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Time & Location
Sep 24, 2026, 8:00 AM – Sep 27, 2026, 5:00 PM
Raleigh, NC, Raleigh, NC, USA
About the Event
The Automotive Service & Tire Alliance (ASTA) connects shop owners, tire dealers, and industry partners who believe the independent aftermarket is stronger together.
We champion local businesses, elevate technical excellence, and build the community that keeps the Southeast’s drivers moving.
Our Institute Speaker Line Up:
Everything You Need to Know About Numbers and Profit
“Automotive Business Financial Intelligence”
By Cecil Bullard
Step into a realm where automotive businesses transcend mere survival and soar to unprecedented heights of profitability! In this course, we unravel the tales of two contrasting shops: one clinging to the edge of profitability, its owners toiling away for over 50 grueling hours per week, and another basking in the glow of success, where owners leisurely clock in under 40 hours.
Prepare to unlock the vault of secrets to skyrocketing profits and discover the art of working smarter, not harder. We'll guide you through the labyrinth of financial balance, unveiling the six sacred keys to financial triumph.
Calling all Automotive Service and Repair Business owners: this isn't just a class—it's your golden ticket to prosperity. Learn how to revolutionize your business without burning yourself out or leaving your clients in the dust. Are you ready to transform your destiny and drive your profits to unprecedented heights? The journey starts here.
TakeAways:
Know your true numbers
Learn how to read and interpret your P&L, balance sheet, and key shop KPIs so you always know exactly where your profit is coming from—and where it’s leaking out.
Calculate your real hourly rate
Discover how to properly set labor rates and parts margins based on your true costs and profit goals, not guesswork or what the shop down the street is charging.
Build your break-even and profit targets
Determine your break-even point and create clear monthly profit targets so you can make proactive decisions instead of hoping it all works out.
Design a profitable business model
Compare “50-hour grind” and “40-hour freedom” shop models, then map out the staffing, car count, ARO, and productivity numbers required to hit your income goals.
Control expenses without starving the business
Identify which expenses are investments and which are waste, and create a simple budget and review rhythm to keep costs in line while still growing.
Install a weekly numbers review rhythm
Walk away with a one-page financial scorecard and a weekly routine to review key metrics, course-correct quickly, and keep the whole team focused on profit.
Create your 90-day profit improvement plan
Leave with a concrete, step-by-step plan to improve gross profit, net profit, and owner hours over the next 90 days—so you can work less and earn more.
Turn Reviews into Raving Fans: Win the Google Game (Even with 1-Stars!)
By Jimmy Lea
If Google is the new word of mouth, your reviews are shouting your story to the world—good and bad. In this high-energy session, Jimmy Lea shows you how to turn casual reviewers into raving, referring superfans and weaponizing your Google profile for growth.
You’ll discover why you need every flavor of review—1, 2, 3, 4, and 5 stars—to look real, trustworthy, and irresistible. Then we’ll dive into exactly how to answer glowing praise, painful truths, and the dreaded “Mayor of Crazy Town” without losing your cool or your customers.
You’ll also get a behind-the-scenes look at the three phases of removing toxic or fake reviews—and what to document, save, and screenshot so Google actually listens. Walk out with a plug-and-play review playbook you can hand to your team and start cashing in on tomorrow.
Actionable Takeaways:
Make Every Star Work for You: Turn 1–5 star reviews into proof, personality, and powerful social proof that converts skeptical shoppers into buyers.
Steal Jimmy’s Response Scripts: Copy and customize battle-tested replies for 5-star love, fair criticism, and unhinged 1-stars from the “Mayor of Crazy Town.”
Use the 3-Phase Review Removal Plan: Follow a simple, repeatable process to flag, escalate, and remove fake or policy-breaking reviews.
Build Your “Review Intelligence” Vault: Learn how and why to archive reviews, profiles, and patterns so you can improve training, systems, and marketing.
Turn Happy Customers into a Hype Squad: Install easy, no-pressure habits that get more Google reviews, more often—so your next new customer feels like they already know you.
Sales and Customer Service: Connecting with Confidence (Spanish)
By Aldo Gomez
In today’s competitive automotive repair market, exceptional customer service is the ultimate sales advantage.
Led by bilingual instructor Aldo Gómez, “Sales and Customer Service: Connecting with Confidence” gives Spanish-speaking service advisors, managers, and shop owners the tools to communicate clearly, build trust, and close more sales—while creating experiences customers rave about.
Through engaging discussions and real-world examples, participants will learn how to connect authentically with every customer, identify their true needs, and confidently present repair recommendations that inspire trust and action.
Key Topics Include:
Winning First Impressions: How tone, empathy, and professionalism set the stage for success.
The Psychology of Sales: Understanding customer motivations and tailoring your message to meet them.
Building Trust through Transparency: Turning technical information into clear, confidence-building conversations.
Handling Objections Gracefully: Using empathy and communication to overcome hesitation and secure commitment.
Service with Heart: Delivering memorable experiences that turn one-time visitors into lifelong clients.
What You’ll Walk Away With:
A repeatable framework for every customer interaction—from first contact to follow-up
Communication strategies designed for bilingual shop environments
Word tracks and scripts that feel natural, not forced
Tools to transform objections into opportunities
A “Customer Connection Playbook” to implement immediately
Call to Action:
Empower your Spanish-speaking team to deliver service that sells.Join Aldo Gómez and The Institute to master the art of connection, communication, and customer loyalty.
Chaos to Control: Develop and Implementing SOP's
By Kent Bullard
Take control of your business by mastering the tools and strategies to build a resilient, high-functioning organization. In this dynamic workshop, we’ll guide you through the process of creating and implementing effective Standard Operating Procedures (SOPs) that foster a culture of excellence, readiness for change, and streamlined operations. Learn how to develop processes that not only align your team but also adapt to evolving challenges, ensuring long-term growth and success. Gain practical insights into managing teams, driving accountability, and embedding structure into your organization for sustainable performance.
Key Takeaways:
Build a culture of accountability and adaptability.
Craft and implement SOPs that drive clarity and consistency.
Manage team dynamics for seamless process adoption.
Ensure your business is prepared to thrive amidst change and uncertainty.
Ideal for business owners, managers, and team leaders ready to transform their operations from chaos to control.
Crafting Dynamic Company Culture Guides
By Wayne Marshall
Turn your “employee handbook” into a living Culture Guide that people actually use. Led by The Institute’s CEO, Wayne Marshall, this hands-on workshop helps owners and managers transform values into daily behaviors, rituals, and decision filters. You’ll co‑create clear standards for communication, accountability, and customer experience—then build a rollout plan so the Culture Guide doesn’t sit on a shelf. Expect practical frameworks, real examples, and templates you can implement immediately.
Key Takeaways
Define core values as observable behaviors—so hiring, coaching, and promotion are consistent and fair.
Design a practical Culture Guide structure (mission, values→behaviors, communication standards, meeting rhythms, service principles, escalation paths).
Establish communication and handoff standards across the front desk, back office, and bays to reduce friction and rework.
Create simple rituals and recognition that reinforce culture daily (stand‑ups, wins, shout‑outs).
Craft customer‑facing culture cues (greetings, status updates, approvals language) that build trust and consistency.
Build a rollout & adoption plan with owners, timelines, metrics, and feedback loops to keep the guide alive.
Materials & Downloads
Participant Workbook: worksheets, examples, prompts
Downloadable Toolkit: Culture Guide TOC template, Behavior Definition Worksheet, Cross‑Role Handoff Checklist, Rituals Library, 90‑Day Adoption Roadmap
Optional Add‑Ons: review of your draft guide, office‑hours Q&A, team survey templates
Outcomes You Can Expect
A first‑draft Culture Guide your team helped create
Clearer communication standards and smoother handoffs
Faster onboarding and more consistent coaching
Stronger alignment to service principles and customer experience
Customer Expectation and Level Setting
By Ryan Daily
Led by expert instructor Ryan Daily, "Customer Expectation and Level Setting!" provides shop owners, managers, and service advisors in the automotive repair industry with invaluable strategies for confidently and effectively communicating and setting expectations with all personality types. Participants will learn the four personality types based on DISC profiles, they will be able to effectively diagnose each type quickly and adjust the way they communicate to better serve the customer.
Key Topics Include:
DISC Personality Types: Understanding your audience is crucial for successful communication.
Body Language and Speech: Identifying each of the four personality types will assist in understanding the best way to communicate clear expectations.
Talking the Same Language: Different personalities receive information differently, It is up to us to make sure we are heard and understood.
Under Promise and Over Deliver: In the Auto Repair Industry, we often fall short of our promises. Here we learn to cultivate a culture of understanding with our clients and co-workers.
Join us and discover how to overcome objections with finesse and close more sales with confidence in your repair facility!
POP-UP Class (Management)
By Aaron Woods
TBD