Aftermarket October 2022

OCTOBER 2022 AFTERMARKET 33 www.aftermarketonline.net Positive difference Back to basics marketing means ensuring that customers appreciate and value your positive difference; That they really appreciate why they should keep on coming back to you. I spoke about this at the one-day DPF Doctor event, organised by Darren Darling founder of The DPF Doctor Network. This is about capturing your business DNA – all the reasons why customers should choose you, stay with you and recommend you. Because if you can gather these benefits into one document you have the stock- in- trade for some pretty powerful communications for email marketing, press releases and information for customers to read when they’re waiting to collect their vehicle. What should make its way into this document? Well, the services you offer and why your service offering is the best; The training you have undergone, any specialisms; Your first- time fix rate; Step-by-step how you make customers delighted and your commitment to ongoing improvement (Kaizen). Be sure to add the small but important stuff – availability of parking, collection and drop-off services, late opening, booking online etc. If this information is not finding its way into your marketing communications, you’re not conveying your brilliance. Consumables Finally, I want to touch on the subject of consumables. In last month’s Aftermarket you may have seen the news on the independent survey Castrol commissioned which found that garages are missing out big time on selling consumables to motorists. 51% of motorists said they “would be happy for their workshop to upsell more expensive premium-quality consumables if the benefits were explained.” I have spent the last 10 years working with Kalimex and, with JLM Lubricants introducing JLM’ to technicians on the basis that every product is premium quality, workshop standard. But within this range are products that can be used several times a year by motorists to keep their vehicles in good condition. This regular purchase provides an ongoing income stream, and it gives you another reason to connect with a customer – to remind them they need to order more and…it’s time for that service or repair. If you explain to customers the benefits of the trade standard products you recommend and the consequence of using a cheap-as-chips alternative, all wrapped up in you as their trusted technician, you’ll build loyalty and increase workshop revenues. I will be back next month with more marketing tips. In the meantime, check out the six JLM products you should be using in your workshop and selling to your customers on a rinse and repeat basis. 1. Emission Reduction Treatment (petrol and diesel) 2. DPF ReGen Plus 3. Petrol GDI Injector Cleaner & GDI Valve Cleaner Spray 4. Diesel DPF Refill Fluid (for onboard dosing systems) 5. Engine Oil Flush 6. Diesel Turbo Cleaner For more information visit: www.jlmlubricants.co.uk Proudly helping over 300 tyre & autocare centres in the UK to futureproof their businesses To find out how to become a member of the world’s largest independent tyre & autocare network, email info@point-s.co.uk Keep your independence Increase your buying power and profitability Benefit from marketing, training and business support Get access to exclusive Point S products