, well, tell us a little bit about when did you know that you were going to stay in it?

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Really?

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When I was in my early 20s, 21, 22.

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That's when I knew.

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Were you still working at the same shop at the time?

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Yeah, I was in Amoco station.

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Okay.

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And tell the audience a little bit about Amoco because, I mean, we may be a little bit older than some in the audience, but it was full service, right?

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Yeah, Amoco was an oil company all the way from the early 1900s.

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Part standard, you know, Standard had everything.

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Exxon, you know, Amaco, Everything.

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So we had a full service.

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I had a full service station or I worked at a full service station.

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So you either had a pumper where you only pump gas usually, you know, you probably had a car wash or you had a food shop where you sold convenience stuff and.

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Or full service is what I had.

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So I had a three bay, full service location.

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So we had gas and three automotive service base.

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That's awesome.

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Their logo, if I remember, didn't it.

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It was red, white and blue, right?

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Yeah.

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Torch and oval.

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This torch.

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That's it.

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The torch and oval.

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Yeah.

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Very cool.

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Just to go down a little rabbit hole here.

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Have you ever seen the series on the History Channel called the Men who Made America?

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Oh, is that about the old oil tycoons?

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Well, yeah, it did.

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It's Rockefeller and.

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Yeah, yeah, yeah.

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And then you get to the.

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It starts out with Vanderbil because he was in shipping and railroads.

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And then they get to Rockefeller and their paths overlap a little bit.

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Rockefeller was quite a bit younger, but he needed Vanderbilt's trains.

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And then.

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Then you go through the whole process of when, you know, he is.

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Built a refining empire and I think he touched 95% of the oil that was refined in the United States at one time, which is just insane.

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And that was the whole monopoly thing.

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Oh, and then.

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And then they broke up Standard Oil.

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That's right.

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And the irony was he.

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He didn't want to break it up, but he became even like 10 times wealthier after they broke it up because he got stock and whatever.

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However many companies what they break it up to.

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Almost like 10 companies or something.

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Yeah.

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And Amaco was one of them, if I'm not mistaken.

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Yeah, Amico was one.

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Utoko, which was like Utah oil company.

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All these off brands.

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Yeah, Exxon.

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So it was almost like, if I.

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Remember correctly, I think it was the divisions of Standard is the way they broke them up, if I'm not mistaken.

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Something like that.

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But cool story.

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But it's kind of cool that you were part of it in Virginia beach and you had this experience and so tell us a little bit about it, because you got in it and then the guy that owned the operation eventually sold to you.

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Is that right?

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Yeah, I became like a lead technician.

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I know this sounds weird, you know, like at age 19, I was always mechanically gifted and so.

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That's awesome.

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State inspector, we have safety inspections in Virginia, so state inspector, lead technician.

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Did that for a few years.

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I was still going to college.

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And, you know, around the age of 21, he's the owner, who I work for ever since I was 16, talked about going to sell that location because he had three other locations that were only pumpers.

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So he kind of liked that better and wanted to get out of the full service business.

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So, you know, I started thinking about, okay, well, I could probably do this or, you know, get some money.

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So I started trying to figure out where I was going to get money from.

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So I, you know, beg, borrow and steal.

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And then I felt like I should probably have a backup plan just in case it didn't work out and he sold it to somebody else.

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And maybe I didn't like that somebody else, and so on and so forth.

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So my backup plan was, I've always loved boating.

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Been in it my entire life, still am.

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So I had arranged to work charter business in the Mediterranean.

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So I figured, okay, I'll go over there, work the charter business, I'll be crew, work my way up to captain by age 30 or something like that.

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That's the backup plan.

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Every so often I wonder if that backup plan would have been more fun or better or where my life would be.

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But, you know, currently I am not a charter boat captain in the Mediterranean.

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And the sale of the Amoco station went through to me and I became the youngest Amoca dealer in the country at age 22.

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Yeah, and you told me when you would go to the national meetings, people would ask where your dad is.

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Oh, yeah, national beings.

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And every customer that ever got gas that had a problem with the pump.

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Yeah, right up to me and hey, is your dad here?

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I need to talk to him about this issue out here.

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My.

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My answer was the same every single time.

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Well, I mean, he's over there at the shipyard working on submarines.

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I'm not sure if he can help you, but I'm here, so that's great.

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Well, you.

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But you did say, I think you admitted that you always looked young when you were young.

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So you were.

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Yeah.

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So that was.

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That's so funny though.

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But you what it feel like to be the youngest in the country.

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Was it intimidating?

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I mean, when you go to these meetings or anything?

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Or did you look at the fact that you just had a lot of mentors in front of you that maybe helped you out?

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I stayed very quiet.

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I. I kind of have always been a sponge.

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So, you know, I absorb information from anyone and everyone.

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So when I'm at meetings, I'm just taking it all in.

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If they are asking for opinions and I actually have an opinion of maybe what could better out, I would express the opinion.

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But other than that I just kind of stayed low and quiet for a while, took it all in, learned the business even better and just quietly moved on every year and grew and grew.

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That's a lot of wisdom at an early age.

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So how did it get, how did you go from Amaco to European Auto Works?

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So BP bought Amaco probably seven or eight years after I became a dealer.

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And bp, obviously, as if you've driven around, they don't have any full service shops for the most part.

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So that was not their idea of what the future business looked like.

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So I knew they didn't want me eventually and I at that point didn't want them since I'd been working 24 hours a day, seven days a week.

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As far as the shop being not the shop but the gas station side.

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Being open for our audience sake, Amaco was a full service, 24 hour server, wasn't it?

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24 hour service, yeah.

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So you had to be available.

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Basically you didn't have to be, but.

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You got 20 off your rent.

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So really everyone did it.

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So yes, I got you a little financial motivation there.

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Correct.

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Yeah.

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Back then the rent was this 1991, I guess I started off at 3200amonth.

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Was the rent.

155
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Oh wow.

156
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Yeah, you pay Amaco and, or, and then Amoco paid the landowner because Amoco did not own the land.

157
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So I gotcha.

158
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So they negotiated it for you though.

159
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And that lease was negotiated all the way back into the 60s.

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That's how long that shop had been there.

161
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That's very cool.

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And rebuilt a couple times.

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Yeah, yeah, I got you.

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But still in the same spot.

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Well, I didn't mean to cut you off but.

166
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So you, how'd you transition to European Auto Works then?

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Yeah, so bp, well, BP bought Amaco.

168
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I decided that they were probably not going to renew the land lease.

169
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The land lease was coming up in about a year or two.

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So I talked to landowners, said hey, they're not going to renew this thing, but I'll renew with you.

171
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So sure enough, land lease was coming up, BP didn't want to renew, I jumped in.

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We worked out land lease five years with three five year options.

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Okay.

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I'm good for 20 years at this location.

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So I'll, I changed the name, rebranded to automotive specialist.

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So not quite European Auto Works yet.

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So I still kept doing my thing.

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Automotive specialist.

179
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Got my life back five days a week, not seven, you know, normal hours.

180
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Yeah.

181
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Enjoyed the weekends and that rolled for approximately 14 years.

182
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That's awesome.

183
00:10:17,610 --> 00:10:27,480
So after 14 years, I said, you know, I, I got this last five year lease coming up, I probably should do something, you know, to protect my investment.

184
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And the landowner would never sell.

185
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I had asked multiple times.

186
00:10:32,600 --> 00:10:37,760
So I started looking and there was a business owner that owned a European shop.

187
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He owned the building, he owned the land.

188
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It's called European Auto Works.

189
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And he was ready to retire.

190
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So I went to him, we negotiated contracts on the contract and boom, I was out after the 15 years and then into the new place, which I currently own, much bigger.

191
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You know, going from 20, I guess maybe 2600 square feet or something like that with the ultimate specialist in Amaco to 10,000 square feet.

192
00:11:06,730 --> 00:11:07,210
Wow.

193
00:11:07,210 --> 00:11:08,250
Yeah, that's big.

194
00:11:09,050 --> 00:11:16,160
So how big a change was that for you from just going to, I guess, the general practitioning to what?

195
00:11:16,160 --> 00:11:17,920
European makes and models primarily?

196
00:11:17,920 --> 00:11:20,080
Or did he take care of everything else too?

197
00:11:20,720 --> 00:11:25,040
He was, he was 100% Mercedes.

198
00:11:25,360 --> 00:11:26,040
Oh, wow.

199
00:11:26,040 --> 00:11:26,800
That's all I did.

200
00:11:26,960 --> 00:11:32,080
And I, Automotive specialists only did Asian domestic.

201
00:11:32,240 --> 00:11:39,040
So I was going from Asian domestic to a shop that only did Mercedes for the previous 30 years.

202
00:11:39,920 --> 00:11:46,750
So obviously there was an entire marketing plan that was put together to be able to make this successful.

203
00:11:47,550 --> 00:11:47,950
Wow.

204
00:11:47,950 --> 00:11:48,230
That.

205
00:11:48,230 --> 00:11:50,350
I didn't realize that's a major.

206
00:11:51,230 --> 00:11:54,270
I mean, that's like a dog leg left or right on the golf course.

207
00:11:54,270 --> 00:11:56,910
I mean, you really took a big turn there.

208
00:11:57,630 --> 00:11:58,510
How'd that work out?

209
00:11:58,510 --> 00:12:06,670
Like first year and your existing customer base or were you able to get your customer base from American specialist over to.

210
00:12:07,480 --> 00:12:08,680
Yeah, automotive specialists?

211
00:12:08,680 --> 00:12:10,840
We, yeah, we let everybody know.

212
00:12:10,840 --> 00:12:13,800
We, we sent out postcards, we sent out letters.

213
00:12:13,800 --> 00:12:15,880
You know, we talked to people as they came in.

214
00:12:17,000 --> 00:12:19,400
You know, they have something.

215
00:12:20,280 --> 00:12:24,760
Every so many miles you move, X number of customers drop off.

216
00:12:25,240 --> 00:12:25,560
Right.

217
00:12:25,560 --> 00:12:30,080
So if you only moved a mile, you'd probably keep 95% of your customers.

218
00:12:30,080 --> 00:12:33,160
You move 100 miles, you'll keep 0 of your customers.

219
00:12:33,720 --> 00:12:37,080
So were moving up probably five miles away.

220
00:12:37,560 --> 00:12:41,480
I think approximately 25% of the customers followed.

221
00:12:42,200 --> 00:12:52,000
There was obviously some confusion with the name going from automobile specialists and say they owned a Honda or Ford or whatever, and then European Auto Works.

222
00:12:52,000 --> 00:13:07,490
But, you know, a lot of my core clientele followed me and to this day I still work on quite a few of their cars because no way am I going to be, you know, 20 plus years, you know, helping their family and then go to a new shop and just, you know, turn my nose up to them.

223
00:13:07,730 --> 00:13:08,930
No, absolutely.

224
00:13:08,930 --> 00:13:11,530
So, so you do, man.

225
00:13:11,530 --> 00:13:15,970
I mean, you do work on all makes and models, even though you're called European or.

226
00:13:16,210 --> 00:13:16,610
We.

227
00:13:16,930 --> 00:13:27,650
We are probably 90 to 95% European, but we do more than Mercedes, so we're doing Mercedes, BMW, Porsche, Land Rover, Jaguar.

228
00:13:27,920 --> 00:13:29,360
You know how to evil.

229
00:13:29,520 --> 00:13:30,160
Just curious.

230
00:13:30,160 --> 00:13:32,440
What do you see in.

231
00:13:32,440 --> 00:13:35,440
In the lineup of makes and models in your space?

232
00:13:35,440 --> 00:13:37,600
What do you see the most of and the least of?

233
00:13:40,000 --> 00:13:46,000
We see the most Audi, Volkswagen, BMW, Mercedes.

234
00:13:46,800 --> 00:13:51,680
So we see the least Land Rover, Jaguar, Porsche.

235
00:13:55,290 --> 00:13:57,210
Yeah, that's interesting.

236
00:13:57,530 --> 00:14:05,050
So how big a competition do you have with dealers or the, you know, the car dealers service shops near you for those makes and models?

237
00:14:05,290 --> 00:14:13,210
We obviously have competition when it comes to the vehicles that are 10 years and newer because they still work on those.

238
00:14:13,210 --> 00:14:17,130
But all the dealerships in our area, they hit 10 years they don't work on.

239
00:14:17,450 --> 00:14:19,450
So we almost have no competition.

240
00:14:20,290 --> 00:14:21,650
That's really interesting.

241
00:14:21,890 --> 00:14:22,770
Very interesting.

242
00:14:22,850 --> 00:14:23,970
Yeah, that.

243
00:14:24,130 --> 00:14:26,210
So they almost build a market for you with.

244
00:14:26,370 --> 00:14:28,410
Without you even trying for it, in a sense.

245
00:14:28,410 --> 00:14:30,930
But I'm just, I feel very blessed.

246
00:14:31,330 --> 00:14:32,290
That's awesome.

247
00:14:33,490 --> 00:14:34,450
So what did you.

248
00:14:35,570 --> 00:14:41,810
Where do you see European Auto Works in a year or two, have you ever thought about more than one store or location?

249
00:14:42,850 --> 00:14:45,810
When I was in the gas business, I did have more than one location.

250
00:14:45,810 --> 00:14:46,610
So I had Namco.

251
00:14:46,610 --> 00:14:47,810
I also had a shell station.

252
00:14:47,810 --> 00:14:49,090
Also I had a towing company.

253
00:14:50,580 --> 00:14:51,900
I quickly learned keep.

254
00:14:51,900 --> 00:14:57,060
This was in my late, well, mid to late 20s when I had a shell in an AMCO.

255
00:14:57,060 --> 00:15:01,620
And I quickly learned that wherever I was is the place that made money.

256
00:15:01,620 --> 00:15:04,020
So if I spent more time at the shell made money.

257
00:15:04,260 --> 00:15:07,900
And at that point in my career, I didn't have a lot of systems.

258
00:15:07,900 --> 00:15:09,460
I didn't have a lot of processes.

259
00:15:10,100 --> 00:15:12,020
People are even talking about that, really.

260
00:15:12,180 --> 00:15:13,860
I mean, this was the 90s.

261
00:15:13,860 --> 00:15:14,340
Yeah.

262
00:15:15,160 --> 00:15:16,680
You know, now you hear it every day.

263
00:15:17,160 --> 00:15:25,400
So I, I then said, okay, let me get rid of this towing company first because it was really dragging me down.

264
00:15:25,400 --> 00:15:33,240
And I'll tell you one thing, there's nothing worse than getting up at two in the morning when it's raining to go change a tire for aaa.

265
00:15:34,040 --> 00:15:35,800
I mean, that is the worst.

266
00:15:35,800 --> 00:15:37,480
And I had to do that sometimes.

267
00:15:37,720 --> 00:15:38,200
Yeah.

268
00:15:38,440 --> 00:15:40,760
So, yeah, that's not fun.

269
00:15:41,630 --> 00:15:42,870
So I'm like, I'm getting rid of this.

270
00:15:42,870 --> 00:15:45,590
Well, especially if you were the AAA guy in your area.

271
00:15:45,590 --> 00:15:46,110
For sure.

272
00:15:46,110 --> 00:15:49,230
Yeah, they paid $12, I think, to do it.

273
00:15:49,950 --> 00:15:54,990
I mean, I certainly would rather stay in bet Gail for 12 bucks in the rain, you know, in January.

274
00:15:55,470 --> 00:15:56,910
I'm not coming tonight.

275
00:15:57,870 --> 00:15:58,550
Oh, I'M sorry.

276
00:15:58,550 --> 00:15:59,790
You guys know it's rated outside.

277
00:16:00,190 --> 00:16:00,710
I'm sorry.

278
00:16:00,710 --> 00:16:01,950
The tow truck doesn't start.

279
00:16:02,670 --> 00:16:04,510
Oh gosh, that's brutal.

280
00:16:04,830 --> 00:16:10,590
The only reason tow truck or the towing business was actually semi fun as we're in the on the police list.

281
00:16:10,590 --> 00:16:11,950
So that was always exciting.

282
00:16:12,190 --> 00:16:20,510
So I bet you know those are the ones you know at the 2 in the morning or 2:30 in the morning when you get called out it's because it's a police call, it's a drunk.

283
00:16:20,510 --> 00:16:23,230
He ran into something and who knows.

284
00:16:23,390 --> 00:16:32,390
I remember picking up a Nissan pickup truck one time and he had twisted that bed so bad, you know and I didn't have a rollback with me.

285
00:16:32,390 --> 00:16:36,430
I only had a wheel lift picked up from the front and only one tire was touching on the back.

286
00:16:36,830 --> 00:16:40,760
Just brought back to the shop at 2:3 in the morning with nobody on the road.

287
00:16:40,920 --> 00:16:43,480
So I bet you have some very interesting stories.

288
00:16:43,480 --> 00:16:45,240
Anything come to mind, funny or.

289
00:16:46,760 --> 00:16:47,200
Yeah.

290
00:16:47,200 --> 00:16:48,360
That you may have encountered.

291
00:16:48,600 --> 00:16:51,960
I have one fundy.

292
00:16:52,120 --> 00:16:54,520
This was when I think when I was 21.

293
00:16:54,600 --> 00:16:58,360
I don't think I had bought the shop yet but I had a regular customer.

294
00:16:58,680 --> 00:17:03,840
He, he worked at church up the street but he loved tinkering with cars.

295
00:17:03,840 --> 00:17:05,359
He liked buying cars, selling cars.

296
00:17:05,359 --> 00:17:06,119
This had the other.

297
00:17:06,200 --> 00:17:07,520
We had a great relationship.

298
00:17:07,520 --> 00:17:09,940
Anything he couldn't do, you know, I took of it for him.

299
00:17:11,060 --> 00:17:17,940
But you know, for the people that remember a Meor XR4TI, do you remember that car?

300
00:17:18,099 --> 00:17:19,099
I remember the name.

301
00:17:19,099 --> 00:17:20,420
I'm trying to picture it right now.

302
00:17:20,420 --> 00:17:23,780
It was like a German car that was built with Ford.

303
00:17:24,099 --> 00:17:29,180
So I think they had a Ford engine but you know, Germany was involved and whatever.

304
00:17:29,180 --> 00:17:37,150
So AmeriCorps XR4Ti was the car but I mean you could drive for a year, never see one but this guy had one.

305
00:17:37,550 --> 00:17:38,990
So he had a drivability issue.

306
00:17:38,990 --> 00:17:44,030
He dropped off with me, you know I looked at for the first day, worked on other cars where but I couldn't figure out his problem.

307
00:17:44,270 --> 00:17:49,590
So the next day he came up and I, you know, he's getting gas and he, I saw him out there.

308
00:17:49,590 --> 00:18:00,790
I told him, you know, I walked out to him on I told him where I was at with it, but I was still looking at and he said he was heavily involved with his church and he said here, do you mind if I pray for you?

309
00:18:00,790 --> 00:18:02,720
I'm like yeah, I don't mind if you pray.

310
00:18:02,720 --> 00:18:06,160
I thought he's going to go home and pray for me and you know, we'll go about our business.

311
00:18:06,160 --> 00:18:08,760
Yeah, no, he was praying for me right there in the parking lot.

312
00:18:08,760 --> 00:18:17,760
So he put his arm around me, he reached up to the Lord, he, dear Lord, please let Eric find out what the issue is with my AmeriCorps XR4TI.

313
00:18:17,920 --> 00:18:21,080
And, you know, then we bowed our heads and Amen.

314
00:18:21,080 --> 00:18:22,200
And he drove off.

315
00:18:22,200 --> 00:18:27,080
And I guess it worked because about two hours later, I figured out what was wrong with that car.

316
00:18:27,080 --> 00:18:28,820
So there it is.

317
00:18:28,820 --> 00:18:30,540
Man, that's a great testimony.

318
00:18:30,620 --> 00:18:31,740
That's so interesting.

319
00:18:32,220 --> 00:18:33,380
I appreciate that.

320
00:18:33,380 --> 00:18:38,980
Hey, and I was also going to point out the fact that I. I went online and, you know, you.

321
00:18:38,980 --> 00:18:41,460
You do a really good job of promoting yourself on Google because you.

322
00:18:41,460 --> 00:18:45,340
You've got a lot of pictures out there, and I noticed your reviews are great.

323
00:18:45,340 --> 00:18:48,700
You got 4.5 stars for 538 reviews.

324
00:18:48,700 --> 00:18:49,420
That's awesome.

325
00:18:49,420 --> 00:18:50,140
That's tough.

326
00:18:50,380 --> 00:18:50,940
It is.

327
00:18:51,100 --> 00:18:52,140
People are tough.

328
00:18:52,380 --> 00:18:53,140
Oh, I know.

329
00:18:53,140 --> 00:18:55,140
But I mean, that says a lot of.

330
00:18:55,450 --> 00:19:00,970
And then you had one little ad, and I was going to ask you how you used it.

331
00:19:01,130 --> 00:19:07,770
I mean, I saw it on your Google business profile page, but it's a kid jumping into a pool.

332
00:19:08,090 --> 00:19:10,250
And then you've got a couple taglines in there.

333
00:19:10,250 --> 00:19:12,010
One says, go ahead, take a chance.

334
00:19:12,010 --> 00:19:15,930
Which I thought was really cool when he's jumping in the pool to give you guys a try.

335
00:19:16,170 --> 00:19:18,970
And then the other one was, you will love our service.

336
00:19:19,530 --> 00:19:25,010
And then at the very end, it says, more than cars, people, exclamation point.

337
00:19:25,570 --> 00:19:28,730
I. I think I thought that was such a great ad.

338
00:19:28,730 --> 00:19:30,210
And it was only 15 seconds.

339
00:19:30,210 --> 00:19:30,690
What did.

340
00:19:30,770 --> 00:19:32,090
Where did you apply that ad?

341
00:19:32,090 --> 00:19:34,210
Was it social media, or did you do it?

342
00:19:34,210 --> 00:19:46,130
Actually, I was going through this phase where I was making a bunch of videos, playful videos like that, and uploading them to Google, our business page.

343
00:19:47,170 --> 00:19:51,040
Because Google likes pictures, Google likes videos.

344
00:19:51,040 --> 00:19:53,040
Google likes when you interact with them.

345
00:19:54,000 --> 00:19:54,560
When you.

346
00:19:55,680 --> 00:19:57,000
Google's always changing.

347
00:19:57,000 --> 00:19:57,920
So if you're.

348
00:19:57,920 --> 00:20:04,640
You're buying into those changes as a business, whatever algorithm they use, you will.

349
00:20:04,720 --> 00:20:07,200
You'll end up showing up higher on the list.

350
00:20:07,760 --> 00:20:09,120
You know, I under.

351
00:20:09,200 --> 00:20:17,250
I understand SEO and AdWords and all that, but for instance, you know, local service ads, right?

352
00:20:17,250 --> 00:20:17,610
Yes.

353
00:20:17,690 --> 00:20:19,210
So that's their latest.

354
00:20:19,530 --> 00:20:28,090
So if you can apply and you have to do a background check and all that, you apply for local service ads, and you're part of it, you're going to be showing up higher on the list because you're playing nice with Google.

355
00:20:28,090 --> 00:20:30,090
So that was kind of part of that whole strategy.

356
00:20:30,410 --> 00:20:31,130
That's cool.

357
00:20:31,210 --> 00:20:31,690
So how.

358
00:20:31,690 --> 00:20:32,569
How old is that ad?

359
00:20:32,569 --> 00:20:33,290
Just curious.

360
00:20:34,810 --> 00:20:37,690
Probably six years oh, okay.

361
00:20:37,770 --> 00:20:38,330
All right.

362
00:20:38,330 --> 00:20:38,810
Yeah.

363
00:20:39,130 --> 00:20:43,170
So have LSAs been involved with in the Virginia beach area that long or is that.

364
00:20:43,170 --> 00:20:44,280
No, that's that.

365
00:20:44,520 --> 00:20:47,160
I think I was the very first person to grab onto it.

366
00:20:47,400 --> 00:20:48,200
That's awesome.

367
00:20:48,360 --> 00:20:49,080
That's awesome.

368
00:20:49,240 --> 00:20:49,600
Yeah.

369
00:20:49,600 --> 00:20:51,400
So for those listening, do your research.

370
00:20:51,400 --> 00:20:52,360
But those are important.

371
00:20:54,200 --> 00:21:01,560
And then I was going to also ask you, was there any particular software that you like that you found?

372
00:21:01,720 --> 00:21:10,760
You know, there's tons of softwares out there for our industry, but did anything stand out to you that you felt like, man, that was a game changer for me and I'm glad I incorporated it.

373
00:21:12,680 --> 00:21:13,400
There's quite a few.

374
00:21:13,400 --> 00:21:14,880
I've always been pretty techie.

375
00:21:14,880 --> 00:21:17,480
So I used Mitchell forever.

376
00:21:18,840 --> 00:21:23,400
For over 20, probably 28 years, I use Mitchell.

377
00:21:23,480 --> 00:21:26,040
And so Mitchell had a lot of gaps.

378
00:21:26,679 --> 00:21:33,480
And so there was someone that worked for Mitchell that then left and he started bolt on and bolt on, filled all the gaps.

379
00:21:34,040 --> 00:21:38,900
So the first gap they filled was DBIs, digital video inspections.

380
00:21:40,100 --> 00:21:48,660
So therefore were the first in the area to have DBIS and to be able to show that to our customers way back.

381
00:21:48,660 --> 00:21:56,540
So we went along with Mitchell and Bolton for many years and you know, added things way.

382
00:21:56,540 --> 00:22:03,380
It became more and more clunky, you know, as you're having two different companies just, you know, driving in parallel.

383
00:22:03,770 --> 00:22:06,650
But you gotta go in and out, in and out.

384
00:22:06,650 --> 00:22:15,450
And so I Finally, approximately three years ago, four years ago, I switched to TechMetric and Tech metric is.

385
00:22:16,890 --> 00:22:20,850
I should have done it earlier, but you know, they changed some stuff and made it even better every year.

386
00:22:20,850 --> 00:22:21,650
And they're doing it.

387
00:22:21,650 --> 00:22:24,890
They make their product every better every single month.

388
00:22:25,770 --> 00:22:26,850
But it's a game changer.

389
00:22:26,850 --> 00:22:30,130
You can, I thought I could train someone fast on Mitchell.

390
00:22:30,210 --> 00:22:33,170
I can train someone 10 times faster on Tech Metric.

391
00:22:33,730 --> 00:22:35,410
That's, that's an awesome testimony.

392
00:22:35,410 --> 00:22:36,050
That's great.

393
00:22:37,570 --> 00:22:38,210
Anything.

394
00:22:38,530 --> 00:22:46,850
Is there a, is there a business book or let's just say personal book that you like that give a nugget to the audience?

395
00:22:47,250 --> 00:22:47,650
Sure.

396
00:22:49,170 --> 00:22:51,970
I read 10 pages of nonfiction every single day.

397
00:22:52,050 --> 00:22:54,050
So I like books.

398
00:22:54,930 --> 00:22:57,490
Now when you say nonfiction, what type of nonfiction?

399
00:22:57,490 --> 00:22:57,890
Any.

400
00:22:59,160 --> 00:23:00,960
I obviously do a lot of business books.

401
00:23:00,960 --> 00:23:08,800
I do a lot of leadership books, but I also like history, so I read historical and I also do audible.

402
00:23:08,800 --> 00:23:11,480
So if I'm at the gym or something like that, I'm doing audible.

403
00:23:11,720 --> 00:23:16,440
So yeah, at this point in my life, I consider that reading still because I'm absorbing information.

404
00:23:16,520 --> 00:23:17,000
Yeah.

405
00:23:17,000 --> 00:23:26,820
But as far as a book, a business book, that's really good is, let's see, Making money is killing your business, I think by Chuck Blakeman.

406
00:23:27,220 --> 00:23:28,500
And have you read that one?

407
00:23:28,740 --> 00:23:29,140
No.

408
00:23:29,140 --> 00:23:29,700
Okay.

409
00:23:29,700 --> 00:23:35,220
So in my opinion, that is the modern day business plan.

410
00:23:35,860 --> 00:23:40,100
So, you know, if somebody's starting a business, what's everybody tell them to do?

411
00:23:40,100 --> 00:23:42,580
You know, okay, go write a business plan so you know what you're doing.

412
00:23:42,580 --> 00:23:51,780
So you have a roadmap and they write the business plan, they get the loan, they start the business, and you know where that business plan goes, right into the drawer, never to be seen again.

413
00:23:52,680 --> 00:23:57,480
So making money is killing your business is so much better.

414
00:23:58,760 --> 00:23:59,400
It is.

415
00:23:59,400 --> 00:24:08,600
It gives clear goals, gives a way for an owner to systemize their business so they get out of the business faster.

416
00:24:08,600 --> 00:24:13,720
As far as the day to day become the visionary versus in the weeds.

417
00:24:14,200 --> 00:24:15,400
So that's a really good one.

418
00:24:17,320 --> 00:24:26,110
As far as a historical book, I think, which applies to your audience and me and you obviously is Freedom's Forge.

419
00:24:26,830 --> 00:24:30,990
Freedom's Forge, that one's by Herman, I believe.

420
00:24:31,870 --> 00:24:41,550
And that was how the US government brought in a guy that was an expert in automotive.

421
00:24:42,270 --> 00:24:42,630
Right.

422
00:24:42,630 --> 00:24:45,070
Automotive building, construction.

423
00:24:45,440 --> 00:24:45,600
Right.

424
00:24:45,600 --> 00:24:50,160
Getting cars outputted and brought in someone that was an expert in construction.

425
00:24:50,880 --> 00:24:52,400
And during World War II.

426
00:24:52,800 --> 00:25:01,279
And so how they could, you know, get the assembly line going faster and faster, build more tanks and planes and such like that, ships.

427
00:25:01,279 --> 00:25:08,080
And then how, you know, the construction guy could, you know, build roads when we took over territories and stuff like that.

428
00:25:08,160 --> 00:25:37,020
And the names that they use in the automotive space in this book go all the way back to all the names you've heard of all the parts on cars like Saginaw and you know, when I hadn't read this book in probably eight or nine years, but I still remember just smiling every time I saw the names of all the people from way back in the 40s, you know, 30s and 40s, and those names are still applied to cars today.

429
00:25:37,580 --> 00:25:38,820
That's so cool, isn't it?

430
00:25:38,820 --> 00:25:39,260
Yeah.

431
00:25:39,260 --> 00:25:41,420
And being a history guy, I bet you really like that.

432
00:25:41,830 --> 00:25:42,150
Yeah.

433
00:25:43,190 --> 00:25:43,910
Did you.

434
00:25:44,390 --> 00:25:46,790
Have you ever heard of the book Acres of diamonds?

435
00:25:47,110 --> 00:25:47,510
No.

436
00:25:48,950 --> 00:25:49,590
Dr.

437
00:25:50,070 --> 00:25:51,910
He's actually the founder of Temple University.

438
00:25:52,550 --> 00:25:53,110
Okay.

439
00:25:53,910 --> 00:25:56,030
I'm trying to get my young sons to read it now.

440
00:25:56,030 --> 00:26:00,190
I mean, they're in the college age, ones in their 20s, but it's very short.

441
00:26:00,190 --> 00:26:02,710
It's actually a speech he gave over 6,000 times.

442
00:26:02,870 --> 00:26:06,070
He was a captain in the Civil War for the Union.

443
00:26:06,070 --> 00:26:06,470
He.

444
00:26:07,850 --> 00:26:11,490
Just a cool life story, but he, he.

445
00:26:11,490 --> 00:26:14,890
It's basically 40 pages, so it's More like a pamphlet.

446
00:26:14,890 --> 00:26:19,050
But I think they taught it at Wharton School of Business for years.

447
00:26:19,210 --> 00:26:28,250
And a trainer that I knew, he's in his 80s now, really good friend's dad that was the one that told me that he said, oh, yeah, they said that book is.

448
00:26:28,490 --> 00:26:31,210
He said as far as he knew, it was still taught at Wharton School of Business.

449
00:26:31,290 --> 00:26:35,370
But basically it was being aware as an entrepreneur what's underneath your feet.

450
00:26:35,790 --> 00:26:36,910
You don't have to look far.

451
00:26:38,030 --> 00:26:44,670
A lot of our resources, a lot of the magic that can happen that you want to create in life is literally right under you.

452
00:26:44,990 --> 00:26:53,950
And basically take the opportunity to look below you first before you look too far away, because there's diamonds underneath you and you're not recognizing them.

453
00:26:54,830 --> 00:27:01,630
And I think in a unique sense today it comes in the form of maybe connections as well, your network of people.

454
00:27:01,950 --> 00:27:04,510
You've got resources that you don't realize that you have.

455
00:27:05,090 --> 00:27:06,370
And it was just.

456
00:27:06,370 --> 00:27:07,570
It's such a great book.

457
00:27:08,130 --> 00:27:13,890
It's 150 years old and yet you still, I guess maybe even 175 now, but you just really.

458
00:27:14,210 --> 00:27:16,930
It just, it resonated with me tremendously.

459
00:27:16,930 --> 00:27:23,650
And then I can look back in certain family members I've had that are very entrepreneurial and looked at, you know, they just.

460
00:27:24,450 --> 00:27:30,850
They may not gone far in school, but they recognized, you know, what was in front of them or the need that was in front of them, and they.

461
00:27:30,850 --> 00:27:32,450
And they filled that need in their market.

462
00:27:33,450 --> 00:27:34,090
That's amazing.

463
00:27:34,330 --> 00:27:34,730
I know.

464
00:27:34,730 --> 00:27:36,410
I'm looking up when we're done here.

465
00:27:36,650 --> 00:27:37,570
I think you'll like it.

466
00:27:37,570 --> 00:27:40,650
I can't wait for you to get back in touch with me and tell me if you like it.

467
00:27:40,730 --> 00:27:42,730
Yeah, but it's literally probably.

468
00:27:43,610 --> 00:27:50,730
I think it's probably my favorite business book of all time because the practical application of it is just so interesting.

469
00:27:50,730 --> 00:27:51,290
But the.

470
00:27:51,930 --> 00:27:58,010
They said Dr. Conwell, I mean, he toured a lot for some reason, and he gave these speeches and that was a speech he gave.

471
00:27:58,010 --> 00:28:03,320
And then they put it in a pamphlet or a book later, but he had given that speech like 6,000 times.

472
00:28:03,320 --> 00:28:07,040
But basically it's a storybook too.

473
00:28:07,040 --> 00:28:10,640
I mean, like in the sense that he gives these stories, he tells his point by telling these stories.

474
00:28:10,640 --> 00:28:10,920
And.

475
00:28:10,920 --> 00:28:13,960
Well, if they're still teaching it today, then it's a game changer.

476
00:28:13,960 --> 00:28:18,840
Yeah, it's got a lot of application to it and I think you can apply it in unique ways today.

477
00:28:19,080 --> 00:28:26,440
But before we check out of here, I want to make a point because you got into Coaching a little bit, right?

478
00:28:26,840 --> 00:28:27,880
You help other people.

479
00:28:28,770 --> 00:28:29,690
I did, yeah.

480
00:28:29,690 --> 00:28:30,050
Yeah.

481
00:28:30,050 --> 00:28:31,250
Tell us a little bit about that.

482
00:28:31,890 --> 00:28:34,930
So I've always given back to the industry wherever I could.

483
00:28:34,930 --> 00:28:41,410
So I've helped other shop owners, I've helped entrepreneurs get started into the business.

484
00:28:42,690 --> 00:28:52,930
You know, not only auto repair, but, you know, I've helped into the, you know, aftermarket space, you know, lifts and wheels and tires and all that stuff.

485
00:28:54,330 --> 00:29:02,490
And then I started getting coached by Dan Martell, and I just had this, you know, passion of helping more.

486
00:29:02,730 --> 00:29:07,050
But I had so much knowledge, I felt like I could give, that I should monetize it.

487
00:29:07,050 --> 00:29:09,530
So I started a coaching business, Fuel Coaching.

488
00:29:09,930 --> 00:29:11,770
And it's just me, myself, and I.

489
00:29:12,170 --> 00:29:13,770
And it's a lot of fun.

490
00:29:14,010 --> 00:29:29,610
I coach only so many people at a time, give them a lot of tools and all my systems and processes and playbooks and all that to help them grow, be able to see what they might be missing, you know, if they're too in it.

491
00:29:29,770 --> 00:29:31,050
You know, sometimes the guy.

492
00:29:31,050 --> 00:29:32,970
The guy on the sidelines can see it a little better.

493
00:29:33,370 --> 00:29:34,130
Well, and I think.

494
00:29:34,130 --> 00:29:46,770
I think what's really cool from, you know, me hearing you and thinking if I owned a single store and needed some coaching or whatever, you've been doing this since you were 16, so you've seen every aspect of business.

495
00:29:46,770 --> 00:29:49,010
I mean, like, I mean, you had a fueling station.

496
00:29:49,010 --> 00:29:49,930
I mean, you know what I'm saying?

497
00:29:49,930 --> 00:29:50,730
You had every.

498
00:29:51,660 --> 00:29:52,820
Every part of the business.

499
00:29:52,820 --> 00:29:53,500
And then you.

500
00:29:53,500 --> 00:29:55,540
You've been involved in the corporate space as well.

501
00:29:55,540 --> 00:30:00,180
So I. I think that's really cool that you get back that way and then obviously got to limit your.

502
00:30:00,180 --> 00:30:00,820
Your exposure.

503
00:30:00,820 --> 00:30:02,660
I mean, can only take on so many clients at a time.

504
00:30:02,660 --> 00:30:05,820
But I did want to point that out for the audience that.

505
00:30:05,820 --> 00:30:06,500
That you.

506
00:30:06,500 --> 00:30:08,220
That's the way you give back to the industry.

507
00:30:08,220 --> 00:30:09,140
I think that's awesome.

508
00:30:09,140 --> 00:30:11,020
So thanks, Eric.

509
00:30:11,020 --> 00:30:13,700
I can't say enough, but I'm glad you reached out.

510
00:30:13,700 --> 00:30:15,540
I'm glad that we had you on the podcast.

511
00:30:15,540 --> 00:30:18,810
And please let me know what you think about that book.

512
00:30:18,810 --> 00:30:19,250
I just thought.

513
00:30:19,250 --> 00:30:20,730
His name is Russell Conwell.

514
00:30:22,250 --> 00:30:23,210
I'm writing that down.

515
00:30:23,530 --> 00:30:25,490
Russell Conwell, Acres of Diamond.

516
00:30:25,490 --> 00:30:27,130
But please come back and.

517
00:30:27,290 --> 00:30:28,250
And stay in touch.

518
00:30:28,330 --> 00:30:29,250
I certainly will.

519
00:30:29,250 --> 00:30:30,170
Thanks for having me.

520
00:30:30,410 --> 00:30:31,010
Absolutely.

521
00:30:31,010 --> 00:30:31,330
All right.

522
00:30:31,330 --> 00:30:32,650
To our audience out there.

523
00:30:32,650 --> 00:30:33,130
Thank you.

524
00:30:33,130 --> 00:30:33,650
As usual.

525
00:30:33,650 --> 00:30:34,410
You know, we love you.

526
00:30:34,410 --> 00:30:35,210
Come back and see us.

527
00:30:35,210 --> 00:30:37,690
Thank you to all our listeners.

528
00:30:37,690 --> 00:30:39,930
Thank you for being part of the Game Traction podcast.

529
00:30:39,930 --> 00:30:40,970
We are grateful for you.

530
00:30:41,050 --> 00:30:58,330
If you'd like to find more podcasts like this, please visit Gain traction podcast.com if you'd like to make a guest recommendation, please email me@mike treadpartners.com this episode has been powered by Tread partners, the leader in digital marketing for multi location tire and auto repair shops.

531
00:30:58,330 --> 00:31:01,530
To learn more about tread partners, visit treadpartners.com.