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Marketing - Program Highlights
Service Department Marketing Programs
1. Service Drive Profit builder Maintenance Services
Services
- Fuel induction Service
- Coolant Services
- Transmission Services
- Power Steering
- Engine Oil Flushing
- A/C maintenance/Deodorizer
- Brake Squeal
- Battery Service
- Windshield Service
- 4 x 4 Driveline Service
Key Benefits
- Increased CSI Scores
- Increase average item and total hours per repair order
- Addresses problems not handled by basic maintenance
- Raise effective labor rate
- Increase customer-pay work
- Improve maintenance/repair mix
- Improve customer/employee retention
2. Point of Purchase Sales Aids-Customized for your dealership
- CUSTOM SERVICE MENUS showing what YOUR dealership recommends
for Michigan climate conditions
- CUSTOM 27 POINT INSPECTION FORMS and follow-up system
- CUSTOM USED CAR INSPECTION FORMS
- CUSTOM WRITE UP AREA WALL-MOUNT MENU BOARD showing services
provided and pricing
- CUSTOM SERVICE SALES SHEETS for Service Consultants to help
recommend, explain and sell needed services to customers, provided at no charge
- SERVICE SALES BANNERS, BROCHURES, DISPLAY SHEETS & FLUID
DISPLAYS, provided at no charge by Superior Automotive Services, Inc.
Key Benefits
- Customized to the needs of your dealership(s)
- Helps bring customers back at regular intervals with incentives
- A value added service that informs customers about the extensive services
performed
- Improved CSI
- No confusion. Customers know what they paid for. Service and parts personnel
perform all required steps
- Offers uniformity and consistency from store to store, region to region
- Gives added support and saves time for service consultants
- Prevents service opportunities from driving out the door
- A vehicle for Promoting profit building services
3. Customer Retention Programs/Warranties
a. Service Warranties
- Engine Warranty - Recommended on all 30K services and used vehicles
- Brake noise Warranty - Recommended on all brake services
- Automatic Transmission Warranty
- Power steering warranty
- Cooling system warranty
Key Benefits
- A highly effective retention tool that brings customers back every 5,000
miles for up to 120,000 miles
- Brings customers back after the factory warranty has expired
- Offers peace of mind for customers and dealers. Backed by a major insurance
company
- Service reminders are mailed to customers, eliminating the need for costly
flyers or phone calls
b. Pre-Owned Vehicle Program
- used vehicle warranty
- Windshield Treatment
- Automatic Transmission Service
Key Benefits
- Brings back pre-owned vehicle customers for service that otherwise would not
return
- Creates an image of superior preowned vehicles and differentiates you from
competitors
- Helps increase customer buying confidence
- Offers benefits a customer can see and appreciate
- Covers the dealer during the first 60 days
4. Management Reports & Analysis
PROFIT REPORTS
Quarterly Reports are furnished to show dealership profit and sales
growth of the new services sold, based on recorders of products after
implementation of the program.
SALES TRACKING SHEETS
Dry erase board showing services sold by each Service Consultant for the
week. Promotes competition between Consultants and between Technicians. Tracks
in-house weekly bonus program.
Key Benefits
- Allows management to track profits and sales growth
- Shows product cost savings
- Compares current performance against benchmarks
5. Training and Support Material
TRAINING
SERVICE CONSULTANTS will be trained to sell new services, educate
customers on the need for increased vehicle maintenance and the use of the
customer retention program to insure a steady flow of repeat profitable service
business. Remember - A well-trained Service Consultant is the KEY PLAYER.
TECHNICIANS will be trained on the proper use of the professional
specialized equipment, and how to inspect vehicles for needed add on sales.
ON-GOING TRAINING CLINICS will be given to new hire Service
Consultants and Technicians. Individual training is continually provided.
Key Benefits
- Consultants are educated on the need for increased vehicle maintenance and
use of the customer retention program.
- A well-trained consultant is more confident and sells more service
- Properly trained technicians identify repair opportunities, work efficiently
and avoid mistakes.
6. Incentive Programs
- Scratch off Pullboards
- Consultant Forecast Sheets
We believe in an internal bonus program for the Service Consultants, that
allows you to control what services or packages are currently being marketed. We
would be happy to help design and implement such a program for you.
Key Benefits
- Higher sales from a competitive atmosphere
- Forecast sheets hold consultants accountable for their performance
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