Unlocking the Tools to Building Business 

by Joe Ocello, Mechanical Executive Director

Hello to all. I don’t know about you, but it has been a very busy summer since I accepted the position as AASP/NJ’s mechanical executive director.

Throughout my travels visiting members and non-members, I seem to be encountering three recurring themes: employees are hard to find and maintain, costs are rising rapidly and vehicle engineering and technology is advancing at an extreme pace. 

The shops I have visited so far are busy. Some are bursting at the seams, which is a good thing, but if you are so busy, are you not preparing for the future? Are you marketing your business to your best advantage? Social media is inexpensive and fairly easy to monitor. Facebook, TikTok, Instagram, YouTube, Snapchat, X, etc. – become a social media user or guru to promote your business. Are you taking advantage of exclusive members-only credit card programs, lube and insurance programs? You could be saving big money and creating a nice nest egg for the slow times (we’ve all been there).

Hiring and retaining qualified technicians is an ongoing dilemma we all are facing. My advice after 47 years in business is to grow a first-class technician. Find a person with an interest and passion for our field. Spend the time and energy to work with them and share your skills and expertise. Mistakes happen, but working with an inexperienced person also allows you to create good habits instead of trying to break bad ones. Keep their loyalty by implementing an incentive program. It’s not just about money; learn what makes them tick, what they enjoy, and listen to what they say. Ball game tickets, racing events, dinner out. Let them know they are appreciated, because without good, trustworthy technicians, where would you be? You don’t need to get crazy or be a push over, but everyone wants to be acknowledged. Show all your employees you appreciate them in some way. Hopefully, in the not too far-off future, AASP/NJ will have a program set up with all the local vocational schools to help alleviate the technician shortage by supporting students who will soon become potential entry-level employees. But, you – the members– will need to participate in grooming the future of our industry.

The repair industry is moving at lightning speed. Vehicles are getting more and more complicated and training – continuous training – is a must if you want your business to grow and prosper. Time is money, and a well-trained technician with good ethics is a gold mine. If you treat them well and realize their value, both you and they will be happy. My dad always said, “Treat your employees the way you want to be treated.” He put 45 years in our business, and I put 47 years in, and we had very little turnover. I know the atmosphere is different today, but people are still people. Respect and appreciation go a long way. Keep a look out for educational opportunities coming soon. 

AASP/NJ and myself will continue to recruit additional benefit partners in our quest to help you grow and prosper your business. 

As I continue this journey in my new role as the mechanical executive director, I want to extend a sincere invitation to all our members and future members to reach out, engage, share your thoughts, insights and experience. Building strong professional relationships is the foundation of creating connections built on trust, respect and a shared passion for improvement of self and our businesses. 

I look forward to working with you all as we continue to promote an organization of incredible ethics and prosperity.

Until next time, be balanced, be safe, and please feel free to reach out to me or our office at any time.

Want more? Check out the September 2025 issue of New Jersey Automotive!