Top 5 Reasons Your Service Customers Go Somewhere Else

REASONS

CarPeopleMarketing.com

REASONS

What makes them...
- mad...
- leave...
- never come back...


REASONS

It's a
serious
problem.
It happens
every single day...

REASONS

15-25% of the
customers in your
store for service
today...will never
come back.

REASONS

Maybe...
- found a better
deal
- just forget abt you
- didn't fix right
- you pissed them

REASONS

You have to
constantly fill the
pipeline because of
the "churn" of
customers you lose

REASONS

That 'churn' keeps
you from growing...


REASONS

But there is
good news.


REASONS

I believe...
You can fix it.


REASONS

I believe you can...
slow down or stop
the churn of
customers in
your store...

REASONS

I believe you can...
- adapt
- change
- grow
- succeed

REASONS

I've seen you do it.

You've done it before.


REASONS

You made it through
the bad times...
You survived 08-09
and you
are still here.

REASONS

You are
survivors…


REASONS

You are smarter than
you used to be...
- leaner
- cleaner
- meaner

REASONS

You figured out how
to make it when
others didn't.
You did what you had
to do...and it worked.

REASONS

I believe
you can do
anything.


REASONS

I love the
car business...


REASONS

I love the
- enthusiasm
- energy & creativity
- opportunities
- challenges

REASONS

I believe,
if you really
want to grow your
service business...


REASONS

You need to...
- get lost cust back
- attract new ones
- keep existing ones


REASONS

You need to give
customers some
real reasons to visit
your store...


REASONS

And, you need to
stop pissing
them off
when they do.


REASONS

Here's what I did...


REASONS

so you would know
which ones to fix first.


REASONS

I asked 100
customers what
they HATE most
about dealership
svc departments...

REASONS

I told them to be
brutally honest...
I told them
not to hold back...


REASONS

I told them I really
wanted to know
how they felt...
And they told me.


REASONS

1. You have to
be Open More.

1. Be Open More

Open evenings.
Open weekends.
Open when the
competition is.


1. Be Open More

You have to be
open for business
if you expect
to do business.


1. Be Open More

You have
to be open...
when they need you
to be open.


1. Be Open More

- old days are gone
- busy 24/7 365 world
- both spouses work
- juggling kids, jobs
- can't waste a min

1. Be Open More

There are lots of
other places
they can go – and
once they go, you
lose them forever.

1. Be Open More

You have to
make sure
they know when
you are open.


You have
to be
Open More.


2.You
have to
Answer
the
Phone

2. Answer the Phone

Customers told us
theyHATEto call
dealership service
departments.


2. Answer the Phone

They said...
- you don't answer
- put on hold
- takes forever
- sound in a hurry
- sent to voicemail

2. Answer the Phone

So we called 150
dealerships...
we found out
they were right.


2. Answer the Phone

21%
didn't answer
in 5 rings...
we hung up.

2. Answer the Phone

26%
put us on hold for
over 2 minutes...
we hung up.


2. Answer the Phone

21 + 26 = 47%
we never even got
to talk to a service
advisor...


2. Answer the Phone

Of the 53%
we did talk to...
- 77% didn't ask name
- 74% price, no reason
- 72% didn't ask appt

2. Answer the Phone

85%of service
customers call first.
They want to do
business with you!

2. Answer the Phone

You spend hundreds
of dollars in
advertising every
month just to get
the phone to ring...

2. Answer the Phone

And nobody
answers.


2. Answer the Phone

- Call your store.
- Pretend to be a
service shopper.
- Answer this Question.

2. Answer the Phone

Would you
do business
with you ?

2. Answer the Phone

Here's the Solution,
and it's simple.


2. Answer the Phone

Hold a monthly
telephone
training meeting.

2. Answer the Phone

- know how important
- get their name
- give reasons to buy
- always ask for appt
- get rid of voicemail


2. Answer the Phone

You can instantly
increase your
service traffic
if you just...


Answer
the
Phone.


3.You have
to be
More
Competitive.

3. Be More Competitive

They think you
charge too much.

PERCEPTION
REALITY


Here's what
I found out...



I found out you really
only have to be
competitive on a few
well known services.



You have to be
competitive on
- oil changes
- tire rotations
- check eng lights
- tires


These are the
4 most shopped
services...
they drive the
most traffic...



Customers know
about what they
are worth...
they know if it's a
good deal or not...


and if it's
not a good deal -
they will go
somewhere else.



The Competition
is Fierce.



US Dept of Labor
81,533
Independent Repair
Shops



593 Pepboys
800 Goodyear
900 Meineke



1500 Firestone
1800 Midas
2400 Walmart Auto



2200 Jiffy Lube's

27,500,000
Customers Per Year



Think about this...



Most service
customers aren't
like us...



They...
- shop around
- clip coupons
- it's just oil change
- $2-3 can change

- BOA $5 per month



WOW them with your
Oil Change Price.
- competitive
- at least meet / beat
- make sure it's deal


WOW them with your
Tire Rotation Price.
- very competitive
- price is low or free
- get the wheels off


WOW them with your
CK Eng Light Price.
- make $ on the fix
- don't have to beat
- do the math - $ fix


Remember,
The only goal for
these services
is to get them in
your store.



I know you don't
make a lot
on these...



I'm not saying to
be too cheap...
that doesn't work
either...



People will pay a
little more to do
business with you.
- you are the best
- you are worth it


But, they won't
pay a lot more.



Anybody have a
calculator?



How much
do you make
when they go
somewhere else?



Tires.



75% of
customers buy
service where they
by tires...



4 out of 5 will
buy from 1 st person

that tells them they
need tires...



1 in 7 cars in
your service drive
needs tires now...
You have to sell tires.


It's easy to
shop
for tires.



Your tire prices
need to match or
beat the prices
in your market area.



1.67 is not the
correct markup
percentage for tires.



You need to include
mounting and
balancing...
in the price – call it
a tire installation /
protection package.


You need to be...
- proud of prices
- know competitive
- prove it everyday...



20% Difference Tire
Low Price Guarantee.
- find same tire less
- 90 days
- pay difference +20%


- advertise it
- talk about it
- brag about it
- flyers on RO's
- use it as a closer

You have
to be
More
Competitive.

4. You have to be
Faster & Better


4. Be Faster & Better

They want to get an
oil change done in
30 minutes or less...
or they will go
somewhere else...


They want someone
to greet them as
soon as they
arrive...or they will
go somewhere
else...


They want their
car fixed right the
1 st time in less time...

or they will go
somewhere else...


They don't want to
stand in line at the
cashier to pay.



Fix 90% of
problems...
hire 2 more techs,
hire 1 more service
advisor and...



fire
your
cashier.


Cashiers...
- cust serial killers
- no vested interest
- create a bottleneck
- pissing off science
- evil, wicked, mean


Cashiers should not
be the last person
your customer sees.



They need to go
away or be put away
or at least be
moved away from
your customers.


Service Advisors
talk customers into
coming in, meet,
greet, write up
&upsell them –



I just think
Service Advisors
should cashier their
own tickets.



When they say they
are too busy to do
that job...
hire another one.



You are in the
Service Business...



Step Up & Staff Up.
You can't
grow your biz
if you don't
grow your staff.

You have to be
Faster & Better


5. You have to
Show
You
Care.


5. Show You Care

They told us...
they want to be
reminded when
their car is
due for service...


5. Show You Care

they want to save
money & they like to
get coupons...


5. Show You Care

They want to be
kept informed about
the status of their
vehicle – don't want
to have to call you.


5. Show You Care

They want
to trust you...


5. Show You Care

They want to know
you aren't selling
them services they
don't need.


5. Show You Care

They want to
feel appreciated,
be told thank you.


5. Show You Care

It's really
this simple:
Treat every
customer like they
were your mom.

5. Show You Care

Don't oversell,
but don't
undersell either.
Sell them what
they need.

5. Show You Care

Sell Wiper Blades.
- best retention tool
- they need, make $
- shows you care
- shows quality later

5. Show You Care

Loyalty Club.
- give them a reason
- almost all have one
- customers expect
- spend & visit more

5. Show You Care

Do Active Delivery.
- park the car
- review invoice
- remove covers, Wow
- say thank you

You have
to Show
You
Care.


REASONS

1. Be Open More
2. Answer the Phone
3. More Competitive
4. Faster & Better
5. Show You Care

REASONS

Today,
you need every
service customer
you can get.


REASONS

Service...
- pays the bills
- sells cars
- is profitable


REASONS

We need to...
- listen to customers
- give what they want
- good enough isn't


REASONS

It's easy to buy in.
It's easy to agree.
It's easy to get it.


REASONS

The Challenge
is when you
GO BACK.


REASONS

Service Managers...


REASONS

GO BACK...
- take control
- know you run show
- expectations chg'd
- tail doesn't wag

REASONS

GO BACK...
- get fired up
- out of office / drive
- get engaged in biz
- run svc like sales

REASONS

GO BACK...
- on a mission
- give customers
- what they want
- never go anywhere

REASONS

GO BACK...
to Your Store and
Run it Like You
Really Own It!


REASONS

Randy Johnson.
I love the
car business.
I grew up in it.


Top 5 Reasons Your Service Customers Go Somewhere Else

Recommended

Recommended

More Related Content

What's hot

What's hot (11)

Viewers also liked

Viewers also liked (9)

Similar to Top 5 Reasons Your Service Customers Go Somewhere Else

Similar to Top 5 Reasons Your Service Customers Go Somewhere Else (20)

More from Car People Marketing, Inc.

More from Car People Marketing, Inc. (10)

Recently uploaded

Recently uploaded (20)

Top 5 Reasons Your Service Customers Go Somewhere Else