Added Value Services: How to?
Do you take pride in your business? If your customers best interest is at the top of your priorities, then you should read this.
Restaurants use a menu for consistency.
CONCEPT OF A SERVICE
In a restaurant, you expect prompt and friendly service. You expect the waiter to take your order and even return with few drinks while you wait. A good restaurant owner understands the concept of good service. Well trained staff understand timelines, and communication keeps customers happy. After all, customers are more inclined to order additional drinks or appetisers if they are happy and the service is timely. After the main course, a good waiter will also return for customer feedback. A great waiter will return with a dessert menu, ask if you would like to see it, and offer their recommendation.
“In a restaurant industry study, dessert sales rose by 78%, when menu was used.”
Sell less, recommend more
In an automotive service facility, typically the concept of “service” and bare minimum is misinterpreted. Business owners and service advisors say: “We don’t like to upsell.” Well, who does? The waiter is trained not to assume the customer doesn’t want dessert, but rather present a menu of what is available and letting the customer decide. Why not do the same in the automotive industry?
In a quality service facility, the service advisor is a trusted liaison between the vehicle owner and the technician. They will understand the minimum requirements set up by the manufacturer and have a passion for preventative maintenance. Most importantly we provide a service to the vehicle owner and not the car. They happen to own this vehicle, which needs the best possible care. Most often, it is their second biggest investment in their life. So, ask yourself am I doing the right thing for my customer?
“Oil change is not a service, it’s just an oil change.”
An ethical service provider is aware of industry trends and listens to the industry authorities to keep up with the latest knowledge. An ethical service provider offers needed services based on conditions.
ADDITIONAL SERVICES
Lots of additional services are offered. Are they a needed service or a lazy parts change that is called service? Now, don’t get me wrong most service providers will want to be ethical and intend to operate most honestly.
By additional service in this article, we imply a service that is offered to maintain vehicle longevity and reliability. Vehicle manufacturers outline this in their handbook. Severe driving conditions explain when additional service is needed.
With additional service, the purpose is to minimise the need for repair. Fluid degradation is a known issue and minimising causes of fluid degradation will add value to your customer’s service.
Vehicle manufacturers are well aware of this and that is why they recommend additional services whenever driving conditions are severe, such as:
Hot weather
Driving hills frequently
City driving
Traffic
Extended idling times
The key to adding value to services; “Are we offering them? Do we communicate and follow through with action? Are they actually doing something?"
SERVICE PRICE VS SERVICE VALUE
You might worry about your service price. It is understandable, after all, there are a lot of things you need to cover in vehicle service.
According to a consumer study by AAAA price is the 13th most important thing for a consumer, when choosing their mechanic. According to this study, the consumer chooses repair facility because of their people.
“Trust yourself, people come to you because of you.”
Price is what you pay and value is what you get. And you get what you paid for.
Whoever gets oil change business, gets maintenance business, if they ask for it!
Theory of consumer buying process.
CONSUMER BUYING BEHAVIOUR
According to an AADA study 70% of consumers feel uncertain or unappealing about capped price servicing. I think offering minimal servicing is undervaluing the intelligence of service department customers.
Around 70% of consumers say they didn’t buy additional services because they were not told about them being available. How can you buy something you don’t know exists?
A consumer’s decision-making process includes five stages that the consumer goes through before the actual purchase. During these stages the consumer 1. recognises the need, 2. gathers information, 3. evaluates alternatives and 4. makes the purchase decision. After the actual purchase comes post-purchase behaviour where the consumer evaluates the received satisfaction level.
It all starts from informing the consumer. It ends in possible value gained. Choosing quality products and services play a key role. Did you end up adding value or doing a service that made no difference?
DIFFERENTIATE WITH BG
At BG Australia we focus on explaining and informing what is available. A simple recipe for being more successive:
Inform your customer
Implement a proactive process
Build value
With businesses that choose to operate with us, we offer our expertise to implement our world-class products and services to fit your business. Make no mistake-We will ask for commitment because we value your time and ours too. It is also a fact that many businesses are not prepared to offer value-added services.
The successful BG Service providers have seen the difference in using BG to add value to their service. They have been successful in implementing products as part of their service.
“They will not add value, if they are not used.”
-Taneli Piirala
BG Products Inc.
BG Products, Inc., the leading manufacturer and supplier of automotive fuel and oil conditioners, specialty chemicals, greases, tools and equipment, is ISO 9001, 14001, 17025 and 45001 certified.
As an ISO Certified company, BG Products, Inc. is obligated to provide transparent and factual information. All products are tested and proven to provide added benefit to equipment owners.
If you want to learn more about our products and services you can contact us here.