Working With Independents To Ensure Better Service

I’ve been in the automotive parts business for 26 years, but only four of them with BMW. I have to admit the brand is intoxicating and very easy to get passionate about because they make the ultimate driving machine. I believe that we need to keep customers loving their cars, and when they need service, they are not disappointed with the quality of service they receive from our facility or their independent shop.

More of the dealers across the country are realizing the importance of wholesale business. The difficultly with wholesale business is that you either have to be in it completely or not. The dealerships that are half in it or are trying to make a go of it have hit a lot of roadblocks and a lot of expense that doesn’t justify their means, and I’ve always found that when you’re really focused behind the wholesale business you can have great success; but if you’re half in the game you’re never going to reap the rewards.

Obviously, we have competition that is not with the other dealerships, but with jobbers and aftermarket companies that are very strong in the marketplace and do a very good job at holding us accountable to be at their level. I think we are striving in it and the more we get to their level of service, the more the independent service providers are going to use us as a first call as opposed to a second or third call. That’s really what it’s all about. You want them to call you first.

It takes a special person to service the independent shops. Mike Whitman, my wholesale parts manager, for instance, has it down pat with the perfect mentality, demeanour and characteristics that a wholesale shop gravitates to.

Unfortunately, there’s too many of the dealership personnel out there that have to be always right, are a little bit blunt, are hard to get information out of, and are sometimes unwilling to go above and beyond the call of duty. This is what we don’t have. We have staff that will give 110 per cent all the time. In the end, it’s all about the relationships that will ultimately grow the business.

The economy is a challenge to say the least for all manufacturers. BMW is no different and we’re making cutbacks in our own way. We’re watching where we’re spending money. We’re watching where our costs are coming from. But with our cars, there are so many second or third owners buying them at independent used car dealerships and non-BMW dealerships that there’s a market for a lot of wholesale growth. For the parts and service business in times like these usually they see some growth because customers are not buying new cars. They’re fixing their old vehicles at the independent service facilities.

I don’t need to do a lot of marketing of my business. I’m proud to say that my growth in this area is by word of mouth and that people hear on the street that Parkview is a dealership that will take care of them. “Service Beyond Your Expectations” is Parkview’s motto to all our customers, including the independent shops.

———

Have something to say to our industry? Let us know with the Last Word! tom@ssgm.com