Countdown to "Green"
(Continued)

“Most national tire chains will be offering green oil changes soon, and we’re seeing more high-end ‘green’ garages coming onboard in major markets,” Knapp said. “Plus, government fleets that have put off adopting re-refined motor oil because of limited availability are looking at that option as more products hit the market. And more corporate fleets are looking for ways to reduce their carbon footprint, something green oil changes do.”

And green oil changes to have a positive environmental impact. In addition to those products that pose virtually zero threat to the environment, according to the U.S. Environmental Protection Agency, it takes 85 percent less energy to produce a re-refined base oil than it does to produce a conventional base oil. Plus, re-refining motor can reduce greenhouse gas emissions by 80 percent versus disposing of it in other fashions.

These facts are all well and good, but how does one go about educating and marketing green oil changes to consumers?

“Build from a ‘good, “green,” best’ perspective,” Palmore said. “Use ‘good’ as your basic oil change, ‘green’ as your environmentally friendly oil change, priced at 5 percent more than your basic oil change, and ‘best’ as your premium oil change with synthetic motor oil.”

Palmore said you have to answer the questions that your customers will have. “Tell your customers what your company does for the environment, what your company does with your used oil, how you help lower dependence on foreign crude, and how you lower energy use,” he said.

According to Gavin Hensing, a sales manager for North American Lubricants, it’s important to do more than just “sell green.” “Selling green means being green,” he said. “Adopt that mindset as a company. Put out recycling bins. Use paperless reminder systems like e-mail or texting. Accept used oil. Have an immaculately clean shop. All companies want to be green, but most don’t know how or won’t put in the work, and customers will see right through that.”

Hensing said you have to find your customers’ hot buttons in order to market a green service to them. In some areas of the country, that’ll mean focusing on the environmental benefits. In others, it will mean focusing on the reduction in foreign crude oil.

“Some customers will be interested in sustainability, so let them know (green oil changes) are a long-term solution that protects the environment. Some will have friends or family in the military, so let them know that the military runs on ‘green’ oil. Some will be proud Americans, so let them know these products support local companies, create domestic jobs and reduce our dependence on foreign oil,” he said. “Still others will be environmentalists, so tell them about the infinite life cycle of re-refined motor oil and how it decreases pollution.”

Both Knapp and Hensing said that before a facility can successfully market a green oil change, the entire staff must believe in it.

“You have to have employee buy-in,” Hensing said. “Training is essential. Let your employees run these products in their own cars to get comfortable with them.”

In addition, operators have to be willing to promote the services outside their stores.

“You must promote green oil changes outside the store to attract new customers and grow car count,” Knapp said. Hensing agreed. “You can get a lot of local recognition — and free press — if you’re the first in your market to offer these types of products,” he said.

In the final analysis, green oil changes allow fast lubes to do their part for the environment, to potentially attract new customers that would otherwise patronize different service providers, and perhaps even add a little bit to the bottom line. Beyond that, there’s one more benefit, as well.

“The ‘loss-leader’ companies won’t offer green oil changes, so it lets you differentiate yourself from your competitors,” Hensing said.

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