By Mike Martinez
With battery, brake and tire services representing billions in lost customer pay dollars every single year, the time is NOW that your dealership must start attacking these services in order to succeed.
One powerful strategy is to consistently implement and reinforce a complimentary and thorough multipoint inspection process to every customer who pulls into the service drive. Most of your customers don’t know they need these services until you tell them.
In addition to the multipoint inspection, it is beneficial to have a comprehensive post-service communication strategy. Emphasize your appreciation with a post visit thank you communication, make record of vehicle issues from the multipoint inspection, send reminders and offers to your customer and target high opportunity customers with mid-interval communications — by sending relevant offers to interrupt the research process and keep your dealership top of mind.
Finally, take a hard look at your local aftermarket competitors. Aftermarkets are well organized, well financed and well trained; and quite honestly, they are winning the battery, brake, and tire sales competition. Get to know where your aftermarket competitors are, what their hours are –
• Is your service center equally convenient?
• How do they market to their customers?
• How do they use store signage to create that event atmosphere?
As an industry we’re great at using signage to promote the front end but rarely do we use it in service. Mirror what the aftermarkets do to attract battery, brake, and tire customers to their store.
Following these practices will not only increase your customer pay but also set up your business for future success.