Welcome to the New Service Alliance Group
Service Alliance Group has a brand new website, and it comes with a clearer promise to the people we serve. Everything here is now built around one job: giving appliance repair business owners practical business training, systems, and tools for running their shops.
If you have followed us for a while, some of this will feel familiar and some of it will feel new. Here is what changed, why it changed, and where to find the things you came for.
Table of Contents
Why Service Alliance Group Looks Different Today
For a long time, a lot of owners knew Service Alliance Group as an appliance repair association. It was a place to connect with other shops, trade notes on what was working, and push the whole industry forward. We are proud of that history, and we have no plans to walk away from the people who built it with us.
What we kept hearing from those owners, though, was the same set of problems. Pricing that left no margin. Hiring that went sideways. A phone that rang but did not book. Paperwork rebuilt from scratch every time something went wrong. A great technician can open a shop without a single hour of training on the business side of the trade, and it shows up in the numbers.
So we went to work on that gap. Over the last stretch we built courses, documents, calculators, and software aimed squarely at the business behind the repair. The new website is simply the front door to all of it.
From an Association to Business Training, Systems, and Tools
Here is the shift in one sentence: Service Alliance Group is now a company focused on business training, systems, and tools built specifically for appliance repair business owners.
That focus shapes everything we publish. We stay on the business side of the trade: pricing, hiring, cash flow, dispatch, customer experience, marketing, and profit. Technical repair training is its own specialty, and we leave it to the people who specialize in it.
The focus also comes from our co-founders. TK Cousins leads a profitable multi-tech appliance repair company he built from the ground up, and he leads the operations side of Service Alliance Group. Mike Carson, CEO and Co-Founder of Service Alliance Group, runs Appliance Marketing Pros, a marketing agency built around this industry, and teaches The Organic Growth Engine.
Both of them run businesses in this industry, and both are speakers and trainers at appliance industry trade shows, where they lead sessions on the business side of appliance repair. It shows in what we build.
You can read the longer version of our story on the About page.
What stays exactly the same
The community is not going anywhere. The Alliance, our free private Facebook group, still has more than 5,500 owners asking questions and helping each other every day. The podcast keeps going too. What changes is that when a conversation in the group turns into "how do I actually fix this in my business," we now have a real answer to hand you.
What You Will Find on the New Website
Everything on the new site serves a simple plan for appliance repair business owners: start right, operate well, and scale when the numbers say you are ready. Here is where each piece lives.
The S.O.S. Course
The S.O.S. Course (Start, Operate, Scale) is one course in three stages you work in order. It adds up to 70 lessons and more than 21 hours of business training on building a profitable appliance repair business.
- Start covers legal setup, the pricing math, tools and the van, and where first customers come from.
- Operate covers the numbers that run a shop day to day, including job costing and a 13-week cash forecast.
- Scale covers when to hire, building a team that does not need you standing over it, and what your business is worth.
It comes with 70 downloadable tools, 12 of them live spreadsheets that do the math for you, plus a quiz at the end of each stage, a master test, and a certificate of completion. You can see the full outline on the S.O.S. Course page.
Free Courses for Your Team
Two courses in the member portal cost nothing, and they might be the fastest win on this whole list.
- The Appliance Repair CSR Course teaches the person who answers your phone to turn calls into booked jobs. It has 8 modules and 29 short lessons with demo calls and downloadable script cards.
- 5 Star Service Calls is the in-home playbook for technicians, from the knock to the customer interview to asking for the review. It has 38 short lessons.
The portal also carries Build Your SOP System, The Organic Growth Engine, and Canva Design Training. Courses are sold one at a time, so you can buy only the one you need.
The New and Improved SOP Library
Our SOP Library has been completely updated and revamped with newer, more up-to-date SOPs and business documents. It is now the largest SOP and document library ever built for the appliance repair industry: 159 editable documents in 13 categories, from hiring and HR policies to finance and pricing, customer service, legal and contracts, safety, and marketing.
Download a document, drop in your company name, adjust it to how your shop runs, and put it in front of your team. If you have ever wondered why written procedures matter so much, our guide to the benefits of standard operating procedures lays it out. You can buy the library on its own or get it with monthly All-Access, and the SOP Library page has the details.
Appliance Atlas
Appliance Atlas is AI troubleshooting that reads the actual service manual. A technician enters the brand, model, and symptom, and Atlas pulls the service documentation for that exact model from a library of 131,000+ service manuals, then answers from it: error code meanings, test procedures, and component checks. Before you order, it confirms the OEM part number against a live wholesale catalog, with price and stock.
If you used our Service Manual Library in the past, it now lives inside Atlas, with the AI built on top of it. Atlas is a standalone subscription, separate from All-Access, so you do not need anything else from Service Alliance Group to use it. Learn more on the Appliance Atlas page.
Free Tools and the Podcast
Some of the most useful things on the site are free. The Cost of Doing Business calculator shows your true cost per billable hour and per service call, which is where your pricing should start. The podcast has real conversations about running an appliance repair business: pricing, hiring, systems, and profit. Everything else lives on the Resources page.
Who Service Alliance Group Is Built For
We built this for appliance repair business owners at every stage, and for the people who work alongside them.
- The technician about to go out on their own. You know the repair. The Start stage of the S.O.S. Course covers the business setup, and the U.S. Small Business Administration has a solid primer on choosing a business structure to read before you talk it through with an accountant or attorney.
- The owner-operator who is busy but not profitable. Start with the calculator, then the Operate stage.
- The shop with a few trucks and growing pains. Written procedures, hiring systems, and a reference every tech can use are where the hours come back.
- The office manager and the CSR. The free CSR course was built for you.
One promise we will hold ourselves to: no fluff and no gimmicks. We provide practical systems and guidance. The work is yours.
How Business Training Pays Off in a Real Shop
It is fair to ask whether business training is worth the hours when there are machines waiting. Here is how we think about it.
A shop that prices from its real costs stops losing money on busy weeks. A CSR who knows how to present the diagnostic fee books more of the calls you already paid to get. A tech who explains what they found and offers options earns better reviews, which bring in more calls. Written procedures mean a new hire learns the job the same way every time instead of shadowing whoever happens to be free.
None of that requires a new van or a bigger ad budget. It requires a system, and systems are what Service Alliance Group builds.
What to Expect From This Blog
This blog is where we will share the practical side of running an appliance repair company, in plain language. Expect guides you can put to work on a Monday morning:
- Pricing and profit: diagnostic fees, parts markup, and pricing every job from your real cost of doing business.
- Operations: dispatching, routing, van stock, first-time complete rates, and written procedures.
- People: hiring your next technician, training new techs faster, and coaching the person on the phone.
- Customers and marketing: reviews, referrals, your Google Business Profile, and a website that turns visitors into calls.
- Appliance Atlas: getting the right manual, the right answer, and the right part on the first trip.
We will also keep bringing back some of our most useful older articles, rewritten for today, so the advice matches how the trade works now.
How to Get Started This Week
You do not need to do everything at once. Pick one of these and do it this week.
- Enroll your team in a free course. Create an account in the member portal and start the CSR course or 5 Star Service Calls.
- Run your numbers. Open the Cost of Doing Business calculator and find your true cost per billable hour and per service call.
- Put one procedure in place. Choose whatever breaks most often in your shop and write it down, or grab the matching template from the SOP Library.
- Give Atlas a real call. Enter a model and a symptom you saw recently and compare the answer to what you found.
- Join the conversation. If you are not in The Alliance community on Facebook yet, come say hello.
Frequently Asked Questions
Is The Alliance Facebook group still free?
Yes. The Alliance is our free private Facebook group, and it is still free. More than 5,500 appliance repair business owners use it to ask questions, share what is working, and help each other. Nothing about the new website changes that, and the link to join is in the getting started steps above.
Do I need a membership to use Appliance Atlas?
No. Appliance Atlas is a standalone subscription, and it is not part of monthly All-Access. You can use it without buying any course or the SOP Library, and you can use the courses without Atlas. Our former Service Manual Library is now part of Atlas, with the AI built on top of it.
Can I buy a single course instead of everything?
Yes. Courses in the member portal are sold one at a time, and two of them are free. If you want every course plus the SOP Library, monthly All-Access includes both. Appliance Atlas is a separate subscription and is not part of All-Access.
Who is behind Service Alliance Group?
Service Alliance Group is an alliance of appliance repair business owners, co-founded by TK Cousins and Mike Carson. TK leads a profitable multi-tech appliance repair company, Richmond Appliance Guys, and at Service Alliance Group he leads the operations side. Mike is the CEO of Service Alliance Group and of Appliance Marketing Pros, a marketing agency built around this industry, and he leads how customers find you.
You may have seen TK and Mike at appliance industry trade shows, where both speak and lead business training sessions for appliance repair owners and their teams. Mike is also the author of Built for Beyond the Truck and Digital Marketing for Home Service Businesses, both available on Amazon.
Where did the old member area go?
Existing members can still reach the legacy member portal from the Member Login menu at the top of the website. The new member portal is where all new courses and the SOP Library live. If you cannot find what you are looking for in either one, contact us and we will help you sort it out.
Thank you for being part of this. Service Alliance Group exists because owners like you asked for better tools, and we are just getting started.
