Dealers in third place
October 5th, 2009 by Richard Aucock
CAR owners are simply not thinking about going to their local car dealer if their oil level runs low.
This means dealers are missing out on a big source of aftersales income, says oil firm Chevron.
Dealers are not helping themselves here. The firm says that, of 2500 motorists surveyed, only 14 percent were offered a 1-litre top up kit during a car service.
This, says the firm, is why the figures are so low – so is imploring service departments to turn this figure round.
It’s helping this by developing special point of sale material, along with a free upsale training CD. This helps the service staff explain the importance of engine oil, and how to explain the customer benefits of top-up packs.
In a way, it’s business car dealers SHOULD be taking, says Chevron marketing manager Brian Hayes. ‘Dealers have a major advantage over other sources of supply, simply because they service the vehicle.
‘Our specially developed up-sell programme will help them identify the issue and help take advantage of the opportunity.’
Tags: aftersales, oil