Three Ways to Promote and Sell More Service Through Your Website - Engine Builder Magazine

Three Ways to Promote and Sell More Service Through Your Website

Guy Looking at Computer.jpgThe U.S. economy continues to change, resulting in more consumers keeping their vehicles longer. Consumers are also becoming more proactive in the care and maintenance of their vehicles, which translates into more opportunities for you to sell parts, accessories and full services 

Here are three ways you can use your website to sell more service:

Service-specific Pages 
You know the services your dealership provides inside and out – but customers visiting your site are seeking specifics on your offerings.  Simply having one or two pages on your website that only list the services you offer could leave your customers wanting more information and lead them to your competition.

Best practice is to provide a page for every service; the more detail the better. This may seem like information overload, but it’s not. Customers expect, and demand, to see what’s included with the oil change you offer, so be sure to include:
•    Number of quarts of oil included
•    List of the services also included such as inspection of belts, wiper blades and exterior lights
•    What else does the service include such as checking power steering fluid, windshield washer fluid and tire pressure

These details are vital to turning a shopper into a buyer. This is also a great way to educate your customers and show the value of the services you provide.

This content also serves to improve your organic search engine rankings in your particular area, since Google seeks out websites with relevant information.

Online Appointment Scheduling
One of the best ways to drive more service to your dealership is to make it easy for consumers to do business with you. An online appointment scheduling tool is becoming more common and, for many consumers, mandatory. If a customer is too busy to call during your normal business hours, having an online, 24/7 appointment scheduler will help drive more service business to your dealership and increase customer loyalty.

When setting up an appointment scheduler on your website, make sure you include, at a minimum:
•    Type of service needed, displayed as a drop down menu for customers to select the service desired
•    Pre-populated service date and time availability
•    For multiple location dealerships, a drop down menu with each location listed

As a bonus, offer a special discount for any service scheduled online. And, don’t forget to send an appointment confirmation to the customer by email.

Service Packages and Promotions

Who doesn’t love a good deal? Identify the key types of service you regularly provide, and promote them like you promote tires and wheels. Include a “coupons” page on your website that has weekly or monthly services specials, including:
•    Free oil change with the purchase of four tires
•    Free car wash with a tire rotation
•    VIP Customer Rewards card to save on repeat oil changes

Rather than your customers thinking about all the things they have to do to keep their vehicle in top condition, they’ll remember one thing: the convenience and cost-savings provided by your dealership.

When it comes to selling more stuff to your customers — like service — you need to think about your business differently. Consumer demand for vehicle service is rising and is not expected to slow down. The tire dealership that finds smart ways to package and sell services will do well. This means that you must package, price and market your service department with the same zeal that you market tires and wheels.

Article Courtesy of Tire Review – Nate Lehmann is ARI’s sales manager. ARI creates award-winning software solutions.

You May Also Like

Utilizing Instagram

“When we started, we had no business at all… that’s when I started using Instagram,” Yaghoubian says. “Back then I didn’t know a lot about social media, but it works for business really well, and especially the automotive industry on Instagram.”

The Industry has changed, so should you.

“One picture I posted got 7,600 likes, it reached 112,000 people, I got 982 profile visits from that post, 758 people saved it, and 208 people sent it to other people,” says Aaron Yaghoubian, owner of Arlington Machine in Riverside, CA, talking about an Instagram photo he shared in August of an Evo 8 short block project. “You can’t beat it. Some engine builders are over here crying, but they don’t want to use something that’s free. They have the device in their hand, now download the app and do it.”

Higher Revving Education

We’ve all seen the ads in magazines and online for schools, classes and seminars on tuning an ever-increasing number of engines and even transmissions in today’s cars and trucks. The better ones will include the use of a chassis dyno to show real-time results of the step-by-step methods they teach.

Chassis vs Engine Dyno

We spoke with a couple shops that utilize both dyno types to get their take on the advantages, disadvantages and reasons to have one over the other or both.

Tradeshow Season

While the rest of the world tends to slow down in the fourth quarter, our industry is starting to rev up. That’s because it’s tradeshow season, and the excitement for next year is always palpable!

OE Parts vs. the Aftermarket

Many of your customers believe that OEM parts are better than aftermarket parts. We wanted to dispel some of the myths once and for all. Without getting into the mud about which brands are better. It is important to note that not all parts are created equal, and this includes both aftermarket and OE replacement parts.

Other Posts

Setting Up an Instagram Account

The old saying goes, “A picture is worth 1,000 words.” Well, in the world of social media, that same picture is not just worth 1,000 words, but could also be worth thousands of dollars in new business for your engine shop. By now you’ve likely seen our features on setting up and utilizing Facebook for your business. Next on our ‘to-do list’ is an introduction to Instagram for those of you who haven’t started utilizing this social media platform.

The Potential in Differential

Is growth part of your business strategy? It comes in a lot of different forms, but when it’s adding a new service offering or product for your customers, it can be nerve-racking at the very least. The additional investment in tools, equipment, training or people weighed against the unknown outcome leaves you holding all the risk, unless there is something that’s a perfect fit.

How To Put Your Facebook Page To Work

A couple months ago, we walked you through the setup of a Facebook business page. Hopefully you’ve gone ahead and created that page and took some time over the last couple months to play around with ways to engage with an audience. If not, go back and check out the February issue. It’s worth your while to do so!

Intellectual Property Rights Enforcement

Once you’ve obtained your IPR, then what? What can you do when you find another person or business violating your patent, trademark, or trade dress? Below, we take a closer look at the steps you can take to enforce your IPR against unauthorized use.