ASTA Showed Me That When You Give to the Industry, It Gives Back Tenfold

Sarah' Lippi
Nov 24
4 min read

The moment I stepped into the Automotive Service and Tire Alliance (ASTA) hotel lobby, something shifted inside me.

Not nerves. Not excitement.

Something deeper — like I was stepping into a room where a new chapter in the automotive service industry was waiting to unfold.

I didn’t know it yet, but this weekend would become one of the most meaningful experiences I’ve had — filled with connection, recognition, confidence, and community.

Here’s what really happened:

1. The Dinner That Felt Like a Sisterhood

The Amazing Women in Automotive (AWiA) dinner wasn’t just another industry gathering — the atmosphere hit me the second I met those superstars.

The room was filled with powerhouse women from every corner of the automotive world: shop owners, advisors, technicians, service managers. Some were familiar faces I already adored. Others were brand new, yet instantly made me feel at home.

The energy was this perfect blend of strength and softness — women who’ve built careers by breaking barriers, women who protect their teams and their shops, women who lift each other with zero hesitation.

2. The Class That Became the Heart of My Weekend

The next morning was my session — the part of the weekend that truly lit me up.

I taught “The Price Shopper Playbook: How to Sell More Than Just the Cost.”

This class matters deeply to me because price shoppers are one of the biggest challenges for service advisors.

They asked one question: “Can you give me a quote for…?”

And shops lose thousands every year because they answer that question the wrong way.

So this session was all about how to convert price shoppers into real customers — using confidence, communication, and strategy.

How to stop selling price…and start selling value, expertise, and trust.

The room filled with people from everywhere:

Transmission shops.

European specialists.

Independent shops.

New advisors.

Seasoned technicians.

Owners who have been in the industry longer than some attendees have been alive.

From the moment we started, I could feel the energy shift.

People leaned in.

They took notes.

By the end, people stayed to ask deeper questions, share their struggles, and practice new strategies.

We weren’t just talking about selling.

We were talking about ownership — owning your value, your expertise, your story.

I walked out of that room with my heart full.

3. Real-Life Friends Who Made the Weekend Feel Light

Later, I finally met long-time Facebook friends Jeremiah Gilpin and Brad Nachman.

Meeting them in person felt easy and grounding.

They didn’t just say hello and move on.

They welcomed me into their circle, made sure I didn’t feel alone, and stuck with me throughout the event.

Their kindness made the whole weekend feel even more meaningful.

4. Close-out Dinner and Reception

Tiffany Scherado invited me to sit with her & a group of AWiA so none of us would feel left out.

A small gesture on the surface — but one that said everything about who she is and the kind of community AWiA represents.

Remember how I mentioned Tiffany Scherado for being so sweet and making sure no one felt left out? Well, that kindness came full circle. She was surprised with an award recognizing her contribution to the industry — and it was so well deserved. When you treat people with genuine warmth, the universe finds a way to give that recognition back.

Her reaction… the shock, the emotion, the pride… the entire table lit up with joy.

That moment reminded me that when women in automotive win, we all win. And that night, I didn’t just feel included — I felt embraced by a community.

People didn’t just come for training. They came for belonging.

And that’s what makes ASTA so special: it’s the bridge between education and community.

5. What ASTA Expo Really Is (And Why It Matters)

The ASTA Expo brings together shop owners, technicians, advisors, trainers, and managers — the true heartbeat of the automotive service industry.

It’s where people come to learn the newest tools, leadership techniques, business strategies, and communication frameworks that elevate shops and teams.

But this year felt different. More connected. More human. More intentional.

6. What I Took Home With Me

When the weekend wrapped up, I didn’t leave with just notes and business cards.

I left with:

A deeper belief in the power of communication and sales strategy

— because I saw how quickly people can transform when they learn how to sell value instead of price.

Renewed confidence

— knowing that what I teach truly helps shops grow.

Gratitude

— for every person who welcomed me, lifted me, included me.

Friendships

— real ones that don’t fade after the event ends.