Digital Dealer - June 2018 - 35

department instead of an
independent mechanic.
Furthermore, OEM parts
and OEM-trained mechanics are the only reason to
charge higher prices compared to independents.
THE SERVICE
SALES DEPARTMENT

Every time I visit a
service department, I have
a feeling that service advisors are the opposite of
the salespeople. You cannot assume you will make
a sale, but it seems to be
the mindset with many
service writers that cars
inevitably break-so they
have a passive strategy.
Another problem that
contributes to the lack of
sales in service departments is understaffing. I
am a big believer that an
effective service advisor
needs to spend time with
each customer in order
to get to know him or her
and the car so he or she
can upsell the necessary
work. In order to do that,
the service advisor needs
to see no more than 12
to 15 customers per day.
If your service advisors
are seeing more than 15
customers per day, what
you have is order-takers.
And order-takers do not
make money!
Service managers must
have regular sales meetings to outline their goals
and methods for accomplishing them.
SERVICE ADVISOR
WALK-AROUND

It is critical to make a
positive first impression

MULTIPOINT
INSPECTION REPORTS
AND MENUS MUST BE
PRESENTED TO 100% OF
THE CUSTOMERS 100%
OF THE TIME!" -MAX ZANAN
and build a long-lasting
relationship with every
customer. One specific
way to do so is to conduct
a walk-around when the
customer comes in for
scheduled maintenance
or repairs. During an
active walk-around, a
service writer inspects the
car with the owner, which
can dramatically increase
the chances of up-selling
additional maintenance
or repair work. An active
walk-around is essential
when you consider that
parts and service is an
extremely profitable business for dealerships. The
profit margin on labor is
about 75%, and on parts,
it is between 40 and 50%.
A "Perfect Dealership"
trains its service advisors
to perform an active walkaround at all times, so it
becomes a natural part of
their daily routine.
MULTIPOINT
VEHICLE INSPECTION

Multipoint vehicle
inspection (MVPI) must
be utilized on every single
car, and maintenance and
repair recommendations
must be made on this
MPVI.
Menu selling should be
utilized with every customer, similar to what we
do in the F&I department.

This approach ensures
100% presentation of
proposed maintenance
and repairs to 100% of
customers, 100% of the
time.
WEAR A UNIFORM

The "Perfect Dealership" transmits professionalism at every
level. We need to make
sure that service advisors, porters, and even
cashiers wear a uniform.
First, a uniform identifies
employees and showcases professionalism that
many dealerships lack. It
goes without saying that
uniforms must be clean,
and name tags should be
worn by all employees.
TRAINING

The "Perfect Dealership" trains its staff on
a regular basis. Service
technicians must be
up-to-date with factory
training. Service writers
need sales training and
phone-skills training. And
every employee in the
service department needs
customer-service training.
QUICK LUBE
OPERATIONS

"Perfect Dealerships"
offer quick lube service
without an appointment
in order to compete with
independents. Unfortunately, many dealers are

not maximizing sales opportunities in their quick
lube and express service
operations. A lot of dealers are caught up with an
idea that if they change
the oil in 15 minutes or
less, they are doing a
great job. The point is
not to rush through the
process but to maximize
the revenue by up-selling
items such as air filters,
wiper blades, light bulbs,
belts, and cabin filters. To
ensure maximum up-sell
opportunity, an A-skilled
tech should oversee the
work of lube technicians.
Good stuff, isn't it? I
know what you're thinking, "Hey, I already know
all this stuff-I've heard it
before!" Okay, you know
it. The question is, are
you doing it?
If you follow Zanan's
recommendations, not
only will you have a
perfect dealership, but a
profitable one, too! For
more information on "Perfect Dealership" visit:
perfectdealership.com.
CHARLIE POLSTON is an
Automotive Customer Retention and Profitability Consultant with BG Products, Inc.
Charlie has been with BG's
Fixed Operations Division
for over 36 years. He has
trained over 7,500 dealers,
managers, and technicians
- and has been a frequent
workshop leader at NADA's
annual convention. EMAIL:
cpolston@bglsi.com

D I G I TA L D E A L E R . C O M

JUNE 2018

35


http://www.perfectdealership.com http://www.DIGITALDEALER.COM

Table of Contents for the Digital Edition of Digital Dealer - June 2018

Digital Dealer - June 2018
Contents
Letter from the Show Director
The Power of Bear’s a “Little Bit Extra”
Sustained Legacy for Greatness - So Many Layers of Benefits to Be Derived
Innovate & Adapt
Subscribe & Drive
A Little Preventive Maintenance Goes a Long Way in Protecting Your Franchise Investment
A Metric That Merits More Attention— Your Used/New Sales Ratio
The Law of Attraction
How to Tailor the Brand Experience for the Decision Maker
The Power of Internal Marketing!
Andrew Walser Walser Automotive Group
The Perfect Dealership: Mastering the Basics
Wanna Hurt or Maim Someone? Use Their Vehicle!
Fixed Ops BFF
Broken Links Lead to Broken Relationships
5 Ways to Immediately Improve Your Social Media Strategy
Don’t Be Shy – The Tough Questions You Should Be Asking Vendors
4 Ways F&I Managers Can Win Over the Sales Team
The Consultative Approach to Selling
Digital Dealer - June 2018 - CT1
Digital Dealer - June 2018 - CT2
Digital Dealer - June 2018 - Digital Dealer - June 2018
Digital Dealer - June 2018 - Cover2
Digital Dealer - June 2018 - 1
Digital Dealer - June 2018 - Contents
Digital Dealer - June 2018 - 3
Digital Dealer - June 2018 - Letter from the Show Director
Digital Dealer - June 2018 - 5
Digital Dealer - June 2018 - The Power of Bear’s a “Little Bit Extra”
Digital Dealer - June 2018 - 7
Digital Dealer - June 2018 - Sustained Legacy for Greatness - So Many Layers of Benefits to Be Derived
Digital Dealer - June 2018 - 9
Digital Dealer - June 2018 - 10
Digital Dealer - June 2018 - 11
Digital Dealer - June 2018 - Innovate & Adapt
Digital Dealer - June 2018 - 13
Digital Dealer - June 2018 - 14
Digital Dealer - June 2018 - 15
Digital Dealer - June 2018 - Subscribe & Drive
Digital Dealer - June 2018 - 17
Digital Dealer - June 2018 - A Little Preventive Maintenance Goes a Long Way in Protecting Your Franchise Investment
Digital Dealer - June 2018 - 19
Digital Dealer - June 2018 - A Metric That Merits More Attention— Your Used/New Sales Ratio
Digital Dealer - June 2018 - 21
Digital Dealer - June 2018 - The Law of Attraction
Digital Dealer - June 2018 - 23
Digital Dealer - June 2018 - How to Tailor the Brand Experience for the Decision Maker
Digital Dealer - June 2018 - 25
Digital Dealer - June 2018 - The Power of Internal Marketing!
Digital Dealer - June 2018 - 27
Digital Dealer - June 2018 - Andrew Walser Walser Automotive Group
Digital Dealer - June 2018 - 29
Digital Dealer - June 2018 - 30
Digital Dealer - June 2018 - 31
Digital Dealer - June 2018 - 32
Digital Dealer - June 2018 - 33
Digital Dealer - June 2018 - The Perfect Dealership: Mastering the Basics
Digital Dealer - June 2018 - 35
Digital Dealer - June 2018 - Wanna Hurt or Maim Someone? Use Their Vehicle!
Digital Dealer - June 2018 - 37
Digital Dealer - June 2018 - Fixed Ops BFF
Digital Dealer - June 2018 - 39
Digital Dealer - June 2018 - Broken Links Lead to Broken Relationships
Digital Dealer - June 2018 - 41
Digital Dealer - June 2018 - 5 Ways to Immediately Improve Your Social Media Strategy
Digital Dealer - June 2018 - 43
Digital Dealer - June 2018 - Don’t Be Shy – The Tough Questions You Should Be Asking Vendors
Digital Dealer - June 2018 - 45
Digital Dealer - June 2018 - 4 Ways F&I Managers Can Win Over the Sales Team
Digital Dealer - June 2018 - 47
Digital Dealer - June 2018 - The Consultative Approach to Selling
Digital Dealer - June 2018 - Cover3
Digital Dealer - June 2018 - Cover4
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