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[USER=640]@JQuinn[/USER] - this is a great topic. I read this post over last Sunday and I've been thinking about ever since. This is a really important topic and seems like the key to increasing up-sell percentages. My personal opinion is educating the customer is the best way to pre-sell something on the fixed ops side. Wouldn't you be more likely to take that air filter if you already knew it was going to extend the life of your engine? Wouldn't you change your tires more frequently if you understood how worn tires may translate to a safety risk?I think the key is for this education effort to go beyond just trying to improve up-sell percentages. It has to stem from a true desire to educate the customer and help them make the right decision. I think if this is the case, everybody will win.Thinking of implementation - what about fixed ops specific campaigns with videos that explain the importance of specific items (e.g. keeping your air filters clean, rotating at the right intervals, etc.). This would be even more powerful if the video was developed by an unbiased industry expert (i.e. it's not my dealership asking me to buy more, but a technical expert explaining why it's important to do X or Y).Any thoughts?
[USER=640]@JQuinn[/USER] - this is a great topic. I read this post over last Sunday and I've been thinking about ever since. This is a really important topic and seems like the key to increasing up-sell percentages. My personal opinion is educating the customer is the best way to pre-sell something on the fixed ops side. Wouldn't you be more likely to take that air filter if you already knew it was going to extend the life of your engine? Wouldn't you change your tires more frequently if you understood how worn tires may translate to a safety risk?
I think the key is for this education effort to go beyond just trying to improve up-sell percentages. It has to stem from a true desire to educate the customer and help them make the right decision. I think if this is the case, everybody will win.
Thinking of implementation - what about fixed ops specific campaigns with videos that explain the importance of specific items (e.g. keeping your air filters clean, rotating at the right intervals, etc.). This would be even more powerful if the video was developed by an unbiased industry expert (i.e. it's not my dealership asking me to buy more, but a technical expert explaining why it's important to do X or Y).
Any thoughts?
