Digital Dealer - May 2018 - 40

By Katia Tikhonravova,
Ph.D.(c), LMFT
Owner,
Corporation Clinic

// Fixed Operations

Put a Ring on It
People have had
significant relationships with cars, as they
once did with horses and
carriages. A car is more
than transportation; it is
an emotional connection,
it supports an individual's
ability to survive in a
busy, wide-ranging world.
Cars also improve
convenience, saving
people time and offering
opportunities that help
them improve their
livelihood.
Some customers treat
their cars as a "hook up,"
a one-night-stand that is
convenient and possibly
enjoyable at the moment.
However, they have no
interest in investing their
time, money, and energy
on improving those relationships.
The customer who
treats their car as a "hook
up" typically drives a
rental, a company car,
or maybe their uncle's
car. It could be a nanny
who drives children to
school and other activities, and who was asked
to take the car to the
service drive. It could be
a college student who
drives the car often, yet
his parents financed the
car and have the primary
interest in the wellbeing
of that car. It could be a
leased car that they drive
40

M AY 2 0 1 8

IN ORDER FOR
YOU TO SURVIVE AND
THRIVE AT THE SERVICE
DEPARTMENT YOU NEED
TO 'PUT THE RING' ON
YOUR CUSTOMERS. YOU
NEED TO DEMONSTRATE
TO THEM THAT
'MARRIAGE' WITH YOU
WILL BE PROSPEROUS
FOR THEM."
only for work.
Those customers are
well aware that their time
in a car is limited and/
or that they are not the
primary holder who is
responsible for the car.
Those customers typically
have to consult with the
D I G I TA L D E A L E R . C O M

primary decision maker
(who is not necessarily
the primary driver) about
automotive repairs. They
are also not invested
in doing preventative
repairs. Rather, they are
well satisfied with the
basic repairs related to

safety concerns or are
already covered by their
included maintenance
package.
There's another group
of customers that treat
their cars as if they "live
together." They already
know that they like the
car, they found it comfortable and convenient,
yet they are not fully
committed to that car.
Most customers "live
together" with their car.
They enjoy dating and
learning about their car,
but they know that on
average, three years
after the purchase they
will be "dating" another
car that is younger and
stronger.
While at the service
drive, those customers
typically hold primary
responsibility for the car,
they hold an interest in
the car serving them well
for at least their "dating"
period. They are willing
and expect to invest
some of their time and
money on automotive
repairs. Yet, they will not
think twice to "dump" the
car if the repair is too
costly or if the alternative of getting a new car
looks more favorable.
There are also customers who are "married
with children" with their
car. Those customers
have a strong emotional
attachment to their car. It
could be a car that represents certain achievements or reminds them
of significant events in
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Table of Contents for the Digital Edition of Digital Dealer - May 2018
