For The Record - Archive

FTR 012: Cecil Bullard on Undervalued Labor Rates

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Cecil Bullard is President of the Institute for Automotive Business Excellence. He is a trainer and business coach in the automotive aftermarket working closely with service professionals. See links below.

Key Talking Points

  • You must see your value and not be afraid to charge the labor rate that will make you a profit.
  • You must have self-worth to feel right about what you charge for your time, knowledge and expertise.
  • Cecil believes that there is a high degree of people working in the industry that have ADHD and Dyslexia because they were pushed into the automotive field by their high school advisors.
  • Many were told that they were not smart so many lack self-esteem and are afraid to charge what they are worth.
  • Many shops do not understand how their business works financially because they were great techs. Therefore
  • We are grossly undercharging for what we do and that leads to issues within our industry.
    • Tech shortage.
      • We must hire smarter and mentor them
      • We don’t pay enough.
      • We must provide benefits like health, dental and retirement among others.  


      • The core of the problem; we worry about the guy down the street’s labor rate and not your own.

        • Previous episodes featuring or mentioning Cecil, click HERE.
        • Institute for Automotive Business Excellence website.
        • Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.
        • Email Carm HERE.
        • A special thanks to Cecil Bullard for sharing his passion – For The Record.

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          For The Record - ArchiveBy Carm Capriotto, AAP
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