#32 How to not sell on price alone. The All Access Podcast from The Automotive Appearance Institute

🎙️ Episode 32 – Don’t Sell. Educate. The Price War You Can’t Win
📍 All Access Podcast | Automotive Appearance Institute

Gene’s back for Episode 32, and even though it’s been one hell of a week (hailstorm chaos, back-to-back glue pull trainings, and a packed schedule), the streak of weekly shows stays alive. 💪

This episode is all about flipping the script when it comes to customer conversations. Are you tired of hearing, “How much to pop this dent out?” You’re not alone. But here’s the truth: the real problem isn’t the customer — it’s what they don’t know.

Inspired by the powerful book They Ask, You Answer by Marcus Sheridan, Gene dives into how switching from a “look at me” approach to a value-driven educational strategy can elevate your brand, pre-sell your customers, and remove price from the conversation altogether.

You’ll hear:

• Why competing on price is a race to the bottom

• How to become the authority in your market with educational content

• Real examples from Gene’s own shop that prove the power of content

• Smart ways to turn FAQs into video, blog, and social content

• Tools and tips to make creating that content easy (even if you’re just starting)

• Plus upcoming events like the Anson Open House, Hail Expo, and PDR College Advanced Skills Seminar

🔥 BONUS: Gene drops tool reviews and shoutouts to the new Dent Reaper tools, Sergio’s cold glue line, and Willy Quick’s Muck Off. Cold glue users — you’re gonna want to hear this.

✅ Your homework:
What questions do your customers ask over and over again?
Turn them into videos, blogs, social posts — and watch what happens.

Let Gene know what you’re planning:
📩 DM @autoappearanceinstitute
📧 Email: [email protected]
🧠 Follow the conversation & grow at autoappearanceinstitute.com