super charge your service department 2.0
TRANSCRIPT
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SuperChargeyour service department
10 Ways to
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RandyJohnson
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Get Pumped Up.Get Pumped Up.
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Stand Up&
Be Proud.
Stand Up&
Be Proud.
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Celebrate.Congratulate.Shake Hands.
Celebrate.Congratulate.Shake Hands.
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Survivors.Leaders.Winners.
Survivors.Leaders.Winners.
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There’s a lot of power in this room
right now.
There’s a lot of power in this room
right now.
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We have a lot to be thankful
for Today!
We have a lot to be thankful
for Today!
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it is time to stop looking backwards…
it is time to stop looking backwards…
I believe…I believe…
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start looking forward.
start looking forward.
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we have turned the corner.
we have turned the corner.
I believe…I believe…
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we are headed the right direction.
we are headed the right direction.
I believe…I believe…
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the future is bright.
the future is bright.
I believe…I believe…
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it’s time to put the pedal to the
metal…
it’s time to put the pedal to the
metal…
I believe…I believe…
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and leave the others in the
dust.
and leave the others in the
dust.
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We Can Do It.We Can Do It.
And I believe…And I believe…
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Do you Believe?Do you
Believe?
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It’s going to take more than
4 cylinders.
It’s going to take more than
4 cylinders.
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It’s going to take more than 6 or 8 cylinders.
It’s going to take more than 6 or 8 cylinders.
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To reach our goal we
will have to…
To reach our goal we
will have to…
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manage compete advertise think
We have to change…We have to change…
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Are you ready for that?
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SuperChargeyour service department
10 Ways to
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Take Control: Run It Like
You Own It
Take Control: Run It Like
You Own It
1
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I can’t get…to sell I can’t get…to answer they won’t listen to me one of these days…
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Who is running your
store?
Who is running your
store?
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you are the coach it’s your team each month big game your future; win vs loss
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get out of office, drive money is on drive teach them how to sell how you want things
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set clear expectations hold accountable sales meetings daily praise; get involved motivate & cheer lead
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let them know your job is on the line
before you lose your job…they lose theirs
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Run your service department like a
sales department.
Run your service department like a
sales department.
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Look at your Key Services Penetration
Report
Look at your Key Services Penetration
Report
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Run it like you own it!Run it like you own it!
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Be More Convenient.
Be More Convenient.
2
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think like a customer open more; Saturday open early, late, easy
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Extensive 6 month study of 150
dealerships and we found…
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Being Convenient is not just about being
open…
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wait 2 hrs for oil chg? return if not right 1st come back if no parts understaffed, too busy
Would you…Would you…
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Would you do
business with you?
Would you do
business with you?
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Step Up&
Staff Up.
Step Up&
Staff Up.
3
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techs to get job in… adv’s greet & cashier cashiers out / hoola people hate lines
Have enough…Have enough…
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Too much business… can be bad for
business!
Too much business… can be bad for
business!
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always have more adv more techs sell up; have coverage somebody is always
“not there”
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to sell 100 cars 10 salespeople same rule applies advisors handle 15-20 techs work on 5-6 cars
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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”
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Answer the Phone.
Answer the Phone.
4
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85% call first giving you opportunity asleep at the wheel
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We called 150 stores…
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22% didn’t answer 5 rings.We Hung Up.
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27% put us on hold 2 min.We Hung Up.
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We didn’t talk to about 50%
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94% didn’t ask our name.
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85% price, no reasons.
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73% didn’t ask for appt
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what is your avg $/RO every ring = $ BDC is only part trained advisor is best person to answer
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Instantly increase traffic if you just
answer the phone and invite
customers in.
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Quicker isn’t always Better.Quicker isn’t
always Better.
5
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not a pit stop not a race timely & convenient also has to be good
Quick Service Bays…Quick Service Bays…
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want to know condition believe you are better the right mix of value, speed and price
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Quick Lane needs to be a Good Lane.
Needs to be Profitable.
Quick Lane needs to be a Good Lane.
Needs to be Profitable.
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Be More Competitive.
Be More Competitive.
6
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huge opportunity keep cars longer Jiffy Lube survey 774 / 76% 100-250K
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2200 Jiffy Lubes 2400 Walmart Auto Centers 1500 Firestone stores
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800 Goodyear stores 900 Meineke, 1800 Midas 593 Pepboys, 6500 bays
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We have to get our customers back.
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oil changes tire rotations tire replacements diagnostics
Be Competitive
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The Goal:
Get them in your store.
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oil chg – #1 request know need it; just OC know what it’s worth need to entice: a deal
Oil Change
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tire rotate – a deal competition is free it’s just a tire rotation has to be cheap or free
Tire Rotation
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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
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check engine light on some competition free low price – not $100 average RO w/ ck eng
Diagnostics
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What have you got to lose…
except a customer?
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How much do you make when
they go somewhere
else?
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Advertise More, Not Less.
Advertise More, Not Less.
7
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The competition is everywhere.
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newspaper yellow pages direct mail email marketing automated phone calls rewards clubs
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Look at their ads.
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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
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be smart, fixed diff sales can do weekend be persistent, months courtship, not 1 night
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Sales Department is like a Lear Jet…
Service Departments are like a
Battleship.
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Successful Service
Advertising depends on being
consistent and persistent.
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think like customer well known services competitive, under $99 keep simple, no pkgs consistent brand equity
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direct mail is best 4 email, 3 phone #s 1 mailbox, check it competition is there email is a supplement
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target lost cust first who they are where they live what they drive, need low hanging fruit – 1st
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reach out to new orphan owners cust keep car longer they need to meet you get the word out
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Don’t be the best kept secret in
town…Advertise!
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Make Customer Retention a
Priority
Make Customer Retention a
Priority
8
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start with sales give buyers a reason 1000 mile break-in pit stop, 5 min, in car lugnuts, fluids, set 1st
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do what you say stay in touch – updates fix it right 1st time have right parts stock things go wrong - Wow
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sell wiper blades ask every customer can’t remember, need parts – on sale, 1 price $300 service – it rains
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reward loyalty w/ club every biz has one simple & effective constantly remind say thank you, entice
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stay focused have to know serious measure & report know you believe
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Make sure your people know this is not a
fad.
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Make your facility inviting
and comfortable.
Make your facility inviting
and comfortable.
9
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look successful drive & shop are clean work stations organized remove negative signs waiting area is nice
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not talking about $$$ painting, cleaning furniture & desks modernize restrooms be proud of your store
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Make your store feel like a
nice hotel lobby.
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Treat every customer like
they were your Mom.
Treat every customer like
they were your Mom.
10
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don’t over sell don’t under sell sell what they need be aggressive don’t prequalify
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techs job is to report your job is to present customers job is decide
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You wouldn’t let your mom leave in a car that was unsafe or needed
service.
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SuperChargeyour service department
10 Ways to
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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
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If you aren’t pumping, you are
coasting…you will eventually
stop.
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8 Ways to increase traffic in your service department!
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RandyJohnson