With Llyod Schiller, LlyodTV - DealersEdge · How to step up your game to win in 2010! With Llyod...

Fixed Ops Fixed Ops -- Time to Attack Time to Attack -- Play Offense! Play Offense! How to step up your game to win in 2010!How to step up your game to win in 2010!

WithWith

LlyodLlyod Schiller, Schiller, LlyodTV.comLlyodTV.com

Moderated byModerated by

Michael Causey, DealersEdgeMichael Causey, DealersEdge

LloydSchiller.comLloydSchiller.com , LLC , LLC Service & Parts Consulting & TrainingService & Parts Consulting & Training

LloydSchiller.comLloydSchiller.com @ @ gmail.comgmail.com 561.212.6966561.212.6966

Lloyd SchillerLloyd Schiller is Founder and President ofis Founder and President of Dealer Service Corporation a Division Dealer Service Corporation a Division of NCM Associates.of NCM Associates. He has spoken at 13 NADA Conventions on a variety of He has spoken at 13 NADA Conventions on a variety of management topics, and twice had Number 1management topics, and twice had Number 1--Rated Workshops. Lloyd has also Rated Workshops. Lloyd has also addressed three Australian Automobile Dealers Association Convenaddressed three Australian Automobile Dealers Association Conventions, the tions, the American Institute of Certified Public Accountant Conferences onAmerican Institute of Certified Public Accountant Conferences on Dealership Dealership Financial Operations four times, the NACE Convention on DealershFinancial Operations four times, the NACE Convention on Dealership Body ip Body Shop Management, and hasShop Management, and has been a featured speaker at four DealersEdge been a featured speaker at four DealersEdge Service & Parts Summits. Mr. Schiller has presented over 40 2Service & Parts Summits. Mr. Schiller has presented over 40 2--day Seminars for day Seminars for NADA on various Service Management topics, both live and distancNADA on various Service Management topics, both live and distance learning. e learning. Lloyd has conducted over 30 4Lloyd has conducted over 30 4--day Service Management day Service Management BootcampsBootcamps for NCM for NCM Associates. Through his inAssociates. Through his in--dealership work, along with International, National, dealership work, along with International, National, State, Metro, and Private Seminars, plus Twenty Group appearanceState, Metro, and Private Seminars, plus Twenty Group appearances Lloyd has s Lloyd has addressed thousands of Dealers, Managers and Factory Representataddressed thousands of Dealers, Managers and Factory Representatives in the ives in the U.S., Mexico, Canada, Puerto Rico, and Australia.U.S., Mexico, Canada, Puerto Rico, and Australia.

Lloyd Schiller, Founder and President of Dealer Service Corp. a Lloyd Schiller, Founder and President of Dealer Service Corp. a Division of NCM Associates Division of NCM Associates

Slide # Slide # 33““ LloydLloyd ’’s Attack & Win in 2010 Webinars Attack & Win in 2010 Webinar ”” Copyright 2010, All Rights Reserved Copyright 2010, All Rights Reserved

www.LloydSchiller.comwww.LloydSchiller.com . 561.212.6966 Reproduction And Duplication Is St rictly Prohib. 561.212.6966 Reproduction And Duplication Is St rictly Prohib itedited

SOSO……what ifwhat if ……

……areare the VERY thingsthe VERY things ……

LloydLloyd ’’s Attack & Win in 2010!s Attack & Win in 2010!



Many of the rules have changed Many of the rules have changed PERMANENTLYPERMANENTLY

We are We are ININ ““ thethe NEW NORMALNEW NORMAL ””




ItIt ’’s times like these s times like these that that FORCEFORCE great Businesses great Businesses

ANDAND great Peoplegreat People to to ““ BOUNCEBOUNCE”…”…

……and become even more successful and become even more successful than they were beforethan they were before




How MANY Total New & Used How MANY Total New & Used Vehicles did you sell from 2000Vehicles did you sell from 2000 ––9?9?

Suppose you were performing asSuppose you were performing asService & Parts SALES MANAGERS Service & Parts SALES MANAGERS

running SALES DEPARTMENTS?running SALES DEPARTMENTS?What would you do differently?What would you do differently?




And where better than And where better than your Service & Parts Departments your Service & Parts Departments

to take care of Customers?to take care of Customers?1.1. You already have the ExpertiseYou already have the Expertise2. You already have the Credibility2. You already have the Credibility3. You have first class equipment and tools3. You have first class equipment and tools4.4. You You CHOOSE to be ConvenientCHOOSE to be Convenient ……5. 5. You You CHOOSE toCHOOSE to be a Good Valuebe a Good Value ……6. You 6. You CHOOSE to Expand Your MarketsCHOOSE to Expand Your Markets ……




How Do WE How Do WE IncreaseIncrease OUR Service Business?OUR Service Business?

1.1. Expand Your Markets Expand Your Markets --

Capture nonCapture non --Franchise CustomersFranchise Customers

2.2. Expand Your Markets Expand Your Markets --

Commercial, High Age/MileageCommercial, High Age/Mileage

3. Recapture 3. Recapture ““ LostLost ”” CustomersCustomers

4. Increase the Yield per Current Customer4. Increase the Yield per Current Customer

5. Implement Processes that Retain Current 5. Implement Processes that Retain Current

Customers, New AND Customers, New AND USEDUSED



All Makes/All Models All Makes/All Models

““ ThatThat ’’s What We Service!s What We Service! ””

Every other Service Shop in town, Every other Service Shop in town,

EXCEPT WE DEALERS, EXCEPT WE DEALERS,

works onworks on ……

……All Makes and Models!All Makes and Models!


www.LloydSchiller.comwww.LloydSchiller.com . 561.212.6966 Reproduction And Duplication Is St rictly Prohib. 561.212.6966 Reproduction And Duplication Is St rictly Prohib iteditedOr do you want this?Or do you want this?

Do you want this?Do you want this?







1. How do we get into this business?1. How do we get into this business?

b. b.

c. c.

d. d.

a. a.



2. Now, how do we 2. Now, how do we ““ get Customers?get Customers? ””

b. b.

c. c.

d. d.

a. a.





Commercial / Commercial / ““ FleetailFleetail ”” BusinessBusiness

1. Why do we want to get into this 1. Why do we want to get into this business, and then How?business, and then How?

b. b.

c. c.

d. d.

a. a.



2. How do we 2. How do we ““ get Customers?get Customers? ””

b. b.

c. c.


a. a.



2. How do we 2. How do we ““ get Customers?get Customers? ”” (cont.)(cont.)

d. d.




Treat Service & Parts like Treat Service & Parts like ““ SalesSales ””with your Digital Marketingwith your Digital Marketing



Try thisTry this ……

When you When you ““ googlegoogle ””““ auto serviceauto service ”” or or ““ auto repairsauto repairs ””in your city, state,in your city, state,does YOUR DEALERSHIP does YOUR DEALERSHIP come up on 1come up on 1 stst page, top half?page, top half?




Try thisTry this ……

When you When you ““ googlegoogle ””(your brand) (your brand) ““ auto repairsauto repairs ”” or or ““ auto serviceauto service ”” in your city, state,in your city, state,does YOUR DEALERSHIP does YOUR DEALERSHIP come up on 1come up on 1 stst page, top half?page, top half?




This includes a combination of using This includes a combination of using ““ Meta TagsMeta Tags ”” , , ““ Key WordsKey Words ”” , and Web , and Web Page Page ““ IndexingIndexing ”” which youwhich you or your or your

I.T. person should research I.T. person should research and and APPLYAPPLY to each of your to each of your

Service, Parts and Body Shop pages.Service, Parts and Body Shop pages.

You You accomplishaccomplish this by this by ““ SEOSEO”” , , or or SSearch earch EEngine ngine OOptimizationptimization




Create some service videosCreate some service videos explaining explaining features and benefits of certain services, features and benefits of certain services, and place them onand place them on YouTube, with links to YouTube, with links to

your Service pagesyour Service pages ……

Why? Why? ““ Social MarketingSocial Marketing ””


You You accomplishaccomplish this by this by ““ SEOSEO”” , , or or SSearch earch EEngine ngine OOptimizationptimization



When someone FINDS and goes to your When someone FINDS and goes to your Website, are there: Website, are there:

Service Service ““ dropdown dropdown pagespages ,,””

Parts Parts ““ dropdown dropdown pagespages ,,”” andand

Body Shop Body Shop ““ dropdown dropdown pagespages ”” ??




When someone goes to your Website When someone goes to your Website Service Service ““ dropdown,dropdown, ”” are there:are there:

1.1.

2. 2.

3. 3.




When someone goes to your Website When someone goes to your Website ““ dropdowndropdown ”” PAGES, are there, PAGES, are there, on every pageon every page ::

4. 4.

5. 5.

6. 6.




When someone goes to your Website When someone goes to your Website Service Service ““ dropdown,dropdown, ”” is there:is there:

7. 7.




When someone goes to your Website When someone goes to your Website Service Service ““ dropdowns,dropdowns, ”” are thereare there

Pictures of:Pictures of:




9. When someone goes to your Website 9. When someone goes to your Website Service Service ““ dropdowns,dropdowns, ”” are there Pictures are there Pictures of:of:

your Facility, your Facility, specialized equipment with specialized equipment with explanations,explanations, company outings,company outings, charity charity events,events, car clubs & events, car clubs & events, Customer Customer testimonials? testimonials?




10. Should your Website be 10. Should your Website be translated into other language(s)?translated into other language(s)?

11. Should your website have 11. Should your website have a dropdown a dropdown Employment pageEmployment pagewith onwith on --line application, plus line application, plus testimonials from longtestimonials from long --term Employees?term Employees?




Before the internet, people came Before the internet, people came to the Dealership during the to the Dealership during the

““ shopping phaseshopping phase ””which might last 2 which might last 2 –– 3 months. 3 months.




TodayToday ’’s shoppers do preliminary s shoppers do preliminary work on the Internet. This takes work on the Internet. This takes

much away from the Dealermuch away from the Dealer ’’s ability s ability to to ““ Sell the Dealership.Sell the Dealership. ””


Make sure your Website Make sure your Website

““ Sells your TOTAL DealershipSells your TOTAL Dealership ”” !!



Marketing Ideas! Marketing Ideas! Customer RetentionCustomer Retention

Service Reception AreaService Reception Area

1.1. ““ Wall of FameWall of Fame ”” with Staff Pictures,with Staff Pictures,

““ Lloyd Schiller, Technician since 1967Lloyd Schiller, Technician since 1967 …”…”



2. Service Reception Area 2. Service Reception Area ““ Welcome Home for ServiceWelcome Home for Service ””

““ Our Family Serving your Family since Our Family Serving your Family since 19xx19xx ”” with Dealerwith Dealer ’’s Family Picture s Family Picture

and script signatureand script signature



““ Everyday Low PriceEveryday Low Price ””




““ WeWe’’ ll Meet or Beat ll Meet or Beat Any Advertised PriceAny Advertised Price ””




““ SoftSoft ”” Numbers are: Numbers are: 11’’s, 2s, 2’’s, 3s, 3’’s, s, 44’’s*s*,, 66’’s, 7s, 7’’s and 8s and 8 ’’ss

UseUse $44.88$44.88instead of $45.95instead of $45.95

UseUse $68.88$68.88instead of $69.95instead of $69.95




DonDon ’’ t Change t Change Op CodesOp Codes ……





CrossCross --marketing?marketing?



Vehicle High Mileage/ Vehicle High Mileage/

High Age DisclaimerHigh Age Disclaimer




What Would What Would ““SALESSALES”” Do?Do?



35% ABOVE your 1335% ABOVE your 13 --week average, CSI week average, CSI

““ QualifiedQualified ”…”… 11stst Place and 2Place and 2 ndnd Place Place

Sales CreatesSales Creates ““ ExcitementExcitement ””


Technician Technician ““ Nickel & DimeNickel & Dime ”” UpsellsUpsells

Technician Upsell SpiffsTechnician Upsell Spiffs



Sales Sales Departments Departments

Set Set Appointments.Appointments.

Why?Why?




Utilize a Good Customer Utilize a Good Customer

WriteWrite --up and Selling Systemup and Selling System

Our Sales Process begins with PreWork Our Sales Process begins with PreWork Order Packages, including printed:Order Packages, including printed:

•• PreWorkPreWork ……

•• DealershipDealership ……

•• PreWorkPreWork ……

•• AppointmentAppointment ……





Our Sales Process then relies on Our Sales Process then relies on a wella well --executed:executed:

•• Greeting Greeting

•• WalkaroundWalkaround

•• Menu presentationMenu presentation

•• Multipoint Inspection offerMultipoint Inspection offer



Service & Parts Managers Service & Parts Managers ““ previewpreview ””Customer Customer ““ PrePre--Work Order PackagesWork Order Packages ”” for:for:

•• MaintenanceMaintenance ……

•• PrePre--assignassign ……

•• Ensure we (will)Ensure we (will) ……

•• ReviewReview ……






Would the Sales People Would the Sales People Sell Vehicles at their Sell Vehicles at their

Computers if they could?Computers if they could?





We do a Good Walkaround, 2We do a Good Walkaround, 2 ndnd most most valuable Customer Retention toolvaluable Customer Retention tool ……

Why? 1, 2, 3Why? 1, 2, 3 ……




Do the Finance People Do the Finance People use Menus?use Menus?

Slide # Slide # 4949““ LloydLloyd ’’s Wonderful Service Symposiums Wonderful Service Symposium ”” Copyright 2010, All Rights Reserved Copyright 2010, All Rights Reserved www.LloydSchiller.comwww.LloydSchiller.com Reproduction And Duplication Is Strictly ProhibitedReproduction And Duplication Is Strictly Prohibited

After our Walkaround, After our Walkaround, we make the appropriate we make the appropriate maintenance menu presentationmaintenance menu presentation ……




Present at +/Present at +/-- 10% Mileage Variance from 10% Mileage Variance from Factory Interval. 6 Benefits:Factory Interval. 6 Benefits:

1.1.2.2.3.3.4.4.5.5.6.6.

6 CUSTOMER BENEFITS 6 CUSTOMER BENEFITS RECEIVED FROM MAINTENANCERECEIVED FROM MAINTENANCE



1.1. ““ II’’ve had an opportunityve had an opportunity …”…”

2.2. ReviewReview ……

3. Explain3. Explain ……

4.4. AddressAddress ……

5. If 5. If ““ NoNo”…”…

6. THANK6. THANK ……

LloydSchiller.com LloydSchiller.com Menu Presentation Summary Menu Presentation Summary


WHEN YOU ask the Customer to BUYWHEN YOU ask the Customer to BUY ……

““ II’’m not saying m not saying No,No,

Otherwise, Otherwise,

““ COMMON SENSECOMMON SENSE””MAINTENANCE MENU PRESENTATIONMAINTENANCE MENU PRESENTATION


If the Customer Declines AGAINIf the Customer Declines AGAIN ……

““ COMMON SENSECOMMON SENSE””MAINTENANCE MENU PRESENTATIONMAINTENANCE MENU PRESENTATION



COURTESY VISUAL INSPECTIONS COURTESY VISUAL INSPECTIONS or Multipoint Inspectionsor Multipoint Inspections

Why Why we need to we need to rere--Implement this entire ProcessImplement this entire Process !!

PLUS, the 6 Key ElementsPLUS, the 6 Key Elements to make to make your Closing Ratios Skyrocket!your Closing Ratios Skyrocket!


1.1. We askWe ask ……

2. We give2. We give ……

3. We call3. We call ……

4. We summarize4. We summarize ……

5. THEN, we5. THEN, we……

6. We support6. We support ……

COURTESY VISUAL INSPECTIONS COURTESY VISUAL INSPECTIONS or Multipoint Inspectionsor Multipoint Inspections



1 Digital Camera 1 Digital Camera for every Techfor every Tech



Copper SulfateCopper Sulfate

NOTNOTChocolate Chocolate

SyrupSyrup



““ Mr./Ms. CustomerMr./Ms. Customer …”…”

““ How do you present How do you present

your findings/results?your findings/results? ””

NoticeNotice……




Why Does Why Does the Sales Department the Sales Department

Send a Manager in Send a Manager in to Close the Deal?to Close the Deal?



1. LAUNCH 1. LAUNCH ““ ThirdThird ””Marketing Efforts. Marketing Efforts.

Who better to Who better to ““ marketmarket ”” to to than to our OWN Customers than to our OWN Customers

with identified NEEDS!with identified NEEDS!

2. Track Successes and Failures 2. Track Successes and Failures by Advisorby Advisor

Why use Quick Operation Codes Why use Quick Operation Codes to to ““ documentdocument ””

missed opportunities?missed opportunities?



““ Advised Customer Advised Customer of Recommended Maintenance; of Recommended Maintenance;

Customer Customer PostponedPostponed at this Timeat this Time ””

““ Advised Customer Advised Customer of Needed Repairs; of Needed Repairs;

Customer Customer PostponedPostponed at this Timeat this Time ””

Here are 2 Quick Operations Here are 2 Quick Operations You May Wish to Add You May Wish to Add

to Your System:to Your System:


Why Why Use Active Deliveries?Use Active Deliveries?

WhatWhat ’’s an Active Delivery? s an Active Delivery?

ONLY, the MOST...ONLY, the MOST...

Would you allowWould you allow ……

Hang outHang out ……



1.1. FaceFace--toto --faceface ……2.2. ResolveResolve ……3.3. SetSet……4.4. SolicitSolicit ……5.5. SolicitSolicit ……6.6. THANKTHANK ……

LloydSchiller.com LloydSchiller.com Active Delivery Process SummaryActive Delivery Process Summary



Extended Service Contract Sales Extended Service Contract Sales by Your Service Advisors!by Your Service Advisors!

1. Advisors have1. Advisors have ……

2. Advisors are2. Advisors are ……

3. The Sale and Gross3. The Sale and Gross ……

4. Service Contracts4. Service Contracts ……



•• How areHow are ……

•• WhatWhat ’’ss……

•• Who SHOULDWho SHOULD ……

Recapture Inactive CustomersRecapture Inactive Customers



The Total Service & Parts Market The Total Service & Parts Market

is simply UNLIMITEDis simply UNLIMITED !!

SELLING should be SELLING should be FFUUNN! !

Make every effort, Make every effort,

and then make an Even Greater Effort, and then make an Even Greater Effort,

to get good at to get good at

this this FFUUN N SSIIDDEE oof f OOUURR bbuussiinneessss!!


LloydSchilleLloydSchille r.com, LLCr.com, LLC

561.212.6966 561.212.6966

[email protected]@gmail.com

Service & Parts Consulting & TrainingService & Parts Consulting & Training

2. Proven Results, Client References2. Proven Results, Client References

= Net Profit & CSI RESULTS!!!= Net Profit & CSI RESULTS!!!

3. In3. In--Dealership, OffDealership, Off --Site, or Site, or InIn--Store/ InStore/ In --Home eLearning Home eLearning

1.1. Career experience, not Career experience, not ““ between jobsbetween jobs ””



God Bless AmericaGod Bless Canada

With Llyod Schiller, LlyodTV - DealersEdge · How to step up your game to win in 2010! With Llyod...

Documents

Transcript of With Llyod Schiller, LlyodTV - DealersEdge · How to step up your game to win in 2010! With Llyod...