Aftermarket March 2023

MARCH 2023 AFTERMARKET 21 #2: Will you sell (more) products to customers? Aftermarket shared some fascinating research from Castrol a few issues ago, looking at the opportunities workshops have to generate additional income from repeat sales of high-quality lubricants and additives. Here are two key take outs: Workshops are missing out on upselling opportunities. Over a third of motorists say they are ‘never’ offered a choice of consumables alongside a vehicle service; Just over a quarter say ‘sometimes;’ and only a fifth say ‘always. A majority (51%) said they would be happy for their workshop to upsell more expensive, premium-quality consumables if the benefits were explained to them. Barry Lawson, a member of Darren Darling’s DPF Doctor Network is a technician renowned for building a growing channel of repeat sales from selling JLM Lubricants’ products to his customers. With motorists keen to cut repair bills, the market is right for superior quality lubricants and additives. And you are in pole position to recommend them and use them. #3: Are you willing to commit more resources – human and financial to growing your business? For any workshop there comes a time when the next stage of growth can only be accomplished with an injection of money, and/or an additional person supporting the sales effort. Are you trying to do everything on your own? Will you reach your sales targets if you bring another person into the team? A part time person working a few days a week can be the key that unlocks the growth potential in your business. #4: What must change for us to grow? Be honest; Is the growth potential of your business affected by problems that need addressing now? Are you not investing enough time working on your business because you’re working in it and can’t see the wood for the trees? Are you allowing yourself to be distracted by non-income generating activities? Is your marketing scattergun rather than targeted? Only you can see what must change within your business to unlock the door to more sales. #5: What are market conditions now and how do they affect our workshop? We know from research conducted by the Motor Ombudsman that in a bid to save money some motorists are cutting back on servicing and repairs. It’s a false economy of course. So, make sure you keep in regular contact with customers, sharing top tips on vehicle maintenance and reminding them of the importance of booking the next service and the benefits of doing so. Customers may not have made the connection with regular vehicle servicing and fuel optimisation/long term reduced running costs. It’s your job to educate them. #6: Do we have a marketing plan? Far from being a document to be filed away and forgotten, look upon it as a useful plan of action that saves time, provides clarity, and focus and, that enables you to take the next steps in growing your business. Here are the key headers. Who do we want to reach – every target audience Why – compelling reasons why we want to target them What – our messages and the services/products we will use Barriers to a sale – demonstrating we understand objections and can address them Tactics – the materials we will use When – the start of each campaign How long – aim for at least three communications within a month and build three-month campaigns. Good luck! If you want to find out more about JLM Lubricants’ products please visit www.jlmlubricants.com If you are not setting targets, you risk settling for second best, which benefits no one ”