Workshops across the UK could be missing out on revenue-generating opportunities by not upselling consumables, and by not following up on deferred work.
This is the suggestion of Castrol, following new consumer research that found only 40% of motorists are contacted by their workshop between vehicle services. This follow up call would be to discuss work that may need to be carried out before their next scheduled maintenance window.
The research also identified that workshops could be missing valuable opportunities to up-sell consumables, such as premium-brand options of lubricants, wiper blades, brake pads and discs. A significant 35% of motorists say they are ‘never’ offered a choice of consumables by their workshops when servicing work is being done, and 28% said only ‘sometimes’. Just 19% say they are ‘always’ given a choice of higher-grade products.
A majority of those surveyed (51%) stated they were open to paying more for better-quality consumable items for their car, provided the benefits are explained to them first. Only 11% say they would always want the cheapest available consumables to be used. Just 20% suggested they would want the workshop to always use premium-quality consumables in all circumstances, and would not expect to be consulted about it.
Further highlighting the importance of discussing which products are being used as part of a vehicle’s scheduled maintenance, 30% of those motorists surveyed said they worry that workshops use lower-quality consumables and yet still charge a higher price.
However, 54% say they trust their workshop to use the best quality consumable products, recommended for use on their car by the manufacturer.
“The survey highlights the benefits of quality interaction with the customer whenever they visit – both to harness appropriate up-sell opportunities, and to build trust in workshop expertise and the work carried out,” stated Layla Yebaile, Service and Maintenance Marketing Lead at Castrol. “It is clear that many motorists are happy to pay more to ensure optimal vehicle reliability and performance, so communicating effectively will help unlock additional sources of revenue and help to build loyalty.”