A recent Computerworld magazine featured an article called “Information Overload” by Mary Brandel. She begins by citing the remarks of Jeff Saper, a tech firm chief information officer who drives a hybrid car and has been highly sensitive to green issues. Saper’s concern today, however, is not air and water pollution. Rather, it’s digital pollution, information overload.

Change is a challenge for everyone, but we can usually find ways to make necessary adjustments when the changes come piecemeal. On the other hand, when a tidal wave of new technologies hits us all at once impacting every facet of our lives, it really can make us feel like we are drowning.

How I long for the good old days of my youth when nearly any task on a car’s engine could be figured out with a wrench, logic and common sense. Nowadays, our cars are far more complex, as well as our phones, our jobs and our lives. Computers are in most homes in America, but how many IT people live in your house? Not many homes come with an IT technician, so we have to learn how to fix modems, de-bug software, figure out anti-virus programs, and resolve internet access issues just to do basic daily correspondence (via email, of course).

In short, your customers live in a world of mental clutter. In addition to complications caused by all these technical advances, their minds are filled with a trunk load of relationship issues, career issues, parenting issues, health issues, housing issues, problems with neighbors, addictions, mental “to do” lists and more.  It’s simply a side effect of living a busy life in the modern world. Our heads are filled with a continuous “white noise” or mental chatter that serves as a perpetual distraction.

All too often this is the mental state of your customers when they pull in to have their oil changed. They are not thinking about what kind of oil to use. Many probably don’t even know that there is a choice to be made. Their presence at Bay 1 door is a declaration of trust. They rely on you because you are the expert. This is the business you have been trained for. They are often not interested in becoming experts in one more thing. Their world is already too complicated.

Our Task
How do we help these people take care of their vehicles if they are tired and not interested in learning something new?  I recommend that we just tell them.  “Our years of experience have shown us that synthetic motor oils are the best for your car and give you the most benefits for your money.”

If they need more than that, you can outline the fuel economy benefits, the easier winter starts in northern climates, the longer engine life and cleaner operation. Green minded individuals appreciate the smaller carbon footprint left by premium synthetics with their lower volatility and reduced emissions, and when combined with extended drain intervals the longer service life reduces the environmental impact of waste oil disposal.

In a fast oil change situation, you don’t have a lot of time for lengthy dialogue. Hence, it is useful to have literature on hand that you can provide the customer in the event that they are uncertain and need reassurances.

In a world of increasing complexity customers are not always keen on hearing complex mumbo jumbo explanations about the metallurgical effects of additives or the definitions of esters and polyalphaolefins.

Three Steps
When customers come in, your team wants to diagnose fast, sell fast and provide fast service.  Here’s how it plays out.

1. Diagnose
Size up the vehicle.  If the engine is not mechanically sound -- head gasket leak, coolant leak, cracked airbox, etc. – you should not encourage the use of synthetics until the issues are addressed. If there is serious engine sludge, this can also be a warning sign as well.

2. Recommend
Sell fast, but don’t pull a fast one. If you are switching someone from conventional oil to synthetic oil for the first time, two things are important. First, the customer must understand the purpose of the change and agree with it. And second, there has to be a perceived reward for the change, such us improved fuel economy, convenience of fewer oil changes, longer engine life, cleaner earth, etc.

3. Execute
Efficient execution is what gives fast oil change teams their marketing edge. It’s not just speed, but thoroughness as well. Attention to details, like tightening the drain plug and vacuuming the floor, all work together to help your customers feel comfortable. Poor fulfillment can raise doubts that undermine their confidence in your diagnosis and recommendation.

A thorough understanding of the benefits of synthetic oils helps technicians talk with authority about why they are recommending a specific oil. Most customers really don’t want to think about all this, but they do want to know that you’ve thought it through.