Technology will force parts departments to speed up

During his presentation at GIE+EXPO in October, Bob Clements recalled an Uber driver telling him that people have paid him $6 to pick up $2 fast food orders.

That’s the direction customers are going, Clements said. People want services done for them quickly because time is money. Clements, who owns the dealership consulting company Bob Clements International, said it’s possible parts departments will only become more service-oriented in the future. Speed will become essential – perhaps even more essential than price.

“To me, time has more value today than my money does,” Clements said. “Today, if I can get it in two days, I’m kind of happy. Five years from now, tomorrow will be too late. When do I want it? Now.”

Clements estimated that in his three decades of working in the industry, roughly 15 percent of customers are worried about price points and complain that parts are too expensive. He believes most clients view speed as most essential, even if somebody else down the road could get them new parts or service their equipment for cheaper prices.

Clements said technology that saves time is going to become essential. He recommended that companies keep an eye on the latest advancements, including tech that can help employees identify what parts their clients need faster. Though mobile service has been tried and ultimately failed from part providers, Clements believes apps like Uber have changed the game entirely. Clients will want to order parts or have their equipment serviced at the tap of a button on their phones.

“Software will make you money if you just use it correctly,” Clements said.

Clements believes that roughly 60 percent of every company’s customers could be persuaded to do more business with that company if they could prove they offered more. He asked attendees at his session to self-evaluate: Why should a customer go to your shop over another?

“Don’t just say because you’re friendly,” Clements said. “Everybody’s friendly. Everybody said they’ll take care of me. Why should I do business with you?”

Clements recommends establishing loyalty programs that offer discounts on service and parts if a customer remains with your company. He also said you have to “romance” customers by adding value in unexpected ways, such as small things like free coffee machines in waiting areas or ice cream bars over the summer.

Create a unique experience for people and there’s suddenly added value, much like a one-of-a-kind homemade vase. It might be similar to cheap vases at Walmart, but knowing that there’s none like it increases its worth.

“I don’t want you to look like every dealership,” Clements said. “You’ve got to make it you. That’s the biggest mistake, you walk into other dealerships and see what they’re doing and go, ‘I want to be like that.’”