Articles by David Rogers

First things first, you need to have a strong grasp of what your costs are – equipment, labor, rent, etc. – before you can determine what you’ll be charging for both parts and labor.
David Rogers
One problem a lot of shops seem to inflict upon themselves is putting up too many barriers for techs to be efficient.
David Rogers
Maximize your marketing through quality, dedication and consistency.
David Rogers
While we can’t control how many techs are entering the industry or how many “hirable” techs are available in our given market, the one thing we can control is being proactive and putting ourselves in a position to do more with less by having good systems and policies in place.
David Rogers
We have to create a culture that quality employees want to be a part of, we have to hire and train the right way, and we have to empower and incentivize them to become a valuable part of our team.
David Rogers
Effective marketing isn’t measured by ROI or car count (no matter what some marketing companies tell you) or by how busy you feel (no matter how much stress it takes away), but by looking at the long-term health of the business and loyalty of your customers.
David Rogers
All advertising is marketing. Not all marketing is advertising. Knowing the difference is critical, because it’s the key to getting the most from your marketing budget and holding your marketing vendor accountable.
David Rogers
Change has always been a way of life for technicians due to rapid advancements in vehicle technology. But the real change is coming for owners and how they manage their business.
David Rogers