Digital Dealer - June 2018 - 36

By Ed Kovalchick
CEO and Founder,
Net Profit Inc.

// Fixed Operations

Wanna Hurt or
Maim Someone?
Use Their
Vehicle!
I suppose I've been
on a rampage about
vehicles getting analyzed,
tested, and fixed right,
particularly directed at
driver / passenger safety
as well as dependability.
The responsibility for
taking proper care begins
with the ASM position,
which is being treated as
if it could be done by
anyone who could fog a
mirror these days.

MAYBE IT WAS THIS
TÊTE-À-TÊTE:

Amateur ASM: "The
lube guy says you need
tires. They're worn down."
Uninformed Customer:
"Really? How much are
the tires?"
Amateur ASM: "Depends on what you want.
We have good, better, or
best tires."
Uninformed Customer:
"What's the difference?"
Amateur ASM: "Basically the price. Good is
the cheapest and best is
the most expensive."
Uninformed Customer: "How good are the
cheaper tires?"
36

JUNE 2018

Amateur ASM: "Those
are the ones we sell the
most."
Uninformed Customer:
"How much cheaper?"
Amateur ASM: "About
$370 less than the most
expensive ones, installed."
Uninformed Customer:

Amateur ASM: "The
technician says you need
a serpentine belt."
Uninformed Customer:
"What's that?"
Amateur ASM: "It's
the belt in front of the
engine."
Uninformed Customer:
"How much is it?"

CONSIDER STARTING
ONCE-A-WEEK
30-MINUTE TRAINING
SESSIONS WITH YOUR
CUSTOMER MANAGERS."
"So, how much is that?"
Amateur ASM: "Right
at $750 in total, including
everything."
Uninformed Customer:
"Is that the best decision?"
Amateur ASM: "Most
people buy them."
Uninformed Customer:
"I think I will wait a little
longer, they got me here
ok."
OR MAYBE IT WAS
THIS SAD DIALOGUE:

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

Amateur ASM: "The
belt and labor are $138
plus tax they say."
Uninformed Customer:
"How bad is it?"
Amateur ASM: "It
needs to be replaced he
says."
Uninformed Customer:
"Can I wait till later and
do it?"
Amateur ASM: "I
guess. You can do it next
time?"
Uninformed Customer:

"I think I can wait a while
anyway."
WHAT THE ...

If you consider yourself a professional automotive service manager
/ director / guru / sage or
likewise, and you don't
see anything missing
from these impotent
conversations, you need
to brush up on the ASM
position and the related
important responsibilities they carry, not to
mention the tremendous
liabilities they can create. There are too many
barristers masquerading
as do-gooders who are
really just looking for a
fast buck for themselves
from a perceived fat cat
- there, I said it.
I'm not saying that
service department customer managers have to
be master technicians,
but they have to recognize the importance
of conveying at least a
morsel of semi-technical
safety and dependability
information, tied to the
benefits and consequences of all types
of service and maintenance purchases. Oh,
and vital purchases are
made comfortably as
a result - no buyer's
remorse.
Informative materials are available and
attainable at everyone's
fingertips, starting with
the "chock- full-of-important-info-which-noone-ever-reads" vehicle
owner's manuals, tire
http://www.DIGITALDEALER.COM
Table of Contents for the Digital Edition of Digital Dealer - June 2018
