Federated Member Vaca Valley 'Goes Green' -

Federated Member Vaca Valley ‘Goes Green’

With high gas prices leading to higher operating costs, Federated member Vaca Valley Auto Parts decided to take action. The Fairfield, CA-based company has added four Prius C Hybrids to its delivery fleet, resulting in immediate savings.

With high gas prices leading to higher operating costs, Federated member Vaca Valley Auto Parts decided to take action. The Fairfield, CA-based company has added four Prius C Hybrids to its delivery fleet, resulting in immediate savings.

“With the cost of fuel these days, we decided to take steps to reduce our delivery costs,” said Jack Martin, president and founder of Vaca Valley Auto Parts. “Finally, we took the leap, purchasing four Prius C Hybrids and putting them into service. We have seen a big reduction in fuel costs and expect the payback to come in two years.”

As part of introducing its new Prius C Hybrid delivery vehicles, Trevor Martin, vice president and general manager of Vaca Valley, designed a “Vaca Valley Goes Green” promotion for their customers.  To celebrate, Vaca Valley gave every customer with an invoice over $100 a Lotto Scratcher ticket for a chance to win some extra “green.”  In addition, those customers who did not have a winning lottery ticket were eligible for a second-chance bonus drawing to win such prizes as an iPad, LCD television and a Federated Racing hospitality package at Infineon Raceway in Sonoma.

Vaca Valley Auto Parts was formed in 1974 by Jack Martin, Richard Black and William Suter. In 1975, Martin purchased the shares of his other partners and Vaca Valley Auto Parts became the family owned corporation that it is today.  From the beginning, the company’s goal was simple, to be the best auto parts store in the region. The Vaca Valley Auto Parts staff of ASE-certified professional counterpeople serves a variety of customers including professional installers and do-it-yourselfers as well as fleet, industrial and marine customers. 

“We commend Jack and Trevor Martin on their proactive efforts to reduce costs while at the same time, being environmentally friendly,” said Rusty Bishop, CEO of Federated Auto Parts. “Vaca Valley has a long history of innovative ideas and programs that have helped set them apart from the competition.”

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Phone Shoppers Made Easy

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.

By Bob
Cooper of Elite

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
thing your advisors will need to do is slow the conversation down so the
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
now, or would 2:15 be better for you?”
When it comes to auto repair, customers love finality, which is why
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
to you, and it should be, but if you call five different shops today, you’ll
more than likely get at least five different prices. Some of the other
questions you might want to ask are how long they’ve been in business, whether
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
well. You might also want to ask them if they always explore all of the options
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.
 If you’re still not quite sold, then consider
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.
For help permanently
increasing your service advisors’ sales and CSI scores, learn more about the Elite Masters Service Advisor Training
Program.

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