Connie and Russell Cook owns Finish Line Automotive in Ocala, FL.

Talking points:

• Husband and wife story of commitment to open their own shop
• Russel had a long commute and worked at a dealership
• Connie finds a going shop within three miles of home and Russell did the research
• Russell has 27 years experience as a dealership tech
• Russell know they needed help on the finance side of the transaction
• They put a lot of money as a down payment but put them in a tough position with working capital. That is why Russell continued to work at the dealership for 5 monthsThey have survived with his normal income
•  They will continue to take less of a salary to help the business get on a strong cash footing
• They took ownership on February 1, 2020, and one month later Covid-19 hit. They are coming out of it very well
• They kept some of their great, long time, people that have helped Connie transition
• Connie had to learn to be a service advisor
• Russell will jump in at whatever level he needs to do from counter to be in the bays
• The business they bought had good consumer ratings. They keep hearing good talk about the business
• They started with a database of 5,000 customers
• They made a move on labor rates. They were too low compared to other shops. They also changed their menu prices
• They fixed a credit policy that charged more if you used your credit card. Wrong thing to upcharge
• A bright and well-lit waiting room
• Fix it or repair the new businessComputer/Invoicing
• Broadband speed
• AC Recharger would not complete a functionCouldn’t get it repaired
• Bought a used on
• Scan tool
• They were blessed with the technicians that were in the business and the affordability of the deal.He has 5 bays and 4 usable
• An alignment machine

Resources:

• Thanks to Connie and Russell Cook for their contribution to the aftermarket’s premier podcast.
• Link to the ‘BOOKS‘ page highlighting all books discussed in the podcast library HERE. Leaders are readers.
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