2011 Super Charge Your Service Department
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Transcript of 2011 Super Charge Your Service Department
RandyJohnson
RandyJohnson
Wake Up.Wake Up.
Celebrate.Celebrate.
We have a lot to be thankful for
Today!
We have a lot to be thankful for
Today!
Stand Up.Stand Up.
LOOK Around the Room!
LOOK Around the Room!
This Room is Special.
This Room is Special.
Leaders.Survivors.Winners.
Leaders.Survivors.Winners.
Everybody here…
has weathered the storm and made it
through.
Everybody here…
has weathered the storm and made it
through.
Everybody here...
is still in business and committed to
success.
Everybody here...
is still in business and committed to
success.
Everybody here…Everybody here…
Ready for the Future.
Ready for the Future.
Shake Hands.Congratulate.
Celebrate Your Success.
Shake Hands.Congratulate.
Celebrate Your Success.
RandyJohnson
it is time to stop looking backwards…
it is time to stop looking backwards…
I believe…I believe…
start looking forward.
start looking forward.
we have turned the corner
and…
we have turned the corner
and…
I believe…I believe…
the future is bright.
the future is bright.
I believe…I believe…
to go where we want to go…
I also believe…
to move ahead and stay ahead…
to move ahead and stay ahead…
to truly reach the next level…
to truly reach the next level…
We have to do some things
different.
We have to do some things
different.
We have to CHANGE.
We have to CHANGE.
We have to CHANGE.
We have to CHANGE.
ThinkCompeteAdvertiseManage
ThinkCompeteAdvertiseManage
We have to FOCUS.
We have to FOCUS.
We have to GET SERIOUS.
We have to GET SERIOUS.
The Competition is FIERCE.
The Competition is FIERCE.
If we are going to WIN…
If we are going to WIN…
If we are going to GET OUR
CUSTOMERS BACK & KEEP
THEM…
If we are going to GET OUR
CUSTOMERS BACK & KEEP
THEM…
If we are going to MAXIMIZE EVERY OPPORTUNITY…
If we are going to MAXIMIZE EVERY OPPORTUNITY…
If we are going to
STEP THINGS UP A NOTCH…
If we are going to
STEP THINGS UP A NOTCH…
We have to ACCELERATE.
We have to ACCELERATE.
We have to put the pedal to the
metal…
We have to put the pedal to the
metal…
and leave the others in the
dust.
and leave the others in the
dust.
I believe,We have what it
takes, but…
I believe,We have what it
takes, but…
It’s going to take more than
4 cylinders.
It’s going to take more than
4 cylinders.
It’s going to take more than 6 or 8 cylinders.
It’s going to take more than 6 or 8 cylinders.
To reach our goals, we are going to
have to…
To reach our goals, we are going to
have to…
your service department
Super Charge
your service department
Super Charge
10 Ways to
Take Control: Run It Like
You Own It
Take Control: Run It Like
You Own It
1
I can’t get…to sell I can’t get…to answer they won’t listen to me one of these days…
Who is running your
store?
Who is running your
store?
you are the coach it’s your team each month big game your future; win vs loss
get out of office, drive money is on drive teach them how to sell how you want things
set clear expectations hold accountable sales meetings daily praise; get involved motivate & cheer lead
let them know your job is on the line
before you lose your job…they lose theirs
Run your service department like a
sales department.
Run your service department like a
sales department.
Run it like you own it!Run it like you own it!
Be More Convenient.
Be More Convenient.
2
think like a customer open more; Saturday open early, late, easy
Extensive 6 month study of 150
dealerships and we found…
Being Convenient is not just about being
open…
wait 2 hrs for oil chg? return if not right 1st come back if no parts understaffed, too busy
Would you…Would you…
Would you do
business with you?
Would you do
business with you?
Step Up&
Staff Up.
Step Up&
Staff Up.
3
techs to get job in… adv’s greet & cashier cashiers out / hoola people hate lines
Have enough…Have enough…
Too much business… can be bad for
business!
Too much business… can be bad for
business!
always have more adv more techs sell up; have coverage somebody is always
“not there”
to sell 100 cars 10 salespeople same rule applies advisors handle 15-20 techs work on 5-6 cars
Fix 90% of problems with 2 more techs &
1 more advisor…
We have to say “Yes We Can”
Fix 90% of problems with 2 more techs &
1 more advisor…
We have to say “Yes We Can”
Answer the Phone.
Answer the Phone.
4
85% call first giving you opportunity asleep at the wheel
We called 150 stores…
22% didn’t answer 5 rings.We Hung Up.
27% put us on hold 2 min.We Hung Up.
We didn’t talk to about 50%
94% didn’t ask our name.
85% price, no reasons.
73% didn’t ask for appt
what is your avg $/RO every ring = $
Instantly increase traffic if you just
answer the phone and invite
customers in.
Quicker isn’t always Better.Quicker isn’t
always Better.
5
not a pit stop not a race timely & convenient also has to be good
Quick Service Bays…Quick Service Bays…
want to know condition believe you are better the right mix of value, speed and price
Quick Lane needs to be a Good Lane.
Needs to be Profitable.
Quick Lane needs to be a Good Lane.
Needs to be Profitable.
Be More Competitive.
Be More Competitive.
6
huge opportunity keep cars longer Jiffy Lube survey 774 / 76% 100-250K
2200 Jiffy Lubes 2400 Walmart Auto Centers 1500 Firestone stores
800 Goodyear stores 900 Meineke, 1800 Midas 593 Pepboys, 6500 bays
We have to get our customers back.
oil changes tire rotations tire replacements diagnostics
Be Competitive
The Goal:
Get them in your store.
oil chg – #1 request know need it; just OC know what it’s worth need to entice: a deal
Oil Change
tire rotate – a deal competition is free it’s just a tire rotation has to be cheap or free
Tire Rotation
tires – 75% buy svc 1/7 needs; 4/5 buy mark-up; pigs / hogs 20% diff low price guar lose tire sale: lose cust
Tires
check engine light on some competition free low price – not $100 average RO w/ ck eng
Diagnostics
What have you got to lose…
except a customer?
How much do you make when
they go somewhere
else?
Advertise More, Not Less.
Advertise More, Not Less.
7
The competition is everywhere.
newspaper yellow pages direct mail email marketing automated phone calls rewards clubs
Look at their ads.
Certified Factory Trained Technicians
90 Days Same-As-
Cash
We Honor All Extended Warranties
Dealer Quality without Dealer Prices
Free Towing
Your Dealership Alternative
Lifetime Warranty on Parts & Labor
Open Late, Saturdays & Sundays
be smart-service different sales can do weekend be persistent, months courtship, not 1 night
Sales Department is like a Lear Jet…
Service Departments are like a
Battleship.
Successful Service
Advertising depends on being
consistent and persistent.
think like customer well known services competitive, under $99 keep simple, no pkgs consistent brand equity
direct mail is best 4 email, 3 phone #s 1 mailbox, check it competition is there email is a supplement
target lost cust first who they are where they live what they drive, need low hanging fruit – 1st
reach out to new orphan owners cust keep car longer they need to meet you get the word out
Don’t be the best kept secret in
town…Advertise!
Make Customer Retention a
Priority
Make Customer Retention a
Priority
8
start with sales give buyers a reason 1000 mile break-in pit stop, 5 min, in car lugnuts, fluids, set 1st
do what you say stay in touch – updates fix it right 1st time have right parts stock things go wrong - Wow
sell wiper blades ask every customer can’t remember, need parts – on sale, 1 price $300 service – it rains
reward loyalty w/ club every biz has one simple & effective constantly remind say thank you, entice
stay focused have to know serious measure & report know you believe
Make sure your people know this is not a
fad.
Make your facility inviting
and comfortable.
Make your facility inviting
and comfortable.
9
look successful drive & shop are clean work stations organized remove negative signs waiting area is nice
not talking about $$$ painting, cleaning furniture & desks modernize restrooms be proud of your store
Make your store feel like a
nice hotel lobby.
Treat every customer like
they were your Mom.
Treat every customer like
they were your Mom.
10
don’t over sell don’t under sell sell what they need be aggressive don’t prequalify
techs job is to report your job is to present customers job is decide
You wouldn’t let your mom leave in a car that was unsafe or needed
service.
your service department
Super Charge
10 Ways to
1. Take Control2. Be More Convenient3. Step Up, Staff Up4. Answer the Phone5. Quicker Isn’t Always Better6. Be More Competitive7. Advertise More, Not Less8. Make Customer Retention Priority9. Make Facility Inviting & Comfortable10. Treat Like Your Mom
You Can Do This!
If you aren’t pumping, you are
coasting…you will eventually
stop.
RandyJohnson
8 Ways to increase traffic in your service department!