SWAP - Southwest Automotive Pros Conference

We’re proud to be part of the 2025 Sunrise Automotive Training & Expo (SWAP); a cornerstone event that brings together shop owners, service advisors, technicians, and managers from across the Southwest for a weekend of high-impact learning and collaboration.

Held annually in Phoenix, this event is more than just training - it’s where the industry unites to grow together. From cutting-edge technical training and advisor sales coaching to management strategy, AI integration, and shop marketing tactics, there’s something here for every role in your shop.

We’re especially thrilled to share that many of The Institute’s top speakers and coaches will be leading powerful workshops and presentations throughout the weekend. These industry experts have helped thousands of shop leaders level up their businesses and will be sharing actionable insights on everything from increasing profitability to building stronger teams and delivering world-class customer service.

Whether you're a franchise owner, shop manager, technician, or service advisor, this is your chance to level up your skills, expand your network, and gain the tools you need to thrive in 2025 and beyond.

Our Speakers:

Course Descriptions Sunrise Automotive Training from June 20-22, 2025:

🔧 Winning Your Future: A Frank Discussion with Automotive Repair Shop Owners

 Instructor: Michael H. Smith (The Institute)

Date & Time: Friday, June 20 | 8:30 AM – 12:00 PM

Get ahead of industry shifts with this candid conversation on succession planning and business evolution. Explore exit options, boost company value, and position your shop for long-term leadership in a changing market.

📞 Ringing in Success: Elevate Your Phone Proficiency

Instructor: Jimmy Lea (The Institute)

Date & Time: Friday, June 20 | 1:30 PM – 5:00 PM

Master the art of impactful phone conversations in this high-energy session. Learn how to captivate in the first 4.5 seconds, overcome objections with confidence, and turn inquiries into loyal customers. Transform your team’s phone skills into a business growth engine.

🗣️ Mastering the Art of Successful Customer Communication

Instructor: Jimmy Lea (The Institute)

Date & Time: Saturday, June 21 | 8:30 AM – 12:00 PM

Unlock the secret to lasting customer connections by tailoring your communication to personality types. Get easy-to-use scripts for phone, email, and text messaging that truly resonate with your audience and boost engagement.

💼 Confident Selling: Mastering Sales

Instructor: Cecil Bullard (The Institute)

Date & Time: Saturday, June 21 | 1:30 PM – 5:00 PM

Discover how to sell smarter, not harder. Learn the keys to profitability, the cost of emotional discounting, the top mistakes advisors make, and how to write winning service recommendations. Dive into personality profiling and a proven 6-step management approach to supercharge sales.

📍 See you in Phoenix at SWAP 2025!

Get more info at: https://www.trainingexpoaz.com/sunrise-training-expo-classes