"Sorry, your technical skills will only get you so far," says columnist Joe Marconi.

According to Joe Marconi, a solid marketing plan begins and ends with the customer experience.

Finding your ideal customer isn’t as easy as picking out your favorites, writes Joe Marconi.

It's time to pass the baton. Joe Marconi writes about how to become a better coach and mentor to the next generation of auto service professionals.

Joe Marconi says you need to explain to the customer that there will be situations, such as a check engine light, where your shop will need to charge for certain tests in order to know what’s causing the problem.

How much of your day is spent putting out fires?

Can you truly step away from your business?