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Aftersales workshop: Improve your online presence – Paul Hilton, GForces

2 Paul Hilton, head of retail, GForces

Dealers can take on the fast-fit chains, GForces’ head of retail Paul Hilton told a workshop on marketing and selling aftersales products and services online.


♦  Dealers can use franchise- and location-specific keyword to compete with fast fit chains online
Online service bookings are essential

While dealers cannot compete in online search for generic keywords, franchise-specific, geo-location keywords offer more opportunity. With some independents and fast-fits receiving low review scores online, franchised dealers should highlight their typically high customer service scores.

Online service bookings are essential as 36% of bookings are made out-of-hours and website design should be optimised to cater for the 30% of visitors on mobile devices. Other areas to include are retailer-driven service plans online and an internet parts and accessories shop.

Hilton also offered tips that dealers could adopt from independent and fast-fit players and comparison and referral websites:-

In ‘n’ Out – express MoT and services with the emphasis on convenience.

Formula One – reputable autocentres with online booking and payment.

Servicing Stop – online booking and a strong online reputation while Spotify promotions attract younger drivers.

Click Mechanic – online booking and transparent pricing appealing to entrepreneurial mechanics. – owned by Trinity Mirror Group, it allows repairers to quote for work and is active in the three- to four-year-old vehicle parc, providing an opportunity for franchised dealers.

Hilton said: “Look at your contact strategy and engage with your customers early on as retaining customers is easier and more profitable than finding new ones.”

Click here for aftersales best practice and procurement insight

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