Selling shocks and struts is not the answer to juicing the CP sales.
WHY?
1.Most dealers will loose 70% of their high mileage CP customers at the tire event. At 40,000 to 60,000 miles, the customer will respond to an ad in the newspaper for cheap tires and will be lost forever because of free tire rotations.
BYE-BYE brake jobs at 60k, alignments, flushes, belts, hoses, shocks and struts at 80k, water pumps and alternators at 100k, etc.
2.Since most dealers do not have a robust MPI process from day one of ownership, the customer sees no major reason to sit in traffic for 20 minutes, drive 10 miles out of his way, and pay more for generic service at your dealership. Jiffy Lube or Tire City will do just fine.
3.And since most dealers do not have a robust MPI process that gently sells the special nature of your personal service, I can go anywhere to get service (What difference does it make where I get the work done an oil change is just an oil change).
4.And since the service advisors do not know how to leverage a clean MPI at 3000, 6000, 9000, ------- 25,000 into a loyal customer that is totally sold out and a powerful advocate for your service - A customer who is willing to sit in traffic for 20 minutes, drive 10 miles out of his way, and pay more for personal/professional service at your dealership. Beyond all that, who cares if you sell another 3 sets of shocks a month.
5.And since most dealerships do not have a robust tire program to prevent customer defection to the tire stores (the key defection point for your customers), the opportunity to sell shocks and struts will be few and far between.
6.And when the appointment is made, since nobody is talking about the walk around, the MPI, and the discussion of service history at write-up, customers feel like you are trying to jam stuff down their throat when they come in and advisors get gun shy about selling anyway.
7.And since a poor MPI sales presentation occurs when things are found that need attention, the customer is confused and feels like just getting the basics done. The Advisor that cant sell a 30k will not be able to sell shocks and struts at 90k.
So --- stop trying to go for the easy answers until a proper selling system is in place and your people know what they are doing. Independent shop sales are up 5% because we let it happen. We dont give our customer a reason to prefer us.
As our industry changes, the weak stores will die and the professionally managed ones will survive. In the next 5 years, fixed ops will be a big reason for customers voting with their money for your survival or failure. Get serious about the business and about making you operation as professional as possible. Those who survive will be leaner, meaner, more efficient, more aware, and very profitable in the future.
John (
pika68@aol.com)