Train Our Employees? Of Course We Do!

By Tim Bowlick

When asked the question about training your people, your first response is probably something like the title of this article. But from my experience, the quantity and quality of the training provided these days is often lacking. The majority of quick lube operators have some sort of training for new hires, whether they are hood techs (upper), pit techs (lower) or customer service representatives. I would contend there needs to be far more training to equip your staff to perform their jobs to the best of their abilities.

If I could have you ride with me down the road on a typical day, visiting typical quick lubes in typical locations like yours, you would see why many current training programs are just not doing the job. Let’s look at a couple of scenarios to get a clear picture of what I see on a weekly basis all year long.

Scenario One: “This Does Not Look Good, Ma’am, but…I Guess It Can Wait.”
Customer pulls into your quick lube, they’re greeted, the vehicle pulls in the bay, work begins and then the lack of sufficient training becomes apparent. They run the hood, checking the things they are trained to check, and compile a list of recommendations for the customer. When they approach the customer in the waiting room, they assume the customer only wants an oil change and never review with them the true results of their inspection process.

The customer asks, “Did everything look okay?” And the typical response is, “Everything was in pretty good shape. Your air filter was dirty, but looks like you’re in a hurry. Your wiper blades are pretty worn, but it hasn’t rained lately so I guess you don’t use them that often. Let’s see, based on your mileage you’re due for a transmission service, but that’s gonna cost you. So, will you be paying with cash, check or credit today?”
You cash the customer out, and away she goes — and you wonder why your ticket average seems to be so low.

Scenario Two: “This Is What Our Inspection Turned Up”
Customer pulls into your quick lube, they’re greeted, the vehicle pulls in the bay, work begins and then the work of a well-trained staff becomes apparent. They run the hood, calling out things as they are checked, all the while noting items that need to be reviewed with the customer before the work is completed. They prepare themselves technically and mentally to review the vehicle with the customer. They have product knowledge, the pricing and are prepared to prioritize the needs of their customer’s vehicle with today’s visit in mind.

Then the magic happens.

“Mrs. Jones, we’ve completed the service on your Acura and would like to review our findings with you. Could you step out to your vehicle with me, please? We performed our 17-point inspection; we checked the brake fluid, power steering fluid and your serpentine belt. We topped off your washer fluid, checked the air in your tires, washed your windshield and checked the condition of your air filter and cabin air filter. We also checked your transmission fluid and your fuel filter. We have a couple of recommendations for you today. First, how did your wipers work the last time it rained? (Pause) Your wipers are showing signs of wear, and we would recommend you replace them. A new set of wipers is only $18.95 — would you like to replace them today?
“This is your air filter. As you can see, it’s dirty and clogged. Our customers are always surprised to know that for every gallon of fuel your vehicle burns, 9,000 gallons of air pass through your air filter. A clogged air filter could affect the performance of your vehicle, as well. A new air filter is only $21.95 — would you like to replace it today?

“Just one more thing: When was the last time you serviced your transmission? Based on the mileage and the condition of your transmission fluid, we would recommend a transmission fluid flush service. This service includes a two-step process using a state-of-the-art flush machine. First, we add a pre-treatment chemical flush to your transmission to help clean the gum and varnish out of your transmission, and then we flush out the old fluid, while at the same time adding back the recommended fluid for your vehicle. Then we finish the service by adding a protectant to the fluid to help extend the life of the new fluid. This service is $129.95 and would take about 20 minutes. Would you like us to service your transmission today?”

You might be surprised how many times customers will respond, “I had no idea you did all of this. I’m going on vacation tomorrow and need my car in top condition. Go ahead, you might as well get it all done! Thanks for the good service.”

Train for Sales Growth
You should not assume that your customer doesn’t want a product or service you provide. Don’t just wait for those customers to come in to identify all of this and ask that you get it done — that’s unrealistic. You must educate your customers that it’s important to do preventive maintenance for longer vehicle life, less costly repairs and personal safety. If you have a set, progressive training agenda in place for your employees, they will be better equipped to educate your customer. A well-trained employee will grow your business.

Step back and analyze your existing training program and implement a program for growth. Don’t narrow your services to just oil changes. If you do, it’s time to revamp your processes and procedures. View yourself as the doctor and your customer as the patient. They come to you for a check-up, and it’s your job to keep them safe and keep their vehicles in top condition.

When it comes to chemical services, it is absolutely imperative that you keep your employees trained and conversant with the latest changes in the industry. Vehicles today are not the same as yesterday’s models. Changes in technology make it vitally important to stay up to date on the various fluid formulas and the way to use them with skill. One wrong fluid exchange not only can ruin your month, but your reputation as well.
I travel all over the United States conducting this type of training and I can tell you, there is high value in a well-trained staff. There is one constant in the automotive industry and that’s change. Invest in training for your employees to keep up with the dynamics of this industry. If you do, they will invest in you.

Remember, an educated consumer will make an educated decision to purchase or not to purchase a product or service that you provide. Educate and train your staff so they can raise your customers’ awareness level, and watch your dollars per car increase sharply.

TIM BOWLICK has worked in the automotive industry for more than 30 years, has owned a quick lube/carwash business, and has been with Mighty Distributing System of America for the last five years, currently serving as director of Chemical Sales. He can be reached at: tim.bowlick@mightyautoparts.com.