The Art of Good-Better Best Selling in Today’s Service & Parts Departments

Who is My Service DepartmentsCompetition?

Do Your Customers come to Your Dealership for the Parts, or for the Technical Expertise of Your Technicians?

When was the last time youbought the least amount yourmoney could buy?

What would happen to New Vehicle Sales if all we offered were loaded up vehicles and never discounted off MSRP?

What would happen if we bumped every new vehicle

price by 5% to10% over MSRP?

Don’t we do this every day in our Service Drive?

Is it better to give your customers a choice of products, warranties and prices and ask them which

one fits their needs best?

Or just give them one offering, and look for a Yes or No?

Does Your Service/Parts Department have a Competitive Pricing Strategy for all Economic Categories of Consumers?

Let’s take a Look at the Life Cycle of a Vehicle

What is important to the Customer in their buying Decision !

• New Vehicle -

• 4 Year Old Vehicle

• 8Year Old Vehicle

• 10 Year Old Vehicle

Let’s take a Look at the Life Cycle of a Vehicle

What is important to the Customer in their buying Decision !

• New Vehicle – Color – Payment – Design – Technology –Warranty

• 4 -Year Old Vehicle

• 8 -Year Old Vehicle

• 10 -Year Old Vehicle

Let’s take a Look at the Life Cycle of a Vehicle

What is important to the Customer in their buying Decision !

• New Vehicle – Color – Payment – Design – Technology –Warranty - MPG

• 4 -Year Old Vehicle – Color (what I will not buy) – Payment – Cash Down – Warranty – MPG – Design - Technology

• 8 -Year Old Vehicle

• 10 -Year Old Vehicle

Let’s take a look at the Life Cycle of a Vehicle

What is important to the Customer in their buying Decision !

• New Vehicle – Color – Payment – Design – Technology –Warranty - MPG

• 4 -Year Old Vehicle – Color (what I will not buy) – Payment – Cash Down –Warranty – MPG – Design - Technology

• 8 -Year Old Vehicle – Cash Price – Condition - Safety• 10 -Year Old Vehicle

Let’s take a Look at the Life Cycle of a Vehicle

What is important to the Customer in their buying Decision !

• New Vehicle – Color – Payment – Design – Technology –Warranty - MPG

• 4 -Year Old Vehicle – Color (what I will not buy) – Payment – Cash Down –Warranty – MPG – Design - Technology

• 8 -Year Old Vehicle – Cash Price – Condition - Safety

• 10 -Year Old Vehicle – Starts – Stops - Cold

Now – What is Important to same Customers when they come on the Service Drive?

• New Vehicle –

• 4 -Year Old Vehicle

• 8 -Year Old Vehicle

• 10 -Year Old Vehicle

Where is Your Retail Pricing directed?

Traditional Service Department Thinking

To Raise Sales Velocity – Reduce the Price, Reduce Margins!

To Raise Profitability – Increase the Price, Reduce Velocity!

Let’s do Both with Good-Better-Best Offerings.

Important Advantages to Good – Better – Best Selling Strategy

• Utilize the Psychology of Choice

• Education of the Customers Choices

• 40-40-20 Marketing Rule

• Less Discounting

• Customers feel more Comfortable and Secure when they have choices. No one likes take it or leave.

• Grows Repair Order Value by adding additional items.

• No Fear Pricing – allows for higher margins

• No Fear Selling – removes assumption that customer cannot afford

• Higher Overall Margins

• Options for all Economic Categories of Customers

• Needs based Selling Strategy

• Enhanced Warranties to Drive Customer Retention.

40-40-20 Marketing Rule

• The 40/40/20 rule says that 40 percent of the success of your campaign will depend on your list selection, 40 percent on your offer, and only 20 percent of your success will be attributed to your creative execution.

Keys to Success

Offers that Make Sense to ALL Economic Categories of Customers

Make It Your Culture

Training – Training –Training throughout your entire Fixed Operations. Everyone needs to be on board.

Marketing Materials – Menu’s –

Measure – Measure – Measure Sales Penetrations

Good Better Best Selling

•Drives Higher Repair Order Value

•Drives Higher Margins

•Makes it Easier for Advisors

•Drives Higher Customer Satisfaction

Give it a Try – It Works!