Driving Revenue from Battery, Brake, and Tire Sales


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.

Mike Mar­tinez, Chief Mar­ket­ing Offi­cer at DMEau­to­mo­tive can be reached at info@dmeautomotive.com.




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