AutoSuccess Service July/August 2016 by AutoSuccess

JULY/AUGUST 2016

sw Service Solutions presents

Fixed Ops University xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

“sw Service Solutions training works! It is very effective and up-to-date with today’s fast paced environment and ever-changing market. The training keeps your employees engaged and involved so the material really sinks in.” ~ Nick Tindall, Service Manager, Ed Bozarth Chevrolet

RETAINING CUSTOMERS SINCE 2004.

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EVERYTHING

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- In-House Sales & Service Training Monthly - Increased Closing Power Plus Retention - Seamless DMS Integration with Sales & Service

800.717.4988 | DealershipForLife.com

2300 Hurstbourne Village Dr, Suite 1200 Louisville, KY 40299 / p 877.818.6620 / f 502.588.3170 / AutoSuccessOnline.com/AutoSuccessPodcast.com / info@autosuccessonline.com

ARE YOU STILL HANDWRITING REPAIR ORDER ESTIMATES? REALLY?

BEING EARTH FRIENDLY CAN ALSO MAKE YOU CUSTOMER FRIENDLY

“Just like my dream, some advisors get paralyzed and impotent when it comes to asking. They are frozen in a block of ice.”

08 ChrisCollins

ARE YOUR SERVICE ADVISORS FROZEN IN PLACE?

service marketing solutions

MAKE YOUR WEBSITE YOUR HUB: Best Practices for a Better Auto Body Site

“Your hardest working and smartest business partner could be your own Website. Best of all, like that fast-moving treadmill, your Website is relentless and works 24 hours a day, seven days a week.”

09 DavidVespremi

Hannah Philpott, Media Director hannah@autosuccessonline.com

“If your dealership is passing the buck on these services, then you are not looking out for the best interest of your customers or their vehicles. You are also denying your dealership the additional revenue that would be generated by properly servicing these vehicles.”

Brian Ankney, Account Manager brian@autosuccessonline.com

“Considering the environment throughout all your decisions both internal and externally is crucial to set you apart from other dealerships in the industry.”

06 LeeMoody

Dave Davis, Editor & Creative Strategist ddavis@autosuccessonline.com

service training solutions

AutoSuccess Magazine is published monthly at 2300 Hurstbourne Village Dr, Suite 1200 Louisville, KY 40299; 502.588.3155, fax 502.588.3170. Direct all subscription and customer service inquiries to 877.818.6620 or info@autosuccessonline.com. Subscription rate is $69 per year. AutoSuccess welcomes unsolicited editorials and graphics (not responsible for their return). All submitted editorials and graphics are subject to editing for grammar, content and page length. AutoSuccess provides its contributing writers latitude in expressing advice and solutions; views expressed are not necessarily those of AutoSuccess and by no means reflect any guarantees. AutoSuccess accepts no liability in respect of the content of any third party material appearing in this magazine or in respect of the content of any other magazine to which this magazine may be linked from time to time. Always confer with legal counsel before implementing changes in procedures.© All contents copyrighted by AutoSuccess Magazine, a Division of Systems Marketing, Inc. All rights reserved. Reproduction in whole or part is prohibited without express written consent from AutoSuccess. AutoSuccess may occasionally make readers’ names available to other companies whose products and/or services may be of interest; readers may request that names be removed by calling 877.818.6620. Printed in the USA. Postmaster: Send address changes to AutoSuccess Magazine, 2300 Hurstbourne Village Dr, Suite 1200 Louisville, KY 40299.

CONTENTS

Thomas Williams, Creative Director design@autosuccessonline.com

leadership solutions

Susan Givens, Publisher sgivens1@autosuccessonline.com

“Put yourself in your customers’ shoes. Would you rather receive a barely legible estimate scrawled onto a dirty piece of paper, or a neatly printed, professional document that details all the work that needs to be done, along with parts and labor costs clearly broken down so you understand why it costs what it does? And, when the customer arrives to pick up their vehicle, their invoice is ready for them in the system — no waiting for the service advisor to finalize it.”

14 KenRock

THE POINT OF MORE RETURN: Vital Fluid Analysis — The Missing MPI Test That Adds Profits to Your Bottom Line

12 RonMcElroy

on the cover - see page 10

service training solution technical trainer & tech support manager for Colors On Parade | lmoody@autosuccessonline.com |

@ColorsOnParade

LeeMoody

BEING EARTH FRIENDLY CAN ALSO MAKE YOU CUSTOMER FRIENDLY Being environmentally friendly is becoming more than just something to talk about on Earth Day. As a dealership, you should be making constant strides to set an example in the industry with your eco-friendly initiatives and programs. Though automobiles have been thought to create problems with pollution and waste, they are a necessity and should not always be seen as problematic. So, how can you make a conscious effort for your dealership to be more green? Start In House

When you start to analyze your business, start with where the customer comes first. As soon as your customer walks in the door, they get a feel for your dealership and the kinds of things you value and support. In order to stay environmentally friendly within your waiting room, be sure to offer reusable cups and mugs for people to get coffee or water. Set up a recycling bin with a sign next to the trash can. Often, people are more hesitant to recycle because they are not aware of what can be recycled and what canâ&#x20AC;&#x2122;t. Be sure you are also properly recycling and disposing of used parts, containers and bottles within your shop, as well. Establish a paperless database and system. Customers rely heavily on receipts and invoices, and much of your business is communicated through these things. Be sure to find a system that allows you to email receipts and offer that to the customer first. Using email is not only environmentally friendly, but it also can serve as a good way for customers to access it on their phones when they are on the go. It can also serve as an electronic filing system to save information from previous visits to your dealer and the work they had done on their vehicles. Having an entirely electronic internal database is not only eco-friendly, but also more convenient and efficient for your staff to use.

Select Eco-Friendly Vendors and Products

When selecting vendors and products in your dealership, take into consideration some of the environmentally conscious options available to you. Look into auto paints that have a low VOC, such as Environbase High Performance and Aqua base Plus, to reduce pollution and use of ammonia and formaldehyde that is released into the atmosphere. Make sure your vendors and staff are knowledgeable about the products being used, and aware of vendors that offer ecosmart options to help improve your service. Turbine spray systems can be used during all repairs, using four times less electricity than a standard compressor system. You can also suggest products like No Rinse and Shine, Simple Green Car Wash and Green Stuff Wax Polish for your customers to use at home when washing their cars. These products are organic and reduce the amount of water needed to fully wash and take care of

70 70

% of your customers are % researching online to determine where to service their vehicles.

Is your dealership showing up? Let us bring your service department to page 1 of the most popular search engines. Drive traffic to a website built specifically for your service department. Effectively market extended warranties and aftermarket products. Improve service retention. Receive co-op support from the top manufacturers.

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YOUR TOP 4 TAKEAWAYS Discover how to start booking over 60% of your service appointments online. Discover how our customers have a significantly higher service retention than the national average. Discover how to put your message in front of almost 50% of all in market service customers on a daily basis. Discover how to reclaim your customers from the independent and national repair chains like Jiffy Lube, Firestone, Pep Boys, etc.

info@slipstreamcreative.com

their vehicle. Suggest using microfiber towels because they do not harm the environment, are chemical free and reusable. The microfiber towels can also be used with Eco Touch Dashboard Protect and other products for the interior of their cars without any damage. Offering ecosmart choices and repairs in your service department will dramatically increase your customer loyalty as they see how important the environment remains to your dealership over time. Educate and Provide Suggestions

Another huge part of your job as a dealer is to educate and inform your customer about tips and services they can use and practice once they leave the lot. If you have a customer who commutes to work or only uses their car for long trips or pleasure, perhaps suggest insurances like MetroMile that charges them per mile they use instead of one large base pay. You could also suggest car share services like Car2Go, ZipCar, Enterprise Car Share, Hertz on Demand, DriveNow, RelayRides or Getaround, depending on where you are located and what is available in your city. Encourage them to take advantage of public transportation to avoid excess wear and tear on their cars, as well. Just because you suggest other alternatives to their car does not mean you are writing off business from them; it just means you are providing alternatives to keep the green initiative moving by having these conversations. Sometimes, customers may not know that something they are doing on a daily basis is harming their car. Be sure to give them helpful tips they may not be aware of such as: parking their car in the shade or in a garage as often as they can, reducing the use of their AC, using synthetic motor oil, switching to a reusable air filter, properly recycling used car parts such as old tires and batteries and maintaining correct tire pressure. Even though things like obeying the speed limit and keeping their car properly tuned may seem like common knowledge, it never hurts to suggest them to a customer when they are already coming to your dealership for service. By providing these extra tips, you are not only displaying how much your dealership cares about the environment, but also how much you care about your customer as well.

“Considering the environment throughout all your decisions both internal and externally is crucial to set you apart from other dealerships in the industry.” Considering the environment throughout all your decisions both internal and externally is crucial to set you apart from other dealerships in the industry. By showing your dedication to a good cause and investing in the environment you are not only showing your customers that you have their best interest at heart, but also the Earth’s as well. 07

service training solution CEO of Chris Collins, Inc. | ccollins@autosuccessonline.com |

@CCGamification

ChrisCollins

ARE YOUR SERVICE ADVISORS FROZEN IN PLACE? Have you ever had a dream where you’re in a life-or-death situation and, for some reason, your motor skills lock up? I rarely dream, but I hear that’s not good.

So he asked them. They thought about it for a second and then gave a shocking answer.

Someone told me that dreams only happen in the deepest part of sleep and that it’s good for you. I’ve also had friends try to dissect the meaning of dreams, which always seems like a stretch to me.

“He cheats,” they said.

For example, if you dream you’re playing soccer, it could mean you’re fast on your feet. Seems crazy, but I think my dream last night was inspired by a conversation I had with a chemical rep in San Diego. The dream went something like this: I was in the woods, being approached by a bear. Now, the good news was that I was armed with a shotgun. He was coming at me, growling and swinging. He was standing, front paws raised to strike, but I had plenty of room and time to shoot him in self-defense. The problem was that I couldn’t pull the trigger. It was like my body was frozen in a block of ice. Impotent. Now, the day before my dream I was in a heated discussion with this chemical rep in San Diego about why some service advisors succeed and others fail, and I learned something else about pulling the trigger. He told me how he used to service and rep the first version of the coolant flush machine in the 1980s. He would go around from dealer to dealer and stock the parts departments with coolant and service the machine. He also ran spiff contests with the service advisors to promote sales. He would spiff the individuals service advisors $2 for every coolant flush they sold. One of his clients, a Cadillac dealership, had three service advisors working the drive. Each month he would come around and pay out the spiffs to the advisors. Every month, it was the same story. One advisor named Woody would have sold 95 to 110 coolant flushes while the other two advisors had sold three or four between them. Miffed by the poor performances of the other two advisors while Woody sold more than 100 consistently every month, one day their supervisor decided to ask the lower-performing guys what they thought Woody was doing to sell so many more coolant flushes than they were. What’s the gap? Same service drive, same brand, same phones, same opportunity.

Maybe Woody had secret powers they could channel?

“He cheats? How does he cheat?” “Well, when a customer is due for a coolant flush, he asks them if they want to have one done.” “That’s cheating?” he asked. “I thought that was doing your job. I mean, your job title is ‘service advisor.’ Not ‘waiter’ or ‘toll-both clerk.’” Just like my dream, some advisors get paralyzed and impotent when it comes to asking. They are frozen in a block of ice.

“Just like my dream, some advisors get paralyzed and impotent when it comes to asking. They are frozen in a block of ice.” In my experience, I find that the cash spiffs and games help promote maintenance sales, but nothing promotes them more than actually standing there in the drive and helping them ask. Sometimes you have to get them over their fear and hold them accountable for pulling the trigger. Going into this summer, I would encourage you to gear up and spend some time back stopping your advisors in the drive, and role playing with them until the block of ice melts and asking becomes habit.

service marketing solution DavidVespremi

director of marketing for Izmoauto | dvespremi@autosuccessonline.com |

@IzmoWeb

MAKE YOUR WEBSITE YOUR HUB: Best Practices for a Better Auto Body Site Running a collision repair shop can be like running on a fast-moving treadmill that never stops. Anxious customers are in a hurry. Parts suppliers are behind schedule. Insurance adjusters leave messages. Profit margins get slimmer with each passing day. And somebody’s always asking a question they wanted answered yesterday. You can’t do it all. The beauty is you don’t have to. Your hardest working and smartest business partner could be your own Website. Best of all, like that fastmoving treadmill, your Website is relentless and works 24 hours a day, seven days a week. But that’s only if you build the right kind of Website. Here are five best practices that will help you to have a workhorse Website — one that will help you keep your sanity and grow your business. 1. Be Customer-Focused — Always think of

your customers first. Make it easy for them to reach your site with a simple Google search. For instance, if they want to find an Acura body shop, your Website should promote Acura as one of your shop’s specialties. If your shop is Geico accredited, include the appropriate messaging on your site. Anticipating needs and wants works like a magnet for directing customer traffic to your site. Finally, make it easy for your customers to post a review of the service they received. Allowing customers to publicly post their evaluation isn’t just a courtesy — it’s expected. Consumer reviews are one of the best ways to build trust, ensure quality and earn referrals. 2. Be Conversational — As part of your

commitment to being customer-focused, give your Website copy a friendly tone. Talk to your customer as you would a close family friend when explaining what you do and how you do it. Above all, do not talk down to your site’s visitors. Speak in a voice that is clear, confident and to the point. They will have questions about the process of getting their car fixed quickly and competently, and you’re the authority on making that happen. Don’t forget to add the allimportant “Contact Us” page. That said, don’t be afraid of using jargon at times or talk shop. Do you use PPG Paint? Does your shop support aluminum and fiberglass repair? Such industry details will improve your search engine results and help rank you higher when customers do searches, such as looking for collision repair facilities in your area. 3. Be Supportive — The Internet is a perfect vehicle for bringing together consumers and businesses. Your Website can serve as a conduit to other respected vendors or services. As you fold their content into your site, encourage other businesses to reciprocate and do the same. Or better still, ask them to link to your Website. Remember: A rising tide raises all ships. 4. Be Informative — Content is not just king; it’s everything. Both in terms of quantity and quality, nothing matters more. It’s how search engines find your site.

Let your customers know, for example, if they should be concerned about the Takata airbag scandal or how insurance companies deal with diminished value claims. Also, don’t forget to showcase specials and offers, and change them often. Keep your content timely, topical, professional and fresh. 5. Be Connective — Make your Website the hub of your business, with LinkedIn, Twitter, Facebook

and other social media channels as the spokes of the wheel. Don’t underestimate the importance of having an online hub. These spokes, including reputational sites like Yelp and Google Reviews, should all connect back to the hub — it’s what makes the marketing wheel go around.

Your Website is where customers go to find your shop, schedule appointments, get progress updates and post evaluations of the service they received. It’s where you promote your business and reputation with useful content and special offers, utilizing words and pictures that otherwise would be too costly to print or advertise. And it’s where you can remind stressed-out customers you’ve got their back. Dynamic, responsive Websites are not just for auto dealers. As a body shop owner, your Website is just as valuable to your efforts and can become a virtual perpetual motion machine. Let’s face it — your Website is always working, finding new customers and building trust, even when your shop’s closed. Now that’s dedication.

cc ﬂickr photo by AJ Cann

How To Train a

Goldfish

Are you having problems getting your Fixed Ops team to pay attention and retain the information from your training programs? Are you conducting training sessions without getting results from your trainees?

Are they insubordinate, lazy or just plain bored? Believe it or not, most of your people have good intentions. They aren’t trying to ignore the information being presented - but here’s the golden key:

The training is not being presented in a way that holds their attention.

• The average attention span of a gold fish: 9 seconds

Our attention spans are now shorter than that of a goldfish. This doesn't mean that we humans aren't as smart, motivated or efficient as in the past. Actually, it is quite the opposite:

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Times, they are a-changing and according to research, so are our attention spans. We live in an era of continuous stimulation. Videos and social media have caused our brains to function differently. Instead of throwing our hands up in the air, we need to understand how to address this issue. Just Google "attention spans" and you will see many credible research institutions giving the same staggering statistics that no trainer can afford to ignore:

•The average attention span in 2000: 12 seconds •The average attention span in 2015: 8.25 seconds

We have so much information at our fingertips that our brains have decided to shut down sooner if the information isn’t valuable. Based on this fact, here are some important training tips that we have found to be invaluable in getting our trainees to pay attention.

1. Training requires interaction.

Trainers are faced with the option of using “talking head” videos, or interactive presentations that required participation to complete. We have found that interactive presentations are the best option, because a trainee can watch one short segment at a time, and must click to advance to the next section. It doesn’t take long for them to figure out that they must listen and learn to complete the course, pass the quiz and to level. ! advance ! ! the next ! ! ! ! !

If you’re doing live training with your team you can use similar techniques. Ask their opinions. Use games, exercises, and roleplays. Take verbal or written polls and surveys. Let your trainees participate by talking as much as listening. Encourage each person to bring relevant information into the class to share. Have each trainee take a turn leading.

2. The material needs to be relevant, fun and interesting.

In order to be relevant in a live session, present a realistic concern that your trainees have. Encourage them to figure out the path to the solution (with your guidance). Our online training has been the most effective when we use real-world examples using graphics and animated videos. Why? Because it is the most popular format today. If you look at statistics for YouTube.com you will see that more people view YouTube videos everyday than any cable network. The short, funny videos are the most popular. And these are the ones people share and talk about the most. Which brings me to my next point...

3. Don't be afraid to use humor.

People remember humor. Numerous research studies validate that we pay more attention when humor is a part of the presentation. Think about your favorite lines from a movie. You know - the ones you recite to your friends and family. Now, try to remember any of the other dialogue. You probably can’t. We retain information that makes us laugh, solves a need, or provokes emotion. The rest is just blah, blah, blah.

4. Keep it moving and stay on point.

One of the reasons we’re so attracted to videos is the visual interest created. Even then, the average length of time we spend a !video is ! watching ! ! 2.7 minutes. ! ! I’m not suggesting we have 160 second training

sessions, but I am recommending that we stay on point. We need to create mental pictures, have relatable scenarios, and provide solutions. This 2.7 minute statistic alone made us change our online platform for Fixed Ops University so that each screen does not ever go over 3 minutes. In fact, most are less than one minute. If you go on much longer about a point, you will lose your group’s interest.

Don't stop training; just rethink your methods! You probably have a great fixed ops team that can be made even better with training that keeps them engaged. If you invest in outside training, participate in it yourself so you can evaluate it. If you aren’t getting anything out of it, your team probably isn’t either. -By Sally Whitesell, 317-509-5615 President, sw Service Solutions, Founder, Fixed Ops University

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service training solution CEO & founder of Fluid Rx Diagnostics by Magna-Guard, Inc. | rmcelroy@autosuccessonline.com

RonMcElroy

THE POINT OF MORE RETURN: Vital Fluid Analysis — The Missing MPI Test That Adds Profits to Your Bottom Line New car sales may be the face of your dealership, but it is your service department that generates approximately 60 percent of your profits. The most valuable tool or process within this department is your Multi-Point Inspection (MPI). This is the key to identifying and maximizing additional service opportunities. Completing an MPI at a customer’s first visit and all subsequent intervals, and walking them through the inspection and testing results, are essential in developing trust and confidence in your maintenance practices and services. This is your opportunity to demonstrate the consistency, quality and credibility of your inspections and service recommendations. This is also when and how loyalty and retention are developed and maintained. Surprisingly, the most neglected MPI category is vital fluids maintenance, which includes transmission, power steering and brake fluids as well as gear oils. It is also one of the highestmargin categories, on average adding over $100 in profits per service. Yet, many service facilities fail to perform a complete MPI that can identify and take advantage of these basic fluid preventative maintenance opportunities. Why Is This Important?

Every day, thousands of vehicles roll out of service bays with at least one depleted fluid. This contributes to an estimated $80 billion or more in unperformed services annually. Why is Fluid Testing Necessary?

Historically, fluid preventative maintenance intervals have been dictated by the original equipment manufacturer (OEM), based on time-in-service or mileage — one recommendation for normal driving conditions and an accelerated recommendation for severe driving conditions. The technology advances employed in today’s vehicles subject vital fluids to more increases in heat and torque. This can dramatically shorten their service lifecycle. Yes, chemical engineering is better than ever; however, no fluid alchemy exists that prevents fluid breakdown. This prompts the question: Are “lifetime fluids” a product of technology or a marketing strategy? In the past decade, there has been a paradigm shift in why and when to recommend vital fluid services. It is not just OEM time/mileage anymore. Fluid condition is the most important qualifier in determining when to recommend and perform fluid preventative maintenance. The fact is, and it is well documented, that 30 percent of the time vital fluids become depleted before OEM time/ mileage recommendations are reached. Then why are vital fluids omitted from many OEM lists of preventative maintenance service? Manufacturers have been courting higher J.D. Power customer satisfaction ratings by marketing their cars as having a lower “Cost of Ownership.” One way to accomplish this is to reduce or eliminate servicing vital fluids. They promote their cars as being supplied with (protected by) “lifetime fluids.” No servicing needed — just gas up and go. Knowledge is Power

All modern lubricants contain additives that inhibit breakdown. As these additives are depleted, the fluid degrades and is no longer able to perform its intended function. Therefore, if the goal is to service fluids before they become depleted, then fluid diagnostics is the best strategy to identify when services should be recommended and performed. Dealerships need a radial planar chromatographic diagnostic tool that provides a measure of additive depletion, its dispersant properties and the level of sludge or debris in a lubricant. This provides service advisors and technicians with the tools to identify and show customers the true condition of their vehicle’s vital fluids. This gives your customers the information they need to make informed decisions on the fluid preventative maintenance of their vehicles.

Service facilities that have added fluid analysis to their MPI experienced as much as a 300 percent increase in fluid services within the first 90 days. This has also proven to bolster customer loyalty and retention.

The following seven-point process is a blueprint for success in installing vital fluid analysis into your MPI: 1. Offer a complementary vital fluid analysis as part of your MPI. 2. Ask customers for permission to perform the

tests, and give them a brochure or explain the technology being used and the benefits of proper fluid preventative maintenance.

3. Perform the fluid test and document the

results on a vital fluid analysis report card.

4. Walk through the OEM’s fluid service

recommendations and then share the results of each fluid test with your customer. Point out which fluids are good as well as those that require service.

5. Explain to your customer that changing

fluids before they become depleted can reduce fuel consumption, optimize performance and reliability, and extend the vehicle’s service life.

6. Offer to perform all required or suggested

fluid services, and give your customer the cost and a time estimate for completing them.

7. After servicing a fluid, perform a post-fluid

test to ensure the service was successfully completed. The fluid must test “good,” or the service must be repeated.

If your dealership is passing the buck on these services, then you are not looking out for the best interest of your customers or their vehicles. You are also denying your dealership the additional revenue that would be generated by properly servicing these vehicles. The primary reason service facilities miss the mark on fluid services is due to antiquated procedures and OEM policies to bolster cost of ownership ratings. The California Bureau of Automotive Repair (BAR) recognizes these conundrums and has published their stance on recommending fluid services, especially those that are not covered or recommended by the OEMs. The MPI is all about empowerment. Vital fluid analysis must be included in every MPI to give your technicians and service writers the means to identify depleted fluids and communicate those results clearly and with integrity. This empowers your customers to base their preventative maintenance decisions on credible information and say “yes” to your fluid service recommendations.

“Let us be part of the solution, so others don’t become part of the problem.” Richard McCabe

leadership solution corporate training manager & dealership consultant for Auto/Mate | krock@autosuccessonline.com |

@AutoMateDMS

KenRock

ARE YOU STILL HANDWRITING REPAIR ORDER ESTIMATES? REALLY? Are the service advisors at your dealership still handwriting repair order (RO) estimates? I’m guessing, based on interactions with many of our customers, that up to 50 percent of dealership service departments still handwrite estimates. If your service department is one of them, your dealership could be losing out on substantial profits. Believe it or not, your dealership management system’s (DMS) service estimate feature is more accurate and has a better memory than your service advisors. Plus, electronic ROs are more professional and convenient for the customer. So, why aren’t more service departments using them? Getting some people to change is like pulling teeth. When it comes to changing processes and behavior within a dealership, I always recommend a two-pronged approach: mandate from above and make sure employees receive enough training so they feel comfortable with the new system. Fully adopting electronic ROs has been proven to increase shop productivity as well as profits per job. These benefits are realized with the following features: Technician Accessibility

When an electronic RO system is used, techs can access all information about the vehicle and the customer, including the repair history of the vehicle. In addition, techs can add notes to the RO as well as request parts electronically. The system automatically punches them in and out, eliminating the need for time clocks. Access to Factory Information

Any time an RO is brought up on the screen, a tech or manager can perform a manufacturer inquiry from within the system with just a click of a button. All items will be displayed in a screen that can be easily added to the RO. All open recalls are displayed and automatically highlighted so they won’t be missed, increasing revenue potential. More Billable Hours

Here’s a scenario with a handwritten RO: When a technician finishes a repair, he walks to the service manager’s desk and waits for his paperwork for the next job. If the service manager is busy, the tech is standing there, waiting, unproductive. With an electronic RO system, the tech closes the job and immediately the next job pops up on the screen. No waiting necessary. This feature alone can add several billable hours of productivity for one tech over the course of a week. Improves Customer Perception

Put yourself in your customers’ shoes. Would you rather receive a barely legible estimate scrawled onto a dirty piece of paper, or a neatly

printed, professional document that details all the work that needs to be done, along with parts and labor costs clearly broken down so you understand why it costs what it does? And, when the customer arrives to pick up their vehicle, their invoice is ready for them in the system — no waiting for the service advisor to finalize it.

Speeds Up Parts Pricing and Availability

With handwritten ROs, service advisors must look up parts prices. This takes time, and remember that minutes add up to hours. If your DMS is integrated with service pricing guides, the system will not only automatically pull up the most recent, accurate parts prices but it will also let you know whether those parts are in stock. Mobile Tablets Make It Easier

If your service department is using mobile tablets that are fully integrated with your DMS, creating ROs is a snap. Just push a button and enter in the customer name, phone number and license plate number or VIN. If the customer is dropping off their vehicle for an oil change and the service advisor notices a cracked drive belt, they can immediately create an estimate, then print it or email it to the customer. Turn Declined Repairs Into Jobs

When an electronic RO is created, all vehicle and customer history is displayed. If the customer previously declined a repair recommendation, the system will display that so the service advisor can re-visit the recommendation with the customer. With handwritten estimates, on a busy morning, service advisors may not have time to pull up customer history and may forget about the previously declined repair. That’s potential revenue being flushed down the drain. Whatever excuses you may still be using to avoid switching to an electronic RO process, be aware that your service department’s bottom line is suffering as a result. The good news is, once you make the switch and everyone has time to adjust, you’ll be wondering how you ever lived without it and why it took so long to change. In order to be successful, mandates and training are required for most process changes within a dealership. The transition may cause some initial grumbling among service department employees as they adjust, but trust me, it won’t be as painful as pulling teeth — and the benefits will be worth it.

Perform a Multi-Point Inspection on Your Fixed Ops Department: Item 1. Net Profits Higher Than Last Year 2. Customer Pay Traffic Up 10% 3. CSI Scores Above Average 4. Q Lube ROs @ $125+ Each 5. Service Absorption @ 100%

Yes

q q q q q

How’d You Do? If you answered “NO” to ANY of these questions, you need DealerPRO to inspect your Fixed Ops processes and find hidden profit opportunities.

click to view video

Voted #1

Fixed Ops Training by Dealers Nationwide! dreed@dealerprotraining.com

We’ll come to your dealership to perform a FREE Profit Potential Analysis and deliver a Profit Improvement Plan that puts Your Customer FIRST—all at no obligation.

www.dealerprotraining.com

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1-888-553-0100 6/28/16 8:32 PM