Here is the PowerPoint that Randy Johnson, President of Car People Marketing, used during his key-note presentation for the 2010 Hendrick Automotive Fixed Operations Summit.
1. And Get More Business!
And Get More Business!
And Get More Business!
And Get More Business!
2. And Get More Business!
And Get More Business!
I love the carI love the car
business.business.
3. And Get More Business!
And Get More Business!
- enthusiasm, creativity- enthusiasm, creativity
- opportunities to sell- opportunities to sell
- sports-like competition- sports-like competition
- I love the game- I love the game
4. And Get More Business!
And Get More Business!
I grew up in it.
5. And Get More Business!
And Get More Business!
- independent shop WVindependent shop WV
- I knew in 2I knew in 2ndnd
gradegrade
- I love it even when it’s badI love it even when it’s bad
- last 2 years were badlast 2 years were bad
6. And Get More Business!
And Get More Business!
Everything
happens for
a good reason.
7. And Get More Business!
And Get More Business!
- wake up callwake up call
- good medicinegood medicine
- we are smarter nowwe are smarter now
- better biz men & womenbetter biz men & women
- we weathered the stormwe weathered the storm
8. And Get More Business!
And Get More Business!
There isThere is
another stormanother storm
on the horizon.on the horizon.
9. And Get More Business!
And Get More Business!
TSUNAMITSUNAMI
10. And Get More Business!
And Get More Business!
The TsunamiThe Tsunami
was caused bywas caused by
lower car sales.lower car sales.
11. And Get More Business!
And Get More Business!
car salescar sales
fixed opsfixed ops
Fixed FollowsFixed Follows
Car Sales.Car Sales.
07 08 09 10 11 12 1307 08 09 10 11 12 13
If we change…If we change…
12. And Get More Business!
And Get More Business!
The pipeline ofThe pipeline of
customers fromcustomers from
sales to servicesales to service
is down.is down.
13. And Get More Business!
And Get More Business!
The pipeline made up for…The pipeline made up for…
- trades to other brand
- customers that moved
- for customers that
we pissed off.
14. And Get More Business!
And Get More Business!
The market
changed…
it slowed down.
15. And Get More Business!
And Get More Business!
When the marketWhen the market
slows down,slows down,
we have towe have to
get more ofget more of
it.it.
16. And Get More Business!
And Get More Business!
We have to doWe have to do
somethingsomething
different.different.
17. And Get More Business!
And Get More Business!
We have to…We have to…
- keep existing customers- keep existing customers
- attract more new- attract more new
- get lost customers back- get lost customers back
- entice car buyers in- entice car buyers in
for service…for service…
18. And Get More Business!
And Get More Business!
If we don’t…If we don’t…
our fixed businessour fixed business
will catch upwill catch up
car sales…car sales…
it has to.it has to.
19. And Get More Business!
And Get More Business!
The marketThe market
changed.changed.
We have toWe have to
change.change.
20. And Get More Business!
And Get More Business!
And Get More Business!
And Get More Business!
21. And Get More Business!
And Get More Business!
1010
Best PracticesBest Practices
22. And Get More Business!
And Get More Business!
avoid tsunami
increase traffic
build retention
improve CSI
more net profit
23. And Get More Business!
And Get More Business!
1.1.
Take Control:Take Control:
Run It LikeRun It Like
You Own ItYou Own It
24. And Get More Business!
And Get More Business!
I can’t get…I can’t get…
they won’t listen to methey won’t listen to me
one of these days…one of these days…
25. And Get More Business!
And Get More Business!
Who is runningWho is running
your store?your store?
26. And Get More Business!
And Get More Business!
you are the coach
it’s your team
each month big game
your future; win vs loss
27. And Get More Business!
And Get More Business!
get out of office, drive
money is on drive
teach them how to sell
how you want things
28. And Get More Business!
And Get More Business!
set clear expectations
hold accountable
sales meetings daily
praise; get involved
motivate & cheer lead
29. And Get More Business!
And Get More Business!
everything you do has
to circle customer
customer retention &
CSI keys to success
they are the future
30. And Get More Business!
And Get More Business!
let them know yourlet them know your
job is on the linejob is on the line
before you lose yourbefore you lose your
job…they lose theirsjob…they lose theirs
31. And Get More Business!
And Get More Business!
Run yourRun your
fixed departmentfixed department
like alike a
sales department.sales department.
Run it like youRun it like you
own it!own it!
32. And Get More Business!
And Get More Business!
And Get More Business!
And Get More Business!
33. And Get More Business!
And Get More Business!
2.2.
Be MoreBe More
ConvenientConvenient
34. And Get More Business!
And Get More Business!
think like a customer
open more; Saturday
open early, late, easy
not just hours open
35. And Get More Business!
And Get More Business!
wait 2 hrs for oil chg?
return if not right 1st
come back if no parts
understaffed, too busy
low csi scores
Would you…Would you…
36. And Get More Business!
And Get More Business!
Would youWould you
do businessdo business
with you?with you?
37. And Get More Business!
And Get More Business!
3.3.
Step Up &Step Up &
Staff UpStaff Up
38. And Get More Business!
And Get More Business!
techs to get job in…
adv’s greet & cashier
cashiers out / hoola
people hate lines
Have enough…Have enough…
39. And Get More Business!
And Get More Business!
Too muchToo much
business…business…
can be bad forcan be bad for
business!business!
40. And Get More Business!
And Get More Business!
always have more advalways have more adv
more techsmore techs
sell up; have coveragesell up; have coverage
somebody is alwayssomebody is always
“not there”“not there”
41. And Get More Business!
And Get More Business!
you can’t have great
CSI if you don’t have
happy customers
you have to make
them say WOW!
42. And Get More Business!
And Get More Business!
to sell 100 carsto sell 100 cars
10 salespeople10 salespeople
same rule appliessame rule applies
advisors handle 15-20advisors handle 15-20
techs work on 5-6 carstechs work on 5-6 cars
43. And Get More Business!
And Get More Business!
Fix 90% of problemsFix 90% of problems
with 2 more techs &with 2 more techs &
1 more advisor…1 more advisor…
We have to sayWe have to say
“Yes We Can”“Yes We Can”
44. And Get More Business!
And Get More Business!
4.
Answer
the Phone
45. And Get More Business!
And Get More Business!
85% call first
giving you opportunity
asleep at the wheel
we called 150 stores
73% didn’t ask appt
46. And Get More Business!
And Get More Business!
? avg $ per RO? avg $ per RO
every ring = $every ring = $
BDC is only partBDC is only part
trained advisor is besttrained advisor is best
person to answerperson to answer
47. And Get More Business!
And Get More Business!
Instantly increaseInstantly increase
traffic if you justtraffic if you just
answer the phoneanswer the phone
and inviteand invite
customers in.customers in.
48. And Get More Business!
And Get More Business!
5.5.
Quicker Isn’tQuicker Isn’t
Always BetterAlways Better
49. And Get More Business!
And Get More Business!
not a pit stopnot a pit stop
not a racenot a race
timely & convenienttimely & convenient
also has to be goodalso has to be good
50. And Get More Business!
And Get More Business!
want to know condition
believe you are better
the right mix of value,
speed and price
51. And Get More Business!
And Get More Business!
Quick Lane needs toQuick Lane needs to
be a Good Lane.be a Good Lane.
Needs to beNeeds to be
Profitable.Profitable.
52. And Get More Business!
And Get More Business!
6.6.
Be MoreBe More
CompetitiveCompetitive
53. And Get More Business!
And Get More Business!
huge opportunityhuge opportunity
keep cars longerkeep cars longer
Jiffy Lube surveyJiffy Lube survey
774 / 76% 100-250K774 / 76% 100-250K
54. And Get More Business!
And Get More Business!
oil changes
tire rotations
tire replacements
55. And Get More Business!
And Get More Business!
oil chg – #1 requestoil chg – #1 request
know need it; just OCknow need it; just OC
know what it’s worthknow what it’s worth
we need to enticewe need to entice
56. And Get More Business!
And Get More Business!
tire rotate – a dealtire rotate – a deal
competition is freecompetition is free
it’s just a tire rotationit’s just a tire rotation
has to be cheap or freehas to be cheap or free
57. And Get More Business!
And Get More Business!
tires – 75% buy svc
1/7 needs; 4/5 buy
mark-up; pigs / hogs
20% diff low price guar
lose tire sale; lose cust
58. And Get More Business!
And Get More Business!
How much do youHow much do you
make when they gomake when they go
somewhere else?somewhere else?
59. And Get More Business!
And Get More Business!
7.7.
Free CheckFree Check
Engine LightEngine Light
DiagnosticsDiagnostics
60. And Get More Business!
And Get More Business!
competition does it
comp gets it: avg bill?
cant sell repair / car in
what have you
got to lose?
61. And Get More Business!
And Get More Business!
Go back to your
store and see what
your average RO is
for check engine
light & diagnostic
complaints.
62. And Get More Business!
And Get More Business!
And Get More Business!
And Get More Business!
63. And Get More Business!
And Get More Business!
8.8.
Advertise More,Advertise More,
Not LessNot Less
64. And Get More Business!
And Get More Business!
Look at theLook at the
competition’s ads.competition’s ads.
65. And Get More Business!
And Get More Business!
Certified Factory Trained
Technicians
90 Days
Same-As-Cash
We Honor All Extended
Warranties
Dealer Quality without
Dealer Prices
Free
Towing
Your Dealership
Alternative
Lifetime Warranty on
Parts & Labor
Open Late, Saturdays &
Sundays
66. And Get More Business!
And Get More Business!
be smart, fixed diff
sales can do weekend
be persistent, months
courtship, not 1 night
67. And Get More Business!
And Get More Business!
Sales Department isSales Department is
like a Lear Jet…like a Lear Jet…
Fixed DepartmentsFixed Departments
are like a Battleship.are like a Battleship.
68. And Get More Business!
And Get More Business!
Want to throw your
money away?
Keep changing your
fixed operations
advertising plan.
69. And Get More Business!
And Get More Business!
think like customer
well known services
competitive, under $99
keep simple, no pkgs
consistent brand equity
70. And Get More Business!
And Get More Business!
direct mail is best
4 email, 3 phone #s
1 mailbox, check it
competition is there
email is a supplement
71. And Get More Business!
And Get More Business!
target lost cust first
who they are
where they live
what they drive, need
low hanging fruit – 1st
72. And Get More Business!
And Get More Business!
reach out to new
orphan owners
cust keep car longer
they need to meet you
get the word out
73. And Get More Business!
And Get More Business!
Don’t be the bestDon’t be the best
kept secret in town…kept secret in town…
Advertise!Advertise!
74. And Get More Business!
And Get More Business!
9.
Make Customer
Retention &
Customer
Satisfaction
A Priority
75. And Get More Business!
And Get More Business!
start with sales
give buyers a reason
1000 mile break-in
pit stop, 5 min, in car
lugnuts, fluids, set 1st
76. And Get More Business!
And Get More Business!
do what you say
stay in touch – updates
fix it right 1st
time
have right parts stock
things go wrong - Wow
77. And Get More Business!
And Get More Business!
sell wiper blades
ask every customer
can’t remember, need
parts – on sale, 1 price
$300 service – it rains
78. And Get More Business!
And Get More Business!
reward loyalty w/ club
every biz has one
simple & effective
constantly remind
say thank you, entice
79. And Get More Business!
And Get More Business!
customer satisfaction
not above, well above
need to get involved
not retaining, growing
not getting job done
80. And Get More Business!
And Get More Business!
stay focused
have to know serious
measure & report
know you believe
81. And Get More Business!
And Get More Business!
Make sure yourMake sure your
people know this ispeople know this is
not a fad.not a fad.
82. And Get More Business!
And Get More Business!
10.10.
Treat everyTreat every
customer likecustomer like
they were yourthey were your
Mother.Mother.
83. And Get More Business!
And Get More Business!
don’t over selldon’t over sell
don’t under selldon’t under sell
sell what they needsell what they need
be aggressivebe aggressive
don’t prequalifydon’t prequalify
84. And Get More Business!
And Get More Business!
You wouldn’t letYou wouldn’t let
your mom leave in ayour mom leave in a
car that was unsafecar that was unsafe
or needed service.or needed service.
85. And Get More Business!
And Get More Business!
Avoid the Tsunami.Avoid the Tsunami.
86. And Get More Business!
And Get More Business!1. Take Control
2. Be More Convenient
3. Step Up, Staff Up
4. Answer the Phone
5. Quicker Isn’t Always Better
6. Be More Competitive
7. Free Diagnostics
8. Advertise More, Not Less
9. Make CR / CSI a Priority
10. Treat Like Your Mom
87. And Get More Business!
And Get More Business!
And Get More Business!
And Get More Business!
88. And Get More Business!
And Get More Business!
We are inWe are in
this together.this together.
89. And Get More Business!
And Get More Business!
Together, We Drive…Together, We Drive…
Together, We Win…Together, We Win…
In 2010In 2010