CarPeopleMarketing.com
whyREASONS
CarPeopleMarketing.com
What makes them...- mad...- leave...- never come back...
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CarPeopleMarketing.com
It happens every single day...
It's a serious problem.
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CarPeopleMarketing.com
15-25% of the customers in your store for service today...will never come back.
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CarPeopleMarketing.com
Maybe...- found a better deal- just forget abt you- didn't fix right- you pissed them off
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CarPeopleMarketing.com
You have to constantly fill the pipeline because of the "churn" of customers you lose
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CarPeopleMarketing.com
That 'churn' keeps you from growing...
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CarPeopleMarketing.com
But there is good news.
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CarPeopleMarketing.com
I believe...You can fix it.
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CarPeopleMarketing.com
I believe you can...slow down or stop the churn of customers in
your store...
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CarPeopleMarketing.com
I believe you can...- adapt- change - grow- succeed
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CarPeopleMarketing.com
I've seen you do it.
You've done it before.
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CarPeopleMarketing.com
You made it through the bad times...You survived 08-09
and you are still here.
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CarPeopleMarketing.com
You aresurvivors…
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CarPeopleMarketing.com
You are smarter than you used to be...
- leaner- cleaner- meaner
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CarPeopleMarketing.com
You figured out how to make it when others didn't.
You did what you had to do...and it worked.
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CarPeopleMarketing.com
I believe you can do anything.
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CarPeopleMarketing.com
I love the car business...
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CarPeopleMarketing.com
I love the - enthusiasm- energy & creativity- opportunities- challenges
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CarPeopleMarketing.com
I believe,if you really want to grow your service business...
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CarPeopleMarketing.com
You need to...- get lost cust back- attract new ones- keep existing ones
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CarPeopleMarketing.com
You need to give customers some real reasons to visit your store...
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CarPeopleMarketing.com
And, you need to stop pissing them off when they do.
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CarPeopleMarketing.com
Here's what I did...
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CarPeopleMarketing.com
whyREASONS
CarPeopleMarketing.com
so you would know which ones to fix first.
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CarPeopleMarketing.com
I asked 100 customers what they HATE most about dealership svc departments...
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CarPeopleMarketing.com
I told them to be brutally honest...
I told them not to hold back...
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CarPeopleMarketing.com
I told them I really wanted to know how they felt...
And they told me.
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CarPeopleMarketing.com
whyREASONS
CarPeopleMarketing.com
1. You have to be Open More.
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CarPeopleMarketing.com
Open evenings.Open weekends.Open when the competition is.
1. Be Open More
CarPeopleMarketing.com
You have to be open for business if you expect to do business.
1. Be Open More
CarPeopleMarketing.com
You have to be open... when they need you to be open.
1. Be Open More
CarPeopleMarketing.com
- old days are gone- busy 24/7 365 world- both spouses work- juggling kids, jobs- can't waste a min
1. Be Open More
CarPeopleMarketing.com
There are lots of other places they can go – and once they go, you lose them forever.
1. Be Open More
CarPeopleMarketing.com
You have to make sure they know when you are open.
1. Be Open More
CarPeopleMarketing.com
You have to be Open More.
CarPeopleMarketing.com
2.You have to
Answer the
Phone
CarPeopleMarketing.com
Customers told us they HATE to call dealership service departments.
2. Answer the Phone
CarPeopleMarketing.com
They said...- you don't answer- put on hold- takes forever- sound in a hurry- sent to voicemail
2. Answer the Phone
CarPeopleMarketing.com
So we called 150 dealerships...we found out they were right.
2. Answer the Phone
CarPeopleMarketing.com
21% didn't answer in 5 rings...we hung up.
2. Answer the Phone
CarPeopleMarketing.com
26% put us on hold for over 2 minutes...we hung up.
2. Answer the Phone
CarPeopleMarketing.com
21 + 26 = 47% we never even got to talk to a service advisor...
2. Answer the Phone
CarPeopleMarketing.com
Of the 53% we did talk to...
2. Answer the Phone
- 77% didn't ask name- 74% price, no reason- 72% didn't ask appt
CarPeopleMarketing.com
85% of service customers call first.
They want to do business with you!
2. Answer the Phone
CarPeopleMarketing.com
You spend hundreds of dollars in advertising every month just to get the phone to ring...
2. Answer the Phone
CarPeopleMarketing.com
And nobody answers.
2. Answer the Phone
CarPeopleMarketing.com
- Call your store.
- Pretend to be a service shopper.
- Answer this Question.
2. Answer the Phone
CarPeopleMarketing.com
Would you do business with you ?
2. Answer the Phone
CarPeopleMarketing.com
Here's the Solution, and it's simple.
2. Answer the Phone
CarPeopleMarketing.com
Hold a monthly telephone training meeting.
2. Answer the Phone
CarPeopleMarketing.com
- know how important- get their name- give reasons to buy- always ask for appt- get rid of voicemail
2. Answer the Phone
CarPeopleMarketing.com
You can instantly increase your service traffic if you just...
2. Answer the Phone
CarPeopleMarketing.com
Answer the Phone.
CarPeopleMarketing.com
3.You have to beMore
Competitive.
CarPeopleMarketing.com
They think you charge too much.
3. Be More Competitive
PERCEPTIONREALITY
CarPeopleMarketing.com
Here's what I found out...
3. Be More Competitive
CarPeopleMarketing.com
I found out you really only have to be competitive on a fewwell known services.
3. Be More Competitive
CarPeopleMarketing.com
You have to be competitive on- oil changes- tire rotations- check eng lights- tires
3. Be More Competitive
CarPeopleMarketing.com
These are the 4 most shopped services...they drive the most traffic...
3. Be More Competitive
CarPeopleMarketing.com
Customers know about what they are worth...
they know if it's a good deal or not...
3. Be More Competitive
CarPeopleMarketing.com
and if it's not a good deal -they will go somewhere else.
3. Be More Competitive
CarPeopleMarketing.com
The Competition is Fierce.
3. Be More Competitive
CarPeopleMarketing.com
US Dept of Labor81,533 Independent Repair Shops
3. Be More Competitive
CarPeopleMarketing.com
593 Pepboys800 Goodyear900 Meineke
3. Be More Competitive
CarPeopleMarketing.com
1500 Firestone1800 Midas2400 Walmart Auto
3. Be More Competitive
CarPeopleMarketing.com
2200 Jiffy Lube's
27,500,000 Customers Per Year
3. Be More Competitive
CarPeopleMarketing.com
Think about this...
3. Be More Competitive
CarPeopleMarketing.com
Most service customers aren't like us...
3. Be More Competitive
CarPeopleMarketing.com
They...- shop around- clip coupons- it's just oil change- $2-3 can change- BOA $5 per month
3. Be More Competitive
CarPeopleMarketing.com
WOW them with your Oil Change Price.- competitive- at least meet / beat- make sure it's deal
3. Be More Competitive
CarPeopleMarketing.com
WOW them with your Tire Rotation Price.- very competitive- price is low or free- get the wheels off
3. Be More Competitive
CarPeopleMarketing.com
WOW them with your CK Eng Light Price.- make $ on the fix- don't have to beat- do the math - $ fix
3. Be More Competitive
CarPeopleMarketing.com
Remember,The only goal for these services is to get them in your store.
3. Be More Competitive
CarPeopleMarketing.com
I know you don't make a lot on these...
3. Be More Competitive
CarPeopleMarketing.com
I'm not saying to be too cheap...that doesn't work either...
3. Be More Competitive
CarPeopleMarketing.com
People will pay a little more to do business with you.- you are the best- you are worth it
3. Be More Competitive
CarPeopleMarketing.com
But, they won't pay a lot more.
3. Be More Competitive
CarPeopleMarketing.com
Anybody have a calculator?
3. Be More Competitive
CarPeopleMarketing.com
How much do you make when they go somewhere else?
3. Be More Competitive
CarPeopleMarketing.com
Tires.
3. Be More Competitive
CarPeopleMarketing.com
75% of customers buy service where they by tires...
3. Be More Competitive
CarPeopleMarketing.com
4 out of 5 will buy from 1st person that tells them they need tires...
3. Be More Competitive
CarPeopleMarketing.com
1 in 7 cars in your service drive needs tires now...
You have to sell tires.
3. Be More Competitive
CarPeopleMarketing.com
It's easy to shop for tires.
3. Be More Competitive
CarPeopleMarketing.com
Your tire prices need to match or beat the prices in your market area.
3. Be More Competitive
CarPeopleMarketing.com
1.67 is not the correct markup percentage for tires.
3. Be More Competitive
CarPeopleMarketing.com
You need to include mounting and balancing...in the price – call it a tire installation / protection package.
3. Be More Competitive
CarPeopleMarketing.com
You need to be... - proud of prices- know competitive- prove it everyday...
3. Be More Competitive
CarPeopleMarketing.com
20% Difference Tire Low Price Guarantee.
- find same tire less- 90 days- pay difference +20%
3. Be More Competitive
CarPeopleMarketing.com
- advertise it- talk about it- brag about it - flyers on RO's- use it as a closer
3. Be More Competitive
CarPeopleMarketing.com
You have to beMore
Competitive.
CarPeopleMarketing.com
4. You have to beFaster & Better
CarPeopleMarketing.com
They want to get an oil change done in 30 minutes or less...
or they will go somewhere else...
4. Be Faster & Better
CarPeopleMarketing.com
They want someone to greet them as soon as they arrive... or they will go somewhere else...
4. Be Faster & Better
CarPeopleMarketing.com
They want their car fixed right the 1st time in less time...
or they will go somewhere else...
4. Be Faster & Better
CarPeopleMarketing.com
They don't want to stand in line at the cashier to pay.
4. Be Faster & Better
CarPeopleMarketing.com
Fix 90% of problems...hire 2 more techs,hire 1 more service advisor and...
4. Be Faster & Better
CarPeopleMarketing.com
fire your cashier.
4. Be Faster & Better
CarPeopleMarketing.com
Cashiers...- cust serial killers- no vested interest- create a bottleneck - pissing off science- evil, wicked, mean
4. Be Faster & Better
CarPeopleMarketing.com
Cashiers should not be the last person your customer sees.
4. Be Faster & Better
CarPeopleMarketing.com
They need to go away or be put away or at least be moved away from your customers.
4. Be Faster & Better
CarPeopleMarketing.com
Service Advisors talk customers into coming in, meet, greet, write up & upsell them –
4. Be Faster & Better
CarPeopleMarketing.com
I just thinkService Advisors should cashier their own tickets.
4. Be Faster & Better
CarPeopleMarketing.com
When they say theyare too busy to do that job... hire another one.
4. Be Faster & Better
CarPeopleMarketing.com
You are in the Service Business...
4. Be Faster & Better
CarPeopleMarketing.com
Step Up & Staff Up.
You can't grow your biz if you don't grow your staff.
4. Be Faster & Better
CarPeopleMarketing.com
You have to beFaster & Better
CarPeopleMarketing.com
5. You have to Show You Care.
CarPeopleMarketing.com
They told us...they want to be reminded when their car is due for service...
5. Show You Care
CarPeopleMarketing.com
they want to save money & they like to get coupons...
5. Show You Care
CarPeopleMarketing.com
They want to be kept informed about the status of their vehicle – don't want to have to call you.
5. Show You Care
CarPeopleMarketing.com
They want to trust you...
5. Show You Care
CarPeopleMarketing.com
They want to know you aren't selling them services they don't need.
5. Show You Care
CarPeopleMarketing.com
They want tofeel appreciated, be told thank you.
5. Show You Care
CarPeopleMarketing.com
It's really this simple:Treat every customer like they were your mom.
5. Show You Care
CarPeopleMarketing.com
Don't oversell, but don't undersell either.
Sell them what they need.
5. Show You Care
CarPeopleMarketing.com
Sell Wiper Blades.- best retention tool- they need, make $- shows you care- shows quality later
5. Show You Care
CarPeopleMarketing.com
Loyalty Club.- give them a reason- almost all have one- customers expect- spend & visit more
5. Show You Care
CarPeopleMarketing.com
Do Active Delivery.- park the car- review invoice- remove covers, Wow- say thank you
5. Show You Care
CarPeopleMarketing.com
You have to Show
You Care.
CarPeopleMarketing.com
whyREASONS
CarPeopleMarketing.com
1. Be Open More2. Answer the Phone3. More Competitive4. Faster & Better5. Show You Care
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CarPeopleMarketing.com
Today, you need every service customer you can get.
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CarPeopleMarketing.com
Service...- pays the bills- sells cars- is profitable
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CarPeopleMarketing.com
We need to...- listen to customers- give what they want- good enough isn't
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CarPeopleMarketing.com
It's easy to buy in.It's easy to agree.It's easy to get it.
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CarPeopleMarketing.com
The Challenge is when you GO BACK.
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CarPeopleMarketing.com
Service Managers...
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CarPeopleMarketing.com
GO BACK...- take control- know you run show- expectations chg'd- tail doesn't wag
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CarPeopleMarketing.com
GO BACK...- get fired up- out of office / drive- get engaged in biz- run svc like sales
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CarPeopleMarketing.com
GO BACK...- on a mission- give customers- what they want- never go anywhere
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CarPeopleMarketing.com
GO BACK...to Your Store and Run it Like You Really Own It!
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CarPeopleMarketing.com
Randy Johnson.I love the car business.I grew up in it.
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CarPeopleMarketing.com
CarPeopleMarketing.comCarPeopleMarketing.com