From Service Advisor to Industry Advocate: Coralee Zueff on the Dynamis Podcast

Published on June 24, 2025

“Every advisor needs a cheerleader, and I became that cheerleader.”

That’s how Coralee Zueff, founder of The Zueff Group, summed up her mission during a recent interview on the Dynamis Podcast, hosted by Robert Stage. What followed was a raw, real, and passionate conversation about the state of the automotive service industry—and how Coralee is helping transform it from the inside out.

In case you missed it, here’s a look at some of the highlights from Coralee’s appearance on Dynamis.

A Trainer Who’s Walked the Walk

Coralee's journey into coaching and consulting didn’t start at the counter —it began in the shop.

“I started as a technician, moved to vehicles sales and leasing, then found my sweet spot as a parts and service advisor,” she shared. Her lived experience gives her the kind of credibility that can’t be faked. When she trains advisors or consults for shop owners, she’s not speaking in hypotheticals—she’s been in the trenches herself.

And because of that, she has a sharp eye for where things break down. One of her biggest concerns? The lack of tyraining and support for advisors.

Investing in People, Not Just Tools

In her consulting work, Coralee often sees shops that are quick to invest in new tools, software, or even expansions—but hesitate when it comes to developing their people.

“You can give them all the tools in the world,” she told Robert, “but if you don’t invest in the advisor, none of it will work.”

She believes this is especially true in independent shops, where advisors are often expected to juggle responsibilities—everything from writing estimates to managing shop flow to customer service, often with little to no training.

That’s where Coralee steps in. Her coaching helps advisors build confidence, structure their days effectively, and stop “firefighting” so they can become the organized, high-performing professionals the role demands.

Systems Over Firefighting

“If you’re reacting all day long, you’re doing it wrong,” Coralee emphasized.

A big part of her training is about creating structure—so that advisors can move away from reactive chaos and into intentional, proactive service.

She shared one story about helping a shop build a process for estimate follow-ups. With just a small change—scheduled callbacks, accountability tracking, and proper scripting—they increased their parts sales and customer trust almost overnight.

It’s not rocket science, she says, but it is a science—and most shops aren’t following it.

The Real ROI of Advisor Training

There’s an outdated mindset in the industry that says advisors are disposable: “Just hire another one if this one doesn’t work out.” Coralee is pushing back against that narrative hard.

“You don’t just hire an advisor. You train them, mentor them, and set them up for success.”

When asked about the ROI of her training, Coralee didn’t rattle off percentages. Instead, she talked about confidence—how advisors start speaking more clearly, stop dreading the phone, and take pride in their work again.

That shift, she says, affects everything: closing rates, customer satisfaction, retention, and shop culture.

Building a Culture Where Advisors Thrive

Coralee and Robert touched on a powerful truth: most advisors don’t get feedback unless they’re in trouble.

“You don’t become confident by being left alone and just hoping you’re doing it right,” Coralee said.

That’s why she builds coaching into her consulting packages and offers workshops that go beyond the typical “sales training.” Her goal is to create a culture where advisors feel supported, respected, and empowered to grow.

This isn’t just a win for the advisor—it’s a win for the whole shop.

Advice for Owners: Train the Advisor, Not Just the Tech

As the conversation wrapped up, Robert asked Coralee what she wishes more shop owners understood.

Her answer? That the service advisor is the keystone of the business. “The techs can be amazing, but if the advisor can’t communicate that to the customer, it doesn’t matter.”

She encourages owners to stop seeing advisor training as an expense and start viewing it as an investment—one that pays back in customer loyalty, team retention, and real revenue growth.

What's Next for Coralee Zueff?

Coralee is currently coaching advisors across North America (and beyond) and preparing for the release of her new book in March 2026. It’s a guide for shop owners and advisors who want to stop winging it and start building thriving, process-driven front ends.

In the meantime, she continues to speak at industry events, lead workshops, and work one-on-one with advisors who are ready to level up.

Final thoughts

The Dynamis Podcast episode with Coralee Zueff is more than just an interview—it’s a wake-up call to an industry that’s long neglected one of its most critical roles.

If you’re a shop owner, a service advisor, or just someone who cares about raising the bar in auto repair, this episode is a must-listen. And if you're ready to take your team to the next level, Coralee’s coaching could be the turning point.

Be sure to check out other episodes of the Dynamis Podcast as well—host Robert Stage brings on insightful guests from across the industry who are all working to make automotive better, smarter, and more sustainable.

Listen to the full podcast episode here: https://www.youtube.com/watch?v=vU79QbIqrxM

Book a call with Coralee here: https://calendly.com/czpasslane/book