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Build An All-Star Bench For Your Auto Repair Shop with Geoff Berman

March 14, 2023

Build An All-Star Bench For Your Auto Repair Shop with Geoff Berman

Even when games feel under control and coaches can taste victory, they must be prepared for the unexpected. What if their star player injures or gets ejected? In that case, only an eager and capable bench can save them. 

With automobile repair shops is the same. Your internal customers might be doing great, yet you must have a few replacements lined up, just in case, ready to jump on the field when needed. 

In today’s episode, I’m joined by the extraordinary Geoff Berman, an innovative thinker and Performance Coach at ATI. Together, we discuss why auto repair shop CEOs should invest more time in having a skilled bench to replace (if needed) any internal customer. Geoff explains how to gather the right candidates for your bench, the difference between recruiting and hiring, and the ideal depth for a bench.

We also go through why you should avoid hiring in a hurry, the 90/10 rule, and so much more. 

In this episode, you will learn:

  • What losing an internal customer can cost us (3:20)
  • Why the deeper the bench, the better (7:48)
  • The differences between recruiting and hiring (11:13)
  • The importance of training B and C techs (18:01)
  • Even if you have 20 years of experience under your belt, you must keep practicing (20:41)
  • Just because you’ve been doing it for years, it doesn’t mean you are good at it (27:20)


Jimmy Lea | Product Evangelist at KUKUI

These are what you will get from listening to Kim Hickey on Maximum Octane. Kim is not shy nor will she hide behind the safe questions. She will always dig deep asking great questions to get to the core of the issue/topic.

Insight, Information, and Engagement 

Barney Fein

Take it to the Max with Kim, her peddle to the metal energy and insight will spark your business success!

Go to the front of the pack

Amy Rookwood

Never would have thought a podcast by an auto repair shop would have such useful information for a life coach! Kim is open, unconventional and totally easy to listen to. Loved her background story and this non-auto-centered woman can’t wait to hear more!


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