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Free Dealership Oil Changes Backfire

Joe Marconi
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5 Star Auto Spa Community Regular

5 Star Auto Spa

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Joe it sounds like you have really built up a loyal group of customers that truly trust you....that's great! We have only been in business now going on 3 years and sometimes it feels like its a real uphill battle convincing customers that we are just as and even sometimes more trustworthy and skilled to service their vehicles. For your FREE safety inspection, what were you planning on including in this......the 24 point oil change inspection?

JohnzCarz Newbie

JohnzCarz

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I have to ask myself - do customers really believe they are getting 'free' oil changes or, as another dealer was advertising, free tires for as long as you own the vehicle? I can maybe see a struggling shop giving away $15 worth of oil and a filter in the hopes that they generate some traffic and build a customer base but eventually someone (the consumer) pays for that oil change in some form. I can't even imagine how the tire deal works. They must have a clause that you need to bring in the car for an 'inspection' every month or else the deal is void.

 

I guess this marketing does work though. Locally the 'free oil change for life' marketing campaign started with 1 dealer and within no more than 2-3 months every dealer in the area was on-board. I doubt they would join if it was a money loosing deal.

Edited by JohnzCarz

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    • Joe Marconi
      The Toolbox is Last to Leave, First is the Heart
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      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.

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