How One Shop Owner Rewards His Team in Unforgettable Ways

For many business owners, hitting ambitious sales goals is a cause for celebration, but for Dennis Goodhue of Diamond G Repair of Montrose, CO, it’s more than that—it’s a promise. A promise that when his team reaches new heights, they’ll be recognized in a way they’ll never forget.

 

In 2024, Dennis and his crew at Diamond G broke their all-time sales record, reaching over $2.5 million in gross sales. Their reward? A well-earned cruise along the Baja coast aboard the Carnival Panorama, stopping in Puerto Vallarta, Mazatlán and Cabo San Lucas. For a week, the Diamond G team had the time of their lives, enjoying snorkeling, zip-lining, hiking and sightseeing, and of course, a whole lot of delicious food and drinks!

 

But this wasn’t their first team trip, and if Dennis has anything to do with it, it won’t be their last.

 

Setting Goals—and Making Them Matter

This tradition of rewarding big wins in a big way started a few years ago when Diamond G Repair was stuck on a sales plateau. Dennis knew his team had more potential, but he needed something to push them forward.

“At one Monday morning meeting, I challenged the crew that if we could break $1.3 million and push it to $1.5, we could all go to Hawaii. They laughed,” Dennis recalls. As the year progressed and the numbers climbed higher, the team began to ask if he’d been serious…But as those who know Dennis can tell you, when Dennis says something, he means it!

 

By the end of the year, they had surpassed even Dennis’s expectations, reaching $1.6 million. True to his word, he booked the Hawaii trip. The next year, he set the bar even higher—$1.8 million, and the team once again went beyond, closing the year at $1.9 million. Another Hawaii trip followed.

By 2024, the team had outgrown their usual destination. “They were tired of Hawaii and requested a cruise,” Dennis says with a laugh. They hit $2.5 million that year, well over their $2.2 million goal. When they returned from the cruise, the first thing they asked was: What’s this year’s goal? And more importantly—where are we going?

 

The Power of Recognition

Dennis understands that great leadership isn’t just about setting goals—it’s about making people feel valued.

“We as employers are business and numbers driven,” he says. “While that’s true, we cannot do all the work by ourselves. We must rely on a team of dedicated workers to make things happen. That being said, they are people just like us. They need recognition and rewards just like we do.”

The impact of these rewards is clear. By investing in experiences that his team will remember for a lifetime, Dennis fosters a culture of motivation and commitment. When employees feel appreciated, they show up every day ready to give their best.

 

Smart Planning

Of course, closing a shop for a week to take the team on vacation isn’t something a business owner can do without a clear plan and preparation. There’s always a financial impact, but Dennis has learned how to make sure everything is accounted for well in advance, so everyone can enjoy the trip without worry.

“The secret is to make sure the positive impact is greater than the negative impact,” he explains. “Set and make the goals known. Monitor the progress. Constantly set money aside to pay for it.”

He also makes sure the team has a say in the planning. “It’s their trip, so let them have input.” For the cruise, one of his managers even took on all the logistics, ensuring a smooth experience for everyone.

 

Learning to Lead

Dennis wasn’t always the leader he is today. Like many shop owners, he started as a technician and had to learn the business side along the way.

“I did not know how to run a business. I didn’t know how to handle employees, customers, vendors, finances or the government. I ran my business by the checkbook method,” he admits.

 

That all changed when he started working with DRIVE. Through DRIVE’s workshops and coaching, Dennis transformed his approach to leadership and business management. “Every workshop and training event changed the way I do things,” he says. “Coaching and training are the two most powerful tools to help you with owning and running a business.”  Learning to shift his mindset from tech to leader set the foundation for business growth and the development of an incredible shop culture that sets Diamond G apart.

 

Investing in More Than Just Paychecks

Financial rewards are a big part of how Dennis keeps his team engaged, but he knows that money alone isn’t enough to build a strong culture. Transparency and accountability are just as important.

“Everyone has stats posted for all to see. This helps with accountability and shows how we can succeed as a team,” he explains. “Productivity is the basis of morale. We all like to do a good job and receive recognition for doing it.”

 

When hiring, Dennis looks beyond technical skills, prioritizing personal discipline and attitude. “We look for the quality of the person more than talent. Skills can be taught, but we spend more time with our work family than most other people. We must be caring, open and honest, just like in any relationship.”

 

Advice for Other Shop Owners

Reflecting on his journey, Dennis shares the leadership principles that have made the biggest difference:

• Set bigger but attainable goals. “Your team will rise to the challenge if they know the goal is worth it.”
• Train your team so they can do their jobs effectively. “No one succeeds without the right tools.”
• Establish policies and best practices. “Structure and consistency create a stable environment.”
• Celebrate success. “Recognition and rewards make hard work worthwhile.”

 

For shop owners looking to emulate his success, Dennis offers this advice: Never stop learning.

“The world is an ever-changing place, and so are our shops,” he says. “If there’s a problem, fix it. If there’s success, celebrate it. If there’s a lack of knowledge, get training. Save for bad times and for good times—because they both require money and dedication.”

 

Through years of refining his leadership approach, Dennis has built something far more valuable than a profitable shop. He’s created a workplace where people feel motivated, supported and inspired to achieve their full potential together.

And if past success is any indication, the team at Diamond G Repair will be celebrating many more record-breaking years to come.

 

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Link to the DRIVE FACEBOOK LIVE episode featuring Dennis HERE.

Brittany Crow, DRIVE