As a service manager, you’re undoubtedly convinced of the importance of maintaining regular contact with your customers. It’s a critical function of marketing. You’ve probably seen a boost in sales from your mailers and e-mails, but you might wonder if there is more you could do to see an increased benefit from these marketing efforts. Conversely, is there anything you’re doing now that might undermine the effectiveness of your message once customers come into the shop? By taking some simple measures, you can ensure that when customers arrive, your service department reinforces the messages sent through your marketing.
Inform everyone on your staff about the mailer, including details about the offers and limitations. Your marketing partner will send you a packet of extra copies of the mailer, as well as a laminated copy to post in the service drive. Don’t leave that box in the corner of your office to get buried by seven other things before the week is out. Pull out those extra copies and share them with your entire service staff to ensure everyone is well-informed.
Let everyone from your service advisors to your receptionist know about the mailer so they can answer questions effectively. Are you trying to win back lost or defecting customers? Is this mailer designed to increase frequency or loyalty among your regular customers? In one instance, after we sent out new customer acquisition mailers for a dealership, I tested the employees’ knowledge of the mailer. I called the main number listed on the mail piece and asked about the offer. The service manager had not communicated with his team about the mailer; the receptionist had no idea what I was talking about. I was transferred several times before I finally got a service advisor’s voice mailbox. Imagine how prospective customers would feel about that experience. They would most certainly not become new customers.
Discuss your expectations with your staff regarding how they handle coupons. Some service advisors and cashiers unwittingly express frustration to customers about the hassle of handling coupons. The customer often feels as though he or she is being punished for redeeming the coupon you sent them. Remind your staff to thank customers for coming and bringing in the offers. Be sure they are well-versed in the procedures for entering the repair order (RO) with the discount and attaching the coupon to the RO so they are not fumbling in front of the customer.
Train your staff to welcome back lost or defecting customers. Obviously, you want to provide customers with exceptional service, but a customer who has not been in your dealership before (or in a long time), should be handled with extra care. Consider offering a “welcome” or “welcome back” gift such as a key chain, coffee mug or other token gift.
Use the offers to up-sell. Your service advisors are trained to perform an inspection on every vehicle, right? They recommend additional services and repairs as needed. The extra copies of your mailer can be used to entice customers to go ahead and have those additional services performed immediately. Your chances of performing those services are significantly greater if you get to do it sooner rather than later. If customers leave the service drive with your recommendations, there’s a higher chance they will take their business to your competitor. Snag it while you can.
Feature a lead offer that represents a clear value. Are you concerned that you will be discounting your services to a customer who would otherwise have paid full price? Then perhaps your coupon strategy is a little off the mark. When designing a mailer, you must have a lead offer that sets the tone for the mailer, such as a low-cost oil change, that demonstrates you are price competitive. Keep in mind that you should advertise prices that are competitive but that don’t destroy your effective labor rate—ensuring that you can feel comfortable offering those prices to all your customers.
As with everything, inspect for what you expect. Perform “snoop calls” of your own. Give a friend a mailer and ask him or her to bring in a vehicle for service. Get input on how he or she was treated. Recognize your employees who handle customers effectively and coach those who could improve.
Getting effective marketing messages into the hands of your customers or prospective customers is really only half the battle. Service departments that consistently see great results are those where effective marketing goes beyond the mailer and permeates every step of the customer’s experience.
Download the “Mid-year Marketing Evaluation: Part 1″ Podcast
Chuck Patton, CEO/Owner of Traffic Builders, talks with AutoSuccess magazine on making a mid-year evaluation of your service department’s marketing strategy. Read More »
Tags: service marketing
