Super Charge Your Service Department 2.0

SuperChargeyour service department

10 Ways to

RandyJohnson

Get Pumped Up.Get Pumped Up.

Stand Up&

Be Proud.

Stand Up&

Be Proud.

Celebrate.Congratulate.Shake Hands.

Celebrate.Congratulate.Shake Hands.

Survivors.Leaders.Winners.

Survivors.Leaders.Winners.

There’s a lot of power in this room

right now.

There’s a lot of power in this room

right now.

We have a lot to be thankful

for Today!

We have a lot to be thankful

for Today!

it is time to stop looking backwards…

it is time to stop looking backwards…

I believe…I believe…

start looking forward.

start looking forward.

we have turned the corner.

we have turned the corner.


we are headed the right direction.

we are headed the right direction.


the future is bright.

the future is bright.


it’s time to put the pedal to the

metal…

it’s time to put the pedal to the

metal…


and leave the others in the

dust.

and leave the others in the

dust.

We Can Do It.We Can Do It.

And I believe…And I believe…

Do you Believe?Do you

Believe?

It’s going to take more than

4 cylinders.

It’s going to take more than

4 cylinders.

It’s going to take more than 6 or 8 cylinders.

It’s going to take more than 6 or 8 cylinders.

To reach our goal we

will have to…

To reach our goal we

will have to…

manage compete advertise think

We have to change…We have to change…

Are you ready for that?


10 Ways to

Take Control: Run It Like

You Own It

Take Control: Run It Like

You Own It

1

I can’t get…to sell I can’t get…to answer they won’t listen to me one of these days…

Who is running your

store?

Who is running 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

let them know your job is on the line

before you lose your job…they lose theirs

Run your service department like a

sales department.

Run your service department like a

sales department.

Look at your Key Services Penetration

Report

Look at your Key Services Penetration

Report

Run it like you own it!Run it like you own it!

Be More Convenient.

Be More Convenient.

2

think like a customer open more; Saturday open early, late, easy

Extensive 6 month study of 150

dealerships and we found…

Being Convenient is not just about being

open…

wait 2 hrs for oil chg? return if not right 1st come back if no parts understaffed, too busy

Would you…Would you…

Would you do

business with you?

Would you do

business with you?

Step Up&

Staff Up.

Step Up&

Staff Up.

3

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

Have enough…Have enough…

Too much business… can be bad for

business!

Too much business… can be bad for

business!

always have more adv more techs sell up; have coverage somebody is always

“not there”

to sell 100 cars 10 salespeople same rule applies advisors handle 15-20 techs work on 5-6 cars

Fix 90% of problems with 2 more techs &

1 more advisor…

We have to say “Yes We Can”

Fix 90% of problems with 2 more techs &

1 more advisor…

We have to say “Yes We Can”

Answer the Phone.

Answer the Phone.

4

85% call first giving you opportunity asleep at the wheel

We called 150 stores…

22% didn’t answer 5 rings.We Hung Up.

27% put us on hold 2 min.We Hung Up.

We didn’t talk to about 50%

94% didn’t ask our name.

85% price, no reasons.

73% didn’t ask for appt

what is your avg $/RO every ring = $ BDC is only part trained advisor is best person to answer

Instantly increase traffic if you just

answer the phone and invite

customers in.

Quicker isn’t always Better.Quicker isn’t

always Better.

5

not a pit stop not a race timely & convenient also has to be good

Quick Service Bays…Quick Service Bays…

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

Quick Lane needs to be a Good Lane.

Needs to be Profitable.

Quick Lane needs to be a Good Lane.

Needs to be Profitable.

Be More Competitive.

Be More Competitive.

6

huge opportunity keep cars longer Jiffy Lube survey 774 / 76% 100-250K

2200 Jiffy Lubes 2400 Walmart Auto Centers 1500 Firestone stores

800 Goodyear stores 900 Meineke, 1800 Midas 593 Pepboys, 6500 bays

We have to get our customers back.

oil changes tire rotations tire replacements diagnostics

Be Competitive

The Goal:

Get them in your store.

oil chg – #1 request know need it; just OC know what it’s worth need to entice: a deal

Oil Change

tire rotate – a deal competition is free it’s just a tire rotation has to be cheap or free

Tire Rotation

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

Tires

check engine light on some competition free low price – not $100 average RO w/ ck eng

Diagnostics

What have you got to lose…

except a customer?

How much do you make when

they go somewhere

else?

Advertise More, Not Less.

Advertise More, Not Less.

7

The competition is everywhere.

newspaper yellow pages direct mail email marketing automated phone calls rewards clubs

Look at their 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 is like a Lear Jet…

Service Departments are like a

Battleship.

Successful Service

Advertising depends on being

consistent and persistent.

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 best kept secret in

town…Advertise!

Make Customer Retention a

Priority

Make Customer Retention a

Priority

8

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

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

Make sure your people know this is not a

fad.

Make your facility inviting

and comfortable.

Make your facility inviting

and comfortable.

9

look successful drive & shop are clean work stations organized remove negative signs waiting area is nice

not talking about $$$ painting, cleaning furniture & desks modernize restrooms be proud of your store

Make your store feel like a

nice hotel lobby.

Treat every customer like

they were your Mom.

Treat every customer like

they were your Mom.

10

don’t over sell don’t under sell sell what they need be aggressive don’t prequalify

techs job is to report your job is to present customers job is decide

You wouldn’t let your mom leave in a car that was unsafe or needed

service.


10 Ways to

1. Take Control2. Be More Convenient3. Step Up, Staff Up4. Answer the Phone5. Quicker Isn’t Always Better6. Be More Competitive7. Advertise More, Not Less8. Make Customer Retention Priority9. Make Facility Inviting & Comfortable10. Treat Like Your Mom

If you aren’t pumping, you are

coasting…you will eventually

stop.

8 Ways to increase traffic in your service department!

RandyJohnson

Super Charge Your Service Department 2.0

Automotive

Transcript of Super Charge Your Service Department 2.0