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Posted

We advertise in a number of different channels (Valpak, Radio, House Hold Savers Magazine, Internet, etc.) with coupons and specials we are running. For about 1 year we ran $19.99 Oil Change and $24.99 Oil Change Tire Rotation coupons. We saw increased car counts from these coupons but also noticed that we were getting customers that were not interested in hearing about anything wrong with their vehicle or preventative maintenance related. For the most part it seemed as though these types of customers were only interested in getting the "cheap" oil change and getting out as quickly as possible. For the last 2 months we have gotten rid of these types of coupons and added different coupons. We have noticed a drop in car counts related to this course of action. Just wondering how many of you all use these types of coupons and if you have any luck converting these customers?

Posted

Yes, I'd say you are attracting the wrong customers. People don't realize that not every customer is a good customer.

Posted

We advertise in a number of different channels (Valpak, Radio, House Hold Savers Magazine, Internet, etc.) with coupons and specials we are running. For about 1 year we ran $19.99 Oil Change and $24.99 Oil Change Tire Rotation coupons. We saw increased car counts from these coupons but also noticed that we were getting customers that were not interested in hearing about anything wrong with their vehicle or preventative maintenance related. For the most part it seemed as though these types of customers were only interested in getting the "cheap" oil change and getting out as quickly as possible. For the last 2 months we have gotten rid of these types of coupons and added different coupons. We have noticed a drop in car counts related to this course of action. Just wondering how many of you all use these types of coupons and if you have any luck converting these customers?

How many people actually bought stuff you suggested? What is the average repair order $ amount for customers using these coupons? Are you following up with customers that you made suggestions to? That's an important question.

 

If you're increasing car count and your ARO is staying the same, then it's worth it. If they are calling back and scheduling the additional work, it's worth it.

Posted

It's been my expierence that if a customer fully understands how important the right oil is for their car and they still want the $20 sludge then they don't care about their vehicle and preventive maintenance or even vital repairs are things they are not interested in. I want customers that understand the value of their vehicles and treat them accordingly.

Posted

You need to give oil change discounts only to those customers that patronize your shop for other work done. This should help with getting the right customers.

  • Like 1
Posted

How many people actually bought stuff you suggested? What is the average repair order $ amount for customers using these coupons? Are you following up with customers that you made suggestions to? That's an important question.

 

If you're increasing car count and your ARO is staying the same, then it's worth it. If they are calling back and scheduling the additional work, it's worth it.

 

I use Mitchell 1. You can track tickets that used certain coupons. Not sure if it will figure ARO of just the cars with certain coupons, but you could easily figure that number yourself. If you're not following up with you customers, you have no excuse.

Posted

First off, Wow! $19.99 oil change? Where is the margin profit in that?

 

We tried that for a while at our shop and had the same end result as you. Seemed to attract customers who did not care much for their vehicles, or the type of oil recommended. Additional services were always offered but almost never purchased ( filters, fluid flushes, etc). These customers always seemed to cause problems (my car was not like this before, noise now, leak now, etc). So, we stopped and have changed up our tactics and now are upselling better oil and additional services.

Posted

I hate the results of running cheap oil changes. Lots of headaches, no go on additional work, and little profit. I like it when my competitors run cheap oil changes. I figure they fill up the bays with bottom feeders and don't have time for the profitable stuff but I have time.

Posted

I should be clear that I have never run one of these oil change specials. I'm only trying to help you find out if it is being profitable for you or not.

Posted

I try to run ads that entice a better level of customer. The only way I would use cheap oil changes is to introduce a new shop but I would discontinue it after 12-18 months.

Posted

At our shop 2 of us were store managers for Monro muffler for many years and I can tell you that they run the oil changes because it costs them nothing and takes business away from other shops. They can't even make money off of it so how can an Indi that doesn't buy 20,000 gal of oil at a time. And the customers that come in are just disturbing.

Posted

I find it ironic that this website must sell advertisement and that the advertisement I see twice in this screen is for a $10.00 off coupon and Jiffy Lube. Just doesn't seem constructive to me...

Posted (edited)

As a technician, I spend a lot of time with these ROs, doing these cheap oil changes. I have taken the time to peruse the vehicle service history and notice that it is all oil changes and all coincides around the date of our mailings. I see previous recommendations, including the gravy stuff like brakes. You will see when they come back at the next coupon mailing that the brakes are nice and new, but your shop didn't do them, but you are stuck with the 19.95 loss leader oil change time and time again.

 

I have always said to myself, when it comes time to open my shop, that I will not bother with these. The type of people not willing to pay a fair price for an oil change (29.95 to 49.95 depending on vehicle capacity, filter and oil type) are not the customers you want. They almost always never end up doing any upsells which was the point of getting them through the door with the coupon in the first place. Let Jiffy Lube have them with their horrid service from unqualified techs. http://www.jiffylubeproblems.info -- it exists for a reason.

 

A friend of mine has a better system in place. I don't remember all the details, but if you bring in a vehicle for an oil change with-in +/- 50 miles of the recommended interval from their last sticker, you get 2 points. +/- 100 miles and you get 1 point. Every 5 points you can get a discounted oil change or save up to 10 points and get an oil change with a free tire rotation. I figure this can be customized to offer many different bonuses at multiple point levels. It will have the same desired affect of building customer loyalty and getting them through the door for upsells, but it will not affect your bottom line as negatively, if at all.

Edited by ADealerTech
Posted

In Manchester, TN, today I saw an oil change advertised today at $14 for up to 5 quarts. WOW!!!!!

That kills me when I see an ad for a $14.95 oil change... Not sure how you can have a sound business when you are putting a check in the glove box for each LOF!

 

I suppose, like everyone else, I prefer that these type of customers flock to those coupons as my techs will not accept IOU's come payday.

Posted

Wow, Í don't think I've ever seen an oil change coupon for that cheap. Even at $19.99 it seems a bit too cheap. I appreciate everyone's comments/suggestions. Its nice to know that other shop owners feel the same way as we do in regards to these coupons. I do see the chains (Monroe, Good Year, etc.) pump out those coupons on a monthly basis and sometimes it makes you feel as though you should as well to compete with them but from our own experiences, this may not always be the case. As a business owner you don't want to miss out on any customers but as a lot of you have already stated in this thread, not all customers are good customers.

Posted

Years ago one of my competitors thought it would be a good idea to offer a free oil change to the first 10 cars on a given day. I believe the special was advertised on BMW enthusiast forums. I am not sure of what the outcome was ultimately, I do know a few of those people were acquaintances/customers of mine that said they literally waited an hour outside of this shop for a free oil change and wanted nothing else. I could never get myself to do such things.

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  • Have you checked out Joe's Latest Blog?

         0 comments
      It always amazes me when I hear about a technician who quits one repair shop to go work at another shop for less money. I know you have heard of this too, and you’ve probably asked yourself, “Can this be true? And Why?” The answer rests within the culture of the company. More specifically, the boss, manager, or a toxic work environment literally pushed the technician out the door.
      While money and benefits tend to attract people to a company, it won’t keep them there. When a technician begins to look over the fence for greener grass, that is usually a sign that something is wrong within the workplace. It also means that his or her heart is probably already gone. If the issue is not resolved, no amount of money will keep that technician for the long term. The heart is always the first to leave. The last thing that leaves is the technician’s toolbox.
      Shop owners: Focus more on employee retention than acquisition. This is not to say that you should not be constantly recruiting. You should. What it does means is that once you hire someone, your job isn’t over, that’s when it begins. Get to know your technicians. Build strong relationships. Have frequent one-on-ones. Engage in meaningful conversation. Find what truly motivates your technicians. You may be surprised that while money is a motivator, it’s usually not the prime motivator.
      One last thing; the cost of technician turnover can be financially devastating. It also affects shop morale. Do all you can to create a workplace where technicians feel they are respected, recognized, and know that their work contributes to the overall success of the company. This will lead to improved morale and team spirit. Remember, when you see a technician’s toolbox rolling out of the bay on its way to another shop, the heart was most likely gone long before that.
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