Chris Garman, Vice President of Business Development at Sun Auto Tire & Service, built up his family's auto service business from three to nine stores before selling to Sun Auto in 2019. He leads the company's mergers and acquisitions, significantly expanding its footprint. Tommy Gaynor, Director of Mergers and Acquisitions at Sun Auto, joined the company after acquiring his family's successful auto repair shops. With a history in 20 groups and a deep understanding of the industry, Tommy works closely with Chris to grow Sun Auto across various markets. Together, they share a passion for auto service excellence and helping business owners transition smoothly through acquisition. In this episode… Are you an auto service business owner mulling over an exit strategy but wondering if you're "big enough" for acquisition? Is there a strategy that guarantees the continuity of your legacy and provides growth opportunities for your team? Could you envision a future where your hard work pays off for everyone involved? According to Tommy Gaynor and Chris Garman of Sun Auto Tire & Service, there are significant opportunities for owners of single stores and small chains to sell their businesses to larger companies like Sun Auto. They emphasize that while major acquisitions often make headlines, they are equally interested in purchasing individual stores or smaller groups, especially if they have strong teams. Chris and Tommy stress the importance of having an exit strategy and encourage owners to start thinking about preparing their businesses for sale well in advance, even if they're not ready to sell immediately. They also highlight the value of retaining existing teams during acquisitions, viewing the employees as a crucial asset. On this episode of Gain Traction, Chris and Tommy join host Mike Edge to delve into the intriguing world of business acquisitions within the auto service industry. They discuss their journeys from running family-owned shops to becoming drivers of Sun Auto's dynamic expansion, helping owners navigate the exit process. With a people-first strategy and a track record of employee growth and retention, Chris and Tommy highlight the win-win scenarios they strive to create in every deal. Here’s a glimpse of what you’ll learn:  [1:49] The origin stories of Chris Garman and Tommy Gaynor in the auto service industry[4:37] The process of selling an auto service business to Sun Auto[5:17] Chris Garman's transition from architecture management to leading a family auto business and beyond[8:13] The internal culture of Sun Auto and its approach to business acquisitions[10:48] Why showing gratitude and appreciation can pivot your business culture[19:22] How Sun Auto views the private equity sponsorship's role in company growth[22:45] The value of quality over quantity in acquisitions[29:00] An important experience that changed the way Tommy did business Resources mentioned in this episode: Chris Garman on LinkedInTommy Gaynor on LinkedInSun Auto Tire & ServiceMike Edge on LinkedInTread Partners Websites: treadpartners.comtractionsummit.com Quotable Moments: "We're just trying to build a great company, and that's the bottom line." - Chris Garman"You can raise the attitude with gratitude." - Tommy Gaynor"All of our managers, all of our tenured service advisors, all the master technicians, all still work there." - Tommy Gaynor"The biggest thing they get is opportunity." - Chris Garman"The people that work for them are super valuable; they understand that they've put great people in great positions to be successful." - Chris Garman Action Steps: Develop Your Exit Strategy Early: Reflect on your current business and create a roadmap for future transitions. It's important to plan ahead; knowing your endgame ensures continuity and opens opportunities for your team. Create a Culture of Gratitude: Integrate genuine appreciation into your leadership style to foster a positive environment. Demonstrating gratitude consistently has proven to enhance team morale and productivity, as highlighted by Tommy's example. Embrace Opportunities for Learning: Always assume you can learn from others and provide learning opportunities for your Staff. By acknowledging that everyone has something to teach us, we promote an atmosphere of continuous improvement and expertise sharing. Equip Your Team for Growth: Place people in positions where they can succeed and grow with the company. Investing in talent development leads to higher employee retention and a resilient business model, as seen at Sun Auto. Build Strong Industry Relations: Maintain good relationships with peers and competitors in your field. Networking and sharing insights, as Chris and Tommy practiced through their 20 groups, can lead to mutually beneficial opportunities. Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Mike Graber is the President and CEO of Toyo Tires, a role he has embraced with vigor since joining the company in 2013. With a foundation in truck part sales and an eight-year tenure in various roles at Michelin, Mike's experience spans across the industry from sales to product development. In addition to a passionate commitment to product quality and customer engagement, Mike’s leadership reflects his belief in the significant role genuine relationships and people play in the success of the tire industry.   In this episode… Have you ever considered how the leaders in the tire industry keep their wheels spinning in the right direction? The right blend of leadership, innovation, and community engagement can turn any company into an industry powerhouse. But how does one navigate the intricate paths that lead to success in such a competitive market? Seasoned tire industry professional Mike Graber of Toyo Tires explores the heart of what makes a leader effective in the tire industry. Highlighting Toyo Tire's reputation for high-quality products, Mike shares key strategies for customer re-engagement, emphasizing the role of a passionate team in fostering a high-energy corporate environment. With a career encompassing various roles, his story is a blueprint for embracing change and leveraging partnerships to enhance brand visibility. In this episode of Gain Traction, Mike Edge chats with Mike Graber, the President and CEO of Toyo Tires, about nurturing leadership and growing a quality-centric brand. Mike provides an insider's look into Toyo Tire’s approach to innovation, such as developing an EV tire and enhancing wet traction performance. He also delves into the value of humbly learning from industry role models, balancing a genuine management style, and the symbolic parallels between golfing and leadership. Here’s a glimpse of what you’ll learn: [4:26] Mike Graber’s fascinating background and rise to leadership in the tire industry[7:53] The significance of people and sincerity in the tire industry's success and innovation[14:14] How Toyo Tires builds its high-energy environment and cultivates customer loyalty[17:40] Insight into Toyo Tires' passionate community culture and impactful social media strategies[21:30] How partnerships, like the one with UFC, enhance brand loyalty and showcase products[28:02] The importance of authenticity in leadership and the pursuit of personal interests for growth Resources mentioned in this episode: Mike Graber on LinkedIn Toyo Tires  Mike Edge on LinkedInTread PartnersRobert “Sonny” McDonald on LinkedInStan Chen on LinkedIn  Companies: Michelin Websites: SEMA Quotable Moments: "It's not just about the tires; it's the people behind them that drive our success.""Returning to Toyo was like coming back home — the industry's genuineness was always the draw for me.""We're not just selling tires; we're building a community, a brotherhood among our customers.""Innovation is key, but without a passionate team, the wheels don't turn as smoothly.""Golf has taught me life lessons that I apply to my leadership style — strategy over power, always." Action Steps: Engage with your customer base on a personal level: Mike's success with Toyo highlights how genuine customer interaction can improve brand loyalty.Innovate continuously to meet emerging market needs: Toyo's development of new products, like an EV tire, demonstrates the importance of staying ahead in technology trends.Encourage a company culture of passion and teamwork: Toyo's energetic environment at SEMA is a testament to the effectiveness of a collaborative and enthusiastic team.Build strategic partnerships to expand brand visibility: The partnership with UFC underscores the power of well-aligned collaborations for broader exposure.Cultivate both leadership abilities and personal interests: Mike's approach to authentic leadership and embracing hobbies, like golf, points to the need for a well-rounded personal and professional life. Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Joe Inchiostro is the Owner and CEO of St. Louis Wholesale Tire. His cousin, John Inchiostro, is Operations Manager. The company is renowned for providing hard-to-find tires and other specialty products in the automotive industry. Their fathers founded St. Louis Wholesale Tire, which started in their living room and eventually grew into an enterprise serving a national customer base. Together, Joe and John have expanded the company's offerings, introducing their own AIRLOC brand inner tubes and positioning St. Louis Wholesale Tire as a silent partner to wholesalers needing unique tire solutions. In this episode… The story of St. Louis Wholesale Tire is a true testament to the American dream; two brothers steered their business from brokering tires out of their father's living room to leading a tire industry empire. How did these two brothers manage to create a culture that prioritizes people over profits, fostering a sense of belonging that transcends the boundaries of a traditional workplace? According to cousins Joe and John Inchiostro, the secret to St. Louis Wholesale Tire's success lies in the unbreakable bond between the founders and their commitment to treating employees like family. From the very beginning, their fathers — who are the founding brothers — instilled a philosophy of putting relationships first, understanding that money comes and goes, but the connections they forge are invaluable. This mindset permeates every aspect of the business, creating an environment where employees feel supported and valued. Whether it's accommodating family emergencies or celebrating personal milestones, the company's leadership recognizes that a happy and fulfilled workforce is the key to long-term prosperity.  In this episode of Gain Traction, Joe and John talk with host Mike Edge about the evolution and modernization of the family tire business. They reveal how they managed to reinvent their business repeatedly to stay ahead of market trends. The cousins emphasize relationships over profits, exceptional service, and the unique products that set them apart. They discuss their approach to customer service, the significance of offering a broad product range, and strategic partnerships with geographic distributors. Here’s a glimpse of what you’ll learn:   [01:52] How St. Louis Wholesale Tire began as a true American success story[10:28] The inception of the AIRLOC brand and how it became pivotal for business growth[13:27] Strategies St. Louis Wholesale Tire employed to navigate industry changes[15:45] The importance of responding to customer demands with innovative solutions[17:59] How the ATV Tire Bible came to be a testament to the company's market adaptability[23:20] The services and support offered by St. Louis Wholesale to other wholesalers[28:10] How Joe and John Inchiostro embody the philosophy of "time and pressure" in business growth Resources mentioned in this episode: Joe Inchiostro on LinkedInJohn Inchiostro on LinkedInSt. Louis Wholesale Tire Mike Edge on LinkedInTread Partners Companies: Goodyear TiresMOOG AutomotiveTire Mart Websites: Traction Summit Quotable Moments: "I really feel like it's a true American success story of taking everything you’ve got, taking a shot at it, and you're all in.""Pressure and time. One small move a day, one good decision. Over the course of a year, you will move mountains.""We want the employees to feel like they're part of our family. Handle your own troubles; we'll handle ours. We're here for each other.""We try to go above and beyond just the sale of the tire and provide convenience, service, and quality. Really, value is what we're trying to provide.""If there's something wrong, we'll make it right. We're not worried about that tire. It's the relationship. We want to build trust." Action Steps: Adopt a "time and pressure" approach to business challenges. This patient and persistent approach is proven by the Inchiostro's success and reinforces the importance of incremental progress [00:28:10]. Embrace your unique history and expertise to carve out a niche in the market. Understanding your distinct strengths can set you apart from competition, just as St. Louis Wholesale Tire's specialty in rare tires did [00:06:04]. Make strategic partnerships for business growth and market expansion. Collaborating with other companies, as St. Louis Wholesale does with tires, can increase your reach and create mutually beneficial relationships [00:21:33]. Innovate by responding to customer demands with practical solutions. Addressing client needs with forward-thinking products and services, like the seller return program, can drive subscriber confidence and loyalty [00:15:45]. Prioritize relationships in every aspect of the business. Building trust and treating customers as friends, as Joe and John Inchiostro do, can foster a positive reputation and long-term success [00:30:36]. Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Steven Fafel, Co-founder of AutoOps, has innovatively shaped the automotive service industry through his online scheduling tool that integrates with most shop management systems. With a background in building software for rock climbing gyms with his brother, Steven pivoted to AutoOps to address a need for better customer engagement and streamlined scheduling in the auto repair space. Known for his commitment to excellence and deep understanding of customer behavior, Steven brings care and dedication to his field. In this episode… Has the traditional way of scheduling and customer engagement been eclipsed by modern technology? What does it take to redefine the dynamics of auto shop operations in a customer-centric economy? Can a change in the approach, integrated with the right tools, elevate both service efficiency and customer satisfaction? According to Steven Fafel of AutoOps, his company’s software presents a solution to a common problem — scheduling service appointments with ease. He emphasizes the necessity of connecting marketing efforts with scheduling tools to capture and retain customers effectively. With a strong focus on customer reengagement and making the user's journey seamless, Steven highlights the importance of IP targeting and using tools like AutoOps for online scheduling, which is crucial for optimizing a shop's performance. On this episode of Gain Traction, Mike Edge chats with Steven about putting the customer first in automotive operations. The conversation reveals how paying close attention to client behavior and leveraging smart scheduling can transform the auto service experience. Steven not only shares his company's advances in scheduling innovation, but also delves into the importance of cultivating a customer-friendly environment, suggesting that shops can actually choose their clientele to foster better relationships. Here’s a glimpse of what you’ll learn: [2:02] Why North Carolina is becoming an automotive hub[2:39] Steven Fafel shares his journey from Lancaster, Pa. to the forefront of automotive innovation[3:08] Why tire and auto repair shops are starting to choose their customers more carefully[7:53] How online scheduling with AutoOps can revolutionize a shop's efficiency[8:35] The continual enhancements to the scheduling software for the evolving needs of auto shops[19:05] Why integrating marketing efforts with scheduling tools is crucial for business growth[33:36] Steven explains AutoOps' customer-centric approach and focus on providing value Resources mentioned in this episode: Steven Fafel on LinkedInAutoOpsTraction SummitMike Edge on LinkedInTread Partners Quotable Moments: "I keep trying to get my car into the shop, and I can never pick a time — that's where AutoOps comes in." - Steven Fafel"North Carolina is becoming the second automotive center of the world right now." - Steven Fafel"It's not just about getting customers to call, we can't get your service advisors to be nice; we need both." - Steven Fafel"All we do is online scheduling — that's all we focus on." - Steven Fafel"Whatever you do, be all there. It's about being present and focusing on the task at hand." - Steven Fafel Action Steps: Implement online scheduling: Consider leveraging an online scheduling system like AutoOps for efficiency and customer convenience. It directly fosters ease of access, as Steven explained by sharing anecdotes from his own family's experience.Customer reengagement programs: Utilize IP targeting or other tools to reengage lost customers, as described by Steven when discussing Tread Partners' approach.Attend industry summits: Networking and learning at automotive events can provide valuable insights into industry trends and practices.Filter your clientele: Be selective about your customers to create a more positive and productive service environment.Continual improvement: Always look for ways to enhance your business, be it through software upgrades or customer service training, to keep up with evolving industry standards. Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Neal Maier is Co-founder of Tread Partners, an agency that specializes in marketing for the tire and auto repair industry. With a history of running shops and an entrepreneurial spirit, Neal has developed a nuanced understanding of the challenges businesses face in customer acquisition and retention. His expertise is in creating tailored marketing strategies, particularly leveraging a unique framework named DRIVE, helping businesses engage with customers at every lifecycle stage. Neal offers a blend of practical experience and innovative solutions to foster growth and longevity in the automotive market. His insights have been transformative for many multi-location operations seeking to navigate the complex landscape of digital marketing. In this episode… Imagine being able to pinpoint exactly why customers keep coming back to your business – or why they don't. What if there was a way to align every marketing dollar with a clear goal across your company's entire lifecycle? According to Neal Maier of Tread Partners, the innovative DRIVE framework can revolutionize how tire and auto repair businesses approach customer engagement and marketing. DRIVE entails visually mapping all the different marketing tactics and activities a business engages in, and understanding where they fit in the customer lifecycle. It involves laying out all the marketing pieces on a board and identifying where there might be blind spots. The framework allows businesses to evaluate their marketing efforts every 90 days and make informed decisions about where to allocate their marketing budget. The DRIVE process is meant to be a quick 15-minute exercise, but it provides a comprehensive view of a business's marketing efforts and helps identify areas for improvement or new tactics to try. On this episode of Gain Traction, Neal joins host Mike Edge to talk about a fine-tuned approach to marketing within the tire and auto repair industry. He shares how the DRIVE framework streamlines marketing efforts and ensures that no customer is left behind. Neal also discusses the importance of human connection in an increasingly automated world and provides a glimpse into the future of industry-specific marketing at the Traction Summit. Here’s a glimpse of what you’ll learn:  [1:51] Why focusing solely on new or existing customers may be imbalanced and ineffective[6:11] How automated systems may fall short in maintaining customer attention[11:58] Why constant evaluation of marketing efforts is necessary[15:18] The complexities of measuring marketing ROI [19:59] The value of scrutinizing marketing expenses[23:13] How to attend the Traction Summit of 2024 Resources mentioned in this episode: Neal Maier on LinkedInTraction SummitMike Edge on LinkedInTread Partners Special Mentions: Randy O'ConnorBobby Gillespie: 40 Under 40Kayla Heiar interviewKyle Moore interview Related Episodes: Discussing Generational Tire Shops with Randy O'Connor, Bobby Gillespie, Kayla Heiar, and Kyle Moore Quotable Moments: "I miss the interactions, but I do not miss hearing my own voice." "The customer lifecycle is certainly no different; there are so many complexities about this business." "It's cheaper to retain a customer than it is to acquire a new one, depending on your business model." "Why leave customer retention to chance when it can be so much more than just sending reminders?""There's no one right way to market either; it comes down to that customer lifecycle every time."  Action Steps: Implement the "DRIVE" framework to align marketing efforts with your customer's lifecycle stages: This addresses the challenge of uncoordinated marketing and ensures every tactic supports progression from potential to loyal customers.Regularly evaluate marketing strategies every 90 days to adapt and improve efforts: Consistent evaluation helps in identifying what works and what doesn't, maximizing the effectiveness of your marketing spend.Focus on both acquiring new customers and retaining existing ones for balanced business growth: Balancing acquisition and retention avoids the pitfall of an unidirectional strategy which can lead to missed opportunities or unsustainable growth.Use a variety of metrics to measure the marketing ROI, especially for tricky channels like billboards: This overcomes the difficulty of quantifying returns on certain marketing investments, ensuring all efforts are justifiable and results-oriented.Embrace periodic changes and be willing to cut underperforming marketing tactics: Flexibility and responsiveness to data prevent financial waste on ineffective strategies and encourage innovation and continuous improvement. Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Nick Fox is the Regional Manager of Gills Point S Tire & Auto, holding the role for over nine years. His dedication to continuous improvement, coupled with a strong work ethic and self-motivation, sets him apart. Nick's profound product knowledge and customer-centric approach foster unparalleled loyalty and satisfaction, reflecting his commitment to delivering exceptional experiences. Vanessa Larson is the Marketing Manager of Gills Point S Tire & Auto. She has been with the company since 2020, initially starting as an office manager and bookkeeper before being promoted in 2022. Vanessa previously worked as a project manager with Iron Forge. In this episode… The tire and auto repair industry is full of inspiring stories and innovative ideas. But how can shop owners build thriving businesses while staying connected to their local communities? According to Nick Fox and Vanessa Larson of Gills Point S Tire & Auto, the ideal business strategy involves thinking outside the box and creating unique marketing campaigns that bring people together. Their annual soapbox derby in Helena, Montana is a prime example — it started as Nick's idea to do something different, but Vanessa's implementation skills turned it into a massive community event. With live music, food trucks, and creative car designs, the derby engages customers, attracts sponsors, and showcases the personalities behind their shops. It's this kind of authentic community involvement that helps Point S stand out and attract top talent who want to be part of something fun and impactful. On this episode of Gain Traction, Mike Edge welcomes Nick and Vanessa to chat about their innovative soapbox derby event. They also discuss the recent merger between their company and Gills, finding an "implementer" to turn ideas into reality, and discuss key principles like focusing on your strengths. Here’s a glimpse of what you’ll learn:  [5:23] The advantages of building a family business and growing through strategic acquisitions and mergers[9:12] How creative marketing campaigns can generate buzz and stand out from the competition[15:08] Merging with larger organizations to expand reach while maintaining a distinct identity[20:01] Seeking leadership roles to learn from mentors and guide new market growth[23:15] Chasing small, daily improvements to achieve long-term growth[26:03] The importance of maximizing strengths rather than worrying about weaknesses[28:10] Building a strong company culture by encouraging open communication, teamwork, and a shared sense of purpose Resources mentioned in this episode: Nick Fox on LinkedInVanessa Larson on LinkedIn Gills Point S Tire & Auto Mike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Randy O'Connor, Owner of Dealer to Dealer Development Group, is a strategic specialist known for his prowess in analyzing and enhancing processes. With a track record spanning roles at Colony Tire, American Tire Distributors-Tire Pros, DSP20 Group, and Big Brand Tire and Service, Randy brings a wealth of experience to the table. He leverages his expertise to empower independent businesses in the tire and auto service industry, guiding them toward long-term success and excellence as best-in-class operators. Bobby Gillespie carries on his family's long-standing tradition as the current manager of Gillespie Tire and Automotive Service in Prattville, Alabama. After his father became the city's mayor in 2011, Bobby stepped up to lead the family business, drawing on his diverse responsibilities to steer the team toward continued success and growth. As a third-generation manager, Bobby has proven adept at upholding his family's legacy while adapting to new challenges in the local tire and automotive industry. Kyle Moore is the Owner and Regional Manager of Moore Tires, a tire and automotive chain with six locations in Illinois. He oversees multiple stores while working alongside his sister Kayla, who is his business partner. Kyle takes immense pride in his family's business, which was started by his parents in 1991 — he is driven to continue its growth and success in the future. Kayla Heiar, Chief Administrative Officer at Moore Tires, has been an integral part of the family business since her early years, taking pride in its growth from a two-bay pole barn to a six-store operation. Her biggest accomplishment has been leading the company through a successful total software change after over 20 years on the same systems, showcasing her exceptional planning and organizational skills. In this episode… Transitioning leadership from one generation to the next within a family-run tire business often leads to conflicts and resistance, as the founders may have a tight grip on the company they built from the ground up. How can generational businesses navigate this transition smoothly? According to Randy O’Connor from Dealer to Dealer Development Group, Bobby Gillespie from Gillespie Tire and Automotive Service, and Kyle Moore and Kayla Heiar from Moore Tires, it’s important to lean on open communication, mutual respect, and an understanding of each other's perspectives. The younger generation must approach change with diplomacy and recognize that their fresh ideas, while valuable, should complement the legacy and wisdom of their predecessors. Conversely, the founders must be willing to let go, trust their successors, and embrace adaptability to foster growth and evolution within the company. Striking this balance through effective dialogue and a willingness to compromise on both sides is crucial for a seamless generational shift in leadership. On this episode of Gain Traction, Randy, Bobby, Kyle, and Kayla join host Mike Edge to discuss their experience with generational tire shops. Key lessons include navigating the transition between generations through open communication and respect, embracing fresh ideas while honoring the legacy, building trust and earning respect from employees and customers, upholding core values across generations, and seeking guidance from industry groups and mentors. Here’s a glimpse of what you’ll learn:  [7:56] Strategies for rebuilding and persevering through major business setbacks like fires or other disasters[10:25] How to navigate the challenge of transitioning leadership and decision-making from the founding generation[13:03] How to build and leverage a strong team of experts as the business grows[15:18] How to balance the founder's experience with the need for modernization to drive growth[26:48] Effective ways to motivate and lead employees, setting the right tone and company culture[27:26] Learning from others’ mistakes to avoid them in your own business[29:42] The impact of maintaining a positive attitude as a leader has on employees and customers[29:56] The importance of integrity and making decisions based on what is right for all stakeholders[31:38] Strategies for gaining trust and respect from employees and customers when taking over a family business Resources mentioned in this episode: Randy O’Connor on LinkedInBobby Gillespie: 40 Under 40Kayla Heiar on LinkedInKyle Moore interviewDealer to Dealer Development GroupGillespie Tire and Automotive ServiceMoore TiresKayla Heiar interviewMike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Douglas Kershaw is the Executive Vice President of KAL Group, a freight and truck parts company with numerous divisions. Prior to joining KAL Group, Douglas had an extensive career in the tire industry, previously serving as President of BKT Tires in North America. With his diverse background spanning television broadcasting, the rubber industry, and various leadership roles, Douglas brings a wealth of experience to his current position at KAL Group, where he is responsible for establishing a new wholesale division focused on tires and parts for the agriculture, construction, and truck markets. In this episode… Launching a successful new wholesale division can be challenging, but it’s certainly possible if you follow the necessary steps and implement key elements. According to Douglas Kershaw, from the KAL Group, you should start by building a strong, committed team and empowering them to make decisions as if it were their own business. He stresses the need for integrity, clear communication, and continuous improvement, even when facing the challenges of starting a new division. Douglas' five core principles — integrity, commitment, entrepreneurial thinking, teamwork, and never being satisfied — offer a framework for anyone to adopt as they seek to launch and grow a business or a career. On this episode of Gain Traction, Mike Edge gets Douglas' thoughts on launching a new wholesale division. Douglas shares his career journey, from a start in TV reporting to pivoting into the rubber industry and eventually becoming president of a tire company. He advocates for empowering a strong, committed team and how his diverse background has provided him with a unique perspective in the tire industry. Here’s a glimpse of what you’ll learn:  Highlights of Douglas Kershaw’s early career in broadcast journalism interviewing basketball legends like Michael Jordan and Magic JohnsonWhy Douglas pivoted from TV to the rubber industry, taking a chance with Dayco ProductsLeading the launch of a new wholesale tire and parts division, Tires and Parts of AmericaThe importance of integrity, commitment, entrepreneurial thinking, teamwork, and continuous improvementWhy Douglas empowers his team to make decisions as if it were their own businessHow Douglas leveraged his broadcasting experience to lead and communicate effectively in the tire industryThe importance of building a strong, trusted team to achieve successWhy Douglas remains committed to continuous improvement, even after achieving success Resources mentioned in this episode: Douglas Kershaw on LinkedIn KAL Group Tires and Parts of AmericaMichael Jordan Clyde DrexlerKNFK&NStripesMike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Cody Hammer is the Area Sales Manager for Trusted Tire and Auto in Bismarck, N.D. Despite not having an automotive background, Cody's career path shifted from construction to sales after being inspired by a radio advertisement featuring the general manager of Trusted Tire. With a natural gift for communication and a deep-seeded desire to positively impact people’s lives, Cody thrives in his role by prioritizing empathy and understanding toward customers, a quality he believes is essential in customer service. In this episode… In the competitive automotive services industry, building strong customer connections is crucial for success and loyalty. But how can salespeople truly connect with customers throughout the sales and service experience? According to Cody Hammer of Trusted Tire, connections can be made with customers by empathizing with their stress and anxiety when they need automotive services. He aims to make customers feel at ease by offering transportation options, providing clear communication through digital vehicle inspection reports, and using light-hearted humor to elevate the experience. By aiming to understand each customer's unique driving needs and budget, he is able to recommend the right tires. After making a sale, Cody follows up with customers to ensure satisfaction and create a more personal connection. On this episode of Gain Traction, Mike Edge talks to Cody Hammer about creating genuine customer connections through empathy, transportation services, digital inspections, and humor. Cody shares how he tailors recommendations based on driving needs, budget, and lifestyle cues. He highlights follow-ups, thank-you notes, and tells a story about assisting a stranded customer. Other topics include Cody's rural upbringing, his career transition via people skills, and his favorite movie. Here’s a glimpse of what you’ll learn:  Cody Hammer talks about growing up in rural North Dakota, enjoying outdoor activities like hunting and fishingThe value of empathy and understanding customers' anxiety when they need automotive serviceWhy providing alternate transportation options for customers is importantMaking customers smile to elevate their experienceFollowing up after a sale to ensure customer satisfaction and create a more personal connectionThe importance of tires as the only contact between the vehicle and roadHow Cody transitioned from a non-automotive background by focusing on strong people skills Resources mentioned in this episode: About Cody HammerTrusted Tire and AutoJarid Lundeen on LinkedInMike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Brian Quisenberry is Vice President at S&S Tire. Known for his responsive and dependable leadership style, Brian prides himself on his ability to deliver results and fulfill commitments through a blend of enablement and tenacity. With over 25 years of diverse experience, he has honed his skills as a coachable and loyal teammate, always ready to lead his team towards strategic success that brings real value to customers. Beyond his professional achievements, Brian is committed to excellence and humility, with "Dad" and "Husband" being his most cherished titles. In this episode… Is it possible to combine the expansive service capabilities of a major distributor with the heartfelt, personalized touch of a family-owned business? According to Brian Quisenberry, S&S Tire — a family-owned business where he is Vice President — is celebrating its 50th year, and has grown from a single retail tire store into a significant player in the tire industry with a vast network across the Southeast and Midwest US. Despite its size, S&S Tire remains committed to offering the personalized, attentive service characteristic of a small, local store. This dedication to nurturing strong, trustworthy relationships with customers, as well as a willingness to adapt and respond to their needs, stands out as a cornerstone of their approach. Brian emphasizes the importance of these connections as fundamental elements that have contributed to the company's longevity and success. In this episode of Gain Traction, Mike Edge discusses with Brian how S&S Tire marries big-scale service with small-scale warmth. They touch on Brian's personal growth, mentorship's impact, his passion for bass fishing, and S&S's evolution from a local shop to a regional powerhouse. Celebrating 50 years, S&S focuses on customer relationships, cautious expansion, and the importance of a customer-first approach in shaping their future. Here’s a glimpse of what you’ll learn:  Brian Quisenberry's favorite hobbiesHow Brian has benefited from building lasting friendships through workHow mentoring from industry veterans has provided Brian with invaluable insightsS&S Tire's 50th anniversary celebration’s focus on customer engagementBecause of a close-knit company structure, family-owned business dynamics offer quick decision-making abilities Why simplicity in business operations is a core belief for Brian Resources mentioned in this episode: Brian Quisenberry on LinkedIn S&S Tire Walter Lybeck on LinkedIn  Point S Tire Mike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Stephen Kantarze, is the Program Director of The Veterans Trust. He joined the US Army in 2008 as an infantryman, serving his countries in numerous capacities including a tour in Iraq. He was deeply impacted by his role as a casket team leader at Arlington National Cemetery, where conducted over a thousand funerals and ceremonies. As part of The Veterans Trust, Stephen continues to honor his military roots by serving other service members. Fred Roger is the Executive Director of The Veterans Trust. He began his service journey in high school, spurred by the events of 9/11 and a deep sense of duty to protect his country. Joining the ranks of the US Marine Corps at just 18, he embarked on multiple tours, including in Fallujah, Iraq, where he confronted the challenges of combat head-on. Transitioning into civilian life, he immersed himself in various endeavors, eventually finding his calling in nonprofit work. Through his foundation, Fred merges his love for motorsports with his desire to give back, creating unforgettable experiences for military veterans and first responders. In this episode… Many service members struggle with a lack of purpose after their service. The importance of providing veterans with opportunities for engagement and purpose after leaving the military cannot be overstated. According to Fred Roger and Stephen Kantarze of The Veterans Trust, motorsports can play a large role in supporting veterans' adjustment to civilian life. Stephen stresses the significance of finding passion and expressing oneself as a means to combat depression and find fulfillment, while Fred notes the camaraderie and community support veterans experience in response to their motorsports involvement. On this episode of Gain Traction, Mike Edge welcomes Fred and Stephen for a conversation about supporting veterans' transition to civilian life through motorsports. Stephen emphasizes the psychological benefits, highlighting motorsports’ role in providing purpose and self-expression for veterans. They share humorous anecdotes and discuss the program's growth, including partnerships and national expansion. Here’s a glimpse of what you’ll learn:  Stephen Kantarze highlights the diverse engagement opportunities at motorsport eventsWhy veterans may struggle to find purpose after military serviceHow motorsport can offer a seamless transition for veterans seeking purposeThe importance of offering veterans opportunities for self-expressionThe Veterans Trust's reliance on donations and sponsorships for program supportThe significance of in-kind donations, volunteerism, and monetary contributions to sustain the initiativeFred Roger says despite mishaps, camaraderie and support among veterans remains strong Resources mentioned in this episode: Fred Roger on LinkedIn Stephen Kantarze on LinkedIn The Veterans Trust Mike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

David Bennett, Repair Systems Manager at AAA, brings over 37 years of dedicated service to the company. Originally from the Washington DC area, David's career journey began at a young age, marked by early experiences as a paperboy, at a gas station, and in food service. His passion for automotive work ignited during high school, where he received vocational training and honed his skills, laying the foundation for a successful career in the industry. In this episode… The vast majority of adults in the US own a vehicle, but are they paying attention to the most important maintenance elements? Which often-overlooked parts of a vehicle specifically require proactive attention for safe driving? According to David Bennett of AAA, tire maintenance is of paramount importance. Drawing from his extensive experience in the automotive industry, David highlights the alarming frequency of tire-related issues among vehicles he has inspected. He emphasizes the critical need for regular tire care, noting AAA's role in promoting roadside safety. Through AAA's network of approved auto repair facilities and roadside assistance services, its members gain access to reliable resources for addressing tire-related emergencies and ensuring safer travel experiences.  On this episode of Gain Traction, Mike Edge welcomes David to discuss the importance of automotive education and tire maintenance. David's journey from working at McDonald's and a gas station to becoming a Repair Systems Manager highlights the value of vocational training and hands-on experience in the automotive industry. He cites alarming statistics revealing widespread issues related to tire maintenance. Here’s a glimpse of what you’ll learn:  David Bennett retells his 37 years of industry experienceHow vocational training in high school laid the groundwork for David’s automotive expertiseHow David specialized in engine diagnosis with AAA's Mobile Diagnostic Van ProgramHow the decline of vocational education has impacted the automotive industryThe diverse services AAA offers aside from roadside assistanceDavid stresses the significance of tire maintenance, including proper inflation and tread checks Resources mentioned in this episode: David Bennett on LinkedInAmerican Automobile AssociationNational Air and Space MuseumBureau of Engraving and Printing Mike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Baker Ghanim is the President of Tire Store Service Center in Bedford, Texas. Under his leadership, Tire Store Service Center opened nine locations in its first 10 years, with a goal of ultimately opening 50. Baker is also the Founder of oTo Solutions, where customers can easily order tires online. With his background in business management and customer service, Baker is dedicated to providing top-notch services and solutions to clients. In this episode… In a rapidly evolving automotive sales and service landscape, innovative management techniques can empower employees and unlock unprecedented levels of success. According to Baker Ghanim, empowering employees by treating them as store owners fosters a strong sense of ownership and responsibility within them. Implementing performance-based pay and involving managers in decision-making processes leads to increased engagement, loyalty, and accountability among employees. This strategy not only enhances employee satisfaction, but also translates into better customer service and overall business performance, as employees are motivated to excel in ensuring the success of their respective stores. On this episode of Gain Traction, Mike Edge talks with Baker about fostering a sense of ownership among employees in the tire industry. They delve into empowering managers, referencing stores by their names, and the benefits of this approach. Additionally, they discuss Baker's entrepreneurial journey, insights from Kent Coleman's book, It’s Not About the Mangos, and the innovative solution for independent tire dealers, oTo Solutions. Here’s a glimpse of what you’ll learn:  Baker Ghanim learned valuable business lessons from Kent Coleman's book, It’s Not About the MangosWhy Baker values employees as family and focuses on the human side of businessHow empowering managers to feel like owners fosters a sense of pride and responsibilityBaker discusses his belief in personal incentive, aligning employee and company goals for mutual successHow the motto "We Don’t Sell, We Service!" guides Baker's businessWhy Baker views a sale as merely one touchpoint in a customer's journey — all interactions matter How oTo Solutions streamlines the tire ordering process for independent dealers Resources mentioned in this episode: Baker Ghanim on LinkedInTire Store Service Center oTo Solutions It’s Not About the Mangos Mike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Brooke Johnson is a dedicated Customer Service Representative at McMahon's Best-One Tire. With a prior background in the food industry which spanned a decade, Brooke brings a refreshing perspective to her role, marked by honesty and a strong work ethic. Despite her initial unfamiliarity with the tire industry, Brooke's commitment to learning and serving customers has made her an invaluable asset over her three-year tenure. In this episode… Is it necessary to be a lifelong “car person” in order to provide outstanding customer service in the tire and auto repair industry? Is it possible for a novice with a strong work ethic to learn about tires through experience? Brooke Johnson's journey exemplifies resilience and adaptability in the face of career change. Transitioning from the demanding food industry to McMahon's Best-One Tire, Brooke was undeterred, committed to personal growth and connecting with customers. Through proactive initiatives like digital vehicle inspections, Brooke ensures transparency and trust with customers, empowering them to make informed decisions about their vehicle maintenance. On this episode of Gain Traction, Mike Edge welcomes Brooke to reflect on her journey from novice to proficient in tire sales. They explore her honest interview, which has led to a fulfilling role at McMahon's. Brooke reflects on similarities between industries and her skills that recently led to her promotion to store manager, as well as McMahon’s proactive approach to customer service and supportive workplace culture. Here’s a glimpse of what you’ll learn:  How Brooke Johnson began her tire industry journeyCommonalities in customer service across different sectorsBrooke's favorite aspect of her job at McMahon'sHow McMahon's digital vehicle inspection ensures transparency and trust with customersBecoming proficient in selling tires despite initially knowing very littleBrooke discusses the skills that led to her recent promotion to store manager Resources mentioned in this episode: McMahon’s Best-One TireOlivia Newton-JohnMike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Lee McWilliams is the store manager for Midas in Eden Prairie, Minn., where he oversees a customer service team in the automotive repair industry. With a keen understanding of the pivotal role customer interaction plays, Lee emphasizes the importance of empathy and adaptability in his role. Raised in a family where small-town values translated to warm customer service, Lee learned the art of building rapport with customers early on, making it easier to navigate conversations and provide effective solutions, whether it's a brand-new BMW owner or someone with a trusty truck of 30 years. In this episode… Customer service, especially in the auto repair industry, can be a draining and difficult job. Customers are never happy when their vehicle has a problem that needs a potentially pricey fix. With these challenging interactions, it’s important to uphold the right attitude According to Lee McWilliams of Midas, maintaining empathy while providing customer service is of paramount importance. Lee stresses the need to build rapport with customers, regardless of their background or vehicle type, by asking questions and communicating in layman's terms. He emphasizes that customer retention is most often driven by fostering trust and providing quality service. On this episode of Gain Traction, Lee joins Mike Edge to discuss the crucial role of customer service in the auto repair industry. Lee emphasizes the need for empathy when dealing with customers, especially considering financial constraints and anxiety surrounding auto repairs. He shares insights on building rapport, educating customers, and the significance of customer retention. Here’s a glimpse of what you’ll learn:  Lee McWilliams says empathy is key in customer interactions, especially in tough financial timesWhy building rapport with customers helps to better understand their needsHow seeing oneself as a "repair solutionist" rather than just a salesman changes perspectivesQuality service and customer care drive repeat business more than advertisingWhy having enough bays for efficient workflow is crucialHow ingenuity in repairs can be surprising; sometimes makeshift solutions work best Resources mentioned in this episode: Midas Eden Prairie Robert “Sonny” McDonald on LinkedIn Toyo TiresCody Lang on LinkedInTire Solutions Mike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Darren McLea is a tire sales trainer and the Founder of DJM Solutions, specializing in tire sales, repairs, and elevating the customer experience within the tire and auto repair industry. With a passion for fostering growth in automotive businesses, Darren provides comprehensive sales and operational training while delivering consistent coaching feedback. His dedication lies in helping business owners forge enduring connections with both employees and customers, ultimately fostering loyal long-term relationships and increasing tire sales. Previously, Darren was the Executive Vice President of McLea’s Tire and Automotive Service before selling the 41-year-old business to AAA Northern California, Nevada & Utah. Jason Widmer of AAA Auto Repair brings a unique blend of comedic flair and intuitive sensitivity to his role. Jason has mastered the art of connecting with customers whether they walk in feeling downtrodden or jubilant. His ability to read situations and body language allows him to effortlessly strike up conversations and lift spirits, turning routine interactions into memorable experiences. With a keen sense of timing and a gift for knowing when humor is and isn’t appropriate, Jason creates a welcoming atmosphere where customers feel understood and appreciated. In this episode… Maintaining a positive demeanor plays a vital role in customer service and effective communication, particularly within the automotive industry. How do seasoned professionals approach interactions with unhappy customers? From personal experience, Jason Widmer and Darren McLea have learned how humor and adaptability can be powerful tools in navigating stressful scenarios with customers. They underscore the significance of establishing rapport and finding common ground with customers to enhance their overall experience. Additionally, Jason and Darren emphasize the impact of positivity on team morale and productivity, and highlight the importance of not allowing negative encounters with customers to dampen future interactions.  On this episode of Gain Traction, Mike Edge welcomes Jason and Darren to discuss the importance of maintaining positivity in customer service. Drawing from their extensive experience, they share anecdotes illustrating how utilizing humor and building rapport can enhance customer interactions. The conversation also touches on practical strategies for handling challenging customer encounters and the value of finding common ground with customers. Here’s a glimpse of what you’ll learn:  Darren McLea and Jason Widmer highlight the fast-paced nature of service advisor roles in an automotive shopWhy providing customer service often requires a positive attitudeJason shares his humorous approach to diffusing customer stressHow maintaining a positive mindset can impact interactions and increase salesThe importance of refusing to let negative experiences with customers affect future interactionsHow positivity can influence team morale and improve the overall work environment Resources mentioned in this episode: Jason Widmer on LinkedInDarren McLea on LinkedIn DJM Solutions AAA Auto RepairMike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Walter Lybeck is the CEO of Point S Tire and Auto Service. Originally from McMinnville, Oregon, growing up in a tight-knit community instilled in Walter a strong work ethic from a young age, starting with his first paying job mowing lawns. His path eventually led him through various roles in the service industry, including a memorable stint at Burger King. Though he initially stumbled into the tire industry by chance during a housing downturn, Walter found himself drawn to the dynamic challenges and opportunities it presents. In this episode… Company culture has taken center stage when it comes to the overall value, reputation, and desirability of a workplace. In reality, how important is that culture and camaraderie to the value of a tire business? According to Walter Lybeck, a supportive work culture and tight-knit community have proven to be invaluable for Point S Tire. His commitment to creating a familial atmosphere among team members reflects not only in his leadership style, but also in the strong bonds formed within the organization. By prioritizing collaboration, mutual respect, and a shared sense of purpose, Walter has proven that an emphasis on building relationships and camaraderie among employees can have a profound impact on employee morale, productivity, and overall organizational cohesion. On this episode of Gain Traction, Walter joins Mike Edge to discuss the importance of company culture. Walter shares how to engender a familial closeness among team members and how those efforts have paid off, both day-to-day and in the big picture. He also discusses his accidental journey into the tire industry and why he’s happy it happened, and recalls an embarrassing story as a testament to poise under pressure. Here’s a glimpse of what you’ll learn:  Walter Lybeck explains how he stumbled into the tire industry during a housing downturnWhy Walter embraced the challenges of the tire industry despite initial hesitationsThe importance of pushing past reluctance to seize growth opportunitiesHow Point S Tire fosters a sense of community and loyalty among employeesA memorable customer service story exemplifying the Point S ethosWalter shares an interview mishap and the importance of staying composed under pressure Resources mentioned in this episode: Walter Lybeck on LinkedInPoint S TireRon Dolan on LinkedInSailun Tire AmericasMike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Heather Langdon is a Customer Service Representative at Gerald's Tires & Brakes. Heather's journey into the tire business began when she applied for a position at Gerald’s to help her husband buy a motor for his trucking company, soon becoming an integral part of the customer service team. Born and raised in Charleston, Heather brings a deep understanding of her community's needs and values, striving to provide not just customer service, but an exceptional experience for every guest.  Cristol Duke is a Customer Service Representative at Gerald's Tires & Brakes. Having traded the tranquility of cornfields for the vibrant energy of Charleston over two decades ago, Cristol brings warmth and empathy to her role every day. She understands the importance of creating a welcoming atmosphere, especially when customers arrive with concerns or frustrations, and is committed to seeing beyond problems to provide genuine care and support. In this episode… Anyone who takes a job doing customer service quickly learns it can be challenging. How can tire and auto repair shops ensure that customers are treated well without draining the enthusiasm of their team members? At Gerald's Tires & Brakes, customer service isn't just a job — it's a philosophy deeply ingrained in the company's culture. Cristol Duke and Heather Langdon understand the pivotal role they play as the faces of the company, recognizing that customers often arrive with frustrations and concerns, not directed at them personally, but at the situations they face. By putting themselves in the customers' shoes, they aim to smooth over issues and extend a warm welcome to everyone who walks through the door. On this episode of Gain Traction, Mike Edge chats with Cristol and Heather about the art of customer service. They delve into the importance of empathy, highlighting how understanding customers' frustrations can turn negative experiences into positive ones. The conversation also touches on the unique morning ritual of cheering for arriving customers and the team's commitment to going above and beyond with small gestures. They also discuss integrating active listening to enhance the customer experience. Here’s a glimpse of what you’ll learn:  Cristol Duke describes frontline staff as the source of customers’ initial impressionsHeather Langdon emphasizes to new hires that guests need to feel valuable and importantHow distributing roses and providing entertainment for kids can enhance the customer experienceHeather discusses her involvement in various aspects of operations at Gerald's, from training to schedulingCristol says her role extends beyond customer service to include tasks like shop maintenance and coordinationHow Heather’s “kill them with kindness” philosophy acts as guiding principle for handling difficult situations"The importance of actively listening to customers Why personal connections contribute to job satisfaction and loyalty Resources mentioned in this episode: Gerald’s Tires & BrakesGerald’s Tires & Brakes on FacebookClay Watts on LinkedInMike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Clint and Clay Watts are the third-generation owners of Gerald's Tires & Brakes in Charleston, South Carolina. Their grandfather, fondly known as "Big Daddy," instilled in them the ethos of hard work and adaptability. From their humble beginnings transforming old gas stations into tire stores to evolving with the market's demands, Clint and Clay exemplify a commitment to learning and improving. Their dedication to customer service, ingrained from a young age through teachings of good morals and influential figures like Zig Ziglar, reflects their business philosophy: they're in the customer service business, they just happen to fix cars. In this episode… Every tire and auto repair shop prides itself on something — oftentimes, it’s a dedication to serving the customer. What are some ways a shop can make it clear to its customers that their patronage is important? For Clint and Clay Watts of Gerald's Tires & Brakes, an unwavering commitment to customer service permeates every aspect of their family business. Drawing from the wisdom passed down by their grandfather and influential figures like Zig Ziglar, they have cultivated a philosophy that extends beyond mere transactions, emphasizing genuine care and respect for each customer. From small gestures like placing roses in customers' cars to engaging in meaningful conversations, the Watts family's dedication to service shines through in every interaction. These thoughtful touches, combined with a culture of trust and honesty, ensure that every customer at Gerald’s Tires & Brakes feels valued and appreciated. On this episode of Gain Traction, Mike Edge welcomes Clint and Clay to discuss their multi-generational journey in the tire business. They explore marketing insights received from their grandfather, the evolution of their business, and their commitment to understanding and meeting customer needs through meaningful conversations and honest advice. The brothers emphasize the importance of hard work, continuous learning, and prioritizing customer service. Here’s a glimpse of what you’ll learn:  Clint and Clay Watts talk about how they were born into the tire businessThe lessons of hard work, resilience, and perseverance that they learned from their grandfatherWhy recognizing your own limitations and seeking outside expertise is importantClint and Clay emphasize the significance of continuous learning, regardless of ageHow prioritizing customer education and providing tailored solutions demonstrates concern for clients' well-beingThe small gestures that exemplify a dedication to customer service at Gerald’s Tires & BrakesOutdoor activities Clint and Clay enjoy for bonding and relaxation Resources mentioned in this episode: Gerald’s Tires & BrakesZig ZiglarBeggs Tire & Wheel Mike Edge on LinkedInTread Partners Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.

Charles Vickery brings over a decade of tire expertise to his role as  Store Manager at Beggs Tire & Wheel. Hailing from Prineville, Oregon, his journey in the tire industry began in the small town where the choices were clear-cut: either work at a mill or dive into the world of tires. Inspired by the legacy of Les Schwab, Charles started as a tire tech at Beggs in 2010. He quickly showcased his unwavering commitment to the job and has since climbed the ranks to his current role.  In this episode… Consumers typically have plenty of options when tire shopping, from the store down the street to a multitude of websites at their fingertips. In a world where online comparisons and price competition are prevalent, what can a store manager do to set a location apart from the rest?  According to Charles Vickery, his team at Beggs Tire & Wheel is focused on providing top-notch customer service, evident in its 4.9-star rating from over 3,200 reviews. Beggs Tire takes pride in treating every customer with equal respect, and Charles prioritizes the importance of creating a positive experience for everyone who walks through the front door, whether they have $1 or a million dollars. The team goes beyond mere transactions, ensuring that customers understand the value they receive when purchasing tires. Charles is committed to educating the younger generation on the long-term value of their purchases. To be able to thrive in the ever-evolving business landscape, he emphasizes the importance of adapting to changing customer preferences.  On this episode of Gain Traction, Mike Edge welcomes Charles to discuss the intricacies of customer service in the tire industry. Charles emphasizes the importance of providing quality service and fostering a positive customer experience. They explore the challenges of explaining value in a market driven by online comparisons and the evolving preferences of a new generation. Here’s a glimpse of what you’ll learn:  Charles Vickery explains his interest in joining the tire industryWhy customers trust Charles for tire recommendations without price-checkingHow Charles climbed from a tire tech to store managerWhat are Charles’ favorite tires to sell and why?The importance of return on investment while offering road hazard programsCharles reveals his love for hunting big game in the mountainsWords of wisdom: know your product and your customer, prioritize their needs over personal interests Resources mentioned in this episode: Beggs Tire & Wheel Prineville, OregonLes SchwabDanny Smith on LinkedIn Same Day Auto Repair and Tire Pros Mike Edge on LinkedIn Sponsor for this episode... This episode is brought to you by Tread Partners.  At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops.  By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays. We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches.  So, what are you waiting for? Visit www.treadpartners.com or email info@treadpartners.com to learn more.