The spring tune-up has not disappeared. Canadian winters give a beating to vehicles and spring is a chance to give them a good once-over to make sure everything is working and to do any recommended repairs and replacements. What has changed is...
The spring tune-up has not disappeared. Canadian winters give a beating to vehicles and spring is a chance to give them a good once-over to make sure everything is working and to do any recommended repairs and replacements. What has changed is how to go about selling that traditional spring tune-up.
First off, forget about thinking of the spring tune-up as something done during a specific couple of weeks when you offer an enticing rate to get vehicles into the bays. Instead, start mining your shop’s customer service records and vehicle maintenance schedules to find out who needs everything from a simple oil change to recommended and vehicle-specific service and maintenance work during the spring months. From there, you will create a targeted campaign to reach them.However, these campaigns must avoid the cookie-cutter approach that too often passes for advertising. For example, if a client is scheduled for an oil change, announce that you are going to include a full inspection and report on the state of their vehicle, outlining all recommended work coming up and pre-book the needed appointments. Sending a flyer announcing a ‘Spring Tune-Up Special’ and some price is bound straight for the recycle bin.
What also has to be done is to leverage social media. Our industry is still badly behind the times on this. Many think social media is for posting family photos and updates around favorite pastimes. Think again. Social media is now the most effective means of communicating with younger vehicle owners. Today’s young vehicle owner uses social media sites not only to keep in touch with friends and family, but to connect with businesses and to educate themselves about issues and services before committing their dollars. Service shops now have to start using social media not just to communicate with customers, but to educate them.
Parts suppliers and industry organizations have readily available information, educational material and videos that can be used to educate and inform vehicle owners. There are many high-quality videos showing why replacing belts, hoses or brake fluid is critical for the safety and well-being of the vehicle. Why not use those videos on your shop’s Facebook page as a means of not only educating your clients, but to promote regular maintenance checks on these items? If you sell tires, why not link to videos demonstrating the advantages of different tires, both by the tire makers and independent consumers? When winter comes, videos demonstrating why winter tires are important are excellent educational and selling tools as well. Makes those part of a winter tire sales campaign on Facebook.
Many parts suppliers even have ready-to-go support, sales and promotional materials that shops can use on their Facebook pages, websites and even Twitter accounts. There is no reason as to why you should not take full advantage of those resources.
The simple fact is, the spring tune-up has not gone away. What has is the old way of selling that service to your clients.