In light of recent research, which suggests there are now longer periods between vehicle services, Total runs through how upselling a lubricant service offering might benefit a factor’s customer base.
Research shows that the period between car services is getting longer. The passenger car focused research was conducted by GiPA, a market leader in the automotive aftermarket intelligence and driver behaviour, in 2016.
GiPA’s research indicates there are two key reasons behind this trend. Firstly, there are more efficient vehicles on the road, and secondly, because the average car owner drives fewer miles.
In fact, the average yearly mileage decreased by 3% between 2012 and 2016. The research also shows that drivers with cars that are still within the warranty period are becoming less likely to consider servicing their vehicles outside of the manufacturer network.
This will not only have an impact on independent garages, but also motor factors, especially if the trend continues. With fewer services comes a reduced demand for oil, and therefore decreased revenue. One way for businesses to offset this reduced income situation is to upsell by using a premium quality oil – over a lower cost brand – when vehicles are in the workshop.
By upselling your lubricant servicing offer, you not only provide clear benefits to your customers by offering greater reliability, performance and protection for their vehicles following service work, but also increase profitability, customer satisfaction and repeat business.
Garages and motor factors not only benefit financially from taking an upselling approach, but they can also help indirectly, by explaining the benefits to their customers of using premium products in servicing their customer’s vehicles. Customers are therefore encouraged to respect the advice and opt for more premium and profitable products across all categories.
Total Quartz
Quartz is a comprehensive range of lubricants, aimed to cover every make and model of car. Whether a workshop is looking for rationalisation or tailored products for specific vehicles, Total has the ideal choice of lubricants for vehicle service management.
The range features Age Resistant Technology (ART), which fights against friction, corrosion and deposits within the engine; offering high levels of protection. As an example, Total Quartz Ineo First achieves up to a reported 60% performance gain on wear and stress tests.
Another benefit of the Quartz range is the brand awareness. The positive perception of premium brands provides additional peace of mind for customers, therefore creating a willingness to pay extra for premium lubricants with genuine and longer lasting engine qualities.
Elf Sporti
With the research showing that the reduction in services is likely to continue, factors should consider the upselling of premium quality lubricants.
However, price-conscious customers still exist in the aftermarket. With this in mind, Total has recently launched a trade range of oils called Elf Sporti, which aims to help motor factors and workshops satisfy the needs of these specific customers.
In launching the range, motor factors and workshops now have access to six lubricants, which still offer a guarantee of quality that customers expect from a reliable global brand, but are suitable for the more price-conscious customers.
