Opportunity Knocks for Providing Value Added Services

Identify the need and fill the need. A philosophy that is a mainstay of the automotive service industry. How many remember that the Automotive Oil Change Association (AOCA) started as the National Association of Independent Lube Operators (NAIL)? Change is necessary in every aspect of business if nothing more than to keep up with competition.

Value added services have always been an area of profit for any service entity. However, determining the proper ancillary services to complement your oil change experience has always been a challenge. While air filter replacement has always led the way as an easy presentation to the customer, the list of additional services is far and wide.

How did you determine the proper list of your value added services? Was the decision based on simplicity? Was it new technology such as high output, low displacement engines including Gasoline Direct Injection (GDI) engines? These engine designs have paved the way for new generation fuel cleaning services and cabin air filter replacement to name a few. When was the last time you reviewed your menu of services to make sure you are offering additional services that meet your customers current need?

Simplicity and minimizing your problems are an important part of everyday life. With that in mind, consider reviewing your entire menu of services and how you present these to your customers. To begin this process, you must customize an inspection report that can be used to review with your customer. If you already have one, when was the last time it was reviewed and updated? If you are challenged to develop one, reach out to your current suppliers. Many have the experience to help you develop this important tool. While reviewing the menu and updating the inspection checklist, do not forget to include an overview of your shops capabilities and priorities and developing a checklist based on that. While your shop may have long-term employees/managers that can effectively offer a vast array of services, your shop may have limited capabilities/experience and should tailor-make a more limited menu based on the level of your technicians.

The bottom line is that if you are not inspecting each system in your customer’s vehicle, you are missing out on future opportunities. Consistency of presentation as part of your customer service experience is important not to overlook. Not only does it connote thoroughness but a professionalism that differentiates your business from your competition. It is important to take ownership of their vehicle if you expect the customer to continue to patronize your business. Perceived value resonates when you take the time to review everything that was uncovered during your inspection process. Be proud of your unique service approach and point out the areas that need attention. You can support this methodology with OEM service recommendations by system. This includes the cooling, transmission, brake, fuel, power steering and oil system.

Additionally, do not be afraid to get creative with your menu and use a package philosophy when re-evaluating your service options. You are already offering choices with oil, correct? Remember, these are your “value meals.” Our society has been weened on the value meal approach from fast food providers to car washes alike. It is simple to understand and gives the customer a choice. Many packages can be developed to include oil and fuel system cleaners, wiper blades and cabin air filters to suggest a few. Have fun with the package names. The “Supreme” or “Ultimate” oil change service, “The Vision Package”, the Gold, Silver, Bronze oil change options come to mind. Keep in mind that pop and pour cleaners are simple to perform and are needed more than ever before. Do you inspect lights as part of your 15, 20 or what ever point inspection you advertise? Do you check wiper blades every time? Consider using a spray bottle with water to check how they are performing. If it is raining out, every customer that day should be asked how their blades are working, right? Informative selling is not difficult if you communicate. While it is understandable that it can be difficult to keep your technicians focused on the same presentation every time, the use of an inspection report and final review will keep a consistent message and ultimately build trust and future service opportunities. We will delve into more detail regarding many of the above mentioned value added services and their importance in future discussions.