Get In The Game A Little Bit More!

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1. a little bit more! 2. I love the car business. 3. - enthusiasm, creativity - opportunities to sell - sports-like competition - I love the game 4. I grew up in it. 5.…
  • 1. a little bit more!
  • 2. I love the car business.
  • 3. - enthusiasm, creativity - opportunities to sell - sports-like competition - I love the game
  • 4. I grew up in it.
  • 5. <ul><li>independent shop WV </li></ul><ul><li>I knew in 2 nd grade </li></ul><ul><li>I love it even when it’s bad </li></ul><ul><li>last 2 years were bad </li></ul>
  • 6. Everything happens for a good reason.
  • 7. <ul><li>wake up call </li></ul><ul><li>good medicine </li></ul><ul><li>we are smarter now </li></ul><ul><li>better biz men & women </li></ul><ul><li>we weathered the storm </li></ul>
  • 8. There is another storm on the horizon.
  • 9. TSUNAMI
  • 10. The Tsunami was caused by lower car sales.
  • 11. car sales fixed ops Fixed Follows Car Sales. 07 08 09 10 11 12 13 If we change…
  • 12. The pipeline of customers from sales to service is down.
  • 13. The pipeline made up for… <ul><li>trades to other brand </li></ul><ul><li>customers that moved </li></ul><ul><li>for customers that we pissed off. </li></ul>
  • 14. The market changed… it slowed down.
  • 15. When the market slows down, we have to get more of it.
  • 16. We have to do something different.
  • 17. We have to… - keep existing customers - attract more new - get lost customers back - entice car buyers in for service…
  • 18. If we don’t… our fixed business will catch up car sales… it has to.
  • 19. The market changed. We have to change.
  • 20. a little bit more!
  • 21. 10 Best Practices
  • 22. <ul><li>avoid tsunami </li></ul><ul><li>increase traffic </li></ul><ul><li>build retention </li></ul><ul><li>improve CSI </li></ul><ul><li>more net profit </li></ul>
  • 23. 1. Take Control: Run It Like You Own It
  • 24. <ul><li>I can’t get… </li></ul><ul><li>they won’t listen to me </li></ul><ul><li>one of these days… </li></ul>
  • 25. Who is running your store?
  • 26. <ul><li>you are the coach </li></ul><ul><li>it’s your team </li></ul><ul><li>each month big game </li></ul><ul><li>your future; win vs loss </li></ul>
  • 27. <ul><li>get out of office, drive </li></ul><ul><li>money is on drive </li></ul><ul><li>teach them how to sell </li></ul><ul><li>how you want things </li></ul>
  • 28. <ul><li>set clear expectations </li></ul><ul><li>hold accountable </li></ul><ul><li>sales meetings daily </li></ul><ul><li>praise; get involved </li></ul><ul><li>motivate & cheer lead </li></ul>
  • 29. <ul><li>everything you do has to circle customer </li></ul><ul><li>customer retention & CSI keys to success </li></ul><ul><li>they are the future </li></ul>
  • 30. <ul><li>let them know your job is on the line </li></ul><ul><li>before you lose your job…they lose theirs </li></ul>
  • 31. Run your fixed department like a sales department. Run it like you own it!
  • 32. a little bit more!
  • 33. 2. Be More Convenient
  • 34. <ul><li>think like a customer </li></ul><ul><li>open more; Saturday </li></ul><ul><li>open early, late, easy </li></ul><ul><li>not just hours open </li></ul>
  • 35. <ul><li>wait 2 hrs for oil chg? </li></ul><ul><li>return if not right 1 st </li></ul><ul><li>come back if no parts </li></ul><ul><li>understaffed, too busy </li></ul><ul><li>low csi scores </li></ul>Would you…
  • 36. Would you do business with you?
  • 37. 3. Step Up & Staff Up
  • 38. <ul><li>techs to get job in… </li></ul><ul><li>adv’s greet & cashier </li></ul><ul><li>cashiers out / hoola </li></ul><ul><li>people hate lines </li></ul>Have enough…
  • 39. Too much business… can be bad for business!
  • 40. <ul><li>always have more adv </li></ul><ul><li>have a few more techs </li></ul><ul><li>sell up; have coverage </li></ul><ul><li>somebody is always “not there” </li></ul>
  • 41. <ul><li>you can’t have great CSI if you don’t have happy customers </li></ul><ul><li>you have to make them say WOW! </li></ul>
  • 42. <ul><li>to sell 100 cars </li></ul><ul><li>10 salespeople </li></ul><ul><li>same rule applies </li></ul><ul><li>advisors handle 15-20 </li></ul><ul><li>techs work on 5-6 cars </li></ul>
  • 43. Fix 90% of problems with 2 more techs & 1 more advisor… We have to say “Yes We Can”
  • 44. 4. Answer the Phone
  • 45. <ul><li>85% call first </li></ul><ul><li>giving you opportunity </li></ul><ul><li>asleep at the wheel </li></ul><ul><li>we called 150 stores </li></ul><ul><li>73% didn’t ask appt </li></ul>
  • 46. <ul><li>? avg $ per RO </li></ul><ul><li>every ring = $ </li></ul><ul><li>BDC is only part </li></ul><ul><li>trained advisor is best person to answer </li></ul>
  • 47. Instantly increase traffic if you just answer the phone and invite customers in.
  • 48. 5. Quicker Isn’t Always Better
  • 49. <ul><li>not a pit stop </li></ul><ul><li>not a race </li></ul><ul><li>timely & convenient </li></ul><ul><li>also has to be good </li></ul>
  • 50. <ul><li>want to know condition </li></ul><ul><li>believe you are better </li></ul><ul><li>the right mix of value, speed and price </li></ul>
  • 51. Quick Lane needs to be a Good Lane. Needs to be Profitable.
  • 52. 6. Be More Competitive
  • 53. <ul><li>huge opportunity </li></ul><ul><li>keep cars longer </li></ul><ul><li>Jiffy Lube survey </li></ul><ul><li>774 / 76% 100-250K </li></ul>
  • 54. <ul><li>oil changes </li></ul><ul><li>tire rotations </li></ul><ul><li>tire replacements </li></ul>
  • 55. <ul><li>oil chg – #1 request </li></ul><ul><li>know need it; just OC </li></ul><ul><li>know what it’s worth </li></ul><ul><li>we need to entice </li></ul>
  • 56. <ul><li>tire rotate – a deal </li></ul><ul><li>competition is free </li></ul><ul><li>it’s just a tire rotation </li></ul><ul><li>has to be cheap or free </li></ul>
  • 57. <ul><li>tires – 75% buy svc </li></ul><ul><li>1/7 needs; 4/5 buy </li></ul><ul><li>mark-up; pigs / hogs </li></ul><ul><li>20% diff low price guar </li></ul><ul><li>lose tire sale; lose cust </li></ul>
  • 58. How much do you make when they go somewhere else?
  • 59. 7. Free Check Engine Light Diagnostics
  • 60. <ul><li>competition does it </li></ul><ul><li>comp gets it: avg bill? </li></ul><ul><li>cant sell repair / car in </li></ul><ul><li>what have you got to lose? </li></ul>
  • 61. Go back to your store and see what your average RO is for check engine light & diagnostic complaints.
  • 62. a little bit more!
  • 63. 8. Advertise More, Not Less
  • 64. Look at the competition’s ads.
  • 65. 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 Certified Factory Trained Technicians
  • 66. <ul><li>be smart, fixed diff </li></ul><ul><li>sales can do weekend </li></ul><ul><li>be persistent, months </li></ul><ul><li>courtship, not 1 night </li></ul>
  • 67. <ul><li>Sales Department is like a Lear Jet… </li></ul><ul><li>Fixed Departments are like a Battleship. </li></ul>
  • 68. Want to throw your money away? Keep changing your fixed operations advertising plan.
  • 69. <ul><li>think like customer </li></ul><ul><li>well known services </li></ul><ul><li>competitive, under $99 </li></ul><ul><li>keep simple, no pkgs </li></ul><ul><li>consistent brand equity </li></ul>
  • 70. <ul><li>direct mail is best </li></ul><ul><li>4 email, 3 phone #s </li></ul><ul><li>1 mailbox, check it </li></ul><ul><li>competition is there </li></ul><ul><li>email is a supplement </li></ul>
  • 71. <ul><li>target lost cust first </li></ul><ul><li>who they are </li></ul><ul><li>where they live </li></ul><ul><li>what they drive, need </li></ul><ul><li>low hanging fruit – 1 st </li></ul>
  • 72. <ul><li>reach out to new </li></ul><ul><li>orphan owners </li></ul><ul><li>cust keep car longer </li></ul><ul><li>they need to meet you </li></ul><ul><li>get the word out </li></ul>
  • 73. Don’t be the best kept secret in town…Advertise!
  • 74. 9. Make Customer Retention & Customer Satisfaction A Priority
  • 75. <ul><li>start with sales </li></ul><ul><li>give buyers a reason </li></ul><ul><li>1000 mile break-in </li></ul><ul><li>pit stop, 5 min, in car </li></ul><ul><li>lugnuts, fluids, set 1 st </li></ul>
  • 76. <ul><li>do what you say </li></ul><ul><li>stay in touch – updates </li></ul><ul><li>fix it right 1 st time </li></ul><ul><li>have right parts stock </li></ul><ul><li>things go wrong - Wow </li></ul>
  • 77. <ul><li>sell wiper blades </li></ul><ul><li>ask every customer </li></ul><ul><li>can’t remember, need </li></ul><ul><li>parts – on sale, 1 price </li></ul><ul><li>$300 service – it rains </li></ul>
  • 78. <ul><li>reward loyalty w/ club </li></ul><ul><li>every biz has one </li></ul><ul><li>simple & effective </li></ul><ul><li>constantly remind </li></ul><ul><li>say thank you, entice </li></ul>
  • 79. <ul><li>customer satisfaction </li></ul><ul><li>not above, well above </li></ul><ul><li>need to get involved </li></ul><ul><li>not retaining, growing </li></ul><ul><li>not getting job done </li></ul>
  • 80. <ul><li>stay focused </li></ul><ul><li>have to know serious </li></ul><ul><li>measure & report </li></ul><ul><li>know you believe </li></ul>
  • 81. Make sure your people know this is not a fad.
  • 82. 10. Treat every customer like they were your Mother.
  • 83. <ul><li>don’t over sell </li></ul><ul><li>don’t under sell </li></ul><ul><li>sell what they need </li></ul><ul><li>be aggressive </li></ul><ul><li>don’t prequalify </li></ul>
  • 84. You wouldn’t let your mom leave in a car that was unsafe or needed service.
  • 85. Avoid the Tsunami.
  • 86. 1. Take Control 2. Be More Convenient 3. Step Up, Staff Up 4. Answer the Phone 5. Quicker Isn’t Always Better 6. Be More Competitive 7. Free Diagnostics 8. Advertise More, Not Less 9. Make CR / CSI a Priority 10. Treat Like Your Mom
  • 87. a little bit more!
  • 88. Get lost customers back and keep them forever.
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