The 2013 NAPA AutoCare Mechanical Planning Guide

Transcription

1 The 2013 NAPA AutoCare Mechanical Planning Guide An Outside Sales Professionals Guide to Growing the Business and Relationship of Your Business Partners! Version 1.0

2 Table of Contents Page # Introduction 5 The 2013 NAPA AutoCare Sales Growth Planner 6 Section A 7 Servicing Store Name, Business Partner Name, Your Name 7 Section B Business Partner Stats 7 AR # s 7 Phone 8 Fax 8 Number of Bays 8 8 # of Full-Time Techs 8 # of Part-Time Techs 8 Business Management System (Computer) 8 Year Purchased (Age of Management System) 8 Section C 9 NAPA Store Purchases 9 Total 2011 Purchases 9 Actual 2012 Purchases 9 Total Parts Purchases from all Suppliers Average Month 9 Projected 2013 Purchases 9 Section D 10 Relationship Improvement 10 How can our store improve our relationship...? 10 How can you improve your relationship...? 10 Section E 11 Product Opportunities for Page 2

3 Table of Contents (continued) Page # Section F 12 Sales Growth Suggestions 13 Instructions for the Growth Suggestions Section 13 Advertising / Marketing 13 o PROimage FREE LOOK and Exterior/Interior Elements 13 o Leveraging the NAPA Brand 16 Answering the Telephone 16 Business Cards 17 Logo on Repair Orders 17 Logo on All Advertisements 17 Logo on Employee Uniforms 17 Signage on Facility 17 Using NAPA AutoCare as a Quality Reference NAPA AutoCare Vehicle Decals on Company Vehicles 18 Provide NAPA AutoCare Merchandise to Build Customer Loyalty 18 o National Warranty 19 Mechanical Warranty Peace of Mind 19 o Local Labor Reimbursement Policy 20 o Local Fleet Program 20 o NAPA Service Assistant (NSA) 22 o Consumer Loyalty (V.I.P.) Programs 23 Referral Cards 23 Next Appointment Cards 25 o Gift Card Mailer Program 26 o New Movers / Birthday Program 27 o Preventive Maintenance Program 28 o Vehicle Health Check 29 o 2013 AutoCare Sales Drivers 30 o New Customer Welcome Kit 31 o Customizable Online Advertising & Promotional Files 32 o EasyPay Consumer Financing 33 o CSI Program 33 o Customer Relationship Management Programs 35 NAPA Marketing CRM 35 Demandforce 35 o Marketing Constant Contact 35 o Custom Websites, Add Custom URL 36 o Digital Menu Board 37 o Community Event 38 o AutoNetTV Waiting Room DVD / Website Traffic Builder 38 Page 3

4 Table of Contents (continued) Section F (continued) Page # Profit Growth Suggestions 39 Operational 39 o TRACS and TRACS SmartCALL 39 o PROLink 40 o NAPA AutoCare Career Center 40 o Identifix 41 o Vin Waterhouse Financial GPS 41 o Open Saturday Business Case Review 42 o NAPA SafePay+ 43 o Program Discounts 44 o GreenCare 45 o NAPA Health Insurance Plans 46 o NAPA Business Insurance Plans 46 o Employee Uniforms 47 Additional Growth Suggestions 48 Collaboration / Education 48 o NAPAAutoCare.com 48 o Business Development Group 49 Training 50 o elearning Online Training 50 o Business Training 51 Product / Inventory / Tools & Equipment 52 o Altrom 52 o Stocking Inventory Programs 53 o Tools & Equipment 53 Section G Top 5 Sales Growth Plans 54 Section H 55 Recent Enhancements for Review 55 Additional Notes for This Business Partner 55 Page 4

5 The NAPA AutoCare Planning Guide Introduction This document provides instructions for completing the 2013 NAPA AutoCare Planning Guide. The goal of this sales tool is two-fold: 1) to give you, the NAPA Store Representative, the confidence to partner with your best customers and 2) to provide you with tangible ways of assisting the owner of the AutoCare Center in meeting his / her dreams and goals as an entrepreneur. How does this tool accomplish these two goals? It addresses three primary shop owner needs to help your NAPA Store be an integral partner to each AutoCare Center s success. The three key needs of your AutoCare Centers are: 1. Be easier to do business with. Your customer may need better delivery, faster credits, strategic pricing, electronic options, etc. Find out where you need to improve. 2. Train me and my staff. Tech, Service Writer, Business, and AutoCare training are desired by most shop owners. 3. Help me grow my car count. This is the primary function of the AutoCare program. The NAPA Store and the AutoCare program can address each of these needs. HOWEVER, it will not happen unless you develop confidence in these three areas and then dedicate yourself to partner with the shop on a weekly basis. Partnership takes time, dedication, and A PLAN. The AutoCare Planner is a tool to help you establish your action plan with each of your AutoCare partners. As your partnership grows you will address the three key needs of your shop mentioned above and your partner will reward you with increased purchases that last year after year. This will require that you understand how the planner is laid out, what questions to ask, and how to properly assist your AutoCare Centers in their efforts to grow their business. Remember, they are not in the parts business; they are in the service business. Therefore, your approach should be that of understanding how their business model differs from yours and how you can best lead your customers in ways to grow their business based upon their core needs, not yours. These instructions follow the planner based upon sections. Many of them are straightforward, whereas other areas may be more sensitive, but in order to become a true business partner, the questions need to be asked and a plan developed with action required by the NAPA Store and the AutoCare Center. We encourage any questions you may have regarding this new sales tool. Good planning will result in proper execution and increased sales! Page 5

6 The 2013 NAPA AutoCare Sales Growth Planner You should use this planner to complete a sales growth plan with each of your AutoCare Center owners. A copy of the completed planner should be made and provided to your AutoCare Center, with your commitment to follow up on your discussions and action plans. You should also cover the planner with your DM and the manager of the serving store. Without their buy in, you may be making promises you can t keep. TIP: Set a meeting with the owner in advance and away from the business. Inform him or her that the meeting is a two-way process that will be educational on the value of doing business with the NAPA Store and the details of the AutoCare program. Mention that the meeting will take 1-2 hours and you intend on leaving with a couple of ways to help them with the three key needs mentioned above over the next 12 months. Follow up, follow up, follow up! The plans you develop will go nowhere unless both parties commit up front to discuss them on a monthly basis and execute the plans. Now, let s get into the planner step by step to ensure that you thoroughly understand what questions to ask, why they need to be asked and why it s important that you complete the planner in its entirety. Page 6

7 The following should be completed prior to your initial meeting with each of your AutoCare Centers. Section A As you look at the front page of the planner, you ll see the following: Indicate: A1 Servicing Store Name A2 Business Partner Name A3 Your Name Section B Next, let s focus on the Business Partner Stats, as indicated below: The above is to verify that all information is current, which you ll need to accomplish during your initial meeting. If you don t have the complete information, then obtain it during your visit. Descriptions are below. B1 Accounts Receivable Numbers First, list the A/R number s that your store bills through to the AutoCare Center. It might be a good idea to make sure that your sales match that of the purchase reports that your AutoCare Centers receive from NAPA HQ s. The reason for this is that if an A/R number is not included on what NAPA HQ s calculates the total purchase volume, then your AutoCare Center may be missing some sales volume that contributes to their quarterly marketing Page 7

8 funds. Your DC Wholesale Manager can assist you in your efforts to correct this with you. B2 B3 Phone Add the main phone number for the account. Fax Add the fax number for the account. B4 B5 Number of Bays Indicate the number of working bays. Working bays are those bays where parts are installed by a technician. This includes a lube bay, since filters, wiper blades and other preventive maintenance items are generally installed on a vehicle within a lube bay. A bay used exclusively for tires should not be considered a working bay for parts installation. While you should already have a valid address for all your accounts, you should verify that the preferred that each AutoCare Center regularly checks every day is what you have on file. This can assist you in additional marketing efforts to your AutoCare Centers when you have something to communicate to them all, like a special offer. B6,7 Full Time and Part Time Technicians While you might know this information, it s best to check with your AutoCare Center during your visit. Technicians are those that install parts, either full time or part time. This is very important for you, since this will give you a good ballpark idea of the total potential parts purchase volume of the account. A full time technician is worth at least $4,000 a month from all wholesale sources, a part time technician is worth $2,000 a month. If the owner also works in the bays at times, count him as a part time technician. Once you total up the number of full and part time technicians, you can quickly determine a monthly and yearly potential for the account. B8 B9 Business Management System (Computer) Indicate what type of system your business partner is using to operate his/her business (i.e. TRACS, R.O. Writer, Mitchell, etc.). Year Purchased (Age of Business Management System) Indicate how old their current system is in years. This information should be helpful to you when you work with your TRACS representatives to determine the appropriate time to contact your business partner and have a TRACS demo set up. Page 8

9 Section C Now let s move on to the NAPA Store Purchases area. C1 C2 Total 2011 Purchases You ll want to complete this information prior to your visit. Indicate the Total 2011 Purchases from your store. Actual 2012 Purchases Next, indicate the Actual 2012 Purchases. When estimating, simply divide the total completed months by your year-to-date purchase total to give you an average month for the year, and then multiply by 12 to arrive at your estimated year-end purchases. During your initial planning call, you want to break the ice during your conversation by thanking your business partner for their purchases in 2011 and Your partner likes to know how much they buy from you and how important they are to the success of the NAPA Store. C3 Total Parts Purchases from all Suppliers Average Month For the most part, your partner will not mind sharing this info with you if they have it. If they don t have it on this call, make this a follow up item for your next visit. When your AutoCare Center tells you, write it down, then multiply by 12 to get an approximate total parts purchase volume for the year. As a mental note, consider comparing this with the total number of full and part time technicians, times $4,000 or $2,000 in order to validate this potential. C4 Projected 2013 Purchases Simply indicate the average month or total year that you would like the account to attain for Page 9

10 Section D Now it s time to focus on Relationship Improvements with regard to your business partner and your store. In this section, D1 D2 How can our store improve our relationship with you and your business? Be specific by asking is there any particular area where we can improve to better meet your needs? Pay attention because this is where your partner will tell you how you can be easier to do business with. After items are identified, tell your business partner that you ll take these items back to the store to discuss what options are available. Work with your Store Manager to determine where possible adjustments can be made. It s very important to get these issues on the table and document them up front. If your partner has a high priority issue, he may not be open to discuss the planner until the issue is addressed. How can you improve your relationship with our store? Ask the question how can you improve your relationship with our store? The AutoCare Center may not have ever been asked this question before, but more than likely, there are some areas where the AutoCare can help or improve their standing with the store. Maybe they need to stock more, order more parts per phone call or order more parts electronically, etc. Some of these may include late payment concerns, a high rate of returns, etc. The point here is that you can do more for them if they also do their part. It s important to listen to their reply and write down the response no matter what it is. A conversation about specifics will likely ensue and you ll be able to see where you also may be able to add some ways to assist them in their efforts. Page 10

11 Section E Now it s time to discuss Product Opportunities for 2013 at the AutoCare Center s business. In this section, E1 Product Opportunities for 2013 This area now can be used for working with your business partner on Benchmark Product Lines. You ll want to use the RPT219 Report within TAMS to determine which products that you d like to focus on and discuss with each of your AutoCare Centers. Simply indicate the Line Code and Product (description for your AutoCare Centers) and then indicate the Monthly Goal for each Product as indicated in the RPT219 Report. This will assist you with determining how your store can earn additional business within each of the targeting product lines and discuss with your business partner what any issues are that need to be addressed. If you need assistance regarding the above report, please work with your DC TSM or Wholesale Manager. Page 11

12 Section F Now it s time to move toward how you, the NAPA Store and the NAPA AutoCare Program can assist your business partner with their growth plans for the upcoming year. This section will provide the key elements of the NAPA Store and the NAPA AutoCare Program. TIP: Don t try to take on too much. The goal here is to cover each item with your partner but tell them that it makes sense to check only a few items (3-5) so that there is time to plan, focus, and execute on those chosen items. Enhanced! New! Page 12

13 Instructions for the Growth Suggestions Section Simply indicate each area that you and your partner identify as a way to help grow the shop s sales and profit performance. Indicate all interests by simply checking them off. As you can see, the section is divided into three primary areas: Sales Growth, Profit Growth and Additional Growth Suggestions. Sales Growth Suggestions This area focuses primarily on sales growth (Advertising / Marketing) for the business. It also provides answers to ways you and NAPA can help increase their car count, plus help sell additional needed repairs and services. Details and suggested thoughts of conversation are highlighted, with reference regarding where to find additional information on each support program. F1 PROimage FREE LOOK and Exterior/Interior Elements Enhanced Projecting a professional image is key to capturing new customers, as well as retaining existing ones, primarily today s female customers. Image is about everything a consumer can see and hear about the AutoCare Center s business. Exceeding customer expectations in these areas lead to loyalty and increased sales. In addition, many image elements actually help overcome price objections. While all new members receive exterior signage based upon their program participation, the reality is that this should just be considered the beginning. Remember that all dealers are in various stages of business development. At some point in time, they are going to want to improve the exterior and the interior of their facility. Now, members (OSS can also submit on their behalf) can view what their facility with upgraded signage could look like for FREE. After logging into to the member page of NAPAAutoCare.com, simply click on the PROimage header. From there, you ll be taken to the PROimage website that contains the Free Look site. Click on Free Look, enter your information, submit up to 4 exterior and / or 4 interior photos, select the signage you d like to see on the facility and other items available, then click submit. A proposal along with images of the potential new look will be available for viewing within 10 business days. Remember that the proposal is a living document and can be edited at any time up until the order is placed. Performing an upgrade of this kind can be a major investment, but the return on investment can also be impressive. There are many success stories available to help a member make the decision to move forward with the investment. Contact your Wholesale Manager for more information. Page 13

14 Where possible, it is recommended that the AutoCare Centers use the NAPA Blue or combination of NAPA Gray as their primary exterior color(s). Here s just one example of a simple exterior upgrade: Before After What s the primary benefit of upgrading the exterior? - New customers and additional sales. In fact, on average, the AutoCare Center that upgrades their facility to the NAPA colors experiences a sales increase in the first year of over 22%. Consumers notice a fresh, clean look. Many comments include So, how long have you guys been here and so on. The bottom line is that a new, upgraded exterior design that is professionally performed will drive new customers to the business. Page 14

15 In addition to signage available for purchase from the PROimage site, new exterior and interior elements are being added, as well as many of the current items to help improve the image of the interior and communicate the right consumer message. Here s some of the new items added: Ceiling heads and counter wraps can be a very effective and inexpensive way to work with limited space and a limited budget. Here s an excellent example: The above Before image is representative of a typical repair business customer receiving area. Notice in the After image the only change performed was the addition of two consumer education boards, ceiling headers, and the counter wrap. There s no question from a consumer standpoint that Chuck s Garage is part of the AutoCare Program. The owner expressed how impressed he was with his new interior. Chuck said I ve been here at the same location for 18-years. Ever since this upgrade, I have less price objections from my customers. I feel more professional about presenting their estimates to them and they seem more appreciative of my work. I should have done this a long time ago! More information is available on the PROimage site. Simply login to the member page and click on the PROimage header. Page 15

16 Leveraging the NAPA Brand Does the AutoCare Center leverage the NAPA Brand as much as possible in their business? This is one of the most important business tools they have. Why? NAPA AutoCare Center owners do not want to be associated with a franchise. This is why they are independent. They don t want someone telling them how to run their business all the time but they do want to compete against the national chains, franchises and OE dealers in their area. The importance of leveraging the NAPA Brand is that it is a trusted name, recognized by over 90% of the motoring public. The American consumer is very brand conscious. They are eager to support national brands like McDonalds or Wal-Mart and others when quality and value are perceived. Consumers want to know what to expect when they shop retail establishments. Helping your AutoCare Centers become more uniform in their business will result in higher sales to them and to you. Up to 80% of the typical AutoCare Centers volume is from repeat customers, so the NAPA Brand is really a way to grow sales by targeting new customers. This is why it s important to leverage the NAPA Brand in as many areas as possible. The reality is that an AutoCare Center in Oklahoma City has no impact on consumers in California and so on. This is why the AutoCare Center brand is so important for shops all across the country. It gives the shop recognition and exposure to so many potential new-to-area customers. Without using the NAPA brand in the following ways, the shop misses out on very inexpensive ways to grow their sales. Some simple, inexpensive ways to leverage the NAPA Brand: Answering the Telephone While 80%+ of all calls are likely from existing customers, it means that almost 20% are from potential new customers. It s important to establish the AutoCare Center s alliance with NAPA early on. For example have your AutoCare Center s answer the phone as follows: Thank you for calling Joe s Automotive, your local NAPA AutoCare Center this is Vicki, how can I help you today? The above emphasizes Joe s Automotive as a NAPA AutoCare Center, with the personal touch of introducing one s self to the caller. Page 16

17 Business Cards All businesses invest in business cards end of story. Then why would they not include the NAPA AutoCare logo? It just makes sense. Business cards can be ordered online via NAPA s provider at Logo on Repair Orders Every customer should receive a copy of their repair order upon paying their bill and driving away. Shouldn t the appropriate logo also be included? Logos can be downloaded via the NAPAAutoCare.com website. Members login to the member page after registering by providing their address and password. Once there, click on the Marketing header and then NAPA AutoCare Logos to download the files. Both PC and Mac files are available. Logo on All Advertisements If the AutoCare Center promotes his or her business locally via advertising, then it just makes sense to include the NAPA AutoCare logo. Most of advertising is focused on bringing in new customers, not existing ones, so the use of the NAPA AutoCare logo in all advertisements should be used to reach those consumers familiar with the NAPA AutoCare Brand. Logo on Employee Uniforms Once new customers arrive, it s important to re-emphasize the business affiliation with NAPA. If all the employees have identifiable clothes as being an employee of the business, then this serves to reinforce the alliance, as well as eliminate any confusion from the customers standpoint regarding who is associated with the business and who is not. The NAPA provider of rental uniforms, CINTAS, has the approved logo options available. Simply call the national rental number for CINTAS at for more information and to start local service. Signage on Facility While all new members receive signage, have they taken the time to install their signage on their facility? You d be surprised how many signs stay in the original shipping box, never being leveraged to gain new customers. Consumers aware of the NAPA Brand are looking for just that the NAPA Brand. The best way to leverage this is initially is to install the sign that was sent to each member upon their enrollment into the program. For a more professional look, many upgraded signage options are available for purchase via the PROimage program and accessible from the member page of the NAPAAutoCare.com website. Once there, click on the PROimage header to view the various signage options. Page 17

18 Using NAPA AutoCare as a Quality Reference when Suggesting Needed Services Too many AutoCare Center owners forget to use the NAPA Brand when recommending service and repair. To leverage the NAPA Brand in this way means to take the high road and sell the recommended services and repairs to those consumers in need. Each AutoCare Center owner can help justify their recommendations by simply stating that, as a NAPA AutoCare Center, we cannot recommend a service that isn t needed and will always consult you on what s best for the maintenance and repair of your vehicles. Another way to overcome price objections is as follows: As a qualified NAPA AutoCare Center, we offer a 24-month, 24,000-mile Peace of Mind national warranty on qualifying repairs. And if you use your NAPA EasyPay card, we can extend this coverage to 36-months, 36,000-miles the best nationwide warranty available. This is leveraging the NAPA Brand at its finest, using the earned trust factor to help gain the approval for needed repairs and services. Taking the higher road leads to increased sales and overcoming pricing objections! NAPA AutoCare Vehicle Decals on Company Vehicles Another inexpensive way to leverage the NAPA Brand is to use appropriate logo vehicle decals. What better way to advertise their affiliation with NAPA AutoCare while driving down the road than with the appropriate AutoCare stickers strategically affixed to their vehicle. Decals can be ordered using the PROimage website within NAPAAutoCare.com. Provide NAPA AutoCare Merchandise to Build Customer Loyalty There are many customer give-a-ways available to an AutoCare Center owner that can help advertise their services long after the consumer visit. From pens to key fobs, scratch pads to bottle openers, NAPA AutoCare Centers can be a subtle advertising tool with various daily consumer thank you gifts. Go to the PROimage site for all the goodies! There are many other ways to leverage the NAPA Brand. Look through the entire NAPAAutocare.com website for more information. Page 18

19 F2 National Warranty The importance of a warranty for consumers today cannot be overemphasized. Consumers want to know they ll receive a good product and trustworthy service when choosing a repair facility. They know they can count on this when the repair shop is willing to back their work with a comprehensive warranty. The consumer also wants to know that if there s an issue with the repair, they can get it resolved without too much inconvenience. The consumer really desires to have Peace of Mind in the repair process. The AutoCare warranty does just that. The following should be helpful to you as you explain to your business partner the importance of promoting their specific warranty to all of their customers. Mechanical Warranty Peace of Mind The NAPA AutoCare Peace of Mind Warranty covers the majority of the repairs performed on light, consumer-owned vehicles today. In fact, it s the best warranty in the aftermarket since it s a consumer warranty and not a parts warranty. What does this mean? The reality is that a parts supplier won t supply 100% of the parts 100% of the time to every repair shop. It s just a fact of our business. You as an Outside Sales Professional already know this. The NAPA AutoCare Peace of Mind Warranty protects the consumer when they are 25 miles or more away from the AutoCare who performed the original repair REGARDLESS of what brand of parts were installed on the car. The NAPA AutoCare Center should be proud to promote to each customer that all repairs done at their shop are covered by the warranty and supported by over 13,000+ locations in the United States. If the consumer cannot return to the original repairing AutoCare Center and they are 25 miles or more away, NAPA s administrator, Sonsio, will direct the consumer to another AutoCare Center to correct the problem. This warranty is one of the best-selling features of the NAPA AutoCare program, which can give the shop a competitive advantage even against the national repair chains. Many AutoCare Centers include a copy of the warranty with their repair order, either as a separate page or printed on the back of their repair order. For example (mentioned earlier): As a qualified NAPA AutoCare Center, we offer a 24-month, 24,000-mile national warranty with our qualified repairs. We can also extend this coverage to 36-months, 36,000-miles with our NAPA EasyPay consumer financing. This warranty is included at no charge to you in our total repair and we ll have your vehicle ready for you by the end of the day (or when promised). Do you need a ride to work this morning, Mr. Jones? (or other appropriate convenience offering) Page 19

20 Local Labor Reimbursement Policy All AutoCare members automatically have a NAPA Local Labor Reimbursement Policy extended to them when they initially enroll into the program. This policy is designed to compensate the AutoCare Center for a re-repair of an alleged defective NAPA part by reimbursing the cost of the part AND by compensating the shop up to 75% of their labor time to fix the original repair (up to $250.00). For example, let s say that an AutoCare Center s regular labor rate is $80.00 an hour. The program pays up to 75% of the original labor up to $ This means that the AutoCare Center would receive $60.00 an hour up to a total of $ for the original repair. If the AutoCare Center has priced their labor accordingly, then they made 65% gross profit on the original repair. With the Local Labor Reimbursement Policy, they would still make 53% gross profit on the re-repair more than enough to pay the technician again and still pocket some profit for the business. The goal of this program is to quickly resolve the issue and move on to more productive and profitable repairs, and more importantly, save a customer for the AutoCare Center. F3 Local Fleet Program The Local Fleet Management Program is designed to assist each AutoCare Center to pursue small, locally-owned fleets, which in many cases are the most profitable fleets in their market area. A small/medium size fleet could be comprised of 5 vehicles to 25 vehicles and those that are typically not managed by a national fleet maintenance company. These smaller fleets tend to not have backup vehicles and need to have repairs and scheduled maintenance performed quickly in order to keep downtime to a minimum. All members received samples of the materials available, including the following three styles of presentation folders: Page 20

21 They also received introduction letter samples and template samples. A finished Local Fleet Presentation Folder would look like this when completed: Additional presentation folders can be ordered by downloading the order form online from NAPAAutoCare.com or by using the new PROimage website. Additional presentation folders are only $10.95 for 15, plus shipping and handling. It might be a good idea to order 60 to 90 folders at one time. Custom folder templates are also available for download, but these must be printed at a specialized local printer capable of die-cutting small runs of custom folders can be very expensive, so encourage your business partner to consider using the ones available online. All introduction letters and stair-step templates are available online for free downloading in the Local Fleet Program section online at NAPAAutoCare.com. Once downloaded, they can be customized by each AutoCare Center, then saved and printed locally (like FedEx Office). If the AutoCare Center has a color printer, then they can print them right off their computer. There are two How To training videos online in the Local Fleet Program section that explain how to build the Local Fleet Presentation Folder, as well as how to prepare and present shop services to local fleets in their market in a professional manner. Page 21

22 F4 NAPA Service Assistant (NSA) - Enhanced What is NSA? Today s consumers require more information on their vehicle repairs and look to the Internet for information about how certain vehicle systems work and why certain parts or services are being recommended by their repair facility. A recent study found that over 50% of today s consumers researched information on their vehicle repair or maintenance on the Internet and it s only going to increase! NSA equips the AutoCare Center with a visual tool that uses both animation and video snippets to educate today s information thirsty consumer. Best of all, NSA is FREE to all AutoCare Centers and adds no cost to the store as well! The animations and videos within NSA will help the shop owner in several ways but here are its primary uses: Service Advisors can use the application on their computer desktop to show the consumer the basics of the repair recommendation at the service counter. The ipad application is also available. The shop can embed NSA within their website or on a screen in the waiting room for consumers to view on their own. The application is point and click and very easy to navigate. This also helps the shop with search rankings for their custom websites. The shop can push the information on NSA to the customer via or posting to social media sites like Facebook, Twitter, and dozens of others, in just a few clicks. Each NAPA AutoCare Center can be set up with a custom NSA website with their business name, address and telephone number. Each site contains articles with rich keywords including the name of the shop that assist in Search Engine Optimization of an AutoCare Center s website. A high-speed, broadband Internet service is required so that all videos and animations will function properly without buffering. The rollout of this new program continues during Should you have an AutoCare Center that would like to take advantage of the program now, simply call the NSA Customer Support at and they will be setup immediately. An overview of NSA, as well as contact information and video showcasing NSA can be accessed from the member page of NAPAAutoCare.com. Page 22

23 F5 Consumer Loyalty (V.I.P.) Programs Referral Cards Referral cards are great way to build your partner s sales by rewarding existing customers when they refer a friend or family member to their facility. Many of the best AutoCare Centers use a referral program as a key marketing tool to add new business. The AutoCare Center simply provides a referral card to their customer when checking them out after a repair. The AutoCare Center writes the name of the customer on the front of the card. The customer would then provide the card to a friend or family member they should write their name in the space provided. If they don t, then the AutoCare Center can simply write the name of the new customer. There are cards for each program segment (mechanical, collision and truck). Here is what the referral card looks like: The AutoCare Center simply downloads the file from the NAPAAutoCare.com website. They can put their business information as indicated above and print the cards locally. When a referred customer comes in to have work performed, they would present the card to the AutoCare Center. The AutoCare Center can customize and use the Thank You letter and mail it to existing customers, thanking them for referring their friend or family member. Most successful referral programs include promotional give always to both parties. Some of the best ideas include 10% to 20% discount to the referred customer 2 free movie tickets $25 gift cards $50 dinner gift certificates Drawings for monthly prizes (TV sets, ipods, etc.) Page 23

24 The Thank You/Referral letter can be customized and mailed to existing customers and new ones, along with a few referral cards. The letter can be downloaded from the same section under Customer Referral. The letter template looks like this: Again, the letter can be customized based upon the needs and desired offing of each AutoCare Center by using Microsoft Word. Page 24

25 Next Appointment Cards When was the last time you went to the Dentist and they didn t schedule your next appointment prior to you leaving? The answer is NEVER! They always do! The NAPA AutoCare Next Appointment Cards work the same way. The concept is simple and easy to implement, it just has to be part of the checkout process that each AutoCare Center uses with every customer. This will require follow up on the part of each AutoCare Center with each customer! A scheduling pad (or software) should be used by the Service Advisor in order to ensure success. Here s what the Next Appointment Cards looks like: When the AutoCare Center is checking out each customer, the following procedure and statements should be made: Mrs. Jones, thank you again for the pleasure of maintaining your vehicle today. Before you leave today, I ve made your next appointment for you (likely 3-months from now or, if the Service Advisory likes, he / she can discuss the next appointment that would work best for the customer). You have a busy schedule and your time is very valuable. We too get very busy and we want to make sure that we reserve your next appointment to keep up on maintenance of your vehicle and your new vehicle warranty. Here s your next appointment card (hand it to the customer). I ve made your next appointment for (date and time). We ll contact you two weeks prior to this date to confirm this appointment. We ll also contact you two days before your actual appointment. Thank you again Mrs. Jones for your business and loyalty. We look forward to seeing you then! The card file can be downloaded from the NAPAAutoCare.com website and printed locally. Page 25

26 F6 Gift Card Mailer Program - NEW This new turnkey program delivers $25 gift cards to an existing AutoCare member s customer base. This unique offering is funded by the member and is used to invite customers to return for service. The card is mailed as a post card and the consumer simply separatess the card from the post card stock. Three fully-customizable versions are available: Try Us Thank You We Miss You The back of each emplate would includee complete business information, with areas for customized messages andd the consumer address imprint area. During the testing phase of this product, response rates of greater than 25% were reported! For complete ordering information click on the Gift Card Program under the Marketing header of the member site. Page 26

27 F7 New Movers / Birthday Program On average, consumers move once every 5 years. Considering this statistic, this translates into up to 20% of an AutoCare Center s current customers each year may never return. This is why it s so important to have a methodology to reach out to new customers each year with a consistent marketing program that targets new-to-area residents. Moving Targets provides a proven way to target, attract and gain new residents by providing the one-to-one marketing to specific new-to-area residents based upon the decision of each participating AutoCare Center. The services Moving Targets provides is 100% turn-key. With included custom trade area and demographic screening, it s one more way to attract new customers with no minimums. For more information and pricing, after logging into the member page of NAPAAutoCare.com, go to the New Mover / Birthday Connections landing page or call Moving Targets also provides a turn-key Birthday Program. This Birthday Program is simple and does not require that a shop owner know their existing customers birthdays! Simple and effective, the AutoCare Center provides a gift of, say a free oil change. When the customer visits their AutoCare Center, they typically will have additional work performed as a result!. For more information and pricing, after logging into the member page of NAPAAutoCare.com, go to the New Mover / Birthday Connections landing page or call Page 27

28 F8 Preventive Maintenance Program This remains one of the most profitable services an AutoCare Center can provide today. The Preventive Maintenance (PM) Program provides an excellent starting point for all members. From learning how to bundle certain services to determining pricing and technician time and pay, it has it all. In fact, it remains the only turnkey system in the automotive aftermarket today. All members (mechanical, collision and truck) receive the Welcome kit when initially enrolling in the program more than enough materials to get them started. The NAPA AutoCare Preventive Maintenance system provides checklists for the technician to use to find and suggest maintenance to the vehicle owner according to the mileage and age of the vehicle. There are different levels in the program based upon the mileage of the specific vehicle in the shop. This is a tremendous service to the customer as they receive a comprehensive inspection of their vehicle along with common bundled services. The benefit to the AutoCare Center is increased sales and profits on service that would normally go undone or performed by another shop. Here are just some samples of what every member receives: Copyrighted Technician Workflow Sheets Implementation Guide Consumer Education Materials Next Service Stickers, Vehicle Fluids Comparison Tray and Restroom Maintenance Record 22 Posters, Including this Warranty Maintenance Poster Page 28

29 F9 Vehicle Health Check - Enhanced The NAPA AutoCare Vehicle Health Check is a simple way to show the current condition of consumer vehicles from fluids to tire wear and more. The special chemically treated paper holds fluid contaminants in suspension from 5 to 45 minutes and includes an antifreeze / coolant test strip, an area to place the shop s battery test report, areas to check the air filter, cabin air filter, wiper blades, belts and hoses, exterior lighting and throttle body swab. Visually laid out in a traffic light configuration, a consumer can see what is good, what needs attention now and what can be considered later. Kits can be ordered currently for only $2.49 each sold in cases of 75. An order form is located on the Vehicle Health Check landing page of NAPAAutoCare.com. Kits can also be purchased through the PROimage website under the Collateral / Marketing / Tech Materials tab. With a $29.95 value, a shop can sell for this amount or choose to include as a value add with certain services they determine. Page 29

30 F AutoCare Sales Drivers - NEW The 2013 AutoCare Sales Drivers include two strong local promotions and four national promotions for only $39.99 (includes shipping and handling). The local promotions include instant savings offers that an AutoCare member can deduct right off the consumer repair order! These instant savings offers are cost-shared at 25% AutoCare Center, 25% Store, 25% DC and 25% Suppler. In addition, all AutoCare Centers during 2013 will be able to participate in the national Big Events, which are 30-day national promotions. But only AutoCare Centers purchasing the 2013 AutoCare Sales Driver Kit will be able to promote these Big Events for 60-days and will receive a 60-day promotional kit rather than a 30-day kit. Here s our 2013 Promotional Layout for the year: Promotions and details of each are subject to change. For more information on each promotion, as well as file downloads, login to the member page of NAPAAutoCare.com. Page 30

31 F11 New Customer Welcome Kit Designed to build the relationship with a new customer and get them coming back, the New Customer Welcome Kit is a simple way to customize local offers, communicate services and community involvement in a compact format. AutoCare Centers can order either full size or glove box size folders for their use. Templates for customization can be downloaded for free from the New Customer Welcome Kit landing page on the member site of NAPAAutoCare.com. From the member page simply click on the New Customer Welcome Kits text under the Marketing header for complete information. An order form for the folders is there, along with all the insert templates, including: Business Information Community Import Service Letter Offers Referral Services Testimonials Welcome Here s a sample of what this New Customer Welcome Kit can look like: Folders can also be ordered via the PROimage website with a credit card. Page 31

32 F12 Customizable Online Advertising & Promotional Files These files can be accessed from the member page under the Marketing header by selecting the Promos, Coupons and Posters or the Customer Loyalty & Appreciation text. There are also guidelines to assist the AutoCare Center with regard to determining a budget, as well as suggestions on what advertising media to consider. Below are just a few samples of what is available through this online guide: Hang Tags Print-Ready Newspaper Ads Patriotic Thank You Postcard Insert Custom Ad Modules Ad Modules Samples Simply insert in any ad coupon Page 32

33 F13 EasyPay Consumer Financing - Enhanced The NAPA AutoCare EasyPay Credit Card can provide great sales potential for all AutoCare members (mechanical, collision and truck). As a part of the Car Care ONE network, members can offer 6-months and 12-months deferred interest consumer financing. With instant approval and immediate use, participating members now have a way to finance repairs and services that consumers may not want to put on another credit card. Extended Peace of Mind National Warranty Consumers using this card at participating AutoCare Centers will extend their Peace of Mind warranty on covered repairs from 24-months / 24,000-miles to 36-months / 36,000-miles! This is by far the best warranty in the business and applies to light mechanical, consumer-owned vehicles. TIP: When a member signs up for this program, they must get into the habit of asking all of their customers if they d like to put the repair on their NAPA AutoCare EasyPay Credit Card. Doing so should allow for almost a 50% approval to their customers. Find enrollment information via the member page of NAPAAutoCare.com and click on the Learn More text under the card logo. F14 CSI (Customer Satisfaction Index) Program - Enhanced The NAPA AutoCare CSI Program invites consumers to rate their service experience at their serving NAPA AutoCare Center. Participating AutoCare Center owners can view their report online on the CSI website in real time. A key component to this program is that members are notified immediately regarding any negative comments so that the AutoCare Center owner can contact the customer and hopefully resolve any issues. AutoCare Centers enrolling in the program receive 300 repair order stickers and 100 customer evaluation cards to invite their customers to complete an online survey or complete the card and mail. As an incentive for consumers to rate their service received, drawings are held each quarter $25 for gift cards. Page 33

34 Here s what these cards look like: The program is included at no charge to all members. To enroll, go to the CSI landing page of NAPAAutoCare.com. Page 34

35 F15 Customer Relationship Management Programs NAPA now has two customer relationship management programs, both offered and available by your Commercial Business Systems representative. NAPA Marketing CRM NAPA Marketing CRM allows your business partners to manage their existing customer base more efficiently by providing business tools designed to get these customers back in for service. From automated and/or postcard reminders, to electronic customer thank you surveys, this program assists the member in taking better care of their customers needs and increase the shop s sales. NAPA Marketing CRM interfaces with the top shop management systems to automate this service reminder process, including TRACS, Mitchell1, R.O. Writer and over 50 other systems. To get started, the member can go to or call More information can be found under the NAPA Marketing CRM landing page of the member site of NAPAAutoCare.com. Demandforce With Demandforce, in a slightly different format, AutoCare Centers can have automated communications, automatic online survey and reviews, can have their business information published, leverage social media, as well as take advantage of the Demandforce network, tapping into potential new customers using dental, health spa and several other niche markets that use online customer reminders and online marketing. To get started, the member can go to or call More information can be found under the Demandforce landing page of the member site of NAPAAutoCare.com. F16 Marketing Constant Contact Enhanced For the member not requiring a full-blown CRM program but desires to market to their customers via , Constant Contact is the program to consider. For as little as $10.50 a month, now a member can their customers and not get blacklisted by ISP s by using Constant Contact. While we have developed a couple of custom templates for our members using the program segment logos, members have over 450 templates available for their use. To get started, simply visit or call Page 35

36 F17 Custom Websites, Add Custom URL NAPA makes available a custom website service through Car Care Connect. Some important considerations: 63% of consumers and small business owners turn to the internet first for information about local companies 87% of all internet searches are local According to Google, 50 to 75% of auto searches are looking for vehicle maintenance when in the automotive category A managed website with the right capabilities will help an AutoCare Center s site get in front of local customers by using key words and phrases to help move the site up organically on Google, Yahoo and Bing Sponsor local school sports teams The process is easy to get started! Simply login to the member site of NAPAAutoCare.com then click on the Individual Website link under the Customized (Car Care Connect) header. The professional team will help an AutoCare Center owner get started. There are samples of what a well-equipped, custom website can look like starting at only $ a month. For more information, call Car Care Connect at We have enhanced the ability for our members to add their custom URL s via the member site. Simply login and click the Add Your Custom URL text under the Your AutoCare Websites section. All approved custom websites must have the appropriate NAPA AutoCare Center logo included on the main landing page of their custom site. Page 36

37 F18 Digital Menu Board NEW Tomorrow s technology is here today! The new NAPA AutoCare Digital Menu Board is set up to change pricing and services on the fly. With a library of service and repair animations to choose from, educating today s consumers and highlighting business offers has never been easier. Tests have shown that up to 20% of customers will inquire about a service or repair they ve seen on the board. Here are a few samples of the many templates available: Two affordable pricing options are available. All that is needed is a minimum of a 37 wide, flat screen 1080p TV and a broadband Internet connection. For complete ordering information, select Digital Menu Board from the Resources header of the member site. Page 37