Digital Dealer - May 2019 - 43
nance category to the immediate safety needs category
because it is related to the
safety concern.
To clarify, let's say our
original quote included a
cabin air filter, a battery
service, an alignment, and a
transmission fluid exchange
in the recommended maintenance category. By selling
up, you still get the cabin air
filter and the battery service,
even though you drop the
other maintenance items.
The package price drops
and yet you still retain two
services you would not have
had if you hadn't sold up.
RELATED, IMMEDIATE,
MAINTENANCE (RIM)
The RIM process has
been around for decades,
but Russeau's twist on
the process brings a fresh
approach to RIM...with
amazing results. I'll fully explain RIM in detail in a future
article. For now, I want to
leave you with a simple yet
effective word track Russeau has crafted to "inspire
your service guest to invest."
"Related to your original
concern(s) for your vehicle,
your technician has found
that your vehicle needs..."
"From the multi-point
inspection we discussed
earlier, we found a few items
that require your immediate
attention."
"Last but certainly not
least, your technician has
asked me to talk to you
about the following maintenance needs..."
"So to take care of everything related to the original
concern, all the items that
require immediate attention and your maintenance
needs, your total investment
is $____. May we please
take care of that for you
today?"
My personal thanks to
D I G I TA L D E A L E R . C O M
Scott Russeau (email: scott
@russeauhighperformance
coaching.com) for giving me
permission to print these
takeaways.
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
M AY 2 0 1 9
43
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Digital Dealer - May 2019
Table of Contents for the Digital Edition of Digital Dealer - May 2019
Digital Dealer - May 2019
Contents
A Message from the Show Director
Data Doesn’t Lie: Improve Your Fixed Ops Department and Yield Higher ROI for Your Dealership
Buyers Pickier in Today’s Buy/Sell Market
The Greatest Threat for Survival Could Be You
The Tales of a Parts Pro...
Developing a Revenue Center
Top 5 Reasons Dealers Need to Engage Their State Dealer Association
Interview with Doug Wilson
Broadcast Advertising Back to the Future!
Demystifying Digital Marketing: Using Metrics to Assess Effectiveness
10 Traits of an Extraordinary Social Media Manager
The Whole-Dealership Data Layer: The Time Has Come to Unify Your Data and Measure ROI
Digital Dealer 26 Rewind
Inspire Your Guest to Invest
The 4 Laws of Influential Conversations –Part 2
Million-Dollar Question: Can You Sell Cars?
Digital Dealer - May 2019 - Digital Dealer - May 2019
Digital Dealer - May 2019 - Cover2
Digital Dealer - May 2019 - 1
Digital Dealer - May 2019 - Contents
Digital Dealer - May 2019 - 3
Digital Dealer - May 2019 - A Message from the Show Director
Digital Dealer - May 2019 - 5
Digital Dealer - May 2019 - Data Doesn’t Lie: Improve Your Fixed Ops Department and Yield Higher ROI for Your Dealership
Digital Dealer - May 2019 - 7
Digital Dealer - May 2019 - Buyers Pickier in Today’s Buy/Sell Market
Digital Dealer - May 2019 - 9
Digital Dealer - May 2019 - 10
Digital Dealer - May 2019 - 11
Digital Dealer - May 2019 - The Greatest Threat for Survival Could Be You
Digital Dealer - May 2019 - 13
Digital Dealer - May 2019 - 14
Digital Dealer - May 2019 - 15
Digital Dealer - May 2019 - The Tales of a Parts Pro...
Digital Dealer - May 2019 - 17
Digital Dealer - May 2019 - Developing a Revenue Center
Digital Dealer - May 2019 - 19
Digital Dealer - May 2019 - Top 5 Reasons Dealers Need to Engage Their State Dealer Association
Digital Dealer - May 2019 - 21
Digital Dealer - May 2019 - Interview with Doug Wilson
Digital Dealer - May 2019 - 23
Digital Dealer - May 2019 - 24
Digital Dealer - May 2019 - 25
Digital Dealer - May 2019 - 26
Digital Dealer - May 2019 - 27
Digital Dealer - May 2019 - Broadcast Advertising Back to the Future!
Digital Dealer - May 2019 - 29
Digital Dealer - May 2019 - Demystifying Digital Marketing: Using Metrics to Assess Effectiveness
Digital Dealer - May 2019 - 31
Digital Dealer - May 2019 - 32
Digital Dealer - May 2019 - 10 Traits of an Extraordinary Social Media Manager
Digital Dealer - May 2019 - 34
Digital Dealer - May 2019 - 35
Digital Dealer - May 2019 - The Whole-Dealership Data Layer: The Time Has Come to Unify Your Data and Measure ROI
Digital Dealer - May 2019 - 37
Digital Dealer - May 2019 - Digital Dealer 26 Rewind
Digital Dealer - May 2019 - 39
Digital Dealer - May 2019 - 40
Digital Dealer - May 2019 - 41
Digital Dealer - May 2019 - Inspire Your Guest to Invest
Digital Dealer - May 2019 - 43
Digital Dealer - May 2019 - The 4 Laws of Influential Conversations –Part 2
Digital Dealer - May 2019 - 45
Digital Dealer - May 2019 - Million-Dollar Question: Can You Sell Cars?
Digital Dealer - May 2019 - 47
Digital Dealer - May 2019 - 48
Digital Dealer - May 2019 - Cover3
Digital Dealer - May 2019 - Cover4
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