The Sunrise Training & Expo is an automotive industry event focusing on training for service advisors, technicians, and owners with sessions on leadership, customer service, sales, and technical skills, featuring key presenters and roundtables.

The Institute Speaker(s):

Turn Reviews Into Raving Fans: Win the Google Game (even with 1-Stars!)

Jimmy Lea || Friday || July 10, 2026

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:

1. Make Every Star Work for You: Turn 1–5 star reviews into proof, personality, and powerful social proof that converts skeptical shoppers into buyers.

2. 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.”

3. Use the 3-Phase Review Removal Plan: Follow a simple, repeatable process to flag, escalate, and remove fake or policy-breaking reviews.

4. Build Your “Review Intelligence” Vault: Learn how and why to archive reviews, profiles, and patterns so you can improve training, systems, and marketing.

5. 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)

Aldo Gomez || Friday || July 10, 2026

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.

Reign Supreme in the Digital Realm: Master Your Recession-Proof Presence!

Jimmy Lea || Saturday || July 11, 2026

Welcome to the 21^st where if you don’t exist digitally… you don’t exist. Grab your recession-ready checklist for building a fool-proof foundation to establish your marketing superiority online. Step into the digital age and ensure your brand's immortality with "Is Your Digital Footprint Recession Ready?" led by the maestro of marketing, Jimmy Lea from The Institute. In this electrifying session, Jimmy unveils the keys to digital dominance, guiding you through the intricacies of establishing an unassailable online presence.

Embrace the Revolution: Join Jimmy Lea on a journey to not just survive but thrive in the relentless digital landscape. Armed with a recession-ready checklist, you'll uncover the strategies to fortify your digital fortress and elevate your brand's visibility to unprecedented heights.

Takeaways:

1. Master the Art of Digital Dominance: Gain expert insights into optimizing your online identity, ensuring you stand out amidst the digital noise.

2. Fortify Your Online Fortress: Learn how to navigate Google's algorithms, claim your social territories, and construct a resilient online presence impervious to economic downturns.

3. Future-Proof Your Brand: Equip yourself with the tools and techniques to confidently conquer the digital landscape, securing your brand's relevance and resilience for years to come.

   
   

Don't let economic uncertainties dim your brand's shine. Secure your spot now and embark on a journey to digital supremacy!

Objection Overruled! (Spanish)

Aldo Gomez || Saturday || July 11, 2026

You’ve explained the repair. The estimate’s fair. The car needs work. And then—boom: “Let me think about it.” “I’ll call you back.” “That’s too much.” Sound familiar?

Objection Overruled is a high-impact workshop designed to arm your team with the tools, language, and mindset to handle objections like pros—without being pushy or defensive. We'll dig into why customers hesitate, what they're really saying, and how to respond in a way that builds trust and closes the sale.

You’ll learn how to:

• Identify the true objection hiding behind the words

• Use empathy, not pressure, to move the conversation forward

• Handle common objections like price, time, or “I need to talk to my spouse”

• Reframe the value of the repair so customers want to say yes

• Avoid the defensive back-and-forth—and stay in control of the call

  
  

This isn’t about canned responses. It’s about real conversations that connect, convert, and keep customers coming back.

What You’ll Walk Away With:

• A battle-tested objection handling framework you can plug into any estimate

• Specific word tracks for the 5 most common customer pushbacks

• Roleplay-ready objection scenarios for training and coaching

• Confidence boosters to help advisors stay calm, clear, and in control

• A quick-reference “Objection Toolbox” to keep at the counter