Fixed Ops Magazine - 2023 Vol20 05 - 24

FEATURE BY ZACK FOX
DIGITAL MENUS
T
Dispelling the myth of the extra step
he way we present maintenance services to customers
today has undergone major changes
nearly as fast as the technology found in today's
vehicles has rapidly developed. If we think back to how
we used to sell maintenance there have been a lot of
methods, sales coaching, magic forms, and formulas to
make the dealership profitable. Unfortunately, all come
back to the same fundamental problem: How do you
present accurate and ethical recommendations to our
customers without overselling and equally important,
without underselling?
The answer has come in many forms, one of which was
simply asking the customers about their service history
and then handwriting a list of services recommended
based on that information, their vehicle, and their mileage.
The customer would be seated at the desk as the
advisor would line by line add items, insert their price,
and then provide their total at the end. It wasn't the
worst way to do it when pricing and vehicles were simple,
but its effectiveness has weakened in a world where
there are thousands of different vehicle combinations
from a single manufacturer. This is no longer a reliable
way to keep recommendations accurate.
ANALOG MENUS
Another sales tool we see are menu boards posted within
the service lane which simplify the selection for the
The effectiveness of analog menus has
diminished in a world where there are
thousands of different vehicle combinations.
It's no longer a reliable way to keep
recommendations accurate.
24

Fixed Ops Magazine - 2023 Vol20 05

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2023 Vol20 05

Fixed Ops Magazine - 2023 Vol20 05 - 1
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