Get In The Game A Little Bit More!

a little bit more!a little bit more!a little bit more!a little bit more!

a little bit more!a little bit more!

I love the car I 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 grade grade- I love it even when it’s badI love it even when it’s badlast 2 years were badlast 2 years were bad

Everything happens for

a good reason.

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

a little bit more!a little bit more!a little bit more!a little bit more!TSUNAMITSUNAMI

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

car salescar salescar salescar sales

fixed opsfixed opsfixed opsfixed ops

Fixed Follows Fixed Follows Car Sales.Car Sales.Fixed Follows Fixed Follows Car Sales.Car Sales.

07 08 09 10 11 12 13 07 08 09 10 11 12 13 07 08 09 10 11 12 13 07 08 09 10 11 12 13

If we change…If we change…If we change…If we change…

The pipeline of The pipeline of customers from customers from sales to service sales to service

is down.is down.

The pipeline of The pipeline of customers from customers from sales to service sales to service

is down.is down.

The pipeline made up for…The pipeline made up for…The pipeline made up for…The pipeline made up for…

- trades to other brand- customers that moved- trades to other brand- customers that moved- for customers that

we pissed off.- for customers that

we pissed off.

The market changed…

it slowed down.

When the market When the market slows down, slows down,

we have to we have to get more of get more of

it.it.

We have to do We have to do something something 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 business our fixed business will catch up will catch up car sales…car sales…

it has to.it has to.

If we don’t…If we don’t…our fixed business our fixed business will catch up will catch up car sales…car sales…

it has to.it has to.

The market The market changed.changed.

We have to We have to change.change.

10 10 Best PracticesBest Practices

avoid tsunami increase traffic build retention improve CSI more net profit

1. 1. Take Control: Take Control: Run It Like Run It Like

You Own ItYou Own It

1. 1. Take Control: Take Control: Run It Like Run 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 running Who 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 your let them know your job is on the linejob is on the line

before you lose your before you lose your job…they lose theirsjob…they lose theirs

Run your Run your fixed department fixed department like a like a

sales department.sales department.

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

Run your Run your fixed department fixed department like a like a

sales department.sales department.

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

2. 2. Be More Be 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 you…Would you…

Would you Would you do business do business

with you?with you?

Would you Would you do business do business

with you?with you?

3. 3. Step Up & Step Up &

Staff UpStaff Up

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…Have enough…Have enough…

Too much Too much business… business… can be bad for can be bad for

business!business!

Too much Too much business… business… can be bad for can be bad for

business!business!

always have more advalways have more adv have a few more techshave a few more techs sell up; have coveragesell up; have coverage somebody is always somebody 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 problems Fix 90% of problems with 2 more techs & with 2 more techs &

1 more advisor…1 more advisor…

We have to say We have to say “Yes We Can”“Yes We Can”

Fix 90% of problems Fix 90% of problems with 2 more techs & with 2 more techs &

1 more advisor…1 more advisor…

We have to say We have to say “Yes We Can”“Yes We Can”

4. Answer

the Phone

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 best trained advisor is best person to answerperson to answer

Instantly increase Instantly increase traffic if you just traffic if you just

answer the phone answer the phone and invite and invite

customers in.customers in.

Instantly increase Instantly increase traffic if you just traffic if you just

answer the phone answer the phone and invite and invite

customers in.customers in.

5. 5. Quicker Isn’t Quicker Isn’t

Always BetterAlways Better

5. 5. Quicker Isn’t Quicker 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 to Quick Lane needs to be a Good Lane. be a Good Lane.

Needs to be Needs to be Profitable.Profitable.

Quick Lane needs to Quick Lane needs to be a Good Lane. be a Good Lane.

Needs to be Needs to be Profitable.Profitable.

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

7. 7. Free Check Free Check

Engine Light Engine Light DiagnosticsDiagnostics

7. 7. Free Check Free Check

Engine Light Engine 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

8. 8. Advertise More, Advertise More,

Not LessNot Less

Look at the Look 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 is Sales Department is like a Lear Jet…like a Lear Jet… Fixed Departments Fixed 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 best Don’t be the best kept secret in town…kept secret in town…

Advertise!Advertise!

a little bit more!a little bit more!a little bit more!a little bit more!9.

Make Customer Retention & Customer

Satisfaction A Priority

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 your Make sure your people know this is people know this is

not a fad.not a fad.

10. 10. Treat every Treat every

customer like customer like they were your they were your

Mother.Mother.

10. 10. Treat every Treat every

customer like customer like they were your they 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 let You wouldn’t let your mom leave in a your mom leave in a car that was unsafe car that was unsafe or needed service.or needed service.

Avoid the Tsunami.Avoid the Tsunami.

a little bit more!a little bit more!a little bit more!a little bit more!1. Take Control

2. Be More Convenient3. Step Up, Staff Up4. Answer the Phone5. Quicker Isn’t Always Better6. Be More Competitive7. Free Diagnostics8. Advertise More, Not Less9. Make CR / CSI a Priority10. Treat Like Your Mom

Get lost customers Get lost customers back and keep them back and keep them

forever.forever.

Get lost customers Get lost customers back and keep them back and keep them

forever.forever.

Get In The Game A Little Bit More!

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