Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Tue Nov 13, 2007 8:57 pm Post subject: Advertising Oil Changes
Many shops complain people regard an oil change as a commodity. They may see it as something they can get anywhere and the cheaper the better. I think this has less to do with the service and a great deal to do with how it is commonly marketed.
Current marketing largely revolves around price. Often it is a loss-leader approach to up-sell other needed services. Convenience always has value and several inspections might be added, but could the physical oil change in itself be more valuable in one shop than another?
My thought is that it can. An oil change is really not a single thing at all, rather many component parts. By improving each part, and then making people aware of the changes, I think more value can be added to an oil change.
For instance training the staff on the different types, grades and viscosities of oil. Having employees that know and understand fully the products and the vehicle manufacturer’s recommendations. Employees could then discuss this with the client in a clear and intelligent manner. “Why is one oil/viscosity, better than another?”
Having the proper oil available for every application may also add value. Not just bulk 5W30 in everything but the proper oil for the application. This would also require knowledge of oil as above.
Transferring oil from the container to the vehicle is also important. Individual quarts are okay, but very wasteful. Bulk tanks with hose reels are good, but very expensive. Individual, clean and color coded containers are available to transfer oil from bulk tanks to the vehicle.
These containers are marked in quarts and liters and have a button controlled pour spout. They are available in several sizes, ease the work and eliminate sources of possible contamination (e.g., dirty funnels and containers.) Several companies produce such products for industry and they are readily available.
Oil storage is another area of possible improvement. A lot of shops store oil in bulk tanks. When the oil is pumped from the bulk tanks, air takes its place. Air, unless filtered and dried is laden with dust and moisture, neither is good for an engine. Desiccant filters and sealed tanks can help a great deal. Clients might like to see additional steps taken to protect the oil going into their engine.
Contaminants can also enter bulk oil tanks through the “dip stick.” Sealing dip stick holes and providing sight glasses can eliminate this problem. Sight glasses are also much quicker to check.
Oil filters also vary as to quality. The OEM filter is largely accepted as one of the better designs in most cases. A client display could be set up with several grades of filters. Several common aftermarket and an OEM filter can be placed on a digital scale. The results can be very interesting. A simple filter cutter can also cut filters open and display the differences to clients.
Torque wrenches and torque specifications available at the point of the oil change could greatly reduces problems and can increase perceived value. Storing torque specifications, viscosity, brand-preference, quantity and reminder-light reset procedures in the client's file and printing them with the work order can save a good deal of time.
Even disposal of used oil and filters could also add value. Many people are very environmentally conscious. They are interested in what happens to their old oil. Demonstrating the steps taken in oil and filter reclamation and how this helps protect the environment may hold great value to many clients.
A “printed” reminder label is also a professional touch. Label printers have come down in price considerably and the image they produce is worth the expense, in my opinion. To make all of this work, I think the client must also be aware of the procedures used and how they differ from the norm. Rather than just promoting price, I wonder if advertising improved methods and how they benefit the client might be more effective?
Joined: 15 May 2007 Posts: 146 Location: Garden City, KS
Posted: Wed Nov 14, 2007 11:48 am Post subject:
I feel also, Bud, that most owners/managers still believe there is "instant pudding". The fully expect to make a couple of quick fixes and see instant success. This is not only false, but also impractical. I also get a feeling from some that they don't believe all that Louis states. That this approach to management works, and that he experiences the results he has. They hide behind the "if it's too good to be true, than it isn't true" saying. Yet, they refuse to study this philosophy and apply it in its entirety. They may read Louis's above post and start stocking more oil and try to advertise it. They may try this for a month or two and not see an increase in car counts or profits. Then they abandon it completely and revert to "old ways". Deming, to me, seemed to exude while at the same time absorb knowledge. Knowledge and understanding. This is a life's ambition and work. Work...another concept that seems to have fallen by the wayside. We don't like to work for our knowledge anymore, and when we have it given to us we don't want to work to apply it. Back to knowledge; it seems to me that as owners and managers we have to gain the knowledge that our clients, people (employees and employees family)and our services are valuable. From there we must work to gain more knowledge on how to improve our services and ways of taking care of our clients and people. From there, we must educate (pass that knowledge) on to other potential clients. That is where advertising comes in. Our greatest advertisers are often our current clients. How often have you had a new client display hesitance upon paying for one of your services, whatever it may have been. They may have that look of shock while handing you their credit card or writing a check. Upon driving their vehicle for a day or two, they return for more service. Because you exceeded their expectations the last time, $$$ is not brought up again and you don't see that "look" from them again. Great post Louis and great point, Bud. Later, Matt.
_________________ Matt Fanslow
ASE CMAT/L1
Crag-Technologies, Inc
www.wavehook.com
Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Wed Nov 14, 2007 7:58 pm Post subject: Re: Avertising Oil Changes
Bud wrote:
louis wrote:
Rather than just promoting price, I wonder if advertising improved methods and how they benefit the client might be more effective?
It depends who is talking. Consider the source, as they say, which is true also in advertising.
That is why many shops that have tried to copy only one or two aspects of AGCO have found them not to work in their shops.
Hi Bud,
You are far too kind, there is nothing special about Louis Altazan. I was lucky enough to find a very good philosophy and stubborn enough to stay with it [constancy of purpose?]
Many years ago people would ask me how long it would take for the transformation. I would say, "A long time, about twenty years. Asked the same question today I answer, "Not long at all, about twenty years."
It’s true the hard work comes up front, but the down-the-road payoff is unbelievable. It’s twenty-years I would invest again, in a heartbeat.
Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Wed Nov 14, 2007 8:09 pm Post subject:
MattFMN wrote:
I feel also, Bud, that most owners/managers still believe there is "instant pudding". The fully expect to make a couple of quick fixes and see instant success. This is not only false, but also impractical. I also get a feeling from some that they don't believe all that Louis states. That this approach to management works, and that he experiences the results he has. They hide behind the "if it's too good to be true, than it isn't true" saying. Yet, they refuse to study this philosophy and apply it in its entirety. They may read Louis's above post and start stocking more oil and try to advertise it. They may try this for a month or two and not see an increase in car counts or profits. Then they abandon it completely and revert to "old ways". Deming, to me, seemed to exude while at the same time absorb knowledge. Knowledge and understanding. This is a life's ambition and work. Work...another concept that seems to have fallen by the wayside. We don't like to work for our knowledge anymore, and when we have it given to us we don't want to work to apply it. Back to knowledge; it seems to me that as owners and managers we have to gain the knowledge that our clients, people (employees and employees family)and our services are valuable. From there we must work to gain more knowledge on how to improve our services and ways of taking care of our clients and people. From there, we must educate (pass that knowledge) on to other potential clients. That is where advertising comes in. Our greatest advertisers are often our current clients. How often have you had a new client display hesitance upon paying for one of your services, whatever it may have been. They may have that look of shock while handing you their credit card or writing a check. Upon driving their vehicle for a day or two, they return for more service. Because you exceeded their expectations the last time, $$$ is not brought up again and you don't see that "look" from them again. Great post Louis and great point, Bud. Later, Matt.
Hi Matt,
There are those who will believe [in a better philosophy], because it makes sense to them. Others will believe after they have seen the results. Still others will never believe.
Dedication to a better philosophy is its own reward. No other reward need be expected. Sharing with others stems from enthusiasm. You have that enthusiasm my friend. Continue to do what you love, the rewards are great.
"Those who love to dance may appear strange to those who cannot hear the music."
Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Thu Nov 15, 2007 4:29 pm Post subject:
Bud wrote:
20 years. Not bad.
I'm suprised there is not much activity on the 'Deming's 14 Points' forum on this site. That is where the real knowledge is to transform a business.
There is no such thing as a 15-minute MBA either.
People have very little interest in solutions that involve effort on their part. A charlatan can easily bilk them for $10K-$15K for a snake oil program that promises quick results with little effort. In the end, the mark is broke and far worse off than before.
It's not that folks don't want to do better, its just a lot of work and far easier to believe it can be quick and easy. "The silver bullet," sort of like, "Just put it on the machine."
Joined: 19 May 2007 Posts: 206 Location: Camp Verde, AZ
Posted: Thu Nov 15, 2007 10:20 pm Post subject: Re: Avertising Oil Changes
louis wrote:
Many years ago people would ask me how long it would take for the transformation. I would say, "A long time, about twenty years. Asked the same question today I answer, "Not long at all, about twenty years."
It’s true the hard work comes up front, but the down-the-road payoff is unbelievable. It’s twenty-years I would invest again, in a heartbeat.
Twenty years, that means that I started way too late. I hope to be retired by then. But on the other hand, there is still hope for me. Seriously, knowing that it has taken you 20 years does mean there is hope for me. Sometimes it seems that the progress is so slow.
I think that most reengineering attempts fail because the thought processes do not change. I know that is something that I have to be on guard for. When times get stressful it is easy revert the old ways, rather than the new and better ways that I am learning.
_________________ David Wittmayer
Owner / Manager
Hansen Enterprises Fleet Repair, LLC
Camp Verde, AZ
www.hefrshop.com
Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Fri Nov 16, 2007 7:49 am Post subject: Re: Advertising Oil Changes
Hi Dave,
Dave wrote:
Twenty years, that means that I started way too late. I hope to be retired by then. But on the other hand, there is still hope for me. Seriously, knowing that it has taken you 20 years does mean there is hope for me. Sometimes it seems that the progress is so slow.
Twenty years is what I consider it takes to reach what I think Dr. Deming meant by transformation. Results begin much sooner, some immediately. Thinks tend to go up and down from improvement to static periods. Eventually you wake up one morning and things are just much easier than they have ever been before. At that point work is like being retired, fun everyday. Plus it pays a whole lot more
Dave wrote:
I think that most reengineering attempts fail because the thought processes do not change. I know that is something that I have to be on guard for. When times get stressful it is easy revert the old ways, rather than the new and better ways that I am learning.
You are right, that's why point one is so important, constancy of purpose. That may be the single hardest thing to deal with. I requires a dedication to the principles and faith. Studying successful examples can also help. Thanks Dave, I appreciate the reply.
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But on the other hand, there is still hope for me. Seriously, knowing that it has taken you 20 years does mean there is hope for me. Sometimes it seems that the progress is so slow.
