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There are tools to help extract consumer data from your sales and service tickets. Leaving that data behind is like falling asleep on the job, then waking up like Rip Van Winkle to discover your customers have left you behind.
Turn your data into proft Storing customer information doesn’t make your business money. Using it does By Joy Kopcha
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ave Vogel says most tire dealers are siting on a pile of money. And ignoring it. Teir computers might as well be stufed with cash, and their fling cabinets overfowing like a triple-cherry slot machine jackpot. All because of this common scenario: A consumer comes into a shop; a technician does an inspection and fnds repairs that need to be done; but for whatever reason — the common refrains are the consumer doesn’t have the time or the money — the work isn’t done right away. “But those things still need to be done,” says Vogel, vice president and general manager of ASA Automotive Systems Inc. “Tis goes on all day long. Tousands of dollars of service a day gets recommended.” Before the digital revolution, those paper tickets might have landed in a fling cabinet. Today, digital tickets are housed in computers or in the cloud. Te important lesson is to not let those recommendations get dusty and buried in cobwebs.
www.moderntiredealer.com
“If we didn’t have our dentist or eye doctor tell us it’s time for our appointment, we wouldn’t remember.” So Vogel says dealers need to remind consumers of the maintenance work that needs to be done. “Tey needed that work to be done. It could cause them more problems. It’s beter for end-user customers. It’s beter for shops,” says Vogel. “It’s probably one of the more overlooked things in a shop. Anytime you talk to someone in a shop about this their eyes light up.” Te trick is, retrieving those past recommendations has to be quick and easy. “Sure, they could run to the fling cabinet, but that would be cumbersome.” Point-of-sale systems ofer users the ability to mine the ticket data, and searching for declined services is a good way to uncover some of that untapped potential. ASA Automotive Systems sells TireMaster, a program that features pop-up alerts for declined services when a consumer returns to the
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