LARGE-SCALE STRATEGY

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MEET THE EXPERTS

Given the sizable network of Valvoline Instant Oil Change locations, the Valvoline approach requires consistency. According to Snyder, with fl eets this includes aiming to get them taken care of within 15 to 20 minutes.

“A big selling pitch for us when we go in is what is an hour of your time in that vehicle worth?” Chad Snyder says. “And a lot of them know it immediately … so, from there we can say, using our method and VIOC then you can add this much profi tability to your business by time saved.”

David Wade explains that Valvoline’s proprietary POS system helps manage the fl eet approach down to the store level, making it easier to keep track of various clients and their needs.

He says the ability to follow prompts through this system allows the technician to concentrate on a quality service instead of procedural steps. Fleets are part of the overall Valvoline training process as well, because the details are important with fleet interactions.

“The decision maker is not behind the wheel,” Wade says.

But maintaining these fleet relationships involves understanding what the customer wants and what they don’t, Wade says.

“I would describe it as you’ve got to thread the needle, because fl eet managers care about two things almost equally: the safety and reliability of their vehicle,”

Wade says. “But not spending on things that are unnecessary on that vehicle.”

According to Snyder, another consideration is the practice of developing a relationship that drives repeat business versus what’s expected of the average retail customer. He says with fl eets you may only see 5% of their 100 vehicles, but it’s Valvoline’s goal to also strive for that other 95%.

“We’re looking for deeper penetration into these fl eets, whereas consumers you’re only dealing with a small number of vehicles per family,” Snyder says.

Snyder says distinguishing the fl eet from the consumer is an important aspect of service, especially because Wade foresees that more fl eet vehicles are on the horizon. Wade says compared to 10 years ago, there are many more on the road due to the infl uence of companies like Amazon and rideshare options.

“The fleet world is changing,” Snyder says. “There are businesses that use fleet to do business and then there’s businesses that their fleet is the business.”

Despite any changes, Wade says that one thing will remain consistent: The Valvoline commitment.

“Our overall tenet is to be quick, easy and trusted,” Wade says. “So that’s the message we give to the fl eet managers as well. We try to take their business model and set everything up for that.”