2007: Auto Service Marketing Program Simulator
AUTO SERVICE MARKETING PROGRAM SIMULATOR
Executive on Demand Position:
TBA
Project Outline:
TBA
Project Outcome:
The automotive service repair business is an unusual business to develop sales and marketing programs for. An automotive service repair outlet is the last place a person wants to visit. Any visit usually ends up costing more for the service than one was expecting or wanted to pay. There are valid reasons for a vehicle owner to having this attitude or behavior; owners do not save or budget for vehicle repairs; the vehicle and the breakdowns are unplanned and unexpected. It is also very important to recognize that if a service does not have a labour component attached to it, the service technicians are not interested in performing there types of tasks.
Understanding the challenges associated in developing successful service maintenance program within this environment requires special knowledge and understanding of the new vehicle manufacturing market, the timeline for associated with vehicle components that are classified and require regular maintenance, consider any seasonality factors that can affect the need for a service, and others can help in developing service marketing programs that can be directed to vehicle owners and most importantly attractive to service repair operations and their professional staff.
It is important when developing such programs that the potential pricing, profitability, customer value and repair technician revenue potential are considered and measured. One such assignment came to me several years ago from a senior manager for a small automotive service chain. The challenge was for them to better understand the program potential in sales and profit while delivering a perceived valuable service at a great price. A MS Office Excel program simulator was developed with the manageable variables included that provided the breakdown in the value of the service, the potential it may have and how the concept could be communicated to staff and sold to the vehicle owners.