The audio and workbook tool shows people in the auto business how to master customer relationships in order to build customer loyalty, team morale, and revenue.

"Most people in the auto business take great pride in their craft, their skills, and the quality of the work they do," Fewell said.  "I'm saying that unfortunately this just isn't enough -- especially with the economy running on empty. You need to make an emotional connection with the customer."

Fewell's stance is that excellent product or service delivery is only one of two key components in the overall customer experience. "The personal interaction is crucial.  You can do a first-rate job at a very competitive price, but if you don't get the communication right and make an emotional connection with the customer, they more than likely won't come back."

In "Connecting and Communicating," Fewell introduces his vision of the ultimate business bond, what he calls a "Fewell-Injected" relationship.  "A Fewell-Injected relationship is the kind of high-value contract of trust that produces loyal customers and excited employees," he said. 

 
"The problem is that most of the time you're running around with your pants on fire trying to do 10 things at once, and you don't think you have time to talk with people.  You must slow down to go fast in the sales process.  You will build stronger relationships and generate more sales when you slow down, treat a customer right and communicate effectively than you will from rushing the sale."

Fewell also stresses the importance of managing your own emotions. "Some customers are a pain," he said. "Others are golden.  Here's the thing, you're going to perform differently with the customer you think is a pain than the one you think is golden.  That's just the way humans work.  So you have to work extra hard to treat the one who's a pain like he's golden and keep in mind the result you want from the relationship, because people will react to all these subconscious cues in how you treat them."

Having spent more than 30 years working with people in the auto business, Fewell said he is constantly amazed by how often auto shop employees defy stereotypes and build highly efficient customer service operations.

"It's a business, just like any other.  That's the first thing I tell all my auto industry clients.  Just like in any other business, you need to do everything you possibly can to make a customer happy.  It's not just about fixing cars."