- Salary
- $50k – $90k/yr
- Location
- Fort Collins, Colorado, US
- Workplace
- Remote
- Type
- Full-time
- Source
- BetterTeam
Description
A&B Import Auto — Service Coach / Training & Development
Fort Collins, CO
In-Person or Remote
Contract or Full-Time
In-Person or Remote
Contract or Full-Time
About the Role
A&B Import Auto is looking for an experienced automotive service professional to help us build a stronger, more consistent customer experience across our front-of-house team.
This is not primarily a traditional Service Advisor position. The core responsibility is coaching and developing Service Advisors and Customer Service Representatives through frequent review, feedback, and training.
We are looking for someone who understands automotive service sales, customer communication, shop operations, and the realities of a busy service drive—and who can translate that experience into repeatable processes that other people can learn and execute.
The right person will help us define and teach The A&B Standard: the collection of behaviors, processes, and expectations that describe what every customer should experience when they interact with A&B.
This position may be performed in person or remotely, and we are open to both contract and full-time arrangements for the right candidate.
Primary Responsibilities:
Coaching & Call Review:
A major part of this role will be reviewing real customer interactions and turning them into practical coaching opportunities.
Responsibilities include:
- Review inbound phone calls, appointment-setting attempts, and converted and non-converted opportunities.
- Review service sales presentations and customer update conversations.
- Identify specific opportunities to improve communication, conversion, trust, and process adherence.
- Conduct short coaching sessions with front-desk employees approximately 2–3 times per week.
- Establish clear individual improvement objectives and follow up on progress.
- Reinforce successful behaviors—not just identify mistakes.
- Help employees understand both what to improve and how to improve it.
- Work with the GM and leadership team to identify recurring training needs across the organization.
Our preference is for frequent, focused coaching with short feedback loops, rather than infrequent large training sessions.
Training & Development:
The Service Coach will help create a scalable training system for current and future A&B locations.
This includes:
- Build and continually improve the A&B training library.
- Create or contribute to training videos, call examples, scripts, guides, exercises, and other learning materials.
- Document how A&B presents recommended repairs and maintenance.
- Document how we update customers throughout the repair process.
- Develop examples of excellent customer conversations.
- Help create onboarding and development paths for new CSRs and Service Advisors.
- Turn successful real-world interactions into reusable training material.
- Identify gaps in employee knowledge and create training to address them.
The long-term goal is to make excellent customer communication teachable, measurable, and repeatable.
Build the A&B Standard
A&B is developing a formal set of customer-facing SOPs and expectations we call The A&B Standard. The Service Coach will play a meaningful role in creating and refining it
This may include standards around:
- Answering inbound calls.
- Appointment scheduling.
- Customer greetings and write-ups.
- Setting expectations at vehicle drop-off.
- Presenting inspection findings.
- Selling recommended repairs and maintenance.
- Handling objections.
- Providing proactive customer updates.
- Managing delays or unexpected problems.
- Vehicle pickup and final customer communication.
- Follow-up after service.
- Documentation and internal handoffs.
The goal is not to create scripts that make employees sound robotic. It is to establish a consistent standard while allowing strong employees to communicate naturally.
Operational Immersion
We believe effective coaching requires a real understanding of the customers and employees being coached.
For that reason, especially when beginning the role or when A&B acquires or opens another location, the Service Coach should expect to periodically function as a remote or in-person Service Advisor.
This may include:
- Taking customer calls.
- Scheduling appointments.
- Providing repair updates.
- Presenting recommendations.
- Working within the shop's systems and SOPs.
- Supporting the front desk during periods of transition.
This is not intended to become the primary function of the position.
Instead, it provides firsthand insight into:
- The location's customer base.
- Current shop processes.
- Team capabilities.
- Operational bottlenecks.
- Sales opportunities.
- Whether documented procedures actually work in practice.
We want our training system built by someone who remains connected to the real work.
Leadership & Reporting
The Service Coach will work closely with A&B's General Manager and ownership.
Regular reporting should include:
- Progress of individual employees.
- Success or failure on recent coaching objectives.
- Adoption and assimilation of A&B SOPs.
- Areas where employees are struggling.
- Recurring call or sales issues.
- Training participation and engagement.
- General employee satisfaction and receptiveness to coaching.
- Recommended changes to processes, scripts, or training materials.
- Trends in sales and customer communication performance.
We are less interested in producing lengthy reports than in having a clear view of who is improving, who needs help, and where our system needs to improve.
What We're Looking For:
Automotive industry experience is required.
Strong candidates may come from backgrounds such as:
- Automotive Service Advisor.
- Senior Service Advisor.
- Service Manager.
- Fixed Operations Manager.
- Automotive service trainer or coach.
- Multi-location automotive operations.
- Automotive sales or customer-experience training.
We are looking for someone who:
- Has a strong understanding of automotive service sales.
- Understands the balance between sales performance and maintaining customer trust.
- Is an excellent communicator and teacher.
- Can give candid feedback without creating unnecessary friction.
- Can identify the root cause behind a weak customer interaction.
- Enjoys developing other people.
- Can distinguish between a people problem, training problem, and process problem.
- Is comfortable holding employees accountable to defined standards.
- Can work independently and communicate clearly with leadership.
- Thinks in terms of systems and repeatability.
- Is comfortable working with technology, recorded calls, dashboards, and digital training tools.
- Can adapt their coaching style to employees at different levels of experience.
What Success Looks Like:
Success in this role should result in:
- More consistent customer experiences.
- Higher-quality phone conversations.
- Stronger appointment conversion.
- Better repair and maintenance presentations.
- Fewer lost opportunities.
- Improved adherence to SOPs.
- Faster development of new front-desk employees.
- Clearer expectations for Service Advisors and CSRs.
- A growing library of high-quality A&B-specific training material.
- Leadership having a clear picture of each employee's development.
- A customer-service and sales system that can be replicated as A&B grows.
Position Structure
We are open to structuring this position around the right person.
Options may include:
- Full-time, in-person.
- Full-time, hybrid or remote.
- Part-time contract.
- Ongoing consulting / coaching engagement.
For remote candidates, availability for regular video coaching sessions and occasional operational involvement will be important.
Some travel may be required as A&B expands or acquires additional locations.
Why This Role Exists:
- A&B is building for growth.
- As we add employees and potentially additional locations, we don't want our customer experience to depend entirely on finding naturally talented Service Advisors.
- We want to build a system that can hire good people, teach them how A&B operates, coach them continuously, and help them become excellent.
- This role will be central to building that system.
Skills
Customer Service
