| Fixed Operations Marketing |
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Marketing Fixed Operations
Open recall lists are available from every automotive
producer and provide information on open safety
recalls in your market area including vehicles not
even sold by your dealership. In looking at these lists
over the last three months they contain thousands of
vehicles in need of service. The best way to use this
list is to have advisors make 10 contacts per day.
When this is done consistently it will develop
improving repair order counts with people concerned
about safety. These are the customers we want is
our shops as they are more willing to spend money on
needed maintenance. This really beats the alternative
of spending thousands of dollars in advertising on
reduced rate oil changes that bring in people
concerned only about price.
Find out more....
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Greetings!
Marketing your fixed operations may take many
directions today and in the future.
My view is that no amount of advertising will ever
replace effort from staff. Let’s look at some no cost
opportunities to improve repair order counts and
Technician hours sold in today’s market.
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| Rising Costs of Fuel Sells Maintenance |
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With fuel costs raising almost daily it is developing
several ways to sell needed maintenance. Throttle
bodies are building carbon deposits that will reduce
fuel mileage. Fuel injectors have deposits causing
poor spray patterns. Even simple things like air filters
rob performance from engines and cost more fuel
consumption. All fluids that are clean instead of dirty
will enhance performance and safety. Now is the time
to be sure your advisors are providing your customers
with knowledgeable ways for them to get the most
out of every gallon of fuel. Real aggressive
advertising would be to target this market with free
fuel system inspections because your love your
customers so very much. If your dealership has an
email blitz program use it to market your concern
about fuel system operation in your customers
vehicles.
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| Full Service Pledge |
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Some dealerships are posting a full service pledge
that states if your advisor doesn’t perform a walk
around and under hood inspection of your vehicle
your next oil change will be free. This is a wonderful
idea to make your dealership different from the
competition.
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Read on... |
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| Pre Selling Maintenance |
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BMW is now including two years of free maintenance
with the purchase of a new car. We have developed
a way for your dealership to pre sell and track
maintenance programs for your customers. They can
be sold in F&I as well as the drive lane. Why not lock
in your customers to your service department? This
program prints coupons your customer brings in at
the time of service! This program will provide
countless ways to market services including gift
certificates! How much advertising would it take to
bring in your customers four times a year? This
program could be packed into a new car purchase at
an amount the service department will still make
money. What better way to sell a gold or platinum
package to lock in cash for future services. See how
easy it is to build cash flow and retain customers in
today’s market with no advertising. Call Jay at 888-
205-8718 for more information.
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