Chris Cotton Weekly Blitz Dec 1, 2025

The Final Push: Maximize December Without Feeling Desperate [E235]

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Part

rear brakes

The rear brakes are the parts that help slow down or stop a car from the back wheels. They work together with the front brakes to keep you safe.

Part

pads and rotors

Brake pads are little pieces of material that rub against metal discs called rotors to slow the car. When they wear out, the brakes become less effective.

Concept

winter driving safety

When it snows or rains, cars need more time to stop. Keeping brakes and tires in good shape helps you stay safe on slippery roads.

Term

no starts after cold morning

Sometimes cars won't start after a cold morning because the battery is weak or the fuel system has trouble. This can happen more in winter.

LIVE

This is the Automotive Repair Podcast Network. It's your weekly blitz with Chris keeping you in the game. Hey everybody welcome back to another episode of the weekly blitz proudly brought to you by our friends at Shop Marketing Pros. The team that helps great shops become the shops everyone in town is talking about. If you've got a topic you'd like to hear about or you'd like to

share your story, shoot me an email at christenautofixsues.com. And again, I'm your host, Coach Chris Cotton, and today we're kicking off a special four part series. It's all about finishing the year strong because let's just be real. Most shop owners treat December like a vacation month. They assume customers don't want to spend money. They assume it's low season. They soon they just have to coast through it and hope January saves them. But you, you're listening to this show because you're not most shop owners. You're someone who wants to

squeeze every drop of juice out of these last few weeks, not out of desperation, but out of intention. And of course, if you were a good goal setter at the first of the year, maybe you got to push hard to get through to the end of those goals, okay. Today, episode one of the finished strong series is titled the final push maximize December without feeling desperate. Let's talk about the myth first. As a coach, a lot of shop owners have this idea that December's a slow month. Coach, hundreds of shop owners

have seen both sides. Some shops drop 20 to 30% in car count. And then some shops grow 15% in December because they lean in, not out. And here's the truth. Nobody ever tells you December isn't slow. It's chaotic. There's a difference. People are traveling. They're dealing with snow. They're visiting family. They're cramming in final errands. They're distracted. Their schedules are packed. Their vehicles are getting abused. And because customers are distracted, it means they forget to schedule maintenance.

They ignore warning lights. They push break noises off until the last minute. And then they go out and get on the highway and suddenly realize the car shakes at 60 miles an hour. They hit a pothole, bend a wheel, battery dies in Walmart parking lot. December is a month of urgency, not scarcity. An urgent work is easier to present, sell, and complete if your team is intentional.

I also want to talk about how shops accidentally talk themselves out of revenue. This month's shops do something that drives me absolutely insane. They start telling themselves fake stories. People don't want to spend money right now. Everyone's broke from Christmas shopping. Nobody wants big repairs. Let's not even offer the full estimates. Let's just show the basics.

No, no, no. These stories are lies that shops tell themselves to avoid doing the work, the hard work. Your job is not to assume what the customer wants. Your job is to present the truth, show the need, explain the impact, give options, communicate clearly, and let the customer make an informed decision. That's it.

You're not in the budgeting business. You're in the truth business. I hate to beat a dead horse and do whatever else, but I want to spend some time on DVI's because this is where December can become your gold mine, right? Most shops do DVI's like they're checking a box, not so even a human being.

December DVI should be thorough, clear, picture heavy, videos when necessary, videos preferred actually organized and delivered with both urgency and empathy.

Cars come in rough in December. They're neglected, cold, driven, hard, overloaded with presence. If you think so, pulling trailers, dealing with snow, salt, sand, potholes.

You know, a strong December DVI is a story, not a checklist. How many times have we heard our people say, hey, your rear brakes are at three millimeters, needs pads and rotors. You wouldn't want to do that, would you?

We talk our customers out of more work than we talked them into. Instead of saying it that way, let's say in this way, hey guys, your brakes are almost worn out and with winter roads stopping distances increased significantly.

Since you're traveling for the holidays, we strongly recommend taking care of this today for safety. Also, when you think about it instead of saying, hey, your battery test week, maybe say your batteries testing week and cold weather kills week batteries fast.

We typically see a spike in no starts after the first cold morning. Since you're leaving town tomorrow, let's get this all today so you're not stuck out in the cold.

Customers don't buy rotors. They don't give a damn about rotors. They're buying safety, reliability and peace of mind.

Okay. One of the other things I want to talk about is the same day follow up. The same day follow up in December hits like a hammer. Why is that so?

Because customers know time is short. If they leave without approving work, you've got about six to 12 hours before that decision window closes.

So sometimes a simple message like hey, just checking in with the roads freezing tomorrow with the rain turn into snow tomorrow with whatever happening tomorrow.

We strongly recommend taking care of X, Y and Z today if at all possible. Got a bay open for you if you want to swing back by.

And you know what happens? People say yes, but you have to offer you have to be in the right mindset.

So maybe this is huge news to some of you out there and I'm going to say something that might blow your mind.

You don't need a single discount in December. No holiday specials, no coupons, no Santa themed anything. You just need a general reminder.

You know, maybe it's an email. Hey, before you travel, make sure your vehicle safe. Click to schedule.

Hey, head it out for the holidays coming for a quick safety check. Jesus people is that simple give them a nudge, not a discount.

Okay, real quick shot marketing pros. You know, if you've been sharing your story in the no like trust format, that shot marketing pros,

December's not going to fall flat shot market process, the only marketing company that I use and that I recommend they work hard.

So I don't have to and we work hard together as a team. So our December's turn out to be phenomenal.

If you want top tier marketing, reach out to a top tier marketer for top tier shops, just like mine and yours and tell them coach Chris sent you.

Finally, back to strategy for scheduling. We just did one. We just talked about this scheduling strategy. Say yes and figure it out.

You know, this is where you shine. My mentality's always been say yes and figured out December rewards that mindset more than any other month.

Maybe you keep one bay flexible for travelers. Also use micro jobs to fill 20 to 40 minute gaps where you normally have people standing around.

Pre-inspect upcoming appointments. What do we need to order? What do we need to have here? How can we make ourselves more productivity?

Maybe we build a little bit tighter promise windows with some follow up. Don't over schedule. I want you to over communicate.

Okay, you've got to be nimble. Your customer didn't wake up today planning to get their car fix, but their car woke up planning to break. I want you to think about that.

December's a month where most shops coast, but not you, not the shops in this community, not the weekly blitz family.

Lean in lead strong finish strong. Your customer still need you. Your team still needs you and your shop still has revenue on the table waiting to be picked up.

Okay, you've been listening to the weekly blitz with coach Chris cotton. If you've got a topic you want me to cover email me at Chris at autofixsls.com.

Don't you remember rise, grind, have a positive mindset and make December the best one ever. Thank you.

You've been listening to the weekly blitz with Chris cotton on the automotive repair podcast network.

Download our exclusive podcast app at automotive repair podcast network dot com because the best conversations in the industry start here.

One expert advice on running your shop will Chris is listening. Check the show notes for his email and send him your topics.

About this episode

December is often seen as a slow month for automotive shops, but Coach Chris Cotton argues it's actually a time of urgency. Many shop owners mistakenly assume customers won't spend money, but those who lean in can see significant growth. The episode emphasizes the importance of thorough Digital Vehicle Inspections (DVIs), effective communication, and timely follow-ups to maximize revenue. Chris encourages shop owners to shift their mindset, avoid discounts, and focus on providing value and safety to customers during the hectic holiday season.

no starts after cold morning pads and rotors rear brakes winter driving safety

Original notes

The Weekly Blitz is brought to you by our friends over at Shop Marketing Pros. If you want to take your shop to the next level, you need great marketing. Shop Marketing Pros does top-tier marketing for top-tier shops.

Click here to learn more about Top Tier Marketing by Shop Marketing Pros and schedule a demo: https://shopmarketingpros.com/chris/

Check out their podcast here: https://autorepairmarketing.captivate.fm/

If you would like to join their private facebook group go here: https://www.facebook.com/groups/autorepairmarketingmastermind

🎧 The Weekly Blitz — Episode 1 Notes

Finish Strong Series: “The Final Push — Maximize December Without Feeling Desperate”

Presented by Shop Marketing Pros — the automotive repair industry’s leading marketing experts.

Episode Summary

In Part 1 of the Finish Strong Series, Coach Chris Cotton breaks down how to turn December from a “slow month” into a strategic opportunity. Instead of coasting into the holiday season, Chris shows shop owners how to lean in, create momentum, and drive revenue without discounting, panicking, or looking desperate.

This episode gives you the exact tactical playbook for ending the year powerfully and stepping into January with confidence, clarity, and cashflow.

What You’ll Learn in This Episode

✔️ The Myth of ‘Slow December’

Why December isn’t slow — it’s chaotic — and how that chaos actually creates more opportunity for intentional shops.

✔️ Stop Projecting Your Stress Onto Customers

Most shop owners talk themselves out of money. Chris explains how to stop assuming what customers will or won’t spend this month.

✔️ How to Build DVIs That Actually Sell Work

The December DVI blueprint: picture-heavy, story-driven, urgency-focused, and built around safety and travel needs.

✔️ Same-Day Follow-Up: The December Secret Weapon

Why customers are more likely to say “yes” within 6–12 hours, and how to use this window strategically.

✔️ Zero-Desperation Marketing

Why you shouldn’t discount in December — and what to send your customers instead.

✔️ Scheduling Tactics for the Final Push

How to run December like a “say yes and figure it out” month: micro-jobs, flexible bays, promise windows, and elevated communication.

✔️ How to Finish the Year — and Start the Next — With Momentum

December is a psychological month for both owners and customers. Chris breaks down how to shape that momentum and avoid the common traps that derail shops.

Why This Episode Matters

Most auto repair shops lose December — not because the work isn’t there, but because their mindset is off. This episode teaches you how to shift your perspective, operate with confidence, and capture the opportunities other shops miss.

Your year isn’t over.

Your customers still need you.

And your shop still has money on the table.