Elevating Customer Satisfaction, One Wiper Blade at a Time

As a service manager, your primary goal is to provide an exceptional experience for your customers. While you may focus on major repairs and maintenance, it’s often the small details that can make a significant impact on customer satisfaction and loyalty. One such detail that is frequently overlooked is the sale of wiper blades.

At first glance, selling wiper blades may seem like a trivial matter, but it can actually be a goldmine for your dealership. Most customers visiting your service department are in need of new wiper blades, and failing to offer this service can result in missed opportunities for both revenue and customer retention.

Let’s break down the numbers. Suppose your dealership services an average of 50 vehicles per day, and 80% of those customers need new wiper blades. If you sell wiper blades to just half of those customers at an average price of $20 per set, with a 50% gross profit margin, you could generate an additional $31,601 in gross profit annually, less commissions. While this may not seem like a huge amount, it can be the difference between your quick-service operation being profitable or not.

The best part? No advertising is required because the customer is already at your dealership. By capitalizing on these small opportunities, you can significantly boost your dealership’s bottom line.

However, the biggest advantage of selling wiper blades goes beyond the immediate financial gain. It presents a valuable opportunity for customer retention. Imagine a scenario where a customer has their vehicle serviced at your dealership, only to discover that their wiper blades are in poor condition when it starts raining on their drive home. If they end up pulling into an auto parts store for a new set of blades, you’ve not only missed out on a sale but also potentially lost a customer.

When a customer visits a competitor, they may be impressed by their level of service and decide to take their business elsewhere in the future. By failing to replace their wiper blades during their visit to your dealership, you’ve missed a chance to keep them coming back.

To capitalize on this opportunity, it’s crucial to pay attention to the details. Train your service advisers to inspect wiper blades during the initial write-up. They should physically examine the blades for signs of wear and tear, such as cupping or deterioration. They can also ask the customer to turn on the wipers to assess their performance or simply inquire about their functionality.

Selling wiper blades is not just about making an extra sale; it’s about providing convenience for your customers. They may not have the time or desire to make a separate stop at an auto parts store. By offering this service, you’re saving them valuable time and demonstrating your commitment to their overall satisfaction.

Some service managers may be tempted to charge an installation fee for wiper blades, but this could potentially drive customers away. Instead, consider offering free installation as a value-added service. While this may raise concerns about upsetting your auto technicians, it’s important to focus on the bigger picture of customer retention.

To effectively implement a wiper blade sales strategy, take advantage of the resources provided by your OEM. Many manufacturers offer selling tip sheets for service advisers that can be reviewed during staff meetings. Role-playing the sales process can also help your team become more comfortable and confident in offering this service.

Remember, selling wiper blades is just one aspect of customer retention. It’s essential to have a team that is passionate about serving customers and seizing every opportunity to earn their business. By paying attention to the small details and consistently providing exceptional service, you’ll foster long-lasting relationships with your customers and set your dealership apart from the competition.

In conclusion, don’t underestimate the power of selling wiper blades. It may seem like a minor detail, but it can have a major impact on your dealership’s profitability and customer loyalty. By training your team to identify and capitalize on these opportunities, you’ll be well on your way to providing an amazing experience for your customers and driving your dealership’s success.

Elevate your Fixed Operations department with our custom-tailored solutions. Our team offers in-depth assessments and specialized training programs, crafting strategies designed specifically to boost efficiency, maximize customer retention, and ensure long-term profitability. We’ll work closely with you to identify areas for improvement and implement targeted solutions that drive sustainable growth for your business.

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