Bosch Aftermarket Relaunches Website -

Bosch Aftermarket Relaunches Website

Bosch has redesigned its automotive aftermarket website with specific focus on improved visitor engagement and ease of use. Although it covers a wide range of product lines, special promotions, motorsports, Bosch Gear, a vehicle part finder, and a local parts store locator, the new website is designed to be more visually engaging and especially easy to navigate.

Bosch has redesigned its automotive aftermarket website – www.BoschAutoParts.com with specific focus on improved visitor engagement and ease of use. Although it covers a wide range of product lines, special promotions, motorsports, Bosch Gear, a vehicle part finder, and a local parts store locator, the new website is designed to be more visually engaging and especially easy to navigate.

The home page of the new Bosch website is anchored by a rotating graphic well that highlights specific products through the use of images, animations or video. Below the well, a convenient sliding carousel showcases the full range of Bosch products alphabetically at-a-glance. Simply click to choose key replacement product lines from alternators to wiper blades, plus the 11 product lines in between. The home page also includes bolder graphics identifying special merchandising programs plus easy-to-spot ‘Vehicle Part Finder’ and ‘Where to Buy’ icons. One click of the mouse takes the viewer directly to specifics on the selected topic.

“We charged our Web team with the task of making our new site the easiest in the business to navigate,” said Pam Krebs, director of advertising and sales promotion for Bosch’s Automotive Aftermarket Division. “This was especially challenging because of the wide range of products we offer and the various audiences this site would have to serve – parts professionals and technicians as well as motorists.”

“Industry research indicates that website visitors want to locate the information they need within just two clicks of the mouse once they arrive at a site’s home page,” said Krebs. “This new site demonstrates that we can achieve such a result even with the broad assortment of products and programs available from Bosch, the largest supplier of auto parts in the world.”

Product detail pages are now structured in a convenient tabbed format, making it simple for visitors to locate and switch between feature/benefit information, technical info, documents, promotions and FAQs. Plus, a sliding carousel at the bottom of the page puts movement between products within a category just a click away.

“Whatever the visitor is looking for in terms of automotive aftermarket parts or related information, he or she will find it easily and without much effort on our new website,” Krebs said.

Bosch is a proud supporter of the Automotive Aftermarket Suppliers Association’s Know Your Parts education and awareness campaign. This initiative promotes the importance of quality brand name aftermarket parts backed by full service suppliers, and its impact on delivering reliable products to today’s motorists. For more information visit: www.AASAKnowYourParts.org.

For more information, visit www.boschusa.com.

For more information on Bosch Automotive Products, visit www.boschautoparts.com.

For more information on Bosch Diagnostics, visit www.boschdiagnostics.com.

Find Bosch Auto Parts on Facebook, visit www.facebook.com/boschautoparts.

Follow Bosch Auto Parts on Twitter, visit www.twitter.com/BoschAutoParts.

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By Bob
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With
vehicles being built better than ever before, and with service intervals
continually being extended, you are going to see your customers less often.
This means your service advisors are going to have to be razor sharp when the
phone rings. Although there is no silver bullet that will allow you to bring in
every first-time caller, there are a number of things you can do to get more
appointments. In this article, I would like to share some of the best practices
your advisors can use that will generate immediate results.
In order for
someone to buy from you, three things need to occur: They have to like you,
they have to trust you, and they have to view you as a credible expert. So when
your phone rings, the first thing your advisors need to sell is themselves; not
the service or repair. The best way of accomplishing this goal is with a
professional, courteous and upbeat greeting, such as “Thank you for calling
Elite Auto Care, this is Bob. How can I help you this morning?” By using these
words we’re showing appreciation, by volunteering the name of our company we’re
assuring the callers that they’ve called the right number, and by providing our
name we’re beginning to build personal relationships. By asking how we can
help, we’re asking a question that will allow us to control the conversation.
By being upbeat and using the right tonality, our likeability goes up, and the
customer’s anxiety goes down.
The second
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callers don’t feel rushed, and they’ll have to become good detectives by asking
a number of questions. By having the callers talk, it will take their focus off
of the price, and it will allow them to begin to feel more comfortable with
your advisors at the same time.
When it comes
to asking for the appointment, one of the best kept secrets I can share with
you is this: With rare exception, your advisors need to offer every caller a
choice of appointment times, and whenever possible, one of those options should
be for them to bring the vehicle in now. For example; “I can squeeze you in
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providing the “now” option is a powerful sales tool.
Now here’s
the absolute best-kept secret for dealing with the tough first-time callers.
Every one of your advisors needs to be aware that many “price shoppers” are
asking for price just to start the conversation, and beyond that, with rare
exception, callers don’t know the questions they should be asking. This is why
it’s a good idea to ask your service advisors to write down a list of the
questions that they think an educated caller would ask. Once they have their
lists completed, and committed to memory, then it’s easy for them to respond to
price inquiries with a statement like, “Well Larry, I know price is important
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more than likely get at least five different prices. Some of the other
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or not they have certified technicians and a drug-free workplace program, and
you might want to have them walk you through their diagnostic processes as
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that are available to customers when it comes to any recommended repairs, what
kind of warranties they provide, and if those warranties are in writing.”  Ladies and gentlemen, I’ve closed hundreds,
if not thousands of tough first-time “price shoppers” using this technique, so
I know it will work for you.
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this. If you take my recommendations, when those price shoppers start calling
other shops, you know as well as I do that they’ll more than likely ask some of
the questions your advisors suggested to them. Not only will your competitors
be caught off guard and struggle with the answers, but in each case, the
callers will be thinking of your advisors. This is when they’ll not only realize
how well your advisors handled the call, but they’ll trust your advisors, and
you bet; they’ll now view them as credible experts as well.
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