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Why Training Will Help You Get and Keep Skilled Techs

Ask a typical shop owner what the best way to keep techs loyal is, and the most common answer will be “money.” But this isn’t correct — it’s been proven wrong countless times in other industries.

Numerous studies have been conducted to learn what motivates employees. When asked to list the 10 things most important to their workers, managers almost always put money, commissions and bonuses at the top of the list. But when employees were asked, they placed money a lot lower.

What will keep techs loyal to you?

If you’ve studied management or psychology, you know that workers often say these things are more important than money:

1) They want to feel respected by their managers.

2) They want to feel important to the company they work for.

3) They want to feel like their work is meaningful — that it makes life better for somebody.

When you provide ongoing training, you help meet those needs. But shops that ignore their techs and treat them as disposable will find their technician turnover rate is very high, and very costly.

Benefits of training techs

By raising the skill level of all your techs, your shop will get more work done more efficiently, and with fewer cases of misdiagnosis. You make more money like that, and it reduces your stress level.

This will also let you expand your opportunities to capture more business. For example, some techs don’t feel comfortable with wheel alignments, perhaps because of all the math involved. Train them well, increase the number who can do alignments, and you’ll probably find more legitimate reasons to recommend alignments to your customers. This applies to other types of repair jobs, as well.

In addition, your techs will feel more confident in recommending other work. Leave them at their present skill levels, though, and they won’t let you know about those other potential sales. That’s simply human nature.

Continually training techs will encourage them to keep working for you. Think about it: Most independent shops don’t provide structured, formal ongoing training. If you do, then you’ll have an advantage in attracting and retaining the best techs in your area.

Reducing tech turnover reduces inefficiency, mistakes and lost sales that happen every time you spend time looking for new techs to hire.

Training costs next to nothing

It doesn’t have to be elaborate or expensive. Many shop owners rose from the ranks of skilled technicians, as perhaps you did. So, it can be as simple as sharing your knowledge and experience. Here are some inexpensive (and maybe fun) ways to train your techs.

  • Collect online articles that expand on weak areas your techs seem to have. Somebody can’t get air conditioning systems charged to just the right level? Give him three articles to read, then go over the material with all your techs.
  • Collect trade journal articles on subjects that seem to come up regularly. Comebacks on wheel alignments or wheel balances? Get some material together. Drivability misdiagnoses are common. Build your tech library for them. Take it seriously.
  • Realize that some techs learn better by reading or by doing things hands-on, rather than by being lectured. Don’t lecture; lead instead.
  • Invite your local trade school teachers to deliver classes to your techs on advanced subjects, maybe once or twice monthly. Pay them their nominal fee.
  • Have a weekly “lunch and learn” for your training sessions. Spring for pizza or sandwiches so you can concentrate on teaching. Don’t take calls during that hour. Encourage note-taking. Make your techs realize that their skills are valuable to your shop’s financial health.
  • Each tech seems to know things the others don’t. Consider having techs take turns sharing their knowledge on their favorite subject with their peers. They might feel awkward at first, but it will soon become fun as everybody sees the value. Remember, everyone wants to feel important at work — it builds morale.

Lose the old-fashioned attitude that if you’re training a tech, it means they’re in trouble or not as good as the others. The more your techs know, the more valuable they’ll be to you, and to your team.

Which subjects should you train in?

As your techs take their ASE tests, use their lower-scoring areas as guidelines on what training they need. Track comeback patterns in your shop. The fewer mistakes that get made, the more profit for you.

Here’s one method: Get an artist’s easel from your local art supply store. Buy a pad of 24-by-24-inch sketching paper for the easel and several colored markers. That’s your visual aid. When the class is done, let your students keep the pages most important to them.

You can even keep the easel set up in your waiting room. When you have a diagnosis to discuss with a customer, draw it out on the sketch paper, then give the customer the page. This one tool can help you build trust and credibility with both your customers and your techs.

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Attract Customers with your Profile

Repair shops come to us for one main reason: to get a steady stream of quality new customers every month. But many Certified shops tell us it’s not just the customer flow that keeps them with us.

Today we’ll explore the RepairPal Shop Profile — and how it can boost the SEO performance of your own repair shop website.

Even if you aren’t ready to become RepairPal Certified, you can claim your shop on and add details to your shop profile.  Every RepairPal Certified shop gets a profile. Automobile owners see this profile when searching for trustworthy shops in your area, whether they are:

  • Googling their car’s problem (we’re No. 1 for the term “car repair estimate”)
  • Using our Fair Price Estimator
  • Searching for a Certified shop at the RepairPal website

What’s a shop profile?

Your shop profile displays:

  • An overview of your shop’s hours, services and location
  • A link to get an estimate or contact your shop directly
  • Your verified reviews from customers
  • A scorecard on your shop’s technical ability, tools and equipment, customer service and customer amenities (which we calculate during the Certification process)
  • Details about your specialties and affiliations, and even a direct message from you
  • A link to your website (more on this hidden SEO perk in a moment)

Our Certification team does a thorough job of building out your shop profile. This way, a potential customer can find everything they need to know in one place to book a service call with you.  However, this feature keeps paying off in quiet ways — even for customers that don’t come directly from RepairPal.

How your RepairPal shop profile boosts SEO for your shop’s website

RepairPal is like an 800-pound gorilla in the world of SEO. Our page rank authority is 6.14 on the industry-standard Moz scale (which ranks from 1-10).

Compare the rank of 6.14 to’s 7.57 and the average website rank of ~ 0.05 to appreciate the power of our website.

It would be almost impossible for an independent shop to gain such a high page rank because they simply don’t have the necessary traffic, content and bandwidth. However, you can still benefit from our SEO rank through your shop profile.  Your profile contains a section where you can add a link to your shop’s website. When you do this, you’re essentially piggybacking on the established authority of our website.

This is called “backlinking” and it’s the No. 1 way to raise to your SEO profile and get found on GooglePage rank growth is exponential, meaning you have to work a lot harder to get from 4 to 5 than you do from 1 to 2. However, if you have a helping hand, you’ll get there a lot faster! (Wondering what your website’s page rank is? Find out here. Then imagine how much better it could be with a backlink to RepairPal.)

So even though you’ll get, on average, 8 to 10 new customer contacts every single month through RepairPal Certification, your shop profile will also help your shop’s website get found on Google.

Are you ready to link up to a powerhouse referral system and gain all the obvious and not-so-obvious benefits?

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Privacy Policy

Privacy Policy

This privacy policy was last modified on April 20, 2017.

RepairPal, Inc. (“RepairPal,” “Company,” “we,” or “us”) knows that you care how information about you is used and shared. This Privacy Policy explains what information of yours will be collected by RepairPal when you use and related services (the “Service”), how the information will be used, and how you can control the collection, correction and/or deletion of information. We will not use or share your information with anyone except as described in this Privacy Policy.

Information We Collect

User-Provided Information: You provide us information about yourself and your vehicle(s), such as your name, phone number and e-mail address, the make, model, year, mileage and repair history of your vehicle(s), when you register with the Service. If you correspond with us by email, we may retain the content of your email messages, your email address and our responses.
 Tracking Technologies: We, RepairPal and our marketing partners, affiliates, or analytics or survey providers, use technologies such as cookies and other similar technologies to: (a) analyze trends; (b) administer the website; (c) gather demographic information about our user base as a whole; (d) remember information so that you will not have to re-enter it during your visit or the next time you visit the site; (e) provide custom, personalized content and information; (f) monitor the effectiveness of our service; (g) monitor aggregate metrics such as total number of visitors and traffic; (h) diagnose or fix technology problems reported by our users or engineers that are associated with the IP addresses controlled by a specific web company or ISP; and (i) help you efficiently access your information after you sign in. We may receive reports based on the use of these technologies by these companies on an individual and aggregated basis.

Cookies Information: When you visit, we may send one or more cookies – a small text file containing a string of alphanumeric characters – to your computer that uniquely identifies your browser and lets RepairPal help you log in faster and enhance your navigation through the site. A cookie does not collect personal information about you. RepairPal uses both session cookies and persistent cookies.

A persistent cookie remains on your hard drive after you close your browser. Persistent cookies may be used by your browser on subsequent visits to the site. Persistent cookies can be removed by following your web browser’s directions. A session cookie is temporary and disappears after you close your browser. You can reset your web browser to refuse all cookies or to indicate when a cookie is being sent.

However, some features of the Service may not function properly if the ability to accept cookies is disabled. 
Log File Information: Log file information is automatically reported by your browser each time you access a web page. When you register with or view our site, our servers automatically record certain information that your web browser sends whenever you visit any website. These server logs may include information such as your web request, Internet Protocol (“IP”) address, browser type, referring / exit pages and URLs, number of clicks, domain names, landing pages, pages viewed, and other such information.

Clear Gifs Information: When you use the Service, we may employ clear gifs (a.k.a. Web Beacons) which are used to track the online usage patterns of our users. No personal information from your RepairPal account is collected using these clear gifs. In addition, we may also use clear gifs in HTML-based emails sent to our users to track which emails are opened by recipients.

The information is used to enable more accurate reporting, improve the effectiveness of our marketing, and make RepairPal better for our users.

We partner with a third party to [display advertising on our website or to manage our advertising on other sites]. Our third party partner may use cookies or similar technologies in order to provide you advertising based upon your browsing activities and interests. If you wish to opt out of interest-based advertising click here. Please note you will continue to receive generic ads.

How We Use Your Information

We use the personal information you submit to operate, maintain, and provide to you the features and functionality of the Service.

Any personal information or content that you voluntarily disclose for posting to the Service (for instance, in Projects or other User Content you post) becomes available to the public. If you remove User Content, copies may remain viewable in cached and archived pages or if other users have copied or stored your User Content.

We display personal testimonials of satisfied customers on our website in addition to other endorsements. With your consent, we may post your testimonial along with your name. If you wish to update or delete your testimonial, you can contact us at

By providing RepairPal your email address you consent to our using the email address to send you Service-related notices, including any notices required by law, in lieu of communication by postal mail. You may opt out or change the frequency of many Service-related communications by going to the account management section of We may also use your email address to send you other messages, including changes to features of the Service and special offers. If you do not want to receive such email messages, you may opt out by sending an email message to with the word “No email” in the subject field. Opting out may prevent you from receiving email messages regarding updates, improvements, or offers.

RepairPal may use certain information about you and/or your User Content without identifying you as an individual to third parties. We do this for purposes such as analyzing how the Service is used, diagnosing service or technical problems, maintaining security, and personalizing advertisements and promotions.

RepairPal reserves the right, but has no obligation, to monitor the User Content you post on the site. RepairPal has the right to remove any such information or material for any reason or no reason, including without limitation, if in its sole opinion, such information or material violates, or may violate, any applicable law or our Terms of Use Agreement or to protect or defend its rights or property or those of any third party. RepairPal also reserves the right to remove information upon the request of any third party.

How We Share Your Information

Personal Information: RepairPal will not rent or sell your personal information to others. RepairPal may share your personal information with third parties solely for the purpose of providing services to help us with our business activities such as verifying a repair occurred at a RepairPal Certified shop. If we do this, such third parties’ use of your information will be bound by this Privacy Policy. We may store personal information in locations outside the direct control of RepairPal (for instance, on servers or databases co-located with hosting providers). 

As we develop our business, we may buy or sell assets or business offerings. Customer, email, and visitor information is generally one of the transferred business assets in these types of transactions. We may also transfer such information in the course of corporate divestitures, mergers, or dissolution. In any such transfer of information, your user information would remain subject to this Privacy Policy. You will be notified via email and/or a prominent notice on our website, of any change in ownership, of uses of your personal information, and of any choices you may have regarding your personal information. In certain situations, RepairPal, Inc. may be required to disclose personal data in response to lawful requests by public authorities, including to meet national security or law enforcement requirements.
Except as otherwise described in this privacy policy, RepairPal will not disclose personal information to any third party unless required to do so by law or subpoena or if we believe that such action is necessary to (a) conform to the law, comply with legal process served on us or our affiliates, or investigate, prevent, or take action regarding suspected or actual illegal activities; (b) to enforce our Terms of Service, take precautions against liability, to investigate and defend ourselves against any third-party claims or allegations, to assist government enforcement agencies, or to protect the security or integrity of our site; and (c) to exercise or protect the rights, property, or personal safety of RepairPal, our users or others.


RepairPal allows other companies, called third-party ad servers or ad networks, to serve advertisements on the RepairPal site. These third-party ad servers or ad networks use technology to send, directly to your browser, the advertisements and links that appear on RepairPal. They automatically receive your IP address when this happens. They may also use other technologies (such as cookies, JavaScript, or Web Beacons) to measure the effectiveness of their advertisements and to personalize the advertising content. To support this interest based advertising solution, we, and companies who we have contracted with, may use information about your visits to our and other Web sites.

Although it is our hope that you find the display of advertising to you based on your interests valuable, you may opt-out by clicking here. You can also generally opt-out of receiving personalized ads from third party advertisers and ad networks who are members of the Network Advertising Initiative (NAI) or who follow the Digital Advertising Alliance’s Self-Regulatory Principles for Online Behavioral Advertising by visiting the opt-out pages on the NAI website and DAA website. Please note this does not opt you out of being served ads. You will continue to receive generic ads

RepairPal does not provide any personal information to these third-party ad servers or ad networks without your consent. However, please note that if an advertiser asks RepairPal to show an advertisement to a certain audience and you respond to that advertisement, the advertiser or ad-server may conclude that you fit the description of the audience they are trying to reach.

You should consult the respective privacy policies of these third-party ad servers or ad networks. The RepairPal privacy policy does not apply to, and we cannot control the activities of, such advertisers.

As a customer of a RepairPal subscriber, we will not sell, rent, or lease your personal information to third parties. We may disclose your personal information to our professional advisors, contractors, business associates, related companies, and others who have agreed to treat your personal information in accordance with this privacy policy. We may share information with governmental agencies or other companies assisting us in fraud prevention or investigation. We may do so when: (1) permitted or required by law; or, (2) trying to protect against or prevent actual or potential fraud or unauthorized transactions; or, (3) investigating fraud which has already taken place. The information is not provided to these companies for marketing purposes.

How We Protect Your Information

RepairPal uses commercially reasonable physical, managerial, and technical safeguards to preserve the integrity and security of your personal information. We cannot, however, ensure or warrant the security of any information you transmit to RepairPal and you do so at your own risk. Once we receive your transmission of information, RepairPal makes commercially reasonable efforts to ensure the security of our systems. However, please note that this is not a guarantee that such information may not be accessed, disclosed, altered, or destroyed by breach of any of our physical, technical, or managerial safeguards.

To protect your privacy and security, we take reasonable steps (such as requesting a unique password) to verify your identity before granting you access to your account. You are responsible for maintaining the secrecy of your unique password and account information, and for controlling access to your email communications from RepairPal, at all times.

Compromise of Personal Information

In the event that personal information is compromised as a result of a breach of security, RepairPal will promptly notify those persons whose personal information has been compromised, in accordance with the notification procedures set forth in this Privacy Policy, or as otherwise required by applicable law.

Your Choices About Your Information

You may, of course, decline to submit personal information through RepairPal, in which case RepairPal may not be able to provide certain services to you. Upon request RepairPal, Inc. will provide you with information about whether we hold any of your personal information. You may update, correct or delete your account information and email preferences at any time by logging in to your account. You can review and correct the information about you that RepairPal keeps on file by contacting us directly at We will respond to your request within a reasonable timeframe. 

We will retain your information for as long as your account is active or as needed to provide you services, and we may retain your information until you request its deletion. We will retain and use your information as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements.

If you use a bulletin board, blog, or chat room on this Web site, you should be aware that any personal information you submit there can be read, collected, or used by other users of these forums, and could be used to send you unsolicited messages. We are not responsible for the personal information you choose to submit in these forums. You can request the removal of your personal information from our blog or community forum, by contacting us at In some cases, we may not be able to remove your personal information, in which case we will let you know if we are unable to do so and why.

If you choose to use our referral service to tell a friend about our website, we will ask you for your friend’s name and email address. We will automatically send your friend a one-time email inviting him or her to visit the website. RepairPal only stores this information only long enough to send this one-time email.

Children’s Privacy

Protecting the privacy of young children is especially important. For that reason, RepairPal does not knowingly collect or solicit personal information from anyone under the age of 13 or knowingly allow such persons to register. If you are under 13, please do not send any information about yourself to us, including your name, address, telephone number, or email address. No one under age 13 is allowed to provide any personal information to or on RepairPal. In the event that we learn that we have collected personal information from a child under age 13 without verification of parental consent, we will delete that information as quickly as possible. If you believe that we might have any information from or about a child under 13, please contact us at

Links to Other Web Sites

We are not responsible for the practices employed by Web sites linked to or from our Web site nor the information or content contained therein. Please remember that when you use a link to go from our Web site to another Web site, our Privacy Policy is no longer in effect. Your browsing and interaction on any other Web site, including those that have a link on our Web site, is subject to that Web site’s own rules and policies. Please read over those rules and policies before proceeding.

Our Web site includes Social Media Features, such as the Facebook button and Widgets, such as the Share this button or interactive mini-programs that run on our site. These Features may collect your IP address, which page you are visiting on our site, and may set a cookie to enable the Feature to function properly. Social Media Features and Widgets are either hosted by a third party or hosted directly on our Site. Your interactions with these Features are governed by the privacy policy of the company providing it.

Notification Procedures

It is our policy to provide notifications, whether such notifications are required by law or are for marketing or other business related purposes, to you via email notice, written or hard copy notice, or through conspicuous posting of such notice on our Website page, as determined by RepairPal in its sole discretion. We reserve the right to determine the form and means of providing notifications to you, provided that you may opt out of certain means of notification as described in this Privacy Policy.



If you have an unresolved privacy or data use concern that we have not addressed satisfactorily, please contact our U.S.-based third party dispute resolution provider (free of charge) at

Changes in this Privacy Policy

We reserve the right to modify this privacy policy at any time, so please review it frequently. If we make material changes to this policy, we will notify you here, by email, or by means of a notice on our home page prior to the change becoming effective.

Changes to this Privacy Policy are effective when they are posted on this page.

If you have any questions about this Privacy Policy, the practices of this site, or your dealings with this Web site, please contact us at

363 Clementina St
1st Floor
San Francisco, CA 94103

mm Byshopmarketing

Our Data Can Help Your Shop — Even if You Don’t Join RepairPal

(Be sure to check out the sample certification report in this blog post to see what yours will look like.)

Fine-tuning processes in just a few areas can often dramatically improve sales and productivity for a repair shop — if the data to make those fine-tuning decisions is available. Small upgrades that can add up to big revenue boosts for repair shops.

However, most shops don’t have access to the high-priced consultants who analyze shop processes, customer reviews and productivity. This means they don’t get the data and insights that lead to these small but important changes.

So these repair shop owners do one of two things:

  • Change nothing, hoping at best to stay at the same level of success (even though the market is constantly evolving)
  • Try a little bit of everything in the hopes that something sticks (also called the “spray and pray” approach)

Neither option helps a repair shop grow in a pain-free, consistent, measurable way.

Can we offer a more productive, affordable solution?

When you apply for RepairPal Certification, we essentially act as that consultant for your repair shop. And your investment is just $199 — a price so low it wouldn’t even get those high-priced consultants to answer your call.

Why do we do this for such a low price?

Because we’re in the business of promoting quality repair shops to consumers. And if we don’t know the level of quality in your shop, we can’t recommend it.

How to get a Certification Report for your repair shop

First, you’ll need to apply to get your report (and the many other features of RepairPal Certification).

It takes about 15 minutes for a Sales Development Specialist to show you a demo, pre-qualify your shop, and process your $199 Certification fee.

Then you’ll get an email with your application, which is what our Certification team uses to start its analysis. It takes about two weeks for the team to finish and get the report to you.

You’ll either pass and be offered a place in our network or be offered the opportunity to partner with someone on the RepairPal team to help you reach Certification.

How to use the data to improve your repair shop business

Click here to download this sample report.

Let’s look at the major types of analyses contained within your report.

Why you want a high Net Promoter Score

Net Promoter Score (NPS) is used by many industries. It’s a measure of your customers’ willingness to promote your business, based on their response to the question:

How likely is it you would recommend [Your Shop] to a friend or colleague?

This score identifies your percentage of detractors, neutral customers and promoters. Your goal is to decrease the detractors and move everyone toward a promoter status.

Promoters are far more valuable to your repair shop than loyal customers. Besides being loyal, they send more business to you. By learning your score and reading the individual customer reviews that come with your report, you’ll find ways you can improve your NPSe.

These are the questions we ask your recent customers:

  • How do you feel about the quality of the work performed? (on a scale from 1-10)
  • How do you feel about the price you paid? (on a scale from 1-10)
  • Were you pressured into repairs that were not needed? (yes/no)
  • Was your car ready when promised? (yes/no)
  • Was the work performed on your car explained sufficiently? (yes/no)
  • Was your car fixed correctly the first time? (yes/no)
  • Does this shop treat you with respect? (yes/no)

Why reviews aren’t the whole story

Our team then tracks customer replies to the above questions and compares them with hard data about your shop and service:

  • Technician experience, tenure, training and certifications
  • Scan tool coverage and capabilities, shop equipment and technical information, and assistance made available to your staff
  • Adviser experience, tenure, training and certifications
  • Hours of operation, offerings (shuttle, rental car, loaner car, Wi-Fi, early drop-off), and your Walk Score (Walk Score is a number between 0 and 100 that measures the walkability of any address)

We compare this data against other Certified shops and dealers rather than a score of 100. Why? Because this is the standard in the market. (No one reaches 100.) When you know your competition, as well as what’s expected by consumers, you can more easily grow your repair shop business.

Why your RepairPal Quality Index Score is a better measure than how you rank against the competition

Your RepairPal Quality Index Score determines your admission into our program. It’s made up of all the scores from your Certification analysis.

It’s easy to pat yourself on the back and be satisfied with your ranking if your local competition doesn’t challenge you. You might think, “Well, I’m better than those guys.”

But that doesn’t really help you grow your business. And you never know when a better-than-average shop is going to turn up in your neighborhood. Why wouldn’t one, if competition was so light?

So learning how you compare to other quality shops around the country is a better measure of your progress than the more passive approach of just being better than the guy down the street.

Our Certified Network average is 93.4%, and how you stack up against this metric helps you reach for a quality standard that has nothing to do with your nearby competitors.

You want to be among the best of the best, and now there’s a reliable way to see where you rank.

Are you ready to see how you stack up in the industry?

The full analysis and report can be yours when you apply for RepairPal Certification.

If you’re one of the 65% of shops who pass, you’ll walk away with this report and all the perks of RepairPal Certification, including 8-10 new customer contacts per month (with most shops seeing 14 or more).

If you are one of the 18% of shops “on the bubble” with Certification, you’ll join our new Aspire program to gain mentorship and advice to meet the standard. And you’ll still get this report to help you improve your shop’s quality and service — which ultimately impacts your revenue.

Either way, you win.

No high-priced consultants. No heavy work. No time-consuming investment. Just a clear picture of where you are and a proven process to gain more quality customers.

Do you want to know more?

Here’s what to do next

Step 1: Click here to schedule a 15-minute demo with one of our Shop Development Specialists. (You’ll be taken to a calendar to pick your best time.)

Step 2: At the date and time of your appointment, be close to a device (tablet, laptop or computer) so you can walk through the demo with the Sales Development Specialist. This will make it easy for you to ask questions and see how Certification can help your shop.

Step 3: Submit your $199 fee (payable by any major credit card) to your Sales Development Specialist, which kicks off your Certification process.

Are you ready to get started? Schedule your demo now.

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RepairPal Jill Talks About Her Online Presence In The Automotive Industry

RepairPal Jill talks to Jamilah Corbitt, Founder of i am a brand, about breaking into the automotive industry as a female authority. Jill is a fantastic leader at RepairPal and serves as a resource to both shops and consumers across the nation. Don’t forget to ‘Like’ RepairPal Jill on Facebook and follow her (@RepairPal_Jill) on Twitter! Check out her recent interview:

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