Systems

by Ed Newman
AMSOIL Marketing & Advertising Manager
This article appeared in National Oil & Lube News, January 2006

I remember years ago hearing about a drummer who instead of playing rhythms attempted to play with complete randomness.  He was a jazz drummer, striving to achieve a unique random sound.  To do this he would listen to the sound of glass breaking and other such phenomenon.  

Of course this drummer was not the first musician to be fascinated by randomness.  Mozart actually did some composing based on the concept.  He would write bars of music which he numbered.  Then, these pre-written bars of music would be placed in a sequence based on the roll of the dice.  It was “Mozart’s Dice Game” and he actually performed some waltzes that were developed in this manner.

Randomness is an interesting concept. Dictionary definitions emphasize the notion of "apparent absence of cause, planning, or design" and "lack of method or system." In the computer world randomness is used very deliberately in the creation of unique passwords for various purposes.  It is also an essential component in encryption for secure internet transactions.

In the quick lube world, however, we have a completely different mindset.  Rather than approach each oil change haphazardly, we create systems.  Being systematic in our approach has great value.  It increases efficiency, productivity, and consumer confidence.

Value of Systems         

What impressed me to write about systems was an article by Robert Bly called “The 5 Steps of the Motivating Sequence.”  Bly asserts that in advertising most amateurs focus on creativity, whereas professionals focus on structure. Originality is only good when it serves the goal of producing results.  In a quick lube operation, the desired result is a quick oil change.

Bly has been writing about direct mail copywriting for years.  He knows that the essential thing in direct mail is to get results.  To do this, he explains, one must use a system.  It does not “just happen.” 

The same could be said about teaching consumers about the value of synthetic motor oils and drivetrain lubricants.  Consumers will not become educated about car maintenance by accident.  We must develop a system of educating consumers.  It will not just happen.

The System

There are many sales systems, so you must use the one that is right for your shop.  Here’s Bly’s five step approach:

1. Get attention.
2. Identify the problem or need. 
3. Position your product or service as the solution. 
4. Substantiate your promises or assertions with proof. 
5. Call to act

Getting attention may be the easiest step at a lube shop because most of the time you have a captive audience. They are there waiting for you to complete the job. The key thing is learning how to diagnose the customer’s motivations. 

It's our job to find out what "they" want and offer it to them in a way that leads to mutual agreement.  The five hot buttons for today's motorist are convenience, savings, engine protection, performance and concern about the environment. These are not equal in importance for all consumers. 

The convenience of extended drains is self-evident.  Motorists for whom this is important should be made aware of the longer service life available with premium synthetics.  We’re referring here to vehicles with a mechanically sound engine.

The savings that one gets by choosing synthetics is not immediately perceived because the initial cost is higher. But the savings are real when you factor in improved fuel economy, reduced wear, and the extended drain performance of synthetic oils.

Due to their superior film strength and lubricity, synthetics protect engines better than conventional oils. Cars, SUVs and trucks also perform better due to their cleaner operation. Synthetics resist oxidation and breakdown, resulting in less varnish and fewer deposits. 

The ten percent who make buying decisions based on environmental concerns are especially happy to learn of the reduced use of natural resources, packaging waste and disposal of used oil with extended drain synthetics. 

Reading Customer Needs

In addition to having efficient procedures for changing oil, quick lubes can benefit from developing systems for analyzing customers, determining their needs and offer the appropriate products or program for their needs.  Many, if not most, customers are actually easy to read once you think about it and begin to pay attention.

For example, anyone with a new GM vehicle that has an oil life monitor should be offered synthetics and receive an explanation about how long their vehicle may run between times the light comes on.  This would include an explanation of why synthetics are best for this situation, as well as for Volkswagen, Porsche, BMW, Mercedes, and other vehicles with longer OEM drains.  

Does the car have fancy aftermarket wheels, special tires, body molding, engine enhancements, etc.?  This is a customer less concerned about cost than performance characteristics.  Offer synthetics.

As you get to know your customers you will find some who are routinely negligent in bringing their car in for servicing.  I have talked with salespeople who tell me they know they go too long between oil changes but just do not want to make the time.  These customers are also in need of the extended drain protection synthetics offer.

Ed Newman is Marketing & Advertising Manager for AMSOIL INC.