Chris Cotton’s latest venture into shop ownership puts his coaching philosophy to the ultimate test, and the results speak volumes.
Episode Highlights:
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Shop Acquisition and Rapid Payoff: Despite once saying he’d never own a shop again, Chris purchased Firestone of Durango about a year ago, calling it “too good of a deal to pass up.” Planned as a three-year owner-financed purchase, he paid it off in just six months.
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Profitability and Growth: With a 31% net profit (compared to the industry average of 5–8%), the shop’s success reflects the very systems Chris teaches.
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Advertising and Expansion: Spending roughly $10K per month, Chris follows his mantra: “Advertise for the shop you want to be, not the shop you are.” He prioritizes Local Service Ads (LSAs).
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Operations and Staffing: Chris rejects the idea of a “technician shortage,” noting great shops attract great people.
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Coaching in Action: Chris practices what he preaches: action based learning, accountability, and focusing on fundamentals like proper pricing before chasing more customers. For owners eyeing an eventual exit, he advises cleaning up financials 3–5 years in advance and building a business that thrives without daily owner involvement.
