Fixed Ops Magazine - 2022 Vol19 04 - 52

PARTS DEPARTMENT BY PETER DUDLAK
MAKE
MONEY
SELLING
AUTO PARTS
by Marketing for New Customers Instead of Drivers
W
hen was the last time you physically
changed your own oil? Some people might
respond, " 3,000 miles ago. " In reality, it was
probably at least a few cars ago. With 10-minute oil
change shops on virtually every corner, nobody wants
to get dirty lying on their backs again. " So why haven't
we adopted this same outsourcing mentality to wholesale
auto parts? " That's what a customer asked me a
few years ago.
Wholesale parts managers have
been accustomed to delivering parts
with company-employed drivers and
wrapped dealership-owned vans.
While this has been the standard
for many years, the pandemic has
changed the employment landscape
in a manner none of us could have
ever anticipated. Right now, there is
a strain on last mile delivery systems
across the country, and the Great
American Resignation has made
52
" getting it done " nearly impossible to do. We see this in
stores, restaurants, airports and dealer wholesale parts
operations. 2018 is not coming back anytime soon, so
now is the time to change or get left behind.
Wholesale parts
managers have been
accustomed to
delivering parts with
company-employed
drivers and wrapped
dealership-owned vans.
PROBLEM: MARKETING FOR DRIVERS
INSTEAD OF NEW CUSTOMERS
Dealers are forced to roll-up their sleeves and hit the internet
to keep their driver pipeline full, and thousands
of dollars are spent annually on recruiting,
interviewing, drug testing,
and on-boarding. If this money was
allocated to new business development,
a nice return could be realized.
Instead, dollars and human
resources are often wasted in trying
to fill every new driver vacancy,
resembling an endless revolving
door. Ironically, benefits like health
insurance, 401k, tuition reimbursement
and career advancement don't

Fixed Ops Magazine - 2022 Vol19 04

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