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Recorded live at the Institute Summit 2023, David and Lucas sit down with Aaron Woods, owner of Xtra Mile Auto Care in Stillwater, OK and a Facilitator/Coach for the Institute for Automotive Business Excellence.

Can you truly serve your customers at cut-rate prices?

Aaron has been an integral force in the industry, starting at a Chevrolet dealership as a service advisor before moving into a sales position and finally opening his own shop in 2018. With a help-first mentality and the lessons learned in his career, he knows what it takes to rise above the competition. Joining The Institute, Aaron looks to give back to the industry he loves through group facilitation, business coaching, & individual mentorship.

Aaron’s background and how he became a shop owner. 0:00

Did you walk in with a trunk of money? 6:24

The difference between price and value. 12:51

The “Gandalf of your shop”. 17:36

What happens when you have a shop owner who doesn’t have enough people to work? 20:02

Why you need to justify yourself. 27:27

How do we reach those who have been doing the work for a long time? 32:55

How do you reach the right clients? 38:42

Close the Donut Shop. 44:55

The difference between people that work out. 49:37

Fancy bourbon in Stillwater. 53:08