2010 Hendrick Fixed Ops Summit

And Get More Business!

I love the carI love the car
business.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

I grew up in it.

- 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

Everything
happens for
a good reason.

- 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

There isThere is
another stormanother storm
on the horizon.on the horizon.

TSUNAMITSUNAMI

The TsunamiThe Tsunami
was caused bywas caused by
lower car sales.lower car sales.

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…

The pipeline ofThe pipeline of
customers fromcustomers from
sales to servicesales to service
is down.is down.

The pipeline made up for…The pipeline made up for…
- trades to other brand
- customers that moved
- for customers that
we pissed off.

The market
changed…
it slowed down.

When the marketWhen the market
slows down,slows down,
we have towe have to
get more ofget more of
it.it.

We have to doWe have to do
somethingsomething
different.different.

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…

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.

The marketThe market
changed.changed.
We have toWe have to
change.change.

1010
Best PracticesBest Practices

 avoid tsunami
 increase traffic
 build retention
 improve CSI
 more net profit

1.1.
Take Control:Take Control:
Run It LikeRun It Like
You Own ItYou Own It

 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…

Who is runningWho is running
your store?your store?

 you are the coach
 it’s your team
 each month big game
 your future; win vs loss

 get out of office, drive
 money is on drive
 teach them how to sell
 how you want things

 set clear expectations
 hold accountable
 sales meetings daily
 praise; get involved
 motivate & cheer lead

 everything you do has
to circle customer
 customer retention &
CSI keys to success
 they are the future

 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

Run yourRun your
fixed departmentfixed department
like alike a
sales department.sales department.
Run it like youRun it like you
own it!own it!

2.2.
Be MoreBe More
ConvenientConvenient

 think like a customer
 open more; Saturday
 open early, late, easy
 not just hours open

 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…

Would youWould you
do businessdo business
with you?with you?

3.3.
Step Up &Step Up &
Staff UpStaff Up

 techs to get job in…
 adv’s greet & cashier
 cashiers out / hoola
 people hate lines
Have enough…Have enough…

Too muchToo much
business…business…
can be bad forcan be bad for
business!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”

 you can’t have great
CSI if you don’t have
happy customers
 you have to make
them say WOW!

 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

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”

4.
Answer
the Phone

 85% call first
 giving you opportunity
 asleep at the wheel
 we called 150 stores
 73% didn’t ask appt

 ? 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

Instantly increaseInstantly increase
traffic if you justtraffic if you just
answer the phoneanswer the phone
and inviteand invite
customers in.customers in.

5.5.
Quicker Isn’tQuicker Isn’t
Always BetterAlways Better

 not a pit stopnot a pit stop
 not a racenot a race
 timely & convenienttimely & convenient
 also has to be goodalso has to be good

 want to know condition
 believe you are better
 the right mix of value,
speed and price

Quick Lane needs toQuick Lane needs to
be a Good Lane.be a Good Lane.
Needs to beNeeds to be
Profitable.Profitable.

6.6.
Be MoreBe More
CompetitiveCompetitive

 huge opportunityhuge opportunity
 keep cars longerkeep cars longer
 Jiffy Lube surveyJiffy Lube survey
 774 / 76% 100-250K774 / 76% 100-250K

 oil changes
 tire rotations
 tire replacements

 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

 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

 tires – 75% buy svc
 1/7 needs; 4/5 buy
 mark-up; pigs / hogs
 20% diff low price guar
 lose tire sale; lose cust

How much do youHow much do you
make when they gomake when they go
somewhere else?somewhere else?

7.7.
Free CheckFree Check
Engine LightEngine Light
DiagnosticsDiagnostics

 competition does it
 comp gets it: avg bill?
 cant sell repair / car in
 what have you
got to lose?

Go back to your
store and see what
your average RO is
for check engine
light & diagnostic
complaints.

8.8.
Advertise More,Advertise More,
Not LessNot Less

Look at theLook at the
competition’s ads.competition’s ads.

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

 be smart, fixed diff
 sales can do weekend
 be persistent, months
 courtship, not 1 night

 Sales Department isSales Department is
like a Lear Jet…like a Lear Jet…
 Fixed DepartmentsFixed Departments
are like a Battleship.are like a Battleship.

Want to throw your
money away?
Keep changing your
fixed operations
advertising plan.

 think like customer
 well known services
 competitive, under $99
 keep simple, no pkgs
 consistent brand equity

 direct mail is best
 4 email, 3 phone #s
 1 mailbox, check it
 competition is there
 email is a supplement

 target lost cust first
 who they are
 where they live
 what they drive, need
 low hanging fruit – 1st

 reach out to new
 orphan owners
 cust keep car longer
 they need to meet you
 get the word out

Don’t be the bestDon’t be the best
kept secret in town…kept secret in town…
Advertise!Advertise!

9.
Make Customer
Retention &
Customer
Satisfaction
A Priority

 start with sales
 give buyers a reason
 1000 mile break-in
 pit stop, 5 min, in car
 lugnuts, fluids, set 1st

 do what you say
 stay in touch – updates
 fix it right 1st
time
 have right parts stock
 things go wrong - Wow

 sell wiper blades
 ask every customer
 can’t remember, need
 parts – on sale, 1 price
 $300 service – it rains

 reward loyalty w/ club
 every biz has one
 simple & effective
 constantly remind
 say thank you, entice

 customer satisfaction
 not above, well above
 need to get involved
 not retaining, growing
 not getting job done

 stay focused
 have to know serious
 measure & report
 know you believe

Make sure yourMake sure your
people know this ispeople know this is
not a fad.not a fad.

10.10.
Treat everyTreat every
customer likecustomer like
they were yourthey were your
Mother.Mother.

 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

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.

Avoid the Tsunami.Avoid the Tsunami.

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

We are inWe are in
this together.this together.

Together, We Drive…Together, We Drive…
Together, We Win…Together, We Win…
In 2010In 2010

2010 Hendrick Fixed Ops Summit

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