Context: While responsible for the Field Services Group at OEC, No Borders founder Shane Murphy was the architect of a one-of-a-kind Performance Coaching model, built from the ground up. Early in his time at OEC, tasked with being the sole field "trainer" at the time, he knew that great things were possible with the right team in place and proper support. He pitched the idea and was told: "If you want to scale this, prove it works."
The stakes were high. OEC worked with three major automakers, and success depended on delivering measurable outcomes across complex dealership environments.
Approach: Shane designed the coaching structure, built the tools, and developed a field-ready playbook — all with a focus on real-world performance, not just theory.
Shane and his team worked directly with high-impact dealer partners to ensure the model aligned with their daily operations and automaker KPIs. As the program gained traction, Shane also recruited and developed the team that would carry it forward — hiring, mentoring, and managing a group of field coaches and managers who became the backbone of the system.
Case Highlight
: Fred Beans Parts
Fred Beans Wholesale Parts, one of the largest wholesale parts departments in the United States, became a testbeds for the Performance Coaching system. What started as field-level collaboration turned into a fully engaged partnership. The dealership's leadership and operations teams embraced the tried-and-true Performance Coaching, and the results were immediate and lasting.
What made this case especially bold was Shane’s decision to send his least experienced coach - a new hire fresh out of college with zero industry background — to lead the engagement. The initial reception was tense, and skepticism was high. But with proven guidance and structure behind him, that coach quickly earned trust and drove impact. By the end of the engagement, the Fred Beans team had completely reversed their stance... they didn’t just accept the coach, they wanted to hire him. Shane had to fight to keep him on the team.
Outcomes:
These weren’t just internal perceptions. The feedback was so strong, it was memorialized in a video testimonial:
"The video’s one of my favorite artifacts. It wasn’t staged or scripted. It's just real feedback from a team that saw results. They spoke about how the coaching helped them simplify processes, hit goals, and improve performance. That’s exactly what the program was built for."Strategic Impact: The success at Fred Beans became part of the proof needed to scale the program. It validated Shane's approach and laid the foundation for expanding the performance coaching team nationwide.
What began as a one-person experiment became a central component of OEC's national training and dealer engagement strategy.
Key Competencies Demonstrated: