Friday, 21 October 2011

It’s been a busy couple of weeks. I guess it’s the build-up of service and maintenance work that people put off while they go away over the summer.

And then, understandably, money’s tight after holidays and motorists consider the cheapest provider of car service and maintenance.  The general impression I get from customers is that they often believe independent workshops represent better value.  While some may well be cheaper than a franchised dealership for car maintenance, however, customers are often unaware of what constitutes a ‘full service’ from each.

I had a regular customer come to the dealership recently, in a car that we’ve serviced from new, and he brought with him a quote from a fast fit outfit for a visual health check, full service and replacement tyres. It came in at a lower price than our quote, but the customer hadn’t realised that our full service included everything that the competitor offered, as well as genuine parts, a full valet and the car’s full service history.

We even suggested a five-year fixed price servicing plan, with a £50 discount on the first service, which actually meant that the overall quote was closer to KwikFit’s.  Needless to say, he jumped at the offer.

The customer left the dealership with a great deal and the peace of mind that comes from knowing his car would be cared for properly, while we’ve kept him coming back for another five years. So, we retained a happy customer. I must admit that I was quite pleased with myself for that little triumph.

Lauren Cross is the winner of the 2011 Motor Trader Service Adviser of the Year Award, sponsored by Castrol Professional