Many times dealerships are trying to improve maintenance sales through processes, but forget the basics. Service advisors present menus and perform walk arounds to promote maintenance sales. Can we do better?
Think about this; when a customer enters your service drive what do they see? Do they see a tire display? Do they see a battery display? Do they see a wiper display? Are they labeled “good, better and Best”? Do they see a cabin air filter display? Are they labeled clearly and priced accurately? Are they competitively priced? Are these displays neat and orderly? Think about how Walmart displays merchandise.
Upon entrance in the service drive are the displays positioned in the customer’s focal point? For example, the customer enters a service drive and the advisors are on the left side. Where do you think the customer’s focal point will be? Answer, the left. Often times I see merchandising material positioned on the opposite side of the customer’s focal point. Reality is the customer never sees that merchandising material that is not in their focal point. It may as well not exist.
I was at a dealership where all the displays were on the opposite side of the customer’s focal point. I approached a customer in the dealership’s waiting room and asked her some questions? Did you see the dealership tire display? Did you see the wiper and battery display? She replied, what display?
After discussing this philosophy with a service manager, the dealership displayed cabin air filters that were visible to customers when entering the drive. The display had a dirty and clean filter. Wording on the display stated, “Would you want to breath this or this”? The dealership’s cabin air filter sales doubled by simply having this display.
We all work very hard to promote our products and services. Simply positioning our products strategically, that are neat, organized and competitively priced, will make a big difference.