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SEBC Service & Parts Marketing

SEBC Service & Parts Marketing. Michael Schmidt. SEBC Service & Parts Marketing. Key Goals Help our dealers market our Cars & Trucks Help our dealers improve Customer Loyalty Help our dealers improve Profitability. SEBC Service & Parts Marketing. Purchase Process. Re purchase Process.

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SEBC Service & Parts Marketing

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  1. SEBC Service & Parts Marketing Michael Schmidt

  2. SEBC Service & Parts Marketing Key Goals • Help our dealers market our Cars & Trucks • Help our dealers improve Customer Loyalty • Help our dealers improve Profitability

  3. SEBC Service & Parts Marketing Purchase Process Repurchase Process

  4. SEBC Service & Parts Marketing Purchase & Ownership Cycle • Repurchase Loyalty • Repurchase Frequency Awareness Shopping Purchase Product Quality Repurchase Loyalty Ownership Service Service Product Quality

  5. Household Purchase Patterns • 16.7% from households had purchased within the last year. • 50% from households had purchased within the last 3 years. • 75% from households had purchased within the last 5 years. • a

  6. SEBC Owner Care Program + 9.0 pts. Improvement

  7. SEBC Service & Parts Marketing Why Customers Choose the Competition Aftermarket Chains Independents Convenient Location Fast Service Trust • Competitive Prices • Fast Service • Convenient Hours

  8. SEBC Service & Parts Marketing Sales-to-Service Introduction Owner Care Enroll on Owner Site Dealership Amenities • When should you return • Where do you go • Who do you see • What should you expect

  9. SEBC Service & Parts Marketing Dealership Feature/ Benefit • Owner Care – No Charge Maintenance & Roadside Assistance • Express Lane – No Appointment, Fast & Convenient • Service Hours – Evening and Weekend Convenience • Factory Maintenance Schedules – Based on VIN specific time/mileage needs, maximizing performance & minimizing ownership expense • Factory Trained Techs / Quality Parts – Maintain vehicle performance with Expert Service and Perfect Fit & Function

  10. SEBC S&P Review • Comfortable Lounge • TV / Internet / Kids Area • Refreshments • Alternate Transportation Convenience • Hours of Operation • Services Offered • Fixed First Visit • Free Wi-Fi

  11. S&P Marketing Quick Service Customer Expectations Level 1 < 30min • Oil Change • Tire Rotate • Air Filter • Wiper Blades • Vehicle Inspection Review Level 2 < 60min • Tire Replacement • Alignment • Brake Replacement • Battery Replacement • Tune-Up • Vehicle Inspection Review

  12. SEBC S&P Review • Multi-point Inspection Review • Upcoming Maintenance Requirements Review • Skilled Technicians • Quality Parts Trust • Consultative Sales Process • Factory Maintenance Requirements • Status Update Time provided at write-up

  13. wiAdvisor EfficiencyProductivityCustomer Experience • On-Line scheduling via Dealer website • Gathers customer & vehicle data in seconds • Prompts Service Advisor through a Consultative Sales Process (Walk-Around Inspection, DTCs, Recall, Flash, Required Maintenance) • Provides “Why Buy” info to improve customer acceptance • Provides Maintenance “Roadmap” for future planning • Provides Advisor level reporting including “lost sales”

  14. wiAdvisor Maintenance ScheduleRoadmap Maintenance ScheduleRecent - Current - Upcoming

  15. Service Write-up Process CURRENT Tablet based service write-up system that automatically integrates vehicle diagnostic data & Service Advisor systems to enhance the write-up process

  16. SEBC S&P Marketing Expand Your Market • Market to All-Makes Households • Market Wholesale Mechanical

  17. SEBC Service & Parts Marketing All-Makes Service All-Make Service Traffic = New Car Opportunity New Car Traffic = All-Make Service Opportunity

  18. SEBC Service & Parts Marketing Advertising Direct Mail • Active Customer – Time of Need Reminders • Active/Recent Lost Customer – Owner Communication Program • Inactive/Lost Customer – Price Leader offers Digital • Feature Benefit – Express Lane, All-Makes Service • Price Leader – Discount Oil Change, Discount Tires • SEO/SEM – Google, Yahoo, Bing

  19. SEBC Service & Parts Marketing Advertising Point of Sale • Service – OCP support, Information • Accessories – Showroom, Service, Parts • Dealership Feature / Benefit Dealership Branded • Co-mingled Sales/Service (TV, Radio, Digital, Print)

  20. SEBC Service & Parts Marketing • Accessory Sales Process • Wholesale Mechanical • Phone Skills • Advertising & Promotion • SEO / SEM • eCommerce • Sales-to-Service • wiAdvisor Consultative Selling • VIN Specific Menus • Express Lane • Extended / Weekend Hours • All-Makes Marketing • POS

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