Are you overlooking this service opportunity?
Every day, installers across the country have the opportunity to add loyal customers and revenue to their business. If installers don’t take advantage of these opportunities, they not only miss out on potential revenue, but also an opportunity to educate customers and build lasting relationships. Whether it’s a returning customer coming in for scheduled maintenance or a new customer, the decisions made can have a profound impact on the success of the business.
Let’s look at a common service opportunity that’s often overlooked by customers and service centers alike: cooling system services. Every vehicle that comes into a workshop will require cooling system service at some point in its life. However, many stores fail to offer them as an option to their customers and miss an opportunity to increase sales.
Not all service recommendations are easy, and preventative maintenance service is a good example. Selling a cooling system service to a customer with an overheated vehicle is likely to be a lot easier than selling it to a customer who is not currently experiencing any issues. The difficulty with selling preventive maintenance services is that instead of fixing an urgent problem, a installer is asking a customer to invest in avoiding costly repairs in the future.
According to Neil McGlinchey, Valvoline’s Field Training Manager, it’s all about making assumptions about the customer. “Technicians are more likely to sell through their customers’ wallets than their customers’ needs,” says McGlinchey. “There’s also a fear of recommending something that someone might not be able to afford, and that’s why you pre-qualify your client before you ever offer them recommended services.”
Ron Kauffman, Chemical Business Manager at Valvoline, believes that customers today are more receptive to taking proactive measures on their vehicle. “I advise people to do a little maintenance on their car today because they may have to keep it longer than planned.”
And today’s customers keep their vehicles longer than they used to. The average age of a car on the road is approaching 12 years, a number that is steadily increasing. Consumers are also being pushed to hold on to their vehicles as supply chain issues make new vehicles less accessible. “One thing we’ve learned over the past two years is that you never know what’s coming,” Kaufman said.
At a time when customers are building lasting relationships with their vehicles, installers can build lasting loyalty by educating the customer about their vehicle’s needs. Clients rely on the knowledge of professionals and offering full transparency shows a business has their best interest in mind, even if they are passing on a service that day. And that trust is built when the preventive maintenance service offers the best of the best.
When it comes to refrigeration services, it’s easy to dump and fill, but not always what’s best for the customer. This is where staying current and having a trusted partner like Valvoline can help.
“If I just drain and refill the coolant, I haven’t removed anything from the system. I’m still putting the customer at risk of vehicle breakdown,” says Kauffman. “It’s like taking a shower and just letting the water run over you. You’ve removed the surface dirt, but for anything embedded you need a detergent to clean it. The same goes for your car – you want to get it as clean as possible before you put in new coolant.”
Because of this, using quality Valvoline Professional Series products can make a difference, such as: B. the two-stage Valvoline Cooling System Service Kit. The VPS Radiator Super Cleaner is added to the existing coolant and passed through the system to remove accumulated rust, scale and oily residue that cannot be removed by coolant replacement alone. Second, by adding VPS Water Pump Lubricant and Protector to the new coolant, an installer will help prevent future rust, corrosion, and component failure.
Not only can this two-tier system provide customers with quality cleaning, but the service has minimal overhead for the installer. The products are inexpensive and the labor time can be less than 30 minutes. “Even if you can sell one refrigerated service a day, it can have a huge impact on the bottom line,” says Kaufman.
The key to accessing the benefits of offering refrigeration services to customers is empowering team members with information to perform and sell preventative maintenance. Valvoline has installers covered there too. As a Valvoline partner, stores have access to online learning systems that offer engaging courses specifically designed to train employees on how to communicate information to consumers.
Ultimately, according to Ron Kauffman, if you focus on your customers, you will thrive.
“Do it for the customer. Inform them, tell them what’s going on in their vehicle, what’s happening when you’re doing a service. Tell them how it can protect them and selling more than one service a day becomes a lot easier.”
To learn more about how Valvoline’s Professional Series products and performance chemicals can enrich your business, visit partner.valvoline.com.