Thanks to our Partners, Shop Boss and AppFueled

Most shops say they “do the right thing.” Mark Lowe from Yeck's Auto Repair went out and proved it by earning the BBB Torch Award for Ethics. In this conversation, we dig into what the award actually measures (hint: it’s way more than reviews), what the application process revealed about their business, and how the recognition boosted team pride and customer confidence once that trophy hit the front counter.

We also connect the dots to something shop owners can’t ignore anymore: AI-driven recommendations. If ChatGPT (and the tools built around it) are looking for trust signals, the BBB can be one of the loudest ones in the room, and Mark shares exactly how they’ve leveraged the award on their website and marketing to lower people’s guard and get them in the door.

If you want more trust, better positioning, and a marketing angle that isn’t just “$XX off an oil change,” hit play and listen to this episode.

Show Notes with Timestamps

1. Introduction and Origin of the Episode (00:00:10) Brian introduces Mark Lowe, explains how the episode came from an AI class discussing BBB trust signals.
2. Winning the BBB Torch Award for Ethics (00:01:41) Mark shares about receiving the 2024 BBB Torch Award for Ethics in Omaha, Midwest region.
3. Torch Award Application Process and Criteria (00:01:59) Discussion of the rigorous application process, including community involvement, shop culture, and ethical practices.
4. Community Involvement and Veteran Programs (00:02:59) Mark describes their community giveback and veteran support programs as part of the award submission.
5. History with the BBB (00:03:23) Mark recounts how long they've been involved with the BBB and the value of active participation.
6. Impact of BBB Membership Before the Award (00:04:07) Mark discusses limited customer impact from BBB membership prior to winning the award.
7. Self-Reflection During Application (00:04:49) The application process prompted Mark to evaluate and improve business practices and staff support.
8. Changes Made After Application (00:05:30) Mark highlights increased focus on employee training and development as a result of the process.
9. Training and Team Building (00:06:16) Mark explains their approach to staff training, including attending Vision in Kansas City as a team.
10. Award Ceremony and Recognition (00:07:28) Mark describes the award ceremony, online recognition, and displaying the award in the shop.
11. Multiple Winners and Judging Process (00:08:31) Explanation of how multiple shops can win and the responsibility to judge future applicants.
12. Award Eligibility and Reapplication (00:09:24) Mark clarifies the waiting period before reapplying for the Torch Award.
13. Impact of Winning the Award on Staff (00:09:43) Winning increased staff pride, morale, and reinforced the shop’s commitment to ethics.
14. AI, Trust Signals, and BBB in Marketing (00:13:01) Brian discusses AI’s use of trust signals like BBB; Mark shares how the award builds customer trust.
15. Leveraging the Award in Marketing (00:14:01) Mark details using the award in website, social media, and ongoing marketing efforts.
16. BBB Events and Community Activities (00:14:59) Mark describes BBB networking events, training, and community giveback initiatives.
17. Post-Award Involvement and Presenting (00:15:55) Mark shares about being invited to present awards to other businesses after winning.
18. Other Trust Signals and Certifications (00:16:33) Mark emphasizes ASE certifications as additional trust signals and their impact on staff confidence.
19. Advice for Shop Owners on Involvement (00:18:26) Mark encourages shop owners to invest in their people and participate in organizations for mutual benefit.
20. Closing Thoughts and Farewell (00:19:03) Mark’s final advice: do the right thing and take care of people; Brian wraps up the episode.

How To Get In Touch

Join The Auto Repair Marketing Mastermind Group on Facebook

Meet The Pros

Follow SMP on Facebook

Follow SMP on Instagram

Get The Ultimate Guide to Auto Repair Shop Marketing Book

Email Us Podcast Questions or Topics

Lagniappe (Books, Links, Other Podcasts, etc)

Better Business Bureau (BBB)

Thanks to our Partners, Shop Boss and AppFueled

This episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.

AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”

The Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/

Remarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion. https://remarkableresults.biz/

Diagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life. https://mattfanslow.captivate.fm/

Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest. https://huntdemarest.captivate.fm/

The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level. https://autorepairmarketing.captivate.fm/

The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching. https://chriscotton.captivate.fm/

Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size. https://craigoneill.captivate.fm/