Auto Dealer Monthly, September 2014

SEPTEMBER 2014 AUTODEALERMONTHLY COM 21 Scotts websites include a detailed service FAQ He poses some of the most commonly asked questions and then gives answers Th e list includes easy tasks like checking oil and fl uid levels as well as more complex items such as instructions for changing a battery Th is may seem counterintuitive Why help a customer swap their own battery when you could bring them in write a ticket and earn the store a couple bucks Th ere are two good reasons First providing useful information is an important step toward achieving trusted advisor status Second studies have shown that a signifi cant percentage of the consumers who search for do it yourself information end up bringing their vehicle in for professional service anyway A recent Google survey found that 73 of respondents would return to a service center they visited for preventive maintenance or big ticket repairs Your goal is to leverage the power of content and video to educate drivers and build trust before they even walk through the doors Focus on customer satisfaction before anything else Boyle advises If theyre not completely satisfi ed they wont come back Our message to our guys is We want to be the Neiman Marcus of Chevy stores We have to give the best service For the Scott group that mandate has paid off with a signifi cant increase in service conversion rates from the website And the benefi ts dont stop there Google scans website content and knows where to fi nd it when shoppers ask for it And boy do they ask In a typical month there are nearly one million searches related to check engine light alone Googles optimization and targeting algorithms reward dealers who post relevant content by sending shoppers directly to their conversion pages SIX REASONS TO SERVICE YOUR VEHICLE Scotts websites also include pages dedicated to vehicle maintenance and inspection To keep the relationship strong aft er the vehicle sale Boyle says dealers must make it easy for the client to contact the store But he also provides post sale information not a list of dates and specifi cations mind you but real clues to how a little TLC today will save them money in the long term Th e six benefi ts Boyle includes on his service page are Safety Reduced pollution Lower operating cost Higher resale value Improved performance Fewer roadside emergencies Together these items create a fantastic sequence It starts with benefi ts to the shoppers family and community then discusses the direct personal benefi ts including benefi ts both economic operating cost and hedonistic performance It then closes with a nod to protection of the buyers family Todays vehicles are more complicated than ever and even mechanically inclined drivers know less about their machines than they did a generation ago As the gap between product complexity and operator knowledge widens compassion and caring are the best tools to fi ll it When consumers feel they have a partner they can trust they have no problem buying things they know they will never understand how to repair Consider the success of Apple products Th ey off er complex but easy to use electronics and they sell and service those items at inviting stores staff ed by friendly knowledgeable techs Th at attitude will go a long way in your service department and it must extend to the content on your website Th at is where customers will go when the store is closed Th e value of a well built page cannot be measured in clicks A positive experience for just a handful of customers can mean thousands of dollars in profi t each year Your customers should be raving fans devoted service clients and advocates for your store FINDING WAYS TO CONNECT Now that you know what to off er lets take a look at a few proven ways to connect with service customers Coupons We live in a time when some stores have diff erent prices online than at the dealership and some retailers require printed documented coupons even when the shopper can show the coupon on their mobile device Boyle makes service coupons easy to print or display on a mobile device Once the coupon is printed sent or saved it becomes a standalone marketing piece As such it includes store hours address and contact information Boyle includes another detail Courtesy of Don Boyle General Manager Th ere is no one thing that can instantly generate trust and credibility but simple personal touches always help Recall Checks Off ering a free recall check can do more than generate recall related work It can generate trust new clients and even vehicle sales But having the form is not enough You must value these contacts enough to personally respond and reassure them Any recall or even the thought of it can cause clients to worry For stores with the proper compassion online and off this is a fantastic relationship building opportunity Meet the Staff Many dealers have seen the value in introducing their sales and F I teams some have learned that including the service staff can pay dividends as well Help them remember that friendly manager or tech they interacted with by listing names photos and if possible video bios You can take it to the next level by creating a separate page for each employee and off ering staff personalized coupons on those pages Trade ins Th ere is an alternative to having your vehicle serviced at Boyles stores Sell it to him and buy a new one Working the service lane for sales makes sense and it makes just as much sense online Boyle personally emails the Black Book trade in form to potential trade in customers and embeds a video in which he promises 110 of Black Book value Th e message is clear If you plan to trade up now or in the near future this is the right place to do it WITH A SMILE