What can managers actually do differently, not just to attract, but to keep those talented techs of your service drive? On today’s episode of Service Drive, we’re getting recommendations from Jeff Cowan, President of Jeff Cowan’s Pro Talk, Keynote Speaker, Trainer, and Author.
Cowan notes that technicians are drawn to shops that can reliably produce high hours per repair order. He says dealerships should highlight strong advisor performance, high survey scores, and low comeback rates when recruiting because these indicators show technicians that they will have steady work and strong earning potential. He also believes a technician’s income depends heavily on the advisor’s ability to sell recommended work, making the advisor’s skill a direct factor in retention.
Additionally, Cowan explains that technicians have varying preferences: some want traditional daytime hours, while others prefer nights, weekends, or split shifts. Therefore, he recommends aligning schedules with customer demand while hiring technicians who prefer those specific time frames.
While leadership is essential, Cowan points out that some managers become overly reliant on their strongest technicians, which can erode authority within the dealership. He emphasizes the importance of leaders who establish clear expectations, uphold accountability, and do not compromise performance standards. Meanwhile, temporary personal challenges should also be addressed with empathy, while ongoing declines in performance require intervention, Cowan asserts.
"I think the reality of the situation is as a business owner, you've got to do what your customers want you to do... so if your marketplace is demanding that you open on Saturdays with a full schedule from seven until six, like you do every other day, then you need to do it."
Further, building a pipeline of technicians requires earlier outreach efforts. Cowan notes that the increased interest in trades presents an opportunity for dealerships to engage junior high and high school students who may not consider pursuing four-year degrees. By promoting automotive careers as stable and high-earning pathways, dealerships can attract future technicians and advisors.
Nevertheless, Cowan emphasizes the importance of career development in this field. He believes technicians have opportunities to advance to master technician, management, or fixed operations leadership roles, which can make a career in automotive retail a long-term option rather than just a short-term job.
