Successfully Marketing Multicare Services
July 31, 2020—While Stonebriar Auto Services is a part of the Jiffy Lube franchise, their marketing strategy is much different when it comes to getting customers to go full-on multicare.
In each of Stonebriar’s Jiffy Lube multicare centers, Steve Isom, executive vice president of the franchises, has outfitted each of the centers with four bays each—two dedicated to strictly quick lube services and two dedicated to the operation’s multicare services. When a customer comes in for a quick oil change service, Isom has his team let the customer know they can do more than just oil changes.
“We simply let people know we are different and are fully equipped to be a one-stop shop,” Isom says.
If the customer is interested in more multicare services, like inspections, brakes, or tire services, the Stonebriar team just moves the car over to the designated bay for the technician to get to work.
And Isom says the quick transition to the other bay, convenience of getting all of their needed services done at one shop, and making the shop a comfortable environment that really gets customers to buy in.
“We really try to take things up a notch in terms of guest comfort,” Isom says.
While Isom says a lot of shops only let their customers explore the waiting area, Stonebriar challenges that. They keep the whole shop pristine and clean throughout so they can explore the shop to its fullest and get acquainted with where they are doing business. For example, Isom says an email came in recently from a customer in Arkansas saying her son was interested in finding out more about the shop, inviting him in to shadow what a day in the life at the shop was really like.
Isom says what’s most important to customers is the look of the establishment, knowing how to talk to them, and the staff being able to put themselves in the customer's shoes. What makes them stay isn’t just the services, it’s the customer service you provide, too.