Creating Masters: How RockED Language Training Builds Trusted Advisors

At RockED, we believe that the words your team uses can shape the trust your customers feel. That belief is on full display at one dealership where a newly hired service advisor—straight from McDonald’s—was observed using RockED training in action.

Top 175 ASM in Less Than a Year

A dealership leader recently shared with us a story about a service advisor hired with no automotive experience less than a year ago:

“I was just observing the drive and was listening to Michael, the advisor I hired from McDonald’s. It was like watching a RockED video. He used words like ‘delayed,’ ‘do I have your permission,’ and ‘would you like to do this today?’”

These aren't just words—they're part of RockED’s customer-first communication framework, delivered through the app and reinforced by trainer Chris Craig. The goal? Equip advisors with vocabulary that positions them as trusted partners, not pushy salespeople.

“I went to him after his presentation and said, ‘Great job,’ and he said, ‘I listen to Chris and it works.’”

Today, Michael is a Top 175 ASM, an elite group of the top 175 Assistant Service Managers. It took less than a year. Here are the tools he used to go from the food industry to a master in the automotive industry in record time.  

Who’s Chris?

Chris Craig is an automotive and leadership expert committed to helping professionals “become better” through daily insights. As a thought leader for RockED and a leading voice on TikTok and other social media streams, he shares his insights with 117k+ subscribers on a daily basis. Recently, he’s launched the industry's first technician development certification through RockED’s Fixed Operations Core Library which focuses on soft-skills training. He is also the author of “Becoming a Better Service Professional” which offers key guidance for professional growth.

Follow Chris Craig now.

The RockED Effect: Building Confidence Through Language

This story highlights the very reason why RockED is investing in technician soft-skills content development. When technicians are empowered to speak like professionals, they build trust with customers and customers respond favorably.

Thanks to Chris Craig and the RockED curriculum, dealership employees are learning to have better, more collaborative conversations with their customers. They’re not just selling—they’re guiding.

RockED: Develop people. Drive performance. Don’t let another moment pass you by.