You don’t need us to explain the difference in quality between national chain technicians and that of your dealership’s master technicians. But do your customers know the difference? With independent mechanics and national chains vying for your customers, this crucial element of your service department can add significant value to your "Why Service Here" message.

It's no secret that many dealers are lacking when it comes to service-related content, despite customer demand. Providing comprehensive and easy-to-find information regarding your service department can give your dealership the edge over the  competition and keep customers from ever looking elsewhere. Part of that process is ensuring your customers are keenly aware of the advanced level of service they’re receiving from your factory-certified technicians. However, a recent survey of dealerlship website content for one leading OEM revealed that 90% of its dealers had no mention of their master techs.

How to promote your master techs in your service marketing

Unfortunately, the vast majority of car owners don’t fully understand – or simply don’t know – the importance of having a master technician on hand to perform the most difficult jobs. They don't know that your master techs have spent years training and earning certifications from the factory. In fact, we found that too many dealers overlook the opportunity to emphasize one of the key value propositions of servicing at the dealership.

What’s more, not all parts are created equal. Customers are unaware that by trying to save a couple of bucks at national or independent chains, they could inadvertently be doing damage to their vehicle by allowing shops to use aftermarket parts versus genuine OEM parts. This lack of knowledge can actually diminish the value of their car or truck, whereas master technicians will always have the most current information available to ensure exceptional service.

Filling the gaps with 3 Birds Fixed Ops solutions

By leveraging your master technicians and informing your customers to the advantages that your service department provides over national chains, you can help change all of that. We even offer effective solutions to help shine the spotlight on the experts who make up your qualified service team.

Armed with this knowledge, your customers will begin to understand and appreciate the level of expertise your master techs provide over national chains, which will help with customer retention, establish a solid relationship with your valued customers, and maximize your service revenue potential.

For more information on how you can promote your master technicians, don’t hesitate to contact us.