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CUSTOM DESIGNED AFTER-SALES BUSINESS SOLUTIONS www.aspac.castrolprofessional.com 26252-Castrol Sales Manager Toolkit@FA.indd 1

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INTRODUCTION

One of the key objectives for a workshop is to retain the customer for life whilst becoming more efficient in servicing them.

Overview The objective of Castrol Professional is to compliment our premium products with business solutions that go beyond lubricants, delivering measurable benefits to our customers’ business. These business solutions are delivered through targeted customer programmes performing across Castrol Professional’s 3 Sources of Value 1. Profitability from lubricants 2. Increased parts and labour sales 3. Customer Satisfaction The 3 Sources of Value have been developed using our detailed insights of workshops that communicates to our customers in their own language about areas that are important to them. WHY? To respond to some of the challenges and market changes such as: • An increasing competitive environment, with over 18,000 workshops all competing for the same customers. • Extended service intervals inhibiting relationship building. • Consumer behaviour changing from DIY (Do It Yourself) to DIFM (Do It For Me), therefore requiring a strong offer to capture market shift, and • Continuing increases in the cost of doing business. It is clear that to achieve success in this market Castrol must partner with our customers to help drive their business forward.

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CONTENT PROFITABILITY FROM LUBRICANTS

INCREASED PARTS AND LABOUR SALES

CUSTOMER SATISFACTION

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www.aspac.castrolprofessional.com

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OUR PRODUCTS

Profitability from lubricants

OUR PRODUCTS: A premium brand formulated to meet the needs of the market.

Co-engineered with leading manufacturers

Professional

Intelligent Molecules for active and continuous protection

Advanced engine protection

Professional

www.aspac.castrolprofessional.com

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0W-30

SLX Professional OE

5W-30

EDGE 0W-40

0W-40 5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

m

• • •

Profitability from lubricants

SLX Professional Longtec BMW LL01

et

ro

SLX Professional Longtec

SM

SL

API

Vi sc os it

y

SM

API

• SJ

SLX Professional Longtec Longlife II

0W-30

SLX Professional 505 01

5W-40

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

20W-50

• •

m = meets requirements of

®

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0W-30

SLX Professional OE

5W-30

EDGE 0W-40

0W-40

SLX Professional Longtec BMW LL01

5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

SLX Professional Longtec Longlife II

0W-30

SLX Professional 505 01

5W-40

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

20W-50

4 F-

3 G

Profitability from lubricants

SLX Professional Longtec

F-

ILSAC

G

Vi sc os it

y

ILSAC

m = meets requirements of

®

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part 1/2

EDGE 0W-40

0W-40

SLX Professional Longtec BMW LL01

5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

SLX Professional Longtec Longlife II

0W-30

SLX Professional 505 01

5W-40

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

20W-50

Profitability from lubricants

5W-30

B1

0W-30

SLX Professional OE

5

SLX Professional Longtec

A

3 A

1 A

ACEA

Vi sc os it

y

ACEA

• • • •

• •

m = meets requirements of

®

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part 2/2

5W-30

EDGE 0W-40

0W-40

SLX Professional Longtec BMW LL01

5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

SLX Professional Longtec Longlife II

0W-30

SLX Professional 505 01

5W-40

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

20W-50

Profitability from lubricants

0W-30

SLX Professional OE

C3

B4

SLX Professional Longtec

B5

B3

ACEA

Vi sc os it

y

ACEA

®

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s

5W-30

EDGE 0W-40

0W-40

SLX Professional Longtec BMW LL01

5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

20W-50

-S m

Profitability from lubricants

0W-30 5W-40

er

ie

0W-30

SLX Professional OE

SLX Professional 505 01

04

SLX Professional Longtec

SLX Professional Longtec Longlife II

LL

01 LL

BMW

Vi sc os it

y

BMW

• •

m = meets requirements of

®

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part 1/2

5W-30

EDGE 0W-40

0W-40

SLX Professional Longtec BMW LL01

5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

SLX Professional Longtec Longlife II

0W-30

SLX Professional 505 01

5W-40

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

20W-50

00 4

01 50

3

00 50

Profitability from lubricants

0W-30

SLX Professional OE

3

00

SLX Professional Longtec

50

2

01 50

1 50

Vi sc os it

y

VW/AUDI

• NO • • •

m

m

m = meets requirements of

®

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part 2/2

5W-30

EDGE 0W-40

0W-40

SLX Professional Longtec BMW LL01

5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

SLX Professional Longtec Longlife II

0W-30

SLX Professional 505 01

5W-40

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

20W-50

00 7

01 50

6

00 50

6

01 50

NO

Profitability from lubricants

0W-30

SLX Professional OE

5

00

SLX Professional Longtec

50

5 50

VW / Audi

Vi sc os it

y

VW/AUDI

NO

• • •

m

m = meets requirements of

®

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EDGE 0W-40

0W-40

SLX Professional Longtec BMW LL01

5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

SLX Professional Longtec Longlife II

0W-30

SLX Professional 505 01

5W-40

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

20W-50

51

31

9.

22

9.

5

22

9.

3 9.

1 9.

Profitability from lubricants

5W-30

22

0W-30

SLX Professional OE

22

SLX Professional Longtec

22

Mercedes-Benz

Vi sc os it

y

MERCEDES-BENZ

NO

m

m = meets requirements of

®

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0W-30

SLX Professional OE

5W-30

EDGE 0W-40

0W-40

SLX Professional Longtec BMW LL01

5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

SLX Professional Longtec Longlife II

0W-30

SLX Professional 505 01

5W-40

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

20W-50

Profitability from lubricants

SLX Professional Longtec

pp ro va

Porsche

A

Vi sc os it

y

l

PORSCHE

m = meets requirements of

®

www.aspac.castrolprofessional.com

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B 4-

A

393

Fu tu re

2C 91

2C 91 W SS

W SS

-M

y

0W-30

SLX Professional OE

5W-30

EDGE 0W-40

0W-40

SLX Professional Longtec BMW LL01

5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

SLX Professional Longtec Longlife II

0W-30

SLX Professional 505 01

5W-40

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

20W-50

Profitability from lubricants

SLX Professional Longtec

Vi sc os it

PAG (Ford)

-M

7-

A

PAG (FORD)

s

s

s = suits m = meets requirements of

®

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SLX Professional Longtec

0W-30

SLX Professional OE

5W-30

EDGE 0W-40

0W-40

SLX Professional Longtec BMW LL01

5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

SLX Professional Longtec Longlife II

0W-30

SLX Professional 505 01

5W-40

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

-M

Profitability from lubricants

Volvo

W SS

Vi sc os it

y

2C -9

20

-A

VOLVO

m

20W-50

m = meets requirements of

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EDGE 0W-40

0W-40

SLX Professional Longtec BMW LL01

5W-30

SLX Professional Powerflow BMW LL04

5W-30

TWS Motorsport

10W-60

SLX Professional Powerflow Longlife III

5W-30

SLX Professional Longtec Longlife II

0W-30

SLX Professional 505 01

5W-40

SLX Professional Fuel Saver

0W-30

Magnatec Professional

5W-40

Magnatec Professional

10W-30

Magnatec Professional

15W-40

GTX Professional

10W-30

GTX Professional

15W-40

GTX Professional

20W-50

25 L-

A

-L M

-L M

Profitability from lubricants

5W-30

G

0W-30

SLX Professional OE

G

SLX Professional Longtec

L-

y Vi sc os it

Saab (GM)

B0

-0

25

SAAB (GM)

m = meets requirements of

®

www.aspac.castrolprofessional.com

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Product Training Castrol offers lubricant training for our customers. We recognise that it is essential that our workshop consumer-facing staff are knowledgeable about lubricants, customers and the selling process. It will help to generate additional profits from lubricants and also increase customer satisfaction through well-trained, knowledgeable and helpful staff. Training is able to deliver in two forms: Online and Customised On Ground Training

1. Online Training • Flexibility for customer to select the modules they are interested in • Easy access • Flexibility in time - customer can choose to select when they want to attend the training.

2. Customised On-Ground Training

Profitability from lubricants

It is a customized training programme that ensures our customer staff understand the complexity of lubricants, suitable for technicians, service advisors, and service managers who recommend Castrol products to consumers.

What Does It Include? Online Training Lubricants module • Understanding oil & its function. • Current and future technologies and specifications.

Sales module • The customer conversation. • Recognising customer needs. • How to provide the right solution.

Customised On-Ground Training • The role and functions of a lubricant. • Lubricant characteristics and what they are made of. • The latest technological developments. • Engine oil specifications. • The benefits of the new Castrol Professional range of lubricants. • Talking lubricants with your customers.

Car Manufacturer module • Technical, Safety and Marketing information and support materials for your Castrol engine oil range.

®

www.aspac.castrolprofessional.com

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Guess and Win Top-Up Programme As service intervals have increased dramatically, checking oil and topping up between services is becoming even more important. Top-up programmes support our workshop partners with successful tools to sell 1L lubricant packs. The “Guess & Win” promotion is a special top-up programme to increase consumers awareness of the need to top up and gets them more actively involved by guessing the engine oil level in their own vehicle. The aim is to support our workshops to increase their 1L pack top-up sales. The flexibility of the offer enables you to combine different modules and shape the programme to the needs of your market and customers.

ANOTHER CHANCE: FILL IN THE BONUS BOOKLET AND WIN PRIZES! Please enter the registration number and customer name of the cars that you have carried out the Guess & Win challenge on. Please also show if you have sold them a 1L pack of oil. When you have completed all 20 lines please give to your Dealer Principal or Service Manager. You will be then given details of how you can win a prize! Registration number

Customer name

Profitability from lubricants

ALL THE INFO AT A GLANCE!

CUT IT HERE!

GUESS & WIN:

1L of oil purchased?

Keep this pocket-sized card to hand when you talk to your customers. With the handy hints on the back, you are bound to succeed with Guess & Win!

IT’S UP TO YOU: GUESS & WIN!

GUESS HOW MUCH OIL IS LEFT IN YOUR ENGINE! MARK YOUR GUESS ON THIS DIPSTICK, THEN A MEMBER OF STAFF WILL CHECK YOUR CAR ...

®

www.aspac.castrolprofessional.com

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SOLUTIONS FOR IMPROVED CUSTOMER RETENTION AND INCREASED SERVICE EFFICIENCY

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SERVICE TROLLEY

The Castrol Professional Service Trolley is a unique workshop tool specifically designed to facilitate express servicing. The Service Trolley delivers two substantial benefits to the workshop:

Based on time and motion studies, the Service Trolley assists by eliminating inefficient movements, allowing the technician to service a vehicle in a more efficient and cost effective manner, leading to higher productivity. Why is this important to our customers business? • Decrease in labour cost per service, and • Opportunity for increased workshop capacity and ultimately profit. 2. Occupational Health and Safety Critical in today’s workplace is safety. The Castrol Professional Service Trolley is engineered to: •

Eliminate the need to lift wheels when rotating.

Elevate airlines and tools, and

Minimising movements thus lessening the probability of a mishaps.

Increased eased parts and labour sales

1. Efficiency

®

www.aspac.castrolprofessional.com

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SERVICE TROLLEY 1. Features 2. Operating Manual: Used for most efficient trolley operation 3. Testimonial: Hear first hand experience about how the trolley benefits our customers’ business 4. Profit Calculator: Based on extensive studies calculate the profit potential the trolley can generate 5. Frequently Asked Questions

2

3

4

5

Increased parts and labour sales

1

ÂŽ

www.aspac.castrolprofessional.com

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SERVICE TROLLEY

Trolley Details

Calculator

Trolley FAQ’s

Increased parts and labour sales

Service Trolley

®

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Increased parts and labour sales

SERVICE TROLLEY

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i-MAIL

The strength of the relationship the consumer has with the workshop and its personnel determines both the length of the relationship (retention) and the potential to gain new customers by means of referrals.

The content of the communications modifies according to the consumer’s profile, allowing for cross promotion opportunities by targeting the consumer’s specific interests. Why is this important to our customers’ business? • Builds and strengthens customer relationships, by encouraging repeat purchases. • Provides opportunity to cross promote, creating additional revenue. • Keeps the dealer name/brand at the forefront of the consumer’s mind, allowing for greater potential to become brand of choice. • Communicates in real time and targets another customer touch point, and

Increased parts and labour sales

Castrol Professional i-mail is a customised email tool that allows personalised consumer communication across all facets of our customers’ business.

• Communicate to entire customer base in a cost effective and timely manner.

®

www.aspac.castrolprofessional.com

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i-MAIL

Model Specific Banner

Model Specific Links

Appt. Confirmation

New Model

Marketing Message

Up-sell

Pre-owned vehicle

Increased parts and labour sales

i-mail features:

®

www.aspac.castrolprofessional.com

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VALUE CARD

Vehicle age, consumer relationships, perceived service cost, completion of warranty, are just a few of the factors that impact customer retention.

A dealer branded key tag is provided to the consumer which has a redeemable offer, after a specified number of services. The flexibility of the Value Card allows for a unique approach which adapts to the workshop’s requirements such as being able to choose the details of the offer itself and the card can be branded OEM specific or multi franchised. Value cards are also flexible enough for the workshop to choose at which service the offer applies. Why is this important to our customers’ business? • Influence consumer retention by targeting the workshop specific service drop off period. • Keeps the dealer name/brand at top of mind with the consumer, allowing for greater potential to become brand of choice, and

Increased parts and labour sales

The Castrol Value Card is a simple approach to prevent service drop off, and retain consumers for an extended period of time.

• Compliment other consumer targeted initiatives.

®

www.aspac.castrolprofessional.com

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VALUE CARD

Value Card Front • Customer branding

Value Card Back • Details of offer • Service interval required for redemption – at each service the card is punched showing progress.

Increased parts and labour sales

• Customer details

®

www.aspac.castrolprofessional.com

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www.aspac.castrolprofessional.com

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RED CARPET STAFF TRAINING A workshop relies on the skills of their frontline service team to generate profit for the workshop by increasing both sales and their customer satisfaction index.

Castrol Professional Red Carpet is a practical skills development program for frontline after-sales staff that focuses both on selling skills and customer service skills.

• Targets improvement to the customers’ bottom line profits, as well as positively contributes to the customer satisfaction index • Tailored, on-site delivery of training saves time and money • Staff receive practical strategies and tips that are easy to apply on an ongoing basis • Enhances their reputation and gives them a competitive edge What does it include? • Six short, sharp modules that can each be delivered in 90 minute sessions

Customer Satisfaction

Why is this important to our customers’ business?

• Free-of-charge skills review to select the modules most relevant for individual staff members • Real world scenarios for practicing on the course and later at team meetings • Practical, easy-to-use action plans for ongoing development

®

www.aspac.castrolprofessional.com

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RED CARPET STAFF TRAINING Winning Relationships Three 90 minute modules focused on communication skills essential for all customer service professionals.

Customer Connection

Confidence Matters Convey and build confidence in yourself and your dealership.

Customer Satisfaction

Build rapport quickly, understand your customers better.

Conflict Management Resolve tense situations in a positive and constructive way.

www.aspac.castrolprofessional.com

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RED CARPET STAFF TRAINING Selling Good Advice Three 90 minute modules focused on making the sale.

Know your customer

Sell Benefits Match your products to your customer, upsell and close the sale.

Customer Satisfaction

Spot your customers’ type and identify their needs.

Tackle Customer Objections Handle objections (e.g. price) and arrive at an agreeable outcome.

ÂŽ

www.aspac.castrolprofessional.com

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RED CARPET STAFF TRAINING How It Works Skills Review

Free Of Charge Before Identify learning modules.

Learn

Apply

Review

40 min

Coaching Cycle Expert facilitator is engaged during the coaching part of the cycle.

40 min

During High energy, small groups, 90 minute sessions focused on participants. Groups of 4 are recommended to manage interaction, personal attention and timing.

Customer Satisfaction

Plan

10 min

Embed

After Action plan reviews.

www.aspac.castrolprofessional.com

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SERVICE ANALYSIS PROGRAMME Consumer satisfaction is positively correlated with consumer loyalty. The greater this result the greater the opportunity for continued servicing and sales opportunities The Service Analysis Programme is an after service follow-up ‘concern resolution’ business tool, directly increasing customer satisfaction and CSI scores.

Why is this important to our customers business? • Dramatically improves the ability to follow up on service satisfaction. • Consumer satisfaction generates retention leading to long term profit. • Documented process providing service analysis to better business operations.

C Customer usttomer S Satisfaction ati tisfacti f tion

Service Analysis Programme ensures dissatisfied customers are identified and attended to in a timely and professional manner through a stringent, documented process.

• Cost effective means of auditing entire customer base, and • Positively contributing to CSI scores.

®

www.aspac.castrolprofessional.com

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SERVICE ANALYSIS PROGRAMME

Monthly report created

Service manager actions

Consumer contacted

Customer Satisfaction

Vehicle serviced

Issue documented

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NOTES

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NOTES

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NOTES

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NOTES

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NOTES

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PUBLICATION-Castrol-Sales Manager Toolkit@FA_HR  

www.aspac.castrolprofessional.com ® ® One of the key objectives for a workshop is to retain the customer for life whilst becoming more effici...