SERVICE DEPARTMENT BY DALE SMITH BOOST SERVICE SALES IN WINTER MONTHS Prep Now for Winter Sales to Maintain Profitability All Year Long W ith the harsh winter months right around the corner, now is the perfect time to prepare your fixed operations for increased winter sales. There are a number of things service management can do to improve their shop efficiency and profitability. Seasonal promotions can help to educate consumers about the importance of preventive winter services and bring awareness of common automotive maintenance issues. GET THE MESSAGE OUT Seasonal content performs well on social media. The majority of the population use social media daily, so it's an easy way to publicize your business. Develop a social media strategy that will promote your seasonal sales and connect your business with thousands of potential customers. Promote specials now-before the busy holiday season. If you get started now, vehicle owners will have the chance to schedule appointments before the cold temperatures hit. Remind them that winterizing their 54 While some customers are aware of the unique problems associated with diesel engines, many are not. Diesels have the most concern with winter weather. Gelled diesel fuel is no joke and can leave your customers stranded. Educate diesel owners about the importance of cold flow properties to prevent gelling and increase lubricity in diesel fuel. Winter blends of diesel fuel are being delivered now. Promote these diesel services right away. Diesel vehicles are often pickups used as workhorse vehicles. Do these customers tow or haul heavy loads? cars early can prevent unexpected repairs or costly breakdowns during severe weather. One aspect of social media that many businesses overlook is engaging with people on the channels. Use this opportunity to grow brand awareness and build strong relationships, just by commenting and sending messages on Facebook Pages and groups. DIESEL SERVICES