20-Minute Oil Change Discussion

Daily Spin:

I hope you've been able to give some thought to the 20-Minute Oil Change exercise.  Personally, I think the exercise shows that, as a customer, we're all fairly perceptive on how we're treated. This exercise also provides us with a reminder that expectation management, client service, and sales processes can be effective even when they are simple.  Sometimes, the more simplistic the process the more consistently it becomes etched in your customer's mind.

20-Minute Oil Change Discussion

A.  Do you need to know anything about oil, or your engine, to get your oil changed?  Explain.

Absolutely not - it's that simple.  First, you probably already know that oil is important to the life of your car, or you wouldn't be getting it changed, but you don't need to know how the oil gets put in, or how your engine works, etc..  

Personally, it's really the other services that come after the oil change in which I wish I had knowledge.  You know, the "Your air filter looks dirty, do you want us to replace it?" questions that you get at the end of the oil change.   "Your radiator needs flushed, do you want us to flush it?"  "Your windshield wipers need replaced.  I know there's a drought going on, but it could rain soon.  Do you want us to change them?"  These are the questions in which a little knowledge would be helpful.  The "ADD-ONs" that cost more than the oil change when you're done. 

Do you consider the above scenario's good service, or good sales technique, or both?

Think about the process your customers go through at your current business.  How much time do you spend teaching your customers about your product or services?  When you teach, are you also selling more and/or educating your customer so that the next time they visit they're ready to buy?

B.  List in Order the tasks a 20-Minute Oil Change Company goes through from the time you arrive at the garage to the time you depart:

• Pull up to the garage entrance.
• Greeted by an attendant who determines if you're a repeat customer, or if it's your first visit.
• If repeat customer, they'll review your file so they know what you typically request on your visit, and they'll know what you did, or didn't, buy when they discuss the "Add-Ons" above and beyond your oil change.
• You pull your car into the oil change station.
• They run you through some simple tests to see if all your lights work - and if they don't you'll get the chance to make the decision to add-on lights to your total before the oil change starts.
• You get to leave the car and relax by yourself, and/or with other customers, in the waiting room until they call you back into the oil changing station to go over the "Add-On" options.
• After you decide what you want done, above the oil change, they give you time in the waiting room so they can finish the oil change, and so you can mull over if you really need that radiator flushed, etc..  Many oil change customers use this time to call someone they know who might give them advise if they should spend the extra money for the add-on, and many oil change customers actually change their mind to go ahead with the add-on.  They customer is there now...so might as well get it done, so they don't have to make a special trip between the next oil change.
• You start your car, so they can make sure there is oil pressure.
• They place a sticker on the window so you know when your due to come back.
• You leave.

C.  What are your expectations when you arrive to get your oil changed?  Explain.

• To get your oil changed?
• To have it take 20-Minutes?
• To avoid the extras?

Simply put, most of us go with the expectation to get our oil changed, and that's it.  Nothing else. So...

D.  How often does the Oil Change Company meet your expectation(s)?  Give an example of an expectation that is met, and one that is not met.

• I would say that my expectations get met 90% of the time.  Quite honestly, I don't like the process taking more than 20-Minutes, and I don't like knowing that I'll have to go through the "Add-On" selling process.  I'm not sure if I don't like the "Add-On" selling because it shows my ignorance, or because I don't want them to make the decision for me so I'll wait until I go back and tell them that I think the Oil Filter, Windshield Wipers, etc., need changing.  I guess what I'm saying is that it's a great lesson to let your customer feel smart, and let them know more than you - sometimes.

E.  What determines if you'll go back to the same place?  Remember, there are a lot of different places you can go to get your oil changed.

• Location and convenience of the location?
• Cost?
• Customer Service?
• Whether you feel pressure to "Add-On"?  Do they always try to make you buy something you don't want, or something you didn't come to buy?
• How fast they are?  Do you get in and out in the time they say?

Most people buy where they feel they are in control, and they buy from businesses they trust.

F.  How do the tasks that take place during a 20-Minute Oil Change relate to the tasks necessary to fulfill your current job requirements?  Explain.

• Do you have products or services that are specific to your customer's immediate needs?
• Do you keep a good database of your customers, so you know who repeats and who moves around?
• Do you survey your customers so you know what they need?  Do you also know your customers well enough to know what they need before they ask?
• Do you give your customer's the opportunity to add products or services?  Do you ask them if they are interested before you explain why the extra product or service is important, and how it will benefit them?
• Do you treat your customer as the expert, or do you give your customer the tools necessary for them to make an informed decision?
• Do you give your customer the opportunity to visit again to discuss and make their decision?
• Do you follow-up with your customer on a routine basis, or give them time frames in which they can follow-up with you?
• Do you complete your customer's request in a timely and professional manner?

Final Torque:

What keeps your customer's coming back?  Is your process?  Your Service?  Your technique?

Is it because they know your processes before they even step foot in your store?  Do you provide something they know they need, even though they don't know a thing about it?

-MAC

Enjoy your ride on the flywheel.