By Duane Sprague
YHow
to build your profits through increased customer retention,
referrals, reduced price sensitivity, and increased customer
satisfaction:
1. Pick-up, and drop off customers vehicle at their home
or work, and leave them with a free or rental loaner. The
loaner or rental should be a loaded model, so they will
fall in love with it. This becomes a puppy dog close. Have
in the loaner, a 3,4, and 5-year purchase and lease plan.
2. Always build all the shop and disposal fees, as well
as tax into the quote, then add 10%. When the customer is
given the bill, they are then presently surprised that the
total is less than expected.
3. Wash and vacuum the customer’s car after each service
(even LOF).
4. Give them an unexpected gift (rose, gift certificate,
or an imprinted road atlas, commuter mug, pen light, windshield
sun shade, etc.)
5. Create a VIP club for your most frequent and valuable
customers. Give them preferential treatment, services, value
added, etc.
6. Call the customer after the service, to see how their
vehicle is doing, and what they thought about the loaner.
7. Work with local vendors to provide you with discount
coupons, two for one offers, etc. to give to your customers.
8. With every service, check the condition of and top off
all the fluid levels, tire treads and air pressure, hoses
and belts, battery connections, and wiper blades. Also,
spray the door, trunk and hood latches, hinges, and lock
tumblers with a silicone spray. Then give the customer this
“Complementary Safety and Service Check List.”
These are the most common causes of inconvenience and breakdowns
that can be avoided with proactive inspections.
9. When you deliver the vehicle, go over the complementary
check list, and explain how they will notice that the doors
open and shut easier, the locks operate more smoothly, and
the fluids are all topped off, and that car is washed and
vacuumed.
10. Offer a gas fill-up option as well. Where you will deliver
the vehicle after service with a full tank of gas, and charge
them only the actual cost.
11. Follow-up with a “Thank-you” card and a
brief service survey.
Customers will be so enthused with this level of care that
they will almost look forward to having their vehicle serviced.
