Forming a connection with customers and building a fanatic following means telling your story. And if you follow the plan laid out by these marketing experts, you’ll not only get that story in front of your community, but ensure it wins you lifelong customers.

When you’re a shop for everyone, your services must have mass appeal. But when you’re a shop for your ideal customer? Everything becomes much easier. From market evaluation to branding to labor rate alterations, here’s how to reel your optimal customer in.

Chris Monroe works with the local school system to provide quality technicians for the industry

How community workshops saved Audra Fordin's business.

The strategies, processes and philosophies guiding the automotive aftermarket’s biggest players—and why your shop still has an opportunity to thrive