A proactive Sales tip to improve customer retention and car counts

[Joe Marconi]

Back in the late 1990’s, I began to get concerned about car counts and customer retention. Around that time, cars were beginning to become more reliable and many of the services and tune up components we once counted on, were going away.

I also started to notice that many customers were going to the quick lubes for their oil changes.  To be honest, I couldn’t blame them.  There was a time when I did not offer any “wait” service and I was never concerned about the oil change business.

That all changed.  I began an all-out blitz to get my customers coming back to me for their next oil change.  I especially made it a point to inform customers of their next appointment when we did not due their last oil change.  I just informed them of their next service date and made sure they received a service reminder. 

The plan took time, but it worked. It increased car counts and customer retention improved. We still use this strategy to this day.

Make sure you speak to all customers at car delivery about their next service. Book it in your calendar.  And if the car was not in for an oil change, check the oil sticker, enter the date in your CRM reminder system, and assume that the customer wants to return to you.

We need to be proactive these days. We cannot wait for the phone to ring, we have to make it ring!

[JustTheBest]

Excellent points made Joe! I agree 100%. But I think there's a lot of confusion in conversations I read and follow on this forum - and what I hear when I talk with shop owners. The problem is that NOBODY wants to do the standard, run-of-the-mill-can't-make-money oil change. I get it. But that's NOT what it's all about. 

Now, I don't want to come off sounding like one of those "up-sell" rip-off types. But face it. Ask your customers this: "When it comes to auto service and maintenance, what service do you know you need?" The answer - OIL CHANGE. That's it. Nobody gets out of bed thinking about alignments, timing belts or brake calipers. 

The second point is pretty simple... but not at first. No matter how good you are; no matter what scanners or tools or equipment you have; no matter how honest or good a mechanic you are - you still can't service the car as it's driving down the road PAST your door! Am I right? 

But I don't blame the shop owner. If they look at profits - oil changes suck. But the truth is, what does that oil change lead to? Can you book that "next appointment for brake service" or whatever. You can't do that as the customer drives by your door, can you? 

Joe, I think your last sentence really does say a lot. From years of working with shop owners, I've found there's really two types; Those that make it happen; and those that wait and watch it happen. Only problem is... those who wait and watch it happen end up asking "What the %^%$> happened?" 

Hope this helps!

Matthew Lee
"The Car Count Fixer"

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