When my wife and I were dating in college she had a fancy new sports car and I drove my uncle’s hand-me-down old Buick LeSabre. When we went on dates she wanted us to take her car instead of mine. I must have looked better in her car. I liked my car because it was roomy and could plow through the snow in the winter. Everything worked. I will admit her car gave excitement in the snow. You could do a 360 in the snow when you did not intend to. I remember even going sideways down a busy street with a Christmas tree stuffed into the hatchback. I wonder how good we looked that evening. In the summer her “hot” car was so hot it overheated with regularity. She did look soooo cute standing next to it when I went to help her. I don’t know why she did not like the green of my car. It always started, it never overheated, the a/c worked and it stayed in it’s lane during snowfall.

 

 When my uncle would talk about his cars he was always very particular. He took it, regularly, for maintenance check-ups. It was always spotless until my school books and basketball shorts and shoes were in the back seat. He loved to read and was probably one of the less than 1% who read their owner’s manual. I also know he had a trusted service center that took care of his car.

 

 In our industry you have an opportunity to become that trusted service center that keeps automobiles running at peak efficiency. Since so few people will read the owners manual and with the ever changing gadgetry and technology, we need to help our customers understand what the many services are and why they are needed.

 

 Sometimes I will try to explain to one of my children where to find something in the storage room. I generally have to go get it myself because a verbal explanation seems logical to me but, they never find it. That’s kind of how it is when a service advisor tries to explain what is happening in an engine. Well a picture is worth a thousand words.

 

Showing a video clip that explains, in easy to understand terms, and supported by simple graphics, can bridge the understanding gap that exists between the service advisor and the uneducated customer. Imagine your customer sitting in your lobby learning more about the various parts of their car. Or what if when you emailed, mailed or spoke with them they could view a 3 minute video about the specific service you were recommending? This would enhance your ability to make them aware of the many services they require. This is available with AutoNetTV.

 

 I have read that 60-70% of all purchases are made with the help of the internet. They want to see and understand the product prior to purchase. People want to know what they are buying. When someone understands how they can improve their car performance there is an increased desire to purchase the product. We are often afraid to tell customers what they need. We have a responsibility to do so. When the customer sees that your recommendations improve the car, they will return.  

 

 By: Robert Cannon

345 South 500 East

American Fork, Utah  84003

(801) 492-9900 Phone | (801) 492-0199 Fax

www.AutoNetTV.com

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