Ed Attanasio

Ed Attanasio is an automotive journalist based in San Francisco. Ed enjoys sports of all kinds and is a part time stand-up comedian.


He can be reached at era39@aol.com.

Tuesday, 05 July 2022 11:11

Life Coach Uses Different Approaches to Help Auto Body Shop Techs, Owners, Managers

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Claudia Morgillo helps body shop professionals succeed in an ever-changing industry. Claudia Morgillo helps body shop professionals succeed in an ever-changing industry.


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Claudia Morgillo has multiple titles, including certified professional leadership coach and trainer. She and her husband own six Fix Auto locations in the Ontario, Canada, area, two Novus glass companies and a centralized head office.

As a woman and a leader, what communication and other skills you've developed over the years to be a manager in a male-dominated industry?


I have developed a lot of processing modalities, including learning how to communicate, train and motivate the people that I work with while being a female in this industry. I think as a woman, knowing how to communicate with different people in general is a real plus.


My dad has been in the industry for almost 50 years and he introduced it to me; I followed him around at a young age and later worked alongside him in his jobber business.


At this point, I've been in collision repair for more than 25 years. Thirteen years ago, my husband, Claudio Chiodo, and I purchased our first body shop, and have grown from that point on.


How do you motivate your people? Do you take different approaches with each person?


Four main groups are impacting our industry---Generation Z, ages 7-22 (born between 1997 and 2021); Millennials, ages 23-38 (born between 1981 and 1996); Generation X, ages 39-54 (born between 1965 and 1980); and our Boomers, ages 55-73 (born between 1946 and 1964).


I went back to school and earned a lot of different training and coaching certifications to help and support my teams through the real challenges our industry was facing.


In the end, it comes down to attaining the right skills to motivate people in general. For instance, how do you create buy-in, build comfort and trust, and all those things? So, I went back to learn how to build and use the tools needed for these essential skills and, most notably, the neuroscience behind them.


I became a professional coach and a leadership trainer to motivate all these people individually. Every person requires a different approach, so if you try to treat everyone the same, it will likely fail. I have developed tools that are...

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