How do we go after that 6-10 ++ Year Old Vehicle

[bsilcox]

Good Day Everyone:

We have taken a very in-depth review of our Quick Service Operations in our stores. In the Ford Stores we are registered as a Ford Quick Lane Operations, But is this really where we need to be for 2010 and the future? We believe that we need to offer that customer Quick and Efficient Service but I believe we are missing the 6-10 plus aged vehicle and my question is how do we capture that vehicle in our Service Drives?? How do we as a Franchised Dealership change the opinion of the average second and third owner that we are the place to service and repair their vehicle? How do we change that image of being slow, expensive, rip-offs. We need to change our images to the vehicle base owners that we are the repair facility of choice for all of their automotive needs. Especially that owner that did not purchase their vehicle from a New Car Dealer??
Any Ideas??????????????????
Thanks Ed Kovalchick for "The Garage" I love the concept and the ideas you are right on with that process!!
Any other IDEAS out there in the community??


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Bob Silcox

[69mach1]

bob could you as kind to send the Garage idea to me

[bsilcox]

69Mach1 please shoot me an e-mail at silcox@spradleybarr.com and I will forward the Information that I have put together!!

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Bob Silcox

[X476]

I mean no disrespect but if you are just now trying to get these vehicles in you missed the boat. It took us many years to build up our customers in this area. Start by getting all of your fixed ops people to believe CSI builds retention. CSI stands for "Customers sustain Income" Be ready to spend some money on advertising and have your parts and service managers build a pricing structure that is not the cheapest but have the better value. Techs need to do honest inspections EVERYTIME on EVERY CAR and not worry about getting paid for the inspection, if its done right and the Service Advisers have the selling skills they will make up the 2-3 tenth for and inspection.

[bsilcox]

X476

The Dealership as a Whole helps drive the Customer base that we have a relationship with, they have either purchased a vehicle new and/or pre-owned, purchased D.I.Y. parts over the retail counter or maybe even came into the service drive for an oil changem etc. BUT; how about the person that has no relationship with the Dealership in any way. They do not purchase from you in any way! How do you capture this customer?? I believe this customer goes to the local garage, not the jiffy lubes of the world or the mass markets of the world IE: Pepboys etc. This customer goes to the local 2-10 bays shop that well know and local. How do we get that customer? I believe that this customer is the hardest customer we will ever try to conquest! Ed Kovalchick has a process that I think is great but I am also looking for any other ideas that anybody may have? This is a very tough customer for the average Dealership in my opinion! We are just not set up for that Customer? Ed has an idea to set up but I am also looking for other! Any Ideas????????????????

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Bob Silcox

[robc]

Coming a bit late to the conversation - but I agree Bob, once I get them in the door I'll win a lot more than I'll lose ... but how do we get people that have never been here in the door.

Likewise, you point out the customer you want - a fairly loyal person to a local garage, not a mass retailer/coupon clipper/gnat that will fly away as soon as they get a better coupon.

I have been looking for this holy grail of marketing for a while ... still no luck. You literally can't buy the market because all that does is attract more gnats. I will say be a little careful with some of the success stories out there or modeling from some of what has been shown to me by various marketing/service reminder firms. Every location is different and it is night and day between metro and rural areas.

Chris Rock had a line that was something like, "A man is basically as faithful as his options." The same is true with customers. In a limited market area, you can capture well - with any options and the task becomes near impossible to do economically.

I have not gone through all of Ed's Garage program but I seem to recall is is basically buying out strong local guy and putting on your lot? It could work ... I guess I would go through my parts A/R and see who is past due to know who might be ready to approach

Right now I have two shops in the norh Jersey market starting to do more grassroots programs. They are trying to be a technical resource via email and online; they are trying to work with local enthusiast clubs, etc. One is also considering so kind of share with the shops to get some of the stuff that is over their head - but we can't think of what would be in it for the outside shop yet.

But yes - let's hear more thoughts, ideas, etc. - even if unproven or untried at this point


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** Rob Campbell, Contributing Editor for DealersEdge **

[thecurrent]

I am not a Marketing expert by any means but a few small ideas that I have come up with have seemed to show a nice impact over a few months.
For your current loyal customers, ask what other vehicles they have in the family. If your shop works on other makes/models, make it a strong point to let customers know this. Again, if they already know and trust your shop with their 2009 XYZ car then you can almost bet that they will be back with Moms 2003 Buick!
As far as new customers go, you don't get a second chance to make a first impression. This includes both the lane and phone calls.
I always educate them on the benefits of the dealership service dept. such as factory trained/certified techs, quality oem parts, latest and greatest high tech diagnostic tools etc. If your dealership price matches certain repair work then mention that as well. Just making their experience a good one can change their impression or opinion on big dealership service departments. Call them or e-mail the next day if possible. If they had a positive experience they will tell others which will eventually lead to even more new customers.
It's very hard to get the 2nd and 3rd owner cars in the dealership for the first time. The only strategy that I believe can change someones opinion on big dealership service departments would be good old word of mouth.

[cantfind122]

Although I have been in the car biz a bunch of years I have always considered myself the average customer. The thing I miss most about not working in a dealership is CONVENIENCE. Ironically, the manufacturer I went to work for had there service garage attached to the same building I worked in. Once again...CONVENIENT. Sure its easier to persuade someone who just purhased a new vehicle to have the factory work on it but as time passes and that feeling starts wearing off people start exploring easier possiblities. One of the few arguements that always helps the dealer cause is techs trained specifically for the vehicle and parts the OEM specifies and approves. However, when it occurs to someone they can buy a Delco alternator from XXX parts store and give it to Larry who just parted company from your dealership and started his own garage things start coming apart again. If my Chevy needed work and the dealership was a mile down the road across from the local bar with a laundramat next door I would be more apt to take it there. For other folks substitute mall for bar and Chucky Cheese for laundramat but I think you get the idea.

[topshop1]

The primary things that most indies have that most dealers do not are customer relationships.

The good indie service advisor (keep in mind that the top indie shops have one SA for 2 or 3 techs) knows that Mrs. Smith's kid plays hockey and chats with her about it during her service visit. Do your SA's know that kind of stuff? They don't have to remember it...they just have to make sure they note it in the customer info area.

This is also why the small dealers out in the middle of nowhere do better in this area.

For decades, dealers have tried everything they can think of to get these customers...but they rarely try the relationship angle...which is the only one that works well.

As to how to get them to give you a try, think like an indie. Do you have your service advisors take turns hanging out in the showroom, the used car office or at the body shop counter introducing himself (or herself) to people who walk in, hand them a personal business card with some type of handwritten discount on it that says "ask for me when you call"?

Those customers can be secured...but don't worry about too much competition from other dealers because almost none of them will even consider the things I mentioned in this post.

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Tom Ham
AutomotiveManagementNetwork.com

[cantfind122]

I agree with TopShop but I must reiterate my point. When I buy a Maytag washing machine I psychologically beleive Maytag is should fix it since their company made it and would know more about it, have parts for it and supposedly have an allegiance to their client base. This marketing dynamic was well accepted "in the day." However, fortunately or unfortunately consumers have become increasingly educated and more aware of salesmanship vs quality. I don't think it is cynical to say people see their local mechanic in a different light than "the dealer" who moves vehicles in and out at will. Additionally, when consumers realize Sears sells Maytags (hypothetically) amongst 50 other brands it won't necessarily be the Maytag repair man who comes through their door.

My opinion is that pride and loyalty used to go to the makers and marques of the vehicles. When the 190 came out MB loyalists were horrified. BMW selling a "cruiser" motorcycle is blasphemy to a BMW rider...short term market share was comprimised for loyal core clientele. So it is no suprise Jiffy Lube is stumping the local dealer. Watch the commercials, do the research. If you could put a Ford quick lube where every Seven Eleven is you would be a millionaire. But then again as Ray Kroc said "I'm not in the hambuger business I'm in the real estate business."