We recently connected with Alex Noll and have shared our conversation below.

Alex, thanks for joining us, excited to have you contributing your stories and insights. Looking back, do you think you started your business at the right time? Do you wish you had started sooner or later

The question lingers: “Do you wish you had done XXXX instead?” Hindsight is 20/20, and I’m sure all of us could relate to how a decision (or lack thereof) could’ve changed your path in life.

Eleven years ago, ABR Houston was born, but I should have summoned the confidence to take this plunge earlier in my career. During my 13-year tenure as a BMW master technician at a dealership, I had the skills, but I lacked the self-assurance to venture out on my own.

It took a termination, fueled by workplace politics, to push me into entrepreneurship. It’s a decision I’m grateful for, but I can’t help but think, “What if I had believed in myself earlier?” Starting sooner would have allowed me to make a more significant impact, both professionally and personally.

The years I spent working for someone else were well spent, but what could I have achieved if I had invested that time in my own business? The answer is straightforward: more growth, more influence, and a stronger foothold in the industry. Personal growth was a huge factor, and I know I wouldn’t be who I am now if I still worked for someone. It took change, (a lot of it!) to transform from a technician to an entrepreneur. It’s something that I see with other shop owners, where the transition is difficult to achieve. You aren’t working on a vehicle any longer. You’re working on spread sheets, bills, managing people, managing clients, and trying to run a business. I wish business was as easy as a car!

Les Brown said:

“The graveyard is the richest place on earth, because it is here that you will find all the hopes and dreams that were never fulfilled, the books that were never written, the songs that were never sung, the inventions that were never shared, the cures that were never discovered, all because someone was too afraid to take that first step, keep with the problem, or determined to carry out their dream.”

The takeaway here is crystal clear: you don’t need a crisis to prompt you to act. Time is precious and finite. Whether you’re in the midst of your career or contemplating a change, don’t let self-doubt deter you. Seize the moment, invest in yourself, and know that you have the capability to make a substantial impact.
I’m not saying take unnecessary risks for yourself and your family. I’m saying to push yourself and your skills. Nearly every time I look back at what I’ve done, I think to myself “How could I’ve done this better, faster, bigger”.

In hindsight, I should have started ABR Houston earlier, but I refuse to dwell on what might have been. I’m focused on the future, driven by the realization that every day is an opportunity to make a difference. Your dreams are worth pursuing, and it’s never too late to begin. Embrace the power of timing and create a legacy for you and your family.

Alex, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Alex Noll, the CEO of ABR Houston, a premium European automotive repair and service provider based in The Woodlands, Texas. My journey into the automotive industry has been a lifelong passion, and I will always be a student at business and growth.

I started my career as a BMW master technician over 22 years ago, where I spent 13 years honing my skills at a dealership. The dedication to my craft, combined with a desire to elevate the standards of automotive service, led me to establish ABR Houston 11 years ago. ABR Houston is an extension of my expertise and commitment to delivering the best in European automotive repair and client service.

Our core focus at ABR Houston is on European vehicles. We provide a wide range of services, from routine maintenance to complex repairs, ensuring that our clients’ vehicles receive the care and attention they deserve.

What truly differentiates ABR Houston is our unwavering commitment to quality, client satisfaction, and innovation. We’ve earned accolades such as the “Best of the Best” from the Houston Chronicle in 2023 and have been recognized as a Carfax Best Shop multiple times. With over 500 5-star reviews, we’ve proven our dedication to delivering exceptional service.

We understand that our clients not only value quality, but require it. They’ve often had subpar experiences elsewhere and are seeking a service provider they can trust. At ABR Houston, we offer not just repairs but peace of mind. We prioritize prompt service, offering perks like loaner vehicles and a nation wide warranty to accommodate our clients’ busy lives.

What I’m most proud of is the reputation we’ve built for providing the highest standards of service. We’ve earned the trust of our clients, and it’s a testament to our process. As an Eagle Scout, community service is in my DNA. I’ve been an advisory board member of Klein School District for their automotive program since 2016, where I contribute to the education and development of future technicians. We also give away free brakes in the month of November for the Marines Toys for Tots.

For potential clients, followers, and fans, I want them to know that at ABR Houston, we are more than just a repair shop. We are a team of passionate individuals who share a love of reducing the pain of car repair. We are dedicated to making the repair process smooth, transparent, and convenient. We provide quality workmanship, efficient service, and, above all, peace of mind. Your European vehicle is more than just transportation; it’s a symbol of your success, and we treat it as such.

So, whether you’re seeking top-tier automotive service or looking to expand your knowledge of the industry, we are here to serve and support you. ABR Houston is your source for premium automotive repair and client service, and we look forward to being your trusted partner in automotive care.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

I once read a figure Jim Kwik “Do you know how many books the average person reads per year?” he said. “Literally two or three, for the entire year. And yet, the average CEO is reading four or five books per month. That’s a drastic difference.”

I realized this after I decided to start my business, and I really had no idea how to do….well….. anything- other than fix the car. This thirst for knowledge to get better at my business has been where I had realized I jumped off a cliff first, then decided to build a plane on the way down.

Here’s a few books that I think are my top 5 (for now) on what every starting or aspiring entrepreneur should read before doing anything:

“The E-Myth Revisited” by Michael Gerber: This book fundamentally changed my approach to entrepreneurship. It emphasizes the importance of working *ON* your business, not just *IN* it, and creating systems to ensure sustainable growth.

“Extreme Ownership” by Jocko Willink: Willink’s lessons on leadership and taking ownership of one’s actions have had a profound impact on my management philosophy. The idea that leaders must own both their decisions and their consequences is a powerful one.

“Never Split the Difference” by Chris Voss:
Chris Voss, a former FBI hostage negotiator, offers a unique perspective on negotiation and communication. His book has had a significant impact on my ability to communicate effectively.

“The Road Less Stupid” by Keith J. Cunningham:
Keith J. Cunningham provides practical advice on business decision-making and avoiding costly mistakes. “The Dumb Tax” is something we’ve all done, and don’t want to do again- and this book is great at helping you avoid “The Dumb Tax”

“Profit First” by Mike Michalowicz:
Profit First has transformed my approach to financial management by prioritizing profit from the beginning, not at the end. It introduces practical methods for allocating funds to profit and tax accounts before addressing operational expenses, ensuring financial stability.

So, that’s my list of the worst sins I see with Business owners.
Work on it, not in it; Hold yourself and ones around you accountable; Learn how to communicate; Avoid the dumb tax; and pay yourself correctly.

Any insights you can share with us about how you built up your social media presence?

Organic SEO and social media are essential components of a comprehensive online presence and digital marketing strategy for any business, including mine. Here’s why they are important:
-Most marketing and SEO is free, you just have to put the time in for it to work.
-Define your goals- What are you trying to achieve? Brand awareness? Leads? Website traffic?
-Make sure your website is actually functional. There are ways to “test” it and make sure its relevant.
-Focus on the platform(s) that your clients are on. Not the platforms you prefer. This is important!
-Engage actively. Don’t just post once a month. Try posting once a week, at minimum. Heck, post once a day!
-Serve the 1/3 who love you, Ignore the 1/3 who hate you and convert the 1/3 who don’t know you.

Contact Info:

• Website: abrhouston.com
• Instagram: https://www.instagram.com/abrhouston/
• Facebook: https://www.facebook.com/BMWdoctor
• Linkedin: https://www.linkedin.com/company/abr-houston-tx
• Twitter: https://twitter.com/abrhouston
• Youtube: https://www.youtube.com/c/Abrhouston
• Yelp: https://www.yelp.com/biz/abr-houston-the-woodlands-3
• Other: https://medium.com/@abrhouston

Image Credits
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