How additives are the key to profit
Ten years ago, many technicians were wary of additives and sales were sporadic, but, today, the landscape is different, according to Mike Schlup, managing director of Kalimex – the exclusive UK distributor of JLM Lubricants. He believes trade-trusted additives are now a staple on motor factor shelves, and those that consistently deliver results are in high demand.
As with anything in life, there are the good guys – additives that have undergone rigorous testing in the laboratory and the workshop – and the bad guys – additives that have little if any of the active ingredients required to make that fix! Should you choose the good guys, the repeat income stream can be stratospheric with technicians ordering more of the same product and being encouraged to try others from the same brand.
Now is the time…
The challenging economy, coupled with the reluctance of motorists to spend on their car, has played a pivotal part in accelerating the demand from workshops for additives. Research from credible and trusted brands, including The Motor Ombudsman and Castrol, all point to the same thing: motorists are willing to pay more for good quality additives if the technician explains why they have used them on their vehicle as part of maintenance and repair. And, that additives are no longer viewed through the previously hypercritical lens.
For you, the professional motor factor, it is crucial to ride this demand, which will only increase as pay packets are squeezed and the spotlight on sustainability grows stronger. The opportunity to promote the right products and increase profits is a compelling one. Go big or go home must be the overriding goal!
Wise words from JLM Lubricants UK
The demand for JLM’s range of liquid tools, for instance, shows no sign of abating – especially the diesel range, with a year-on-year increase of 20%.
The engine of a vehicle requires regular cleaning to function at its best. Fuel additives can keep the engine clean and running smoothly with optimal fuel efficiency. Using quality additives can also mean that expensive repairs are swerved, so the motorist is not placed in that invidious position of having to choose between scrapping their car, running it into the ground before the fault closes the final curtain or finding the money from somewhere. The technician holds the keys in every situation. They must explain to the motorist that whilst a repair is crucial, costs can still be manageable with the use of a high-performance additive. What’s more, they can encourage customers to return to the workshop for regular routine maintenance checks where additives take centre stage because they are being prioritised over parts, whenever possible. These technicians can also promote and sell many of the additives they have used on a motorist’s vehicle for take-out to take-home, to be applied at intervals recommended by them to keep their vehicle motoring nicely.
We recommend you stock JLM Lubricants’ workshop maintenance heroes because they sell quickly – with the right promotion. Each product is a high margin, trade trusted additive that has been extensively road tested by technicians in the 40 countries where JLM has a strong commercial presence. It replaces the risks with reward because you can be assured these products do get it right and, that they occupy platinum position on the podium.
We’ve been working closely with motor factors for over 20 years, starting with KSeal Permanent Coolant Leak Repair and QuikSteel Epoxy Putty. Both products became iconic within years of being launched leading to international distribution and multimillion status. Adding JLM Lubricants products to our roster was a natural next step and to date, we could not be happier with the response from motor factors and workshops.
The one shot-in-tank DPF Cleaner contains platinum and cerium. This allows regeneration to take place at a low temperature and happen quickly. The advantage of cleaning at a lower temperature is that it’s incredibly effective in city vehicles without the risk of damaging the DPF at an excessively high temperature.
Platinum coats cylinders, promotes soot reduction, extends the life of the DPF and promotes DPF regeneration. Because cerium produces less ash, this helps to extend the life of the DPF. This range is very much the epitome of JLM’s role as a provider of liquid tools. Get the formulation spot on and everyone wins – and that includes the environment.
Because additives that can be trusted to deliver are now very much part of the circular economy: a model of economic resource that shares, leases, reuses, repairs, refurbs or recycles existing materials and products to maximise their lifespan.
Building a ‘profit pipeline’
Firstly, talk to us about a JLM starter kit of bestselling products. Then let us help you with tried and evaluated shoestring marketing promotions for your trade customers, from leaflets to top tips and exclusive offers. We can supply you with technical sheets for trade customers and easy-to-implement marketing campaigns with the aim of building your sales pipeline with these premium products.
Now is the time to act. There is a significant opportunity to start selling additives, which will be bought in multiple units by the trade with repeat orders hot on their heels. The demand for untested products only peaks at the first order with a significant drop thereafter when a lack of active ingredients becomes clear.
