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What did we do before social media to build a customer-centric culture? This week my bud Kathi Kruse and I chat about how we got potential buyers to know about how unique the dealership was...and why customers should buy from us. I shared a real-life experience (that’s totally doable today) of surprising and delighting a customer so much that her coworkers became customers and Kathi shares the secret to her customer-first culture that grew the store’s business to #1 in sales, service, parts and CSI. In the music segment: 45 years since Joy Division’s “Transmission” Listen to "Building a Customer-First Culture in Car Dealerships" HERE 
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 By Mike "theCarGuy" Correra
Tires. Every dealership has them, but how many of your customers think about your dealership when they need new ones? You may have a small stack of new tires next to the parts department door or even a Goodyear banner on the wall, but these alone don't ensure that your customers remember your dealership sells tires when they need them. You really have one shot, one opportunity to get their tire business: the vehicle check-in. And yes, I was listening to Eminem on my way back to my hotel this afternoon! The Challenge: Competing with Tire Shops People see tire shops on nearly every corner. When they check out at Costco, they walk by a literal wall of tires reaching the 30-foot high ceiling. How can your dealership compete with that? When commuters walk into their garage or driveway and notice their tires are looking worn, will they immediately think about ABC Motors or America’s Tire? The Solution: Transforming the Check-In Experience The key to winning the tire business lies in making the most of the vehicle check-in process while the customer is in your service drive working directly with a service advisor. Here's how: 1. Integrated Tire Inspection During the vehicle check-in, include a tire inspection as a standard part of your process. Train your service advisors to check tire tread depth and look for any signs of wear or damage on every vehicle every time. From using a simple, effective tool like a tread depth gauge to demonstrate to the customer the condition of their tires to incorporating a drive-over tire measurement system like TraXtion every customer should know the condition of their tires on every visit to your service drive. 2. Clear Communication Make sure your service advisors communicate the results of the tire inspection clearly to the customer while they are with them and have their attention. If the tires are showing signs of wear, provide the customer with an easy-to-understand report, possibly including a visual aid such as a tread depth chart. 3. Showcase Your Tire Inventory While the customer is waiting, have a digital display or tablet available showcasing your tire inventory, including various brands and price points. Highlight any current promotions or specials to grab their attention. This visual aid can also help in illustrating the value of purchasing tires from your dealership. 4. Educational Content Use the waiting area to educate customers about the importance of good tires. Display educational videos or brochures explaining how tire quality affects vehicle performance and safety. Knowledgeable customers are more likely to appreciate the value of replacing their tires before they become a necessity that requires a quick decision where they may not factor in your dealership. 5. Convenience and Trust Emphasize the convenience of buying tires from your dealership. Remind customers that your dealership team best knows the OEM recommendations for tires, offers competitive prices, professional installation, and the convenience of having everything done in one place. Reinforce the trust they have in your dealership's commitment to the highest service quality. Turning One Shot into a Winning Opportunity By integrating tire inspections into the check-in process and communicating effectively with customers, your dealership can become the go-to place for tire purchases. It's all about making the most of the opportunity you have when the customer is already in your service lane. By focusing on convenience, trust, and education, you can ensure that when your customers think about new tires, they think of your dealership first. Let's turn every vehicle check-in into a winning opportunity for tire sales. Take this approach and watch your tire sales climb, driving not only increased revenue but also deeper customer loyalty. Connect with me for more insights on enhancing your dealership’s service department and maximizing sales opportunities. Together, we can drive success! We promised you an update in the ongoing Facebook ads issues that Kathi (and others) are having and while it’s utterly disappointing, you won’t be disappointed in the story/update. If you’re having ad issues, we’d love to hear from you. Then, the Wordpress framework runs over 40% of the world's websites (including Kruse Control's and others that Kruse Control manages). WPEngine (a website hosting company) and Wordpress.org are wrapped up in a skirmish inflamed by Matt Mullenweg (CEO of Automattic, who also runs the nonprofit Wordpress.org) It turned into a pretty embarrassing unforced error for Mr. Mullenweg. Music segment: October 1984 had some great albums! Listen in HERE  How a Small Ford Dealer in SoCal Competes with Industry Giants
Car shoppers research your dealership long before stepping foot into your showroom. In Southern California, one of the nation's most competitive automotive landscapes, some of the nation’s largest dealers with huge ad budgets are vying for the attention of potential car buyers. So, how can a small Ford dealer in the Inland Empire compete against these automotive giants? The answer lies in understanding that today's car shoppers are not just looking for the best deal on a new vehicle—they're also seeking a reliable place for ongoing service. This Ford dealer has tapped into this dual focus by prioritizing their service department and actively encouraging customer reviews. By asking for a review with every repair order that is closed, they have accumulated over 8,300 reviews, with 90% of them being 4 and 5 stars. This impressive track record ensures that their autorepair-review site consistently appears on page one for local Ford dealer searches, making a strong first impression on potential new car buyers and service customers alike. Building Trust Through Customer Reviews Reviews have become a crucial factor in the decision-making process for many consumers. Potential buyers often rely on reviews to gauge the reliability and trustworthiness of a dealership. By amassing a significant number of positive reviews, this Ford dealer has effectively built a robust online reputation that stands out in a crowded market. Leveraging UpdatePromise for Superior Service One of the strongest pillars to their success is the use of an autorepair-review site, powered by UpdatePromise, that is a component of their suite of service lane solutions. UpdatePromise hosts these sites for their partner dealerships and each review is from a certified customer which increases the validity and adds huge SEO benefit. The UpdatePromise single platform holistic approach ensures that every aspect of the customer’s interaction with the dealership is smooth, transparent, and satisfactory. Consistency is Key Consistency in asking for reviews is crucial. Each service appointment becomes an opportunity to gather feedback and improve service quality. This Ford dealer's commitment to requesting reviews with every repair order demonstrates their dedication to customer satisfaction and continuous improvement. The Result: Strong Online Presence When car shoppers search for local Ford dealers, the dealer's autorepair-review site consistently appears on the first page of search results, thanks to their impressive review portfolio. This visibility not only attracts new car buyers but also service customers seeking a reliable and trustworthy dealership for their maintenance and repair needs. Conclusion In an aggressive automotive market like Southern California, a small Ford dealer in the Inland Empire has found a winning strategy by focusing on service and leveraging customer reviews. This approach not only attracts new customers but also builds lasting relationships based on trust and reliability. Autorepair-review sites are powered by UpdatePromise and are part of the suite of service lane solutions they offer such as; mobile VCI, phot/video enable digital MPI, A.I. driven text status updates, mobile bill pay and more. By incorporating these tools, your dealership can also enhance its service experience and build a strong online reputation that stands out in the competitive automotive landscape. Want to know more? Let’s talk!  Have you ever found yourself stuck in a cycle of wanting to improve but never quite making the leap?
It's never easy to look in the mirror, personally or professionally. Although it is easy to say "I/we need to do better", what does that really mean and how does it translate into action? Wanting improvement is far and away different than being willing to do what it takes to get improvement. Too often, we settle for simply acknowledging areas that need work without digging deeper into why we struggle and what concrete steps are required to drive meaningful change. Honest self-reflection demands vulnerability - peeling back the layers, confronting hard truths, and resisting the urge to make excuses. The Power of Asking "Why?" To move beyond platitudes about self-improvement, we must ask ourselves the difficult "why" questions. Why do we repeatedly fall into the same counterproductive patterns? Why do we allow bad habits to persist unchecked? Why do we shy away from the discomfort of meaningful growth? The answers to these "whys" can be humbling and painful to confront. Perhaps we're held back by insecurities, fears, or limiting beliefs about our own capabilities. Maybe we've grown complacent and lack the motivation to push ourselves. Or we could be stubbornly clinging to the way we've always done things. Mapping Out a Plan of Action Once we've grappled with the "whys", we can start mapping out a plan of action grounded in self-awareness. This plan should:
Lasting self-improvement requires sustained effort, not just a burst of motivation. We must embrace discomfort, remain vigilant about our blind spots, and continuously re-evaluate our progress. It's a never-ending journey of honest self-reflection fueled by a genuine desire to keep growing. Finally, it's essential to celebrate progress along the way. Recognizing and rewarding small wins can boost morale and keep everyone motivated. Improvement is a journey, not a destination, and acknowledging the strides we make helps maintain momentum and build confidence. In conclusion, the journey from wanting to do better to actually achieving improvement is challenging but immensely rewarding. It requires a clear vision, an honest assessment of our starting point, a strategic action plan, unwavering commitment, strong leadership, and a culture that celebrates progress. By embracing these principles, we can turn our aspirations into tangible results and drive meaningful change in our personal and professional lives. I may not be the best to assist with your personal self-reflection (lol) but if you would like to talk about how to honestly assess your service drive but aren’t sure where to start let’s talk, call or text me at (909) 213-5475 I am always happy to help!  On this week's episode, Kathi and I talk about the recent changes Google is making to search. It’s a wild ride and, spoiler alert it’s not at all over yet.
Music segment: We celebrate Siouxsie Sioux B-day Beach Boys documentary (thumbs down) Listen in HERE Hi folks, Mike the Car Guy here with this week's Service Link Tech Tip. This week, I wanted to share a quick story to underscore the importance of today's topic, which is the Photo and Video Enabled MPI (Multipoint Inspection). When I began my career in the car business, I started as a tune-up and drivability technician at a Ford and Mazda dealership. My daily routine involved receiving a repair order, inspecting vehicles, and recommending repairs. However, the process was cumbersome. I had to physically walk between departments, leave notes, and wait for customer callbacks, leading to downtime and missed deadlines. Fast forward to today, where technology has revolutionized this process. With iPads and other tools, technicians can now conduct quick vehicle inspections, capture photos or videos of issues, and send them directly to service advisors. This streamlines communication, allows for clearer explanations to customers, and ultimately improves efficiency and customer satisfaction. By integrating the parts department into the loop, parts can be prepared in advance, further reducing downtime. Embracing such technology not only boosts technician productivity but also enhances the overall service experience. If you're interested in delving deeper into this topic, don't hesitate to reach out. Until next time, this has been your Tech Tip in five minutes or less. Have a great day!
 Will 2024 be the 'Year of the Service Drive' for car dealers or the local repair shop?
According to a 2023 Cox Automotive study, a concerning trend in the automotive service landscape continued last year: dealership service visits accounted for 30% of all service visits in the U.S., down from 35% in 2021. Conversely, the average vehicle owner found themselves visiting service or maintenance facilities 2.5 times a year, up from 2.3 times in 2021. This shift underscores a growing preference among consumers for local quick service and small repair facilities. As we navigate the uncertainties ahead, particularly for the sales side of dealership operations, it's imperative that we increase our attention to the service drive and prioritize customer retention. Among the primary reasons cited by customers for seeking alternatives to dealership services are trust and expense. While the perception of higher costs can be debated, there's no denying the erosion of trust customers feel towards dealerships in recent years. Rebuilding consumer confidence is a multifaceted challenge, but one effective avenue lies in the mobile vehicle check-in (VCI) process conducted by service advisors. Why is performing the VCI at the customer's vehicle so crucial? Consider the intimate relationship individuals have with their cars. Our vehicles serve as more than just modes of transportation; they're extensions of our lives, accompanying us on daily commutes, family trips, and moments of solitude. Stepping into a dealership service drive and initiating a conversation about car maintenance can feel daunting for many customers. However, when approached at their vehicle by a friendly advisor, the interaction becomes more familiar and comfortable, setting the stage for trust to blossom. As the advisor builds the relationship with a customer at their vehicle, it allows for a better explanation of estimated costs and work to be performed and expectations can be set for continued communication which is one of the primary complaints about vehicle service experiences, not knowing what is going on. Along with a strong VCI process, text updates validate with customers that they were not forgotten and increase the trust that their vehicle is in good hands. These days everyone texts and a text message can be checked in nearly every situation from a work meeting to a visit to the market, increasing the probability of a quick customer response when additional recommendations are made. Sending a digital Multi-Point Inspection in a text with photos and even video accompanying any recommendations ensure the customer doesn’t have to rely solely on the word of the service advisor and has the proof needed to make an informed decision. By implementing mobile VCI alongside transparent communication measures like text updates and digital MPIs, dealerships can start chipping away at the trust gap and recapture a segment of the customer base shifting towards alternative service providers. Remember, it's not just about fixing cars anymore, it's about building relationships and exceeding customer expectations at every touchpoint. By prioritizing customer experience and embracing these innovative approaches, dealerships can navigate the changing automotive landscape and ensure their service departments remain a trusted partner for car owners well into the future. As an industry, we have been talking about the ‘consumer experience’ for a while now and there is still a perception lingering that a better customer experience means less dealer profit however data clearly shows that gross per RO increases significantly with text updates and photo/video-enabled digital MPI so the better experience in the service drive is a true win/win! If you would like to discuss your service drive I am happy to share my thoughts and how UpdatePromise could be the Service Lane Technology solution that your dealership needs, let's connect!  Clocking in Competition: Dealerships Gear Up Against Quick Service Shops in the Battle for Auto Service Dominance
As we peer into the landscape of 2024, car dealerships are bracing for a shift in focus. The showroom, once the bastion of their revenue, is taking a backseat as attention and resources are (finally) redirected towards the service drive. Dealerships are awakening to the realization that the Service Department is the battleground for customer retention and the competition isn't solely against the dealership across town but against the burgeoning quick service shops sprouting up around every corner. In this era of instant gratification where a 15-minute home mortgage is a reality, consumers' most valuable currency is time. Quick service shops like Valvoline Instant Oil Change and Jiffy Lube have astutely recognized this and capitalized on it, posing a substantial threat to traditional franchise auto dealerships. Valvoline Instant Oil Change shops, for instance, reported income from continuing operations of $75 million grew 505% in 2023! Additionally, Take 5 Oil Change is now the fifth fastest-growing service franchise by sales growth at 47.6% and the eighth fastest in terms of store count increase at 20.2%. These nimble service centers tout advantages that resonate profoundly with today's fast-paced consumer: 1. Convenience: With extended operating hours and a hassle-free system often allowing customers to pull in over a pit where a team gets right to work, quick service shops cater to customers' busy schedules far more flexibly than dealerships. 2. Speed: The lightning-fast execution of oil changes and tire rotations in 15-30 minutes starkly contrasts the potentially lengthy waiting times at dealerships. 3. Cost-Efficiency: There's a widespread perception that basic services are more economically viable at quick lube chains compared to dealerships. However, amidst this onslaught, dealerships wield several critical advantages that should not be overlooked and be shared with customers: 1. Expertise: Dealership technicians boast higher levels of training and possess broader knowledge, enabling them to handle intricate repairs and maintenance tasks that quick lube chains might struggle with. 2. Warranty Work: The ability to manage warranty repairs is a distinctive edge held solely by dealerships, setting them apart from quick-service competitors. 3. Parts Availability: Immediate access to genuine manufacturer parts is a trump card for dealerships, ensuring quality and reliability that quick lube chains relying on aftermarket parts might struggle to match. The challenge ahead for dealerships isn't merely about combatting competition; it's about recalibrating their strategies to prioritize the value of time and convenience without compromising on their core strengths of expertise and reliability. By assimilating the customer-centric approach of quick service shops while leveraging their technical prowess, dealerships can carve out a niche beyond basic services, securing their position as the go-to destination for all automotive needs. The battleground has shifted, but armed with their inherent advantages and a willingness to adapt to technologies built to increase customer communications, dealerships can reclaim lost ground and forge a path forward in the evolving automotive service landscape and truly make 2024 the Year of the Service Drive. This week @kathikruse and I share that "Everything Still Comes Down to Customer Experience" | The 2023 Cox Automotive Service Study reveals a significant shift in consumer preferences regarding vehicle service providers and customer experience, join us: https://thefirstpencil.buzzsprout.com/1861300/14189808
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 Mike theCarGuy
Hey there, I'm Mike theCarGuy and here are some of my thoughts about cars, the car business and sales! Take a look around, maybe you will learn something or at the very least find your self smiling, and if you do... leave me a comment so I know I at least did something right! Thanks for stoppin by...
Need to reach me? Call or Text: (909) 206-4377 [email protected] Mike theCarGuy: 22400 Barton Rd Suite 21-451 Grand Terrace, CA 92313 Twitter: @MiketheCarGuy1 Instagram: MiketheCarGuy 
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