Just do It…


I really don’t like New Year’s resolutions. If you’re going to resolve to do something then just do it; if not, don’t.

Having said that, I do believe that the beginning of each year provides an excellent opportunity to evaluate where you are and where you’d like to be, both from a personal and professional standpoint. In business, you’re either moving forward or falling behind: there’s no standing still.

So, what’s your plan to keep your business moving forward this year? I hope it includes training.

I believe one of the biggest obstacles to success we face as an industry is the failure to recognize the importance of continual training, mainly from the management side of the shop.

That’s not generally the case on the technical issues, because technology is forever changing: To be profitable, you have to keep up with the latest fixes and updates on the newer transmissions.

But training shouldn’t be relegated to just one aspect of your organization. Technical training is important, but so is management training.

Because it’s not whether you know something; it’s how well you know it.

If you came up in this business from the technical side, think back to the first transmission you rebuilt successfully. Say you built a THM 350, installed it, and it worked flawlessly. From then on you considered yourself a rebuilder — but how good of a rebuilder were you back then?

To become a master at anything takes time, experience, and focus on what you seek to master. And yes, it takes training… continuous training in your field of expertise.

It’s no different in the management area of your business either. Personal development, attitude, and sales skills are all enhanced when you continually hone each discipline to mastery.

The Pathway to Mastery is Repetition

I believe there’s no better management training in our industry than the program we offer at our annual Expos. World-class speakers, real-world topics, and like-minded attendees are just part of what makes management training at Expo a must for shop owners and their management teams.

The only problem with Expo is it only happens once a year. It’s been said that you only retain and use about 15% of the information you learn in classroom training. The audio files for each session help, but only if you use them on a regular and consistent basis.

For any training to have a real impact it has to be internalized. That is, it needs to be repeated, applied consistently, tested, and tracked.

Repetition is key.

At ATRA we’ve been looking for a way to do just that, to create a virtual training system where shop owners and managers could access world class management training at the click of a button 24/7, 365 days a year.

We found that such a system already exists and it aligns perfectly with what we’ve discovered in our What’s Working study; namely the five recurring traits of all successful shop owners — and how, with this training, everyone can hone each of those traits to a mastery level.

Introducing Gitomer Virtual Training!

Jeffrey Gitomer is the author of the New York Times bestsellers The Sales Bible, The Little Red Book of Selling, The Little Black Book of Connections, and The Little Gold Book of YES! Attitude.

Jeffery’s syndicated column, Sales Moves, appears in scores of business journals and newspapers in the United States and Europe, and is read by more than four million people every week.

In 2008, Jeffery was inducted into the National Speakers Association’s (NSA) Speaker’s Hall of Fame. He delivers over 100 seminars and public speeches each year around the world. Visit him on line at

And now his training is coming to our industry!

Last December, I travelled to Charlotte, North Carolina, to engage in four intense days of training. I was personally trained by Jeffrey to become a Gitomer Certified Advisor, so I could offer his training workshops to our industry. What’s more, ATRA is now authorized to grant access to Gitomer Virtual Training!

Finally, world class management training that aligns completely with what works for our industry.

Virtual management training for our industry is here. The next step is up to you… just do it!

To take a tour of this amazing training, go to If you subscribe, be sure to use ATRA code 2047 and receive free processing on your subscription. 

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