The problem with even being a shop owner is when your doing the same things as every other shop in the area its easy for customers to just price shop everybody......I mean lets face it when your putting a water pump on its not like your doing anything way more special than the least quoted shop for the same job and parts anymore suck across the board so they are all a crap shoot......customers will typically go for the cheaper shop if they are calling around for prices. Yes shops do have regular customers but again if your pricing is way out of line eventually you lost them too.....only way to make real good money without having to worry so much about price shoppers is to specialize and be known exclusively in the area for it and then price doesn't really matter