In every market and at every dealer there is the perception in Fixed Operations that cheap oil changes will add profit.
While it is true that cheap oil changes will bring Customers to your door, it is up to you to do something with them when they arrive.
Here are 3 Ways you can maximize the 1st Time or Long Time Customers oil change visit.
- Be “Over The Top” with your Customer Service. Be clean and neat, be accommodating, be prompt, be courteous and be Thankful. Think of the Customer as someone who is test driving your Dealership to see if they like the ride. Give them the best ride possible.
- Do a Complete and Thorough Inspection of the vehicle. Instead of a “27 Point” how about a “Driveability Check” or a “Winter Safety Check” or a “Brake, Light and Fluid Check” in addition to your usual 27 Point Inspection. The object is to give the Customer something that they were not expecting when they came in for “just an oil change.”
- Give them a Reason to Complete Service Work with You. Hey, you advertise, you plan for, you spend money and you lose money on the oil change and then…you don’t give your Customer a compelling reason to have service work completed at your Dealership? What are you thinking?
Making money in Fixed Operations is difficult when you don’t plan for the 1st time Oil Change Customer and your regular Oil Change Customer. It is impossible if you do not maximize the Customers visit.