Gene almost didn't record this week. Between his mom's broken leg, a surgery delayed by a day, and eight-plus hours in a hospital waiting room, he was running on fumes. But you don't only do it when you want to do it. So he sat down, and what came out was a rapid-fire tour of the mindsets he believes separate the techs who make it from the ones who don't. 00:00 Intro: what a week Gene walks through Thursday's X-ray, Friday's 6 a.m. "my leg's broken" call, and Saturday's long surgery. Mom is doing well. A missed duck hunt and some bad Saturday cafeteria food were the price of admission. 04:30 Showing up when you don't feel like it He nearly pushed the show. He doesn't phone episodes in, so the question became: what's the lesson here? The answer was mindset. 05:45 Mindset #1: There is no quit Gene doesn't understand quit. He'll die on the hill first. He believes the reps it takes to learn PDR filter for people who don't give up, and he points to a story from last week's Dent Slayer episode: a group of techs at a restaurant after a toy drive got mistaken for veterans because they looked like a brotherhood that had been through war together. 08:45 "Whether you think you can or you can't, you're right" The Henry Ford line, and the Little Engine That Could. If you think you can, you'll figure it out. If you think you can't, you'll find the reasons. 11:00 Doubting a dent, and why your price feeds your mindset Even Gene looks at a dent and starts stacking doubts: tough access, deep, aluminum, sharp body line. He switches himself back to "you're gonna fix it." Then the tie-in to pricing, from the training at The Dent Demon with Derrick: sell a brutal edge repair for $1,200 and the end of a hard day one sounds like "I'm not making anything, I should be doing something else." Sell it near replacement cost (around $3,000) and that same moment sounds like "rough day, but it's coming back. Back-to-back $1,500 days doesn't suck." Same tech, same repair, different dollars behind the decision. 16:15 Zig Ziglar and the moral obligation to sell Gene's favorite Zig Ziglar idea: if you truly believe in your product or service, you have a moral obligation to sell it. He admits he used to think he didn't need that because he "could sell." He couldn't. Once he wholeheartedly believed in PDR, he started walking out the door to every customer, hailstorm, and dealer from that place. 18:45 Believing in what you sell: the KECO system Back when he worked for KECO, Gene still believed nobody had a more complete, well-thought-out glue pull system, and that made it easy to sell. He feels the same about DRN's work. Find your moral belief in what you do, and you can't be stopped. 21:15 Mindset #2: Scarcity vs. abundance Scarcity says hide it, don't show anybody. Abundance says there's enough for everybody: the more techs out there, the more people find out PDR exists. Gene says every decision he made from scarcity or fear went bad, and every time he trusted abundance, he won. 23:00 Chris White and the KECO Tabs 10th anniversary Gene met Chris White at a seminar and got invited as his guest to a training in Oklahoma City, followed by the KECO Tabs 10th anniversary celebration. (KECO Inc. itself just hit 60 years; the tab and body repair division started in 2009.) He booked the flight that day. Chris's abundance-focused speech stuck with him, and Gene credits that mindset as part of KECO's growth. He announced on-air that he's going to get Chris on the show to tell how they hooked up. 25:45 Mindset #3: Burn the ships The pirate flag on Gene's bay wall says "Burn the ships." Land on the island, burn the boats, and now it's win or die. Nobody's actually dying (you can always call Dent Wizard or CarMax), but going all-in changes how hard you fight. MeLissa is the backup-plan person. Gene is not. 28:45 Mindset #4: The Gene Fetty effect MeLissa, Dylan, Dana, Shannon, and Mack named it: Gene expects things to work, and they usually do. Customers come in, the computer gets fixed, it works out. 30:30 The Amsterdam airport story Coming home from Venice on KLM, a delay blew their Amsterdam connection. Kiosk offered tomorrow. A number-and-line desk sent them through passport control (where Gene's passport wouldn't scan) to Delta, which was literally taking the open signs down. What MeLissa didn't know: their daughter had a surprise 25th anniversary party set for the next day. One extremely nice Delta agent and about ten minutes of keyboard-banging later, they had a flight to Boston that night and Pittsburgh the next morning. ⚑ REVIEW: Your daughter is transcribed as "Elena." Confirm spelling. I only used "our daughter" in the public copy. 36:00 Throwback: PDR Marketing Minute #11 An old-school Marketing Minute on professional image: a clean modern website, a real uniform (no cutoff camo shorts and flip-flops), a clean vehicle, organized tools, and a welcoming voicemail. Treat your business like a franchise and people will ask which franchise you ...
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