Fixed Ops Magazine - 2020 Vol17 02 - 14

YOUR CONVENIENCE
ANGLE IS "GET IT DONE
WHILE YOU ARE HERE,"
AND YOU NEED TO MAKE
SURE YOU HAVE ALL THE
TOOLS AND PROCESSES
IN PLACE TO BE ABLE TO
CAPITALIZE ON THIS.
14

consumers when it comes to auto repair.
Companies like Amazon have become
the new benchmark for shopping convenience. Thus presenting challenges
for both dealers and the aftermarket
shops. You don't need to become Amazon, but you do need to be better than
your competition. Amazon may start
selling tires, but the installation will be
done by a local shop. Will it be yours
or your competitor's? The good news
is you already have most of what you
need to win on convenience; shuttle
rides, loaner cars, comfortable lounges, etc., and this is where most dealers
trump the aftermarket. You become inconvenient when you let customers go

and force them to come back. Your convenience angle is "get it done while you
are here," and you need to make sure
you have all the tools and processes in
place to be able to capitalize on this.
This leads us to price, the area that most
dealers unfortunately get wrong. For far
too long dealers and the OEM's have
tried gimmicky approaches to overcome
the price objection. For example, "buy
three get one free" has been a staple for
years, and consumer research tells us
it's a turn off. Consumers are skeptical
of these approaches and have been programmed that nothing is "free". When
they shop your dealership and don't



Fixed Ops Magazine - 2020 Vol17 02

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2020 Vol17 02

Fixed Ops Magazine - 2020 Vol17 02 - 1
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