Business-building strategies that work anywhere

Motor,  Sep 2002  by O'Connor, Bob

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A Lifetime Oil Change program comprises a number of elements:

*Employee education. Involve all employees in the program and explain its benefits.

*Service advisor benefits. Traffic will increase, creating increased opportunities for service advisors to up-sell repairs and maintenance, which in turn will help them achieve established bonus levels quicker and more often.

*Technician benefits. The increased car count will mean more opportunities to sell additional labor, leading to achieving established bonus levels more quickly and more frequently.

*Incentives. There should be a cash incentive offered to any employee who sells a customer the Lifetime Oil Change program. Cash awards can vary depending on a variety of factors, but should be immediately dispersed.

*Pricing structure. The pricing structure requires careful consideration. The program price should be low enough for customers to perceive the value by returning for all oil changes, and to allow significant sales penetration of existing customers in your database. An attractive price can deliver a high percentage of new customers, as well. Experience suggests customers will realize a total return on their investment after only four or five visits.

*Initial offering to existing etas. Your database of existing customers should be purged of duplication to ensure that you reach the maximum number of customers for the least cost. Then mail a flyer stating your offer. Consider including a discount for a short period of time-say, 30 to 45 days. Then follow up your mailing with phone calls to customers, asking if they received your offer. This will give you the opportunity to sell the program again.

*Counter tents. These should be displayed on your counter and in the waiting area, with the suggestion that customers "Ask about our Lifetime Oil Change program." These items should be colorful and professionally made. Holders for these flyers can be found in office supply stores.

*Employee buttons. Require your employees to wear buttons suggesting that customers ask about your Lifetime Oil Change program.

*The Lifetime Oil Change certificate. When customers purchase the program, immediately give them a certificate stating the program's terms and conditions. Place a copy in the customer's file. If you're using an electronic database program, enter this information.

*The "Welcome" letter. Within five days, send customers a welcome letter thanking them for enrolling in the program. The letter should also offer an incentive for the customer to refer others to the program.

Include a "Preferred Customer" wallet card, as well. It should be colorful and laminated, and should show the company name, address and phone numbers on the front, and the customer and vehicle information on the back. This will help the service advisor at write-up time.

*Follow-up. Establish a formal follow-up program to ensure th a format customers are satisfied with the program and to encourage them to refer others. This can include both phone calls and mailings. Try to obtain testimonials, if possible.