Are Low Car Counts the Real Issue?

[Joe Marconi]

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[Dustin Rutkowski]

Spot on Joe!! Sometimes you have to read something like this to bring you back into reality. Just because car counts, Average RO, or Visits per year are down does not mean you have to sit there and take it. Analyze and React!

[mspecperformance]

Had a conversation with a customer today about oil service. We had just finished up an oil service for the Customer and also a Complimentary Oil Service Inspection. He actually asked if he had to pay extra or if it was included LOL he was very impressed by the digital inspection... Anyway back to my story... the customer asked about his next oil change interval. Shame on me I had just bought an lube sticker machine this week and we are setting it up today. I did not get a chance to give this customer a lube sticker however when asked about his next oil change I did notify him we will be sending a notification for his next oil change. He asked when we suggest he get his next oil change my response was 5,000 miles or 6 months. The customer then asked why so early since synthetic oil is made better, last longer etc etc. I responded by saying, "Sir you are completely right! Synthetic Oil and especially the German brand of oil we use is really high quality stuff and you certainly can run the vehicle a lot longer without absolutely having to change your oil HOWEVER... it is in our professional opinion it is "cheap insurance" to perform oil services more frequently so we can monitor oil level, oil quality etc. We also perform our complimentary oil service inspection during every oil change." This customer is on the penny pincher side of things and his response was, "oh ok, makes sense."

 

Systematically educating your customers is key! Systematic CRM is also super important. Something I am working on constantly.

Edited October 11, 2014 by mspecperformance