Dealerships can beat the services of independent providers, like Jiffy, Lube and Valvoline, by doing some hard work
New York, NY (PRWEB) February 10, 2015
Auto Consultant Max Zanan is supporting one of the important messages from at this year’s 2015 NADA Convention. It is that Dealerships can beat the services of independent providers, like Jiffy, Lube and Valvoline, by doing hard work.
The findings state that Dealerships are not as focused on Quick Lube Services as they should be. The respected auto industry strategist, Max Zanan, who has master minded F&I at Dealerships in the U.S.A. for over a decade, is asking Dealerships to take heed of the new findings released at the 2015 NADA Convention.
The truth is that many Dealer-branded Quick Lube/Express Service operations are performing poorly, due to the lack of efficient management and the absence of modern marketing plans.
“Carefully planned Quick Lube/Express Services, established as “Standalone” operations and concentrating on customer satisfaction, can propel Dealerships tremendously, as such services can maximize sales opportunities,” continues Max Zanan.
Consultant Zanan is of the view, that overall revenue can be maximized in several ways, including the upselling of air filters, cabin filters, wiper blades, light bulbs, belts. This point was stressed at the 2015 NADA Convention. “It is not merely about oil changing; there is much more at stake here,” Zanan notes.
In the words of Max Zanan, “creating awareness is of paramount importance to begin with.” The experienced Auto Consultant, who heads Max Zanan Consulting, puts forward productive guidelines for Dealerships on this crucial aspect of Dealership operations. Dealers should dedicate a page exclusively to Quick Lube on their websites, Zanan advises.
Without strong awareness, Dealerships will struggle to increase their market share of the oil changes business, the veteran consultant explains. "They will also lose abundant opportunities for income development" the guru reminds Dealerships.
Well-structured and properly staffed Sales Departments and Service Departments can play a meaningful role in attracting more oil changing business. A Sales Department that lets customers know from the inception, that Quick Lube is available, will make an impact on increasing business, not only in oil changes but also in sales. Service Departments should stress Quick Lube Service, when conducting New Owner Clinics.
Missing out on the making of the nexus between oil change and sales is unfortunate, warns Max Zanan, as it means that Dealers are not grasping windows of opportunities for converting Quick Lube customers into Sales customers.
Gone are the days of traditional Marketing Plans, adds Zanan. Dealerships should embark on modern marketing using mailers, digital marketing, powered by social media and other professional channels.
Auto Consultant Max Zanan lists reasons why customers do not return to dealerships for immediate maintenance needs:
•Perceived high prices
•Ineffective phone skills of Dealership employees
The key lies in getting customers to return. Not only will they return for oil changes, but for profitable maintenance, repair work and for purchasing accessories, gadgets and items. Zanan feels that Dealers hurt themselves by being pre-occupied with performing quick oil changes and forgetting the bigger picture which centers on upselling, pleasing customers and maximizing revenue, the points which the 2015 NADA Convention stressed.
Max Zanan offers Dealerships a reliable blueprint for an effective Quick Lube/Express Service. It includes the appointment of a dedicated Manager who understands upselling, trained lube technicians with ability to diagnose problems, whether directly related or unrelated to oil changing.
A successful Quick Lube/Express Service should competently master its systems and processes. It should be vigilant and be able to identify high-mileage cars and offer customers the trade-in option. Following the Max Zanan guidelines, which are the same as the ones which the 2015 NADA Conference endorsed, is expected to result in outstanding customer satisfaction and customer retention and ultimately an increase in the sales of new and used cars.
Zanan envisages the customer driving up, with or without an appointment, being courteously greeted and attentively attended to and engaged, getting an oil change within 45 minutes and enjoying a pleasing customer experience. These are critical elements which lead to the success of a Quick Lube/Express Service, Zanan insists.
Max Zanan is Managing Director of IDDS Group, New York, NY. He previously controlled the largest accounts at Atlantic Auto Group and Plaza Automall in New York. He offers Consulting and Training Services to the Auto Industry. Max Zanan has successfully trained numerous Service, Parts and F&I Managers.
For additional information, contact Max Zanan.
Phone: (917) 903-0312