Transform Your Shop: Marketing Wisdom from Cecil Bullard

[@cesarherrera8498]

Huge thanks to this AMAZING podcast! I was able to win a ticket for the MARS event!! I appreciate Cecil and his team for doing all of this & am looking forward to seeing all of you at the event!

[@ChangingTheIndustry]

That's amazing news! Can't wait!

[@BehindTheCounter_TFSO]

Here's is a perfect case study. Upon entering a two-bay repair shop connected to a used car dealership, I noticed that his post-labor rate was $25-$30 lower than others in the area. The shop owner, in need of a replacement for a recently departed mechanic, had been unsuccessful in finding a suitable candidate. Consequently, he had to step back into the bays himself. I pointed out to him that Walmart was paying $20 an hour with no tool investment required. One morning, while he was at the deli grabbing an egg sandwich, he ran into a local competitor and asked about their hourly rate. Upon returning to the shop, he promptly adjusted his own rate to match, making it more competitive for his area. The lesson here is simple: sometimes, you don't need to pore over profit and loss statements; instead, you might just need to grab an egg sandwich at the deli and have a candid chat with your competitors about your hourly rates. LOL. In the New York area, our Land Rover repairs command $499 an hour. When I come across an independent garage working on one of these vehicles and charging the customer less than $160 an hour, I always inquire why they don't have a different labor rate for European vehicles. However, I never seem to get a straight answer from them.

[@ChangingTheIndustry]

Love it! So true!

[@Khans1199]

But wont the customer look at the labor rate on the board and react to what he's being charged??

[@BehindTheCounter_TFSO]

In New York State, we have something called the 'Consumer's Bill of Rights.' Your labor rate must be posted in a clear, visible area. We have the New York State Department of Motor Vehicles overseeing our repair facilities; you must be registered with them to perform any motor vehicle repairs. In contrast, other states have little to no oversight except for their Attorney General, who is often preoccupied with pursuing larger matters. Once again, the consumer takes the hit. This lack of oversight is where we encounter problems with some bad actors.

[@DavidRomanKC]

@@BehindTheCounter_TFSO no offense, but thinking that government oversight is necessary to protect the consumer is a result of indoctrination from living in the People's Republic of NY. In the free states of America, we go by caveat emptor and we love it. What's more, shops can run a labor matrix, allowing us to dynamically charge for more difficult repairs.

[@tchristopoulos518]

I recently met Cecil, and the one thing I took away from this meeting was that he sincerely cares.

[@Alibronk]

Great info. Thank you for posting.

[@ChangingTheIndustry]

Glad it was helpful!

[@tchristopoulos518]

Hey Cecil, here is a marketing tip: Shorten your email address...lol. All kidding aside, I love your stuff Sir

[@nickayivor8432]

Please interview New Level Auto Keith DeFazio

[@SoLucky]

Post it notes!