We’re pleased to bring a report from bestselling author, Dee Blick, retained marketer at Kalimex, the UK distributor of the JLM Lubricants product range, about how motor factors can utilise the power of marketing to their advantage:
The news today is far from upbeat, and the automotive aftermarket has not escaped the worst of the current troubles. We’ve emerged from the pandemic bruised but not battered, only to be hit with a war affecting the supply of parts, leaving thousands of stockists unable to fulfill trade orders. What’s more, inflation has reached double figures, bumping up the cost of the weekly shop, and the subject of fuel prices commands more headlines than the recent drought.
In a recent survey, The Motor Ombudsman revealed that “56% of UK car owners who do not have a service plan in place are considering either missing it or delaying their vehicle’s annual service in 2022 to save money due to the sharp rise in the cost of living.”
To top this off: “68% of car owners are planning to reduce motoring-related expenditure in 2022.”
However, proof that every cloud does have a silver lining comes in the shape of research commissioned by Castrol and published in June 2022: “Not only do customers trust workshops to use the best quality consumables (54%), but they are also open to paying more for better quality consumable items for their car, provided the benefits are explained to them first (51%).”
Kalimex sells the JLM Lubricants range of trade trusted additives to mechanics via the professional motor factor stockist, and at the heart of every JLM product is quality. JLM products are used regularly by motorists to keep their vehicles in good condition – who recommends these products? The professional motor mechanic.
It adds up to repeat sales from trade customers with products they use in the workshop and products they supply to their customers. When factors stock JLM Lubricants’ products, they’re also promoting products that are endorsed by the global independent DPF Doctor Network, founded by Darren Darling.
Motorists and trade customers do not want to opt for the cheapest products, then to only discover they don’t work. Take JLM DPF Refill Fluid as a relevant example. There are inferior products that can actually damage the DPF, so recommending a ‘cheap as chips’ fluid is to be avoided at all costs.
This is something that motoring journalist, Rob Marshall, has been particularly vocal about in the trade media, commenting: “Cutting corners with a substandard top-up fluid is virtually as bad as disabling the entire emissions-control system, which is illegal in some countries. The DPF management system will try to compensate with more frequent active regenerations, but this will harm, not just fuel economy, but also the DPF. The resultant increase in lubricant contamination could even cause permanent turbocharger and engine damage. With DPF refills, it’s either right or wrong, with no middle ground.”
So, how can factors build repeat revenues, promoting the JLM range of trade trusted products to trade customers? This is how we’re supporting proactive stockists, helping factors build repeat sales with their trade customers:
They need to decide on the products they would like to promote. We will talk this through with them, based on what trade customers currently buy and any known specialisms, like DPFs. We will walk them through the bestselling JLM products to start with.
Phone your Factor leaflets: these are high-quality leaflets with details printed on each one. Factors can see what the most popular ones look like here. Kalimex started the Phone your Factor initiative 20 years ago, and it’s a winning concept as popular today as it was back then.
Recently one factor stockist benefitted from a significant sales upswing from just two small campaigns. They sent out the Phone your Factor leaflets with trade orders and via the post. A staff member then phoned their VIP trade customers. These campaigns work well, delivering ROI for a small outlay. We will create these high impact leaflets at no charge for any JLM product factors would like to promote.
JLM Drive: this is the glossy magazine produced by JLM Lubricants every year for the professional trade. Many of our stockists have copies of JLM Drive on their trade counter, and some also include a copy with every VIP trade order. The new 2023 magazine will be available shortly and can be ordered directly from Kalimex – at no extra cost!
The top-six JLM products that professional mechanics use:
- JLM DPF Cleaner
- JLM DPF Refill Fluid (for onboard dosing systems)
- JLM DPF Clean and Flush Fluids
- JLM DPF ReGen Plus
- JLM Diesel Emissions Reduction Treatment
- JLM Professional Engine Oil Flush
