"If [a customer] only has price to go off of, now you're in a price competition. And if the independents like Jiffy Lube and Pep Boys — that's what they've won the business on the past 10 years is that they're cheaper and more convenient. [Dealerships] have to combat that with why they're a little more expensive — the fact we use OEM fluids, OEM parts. We have the equipment and the technology to handle these sophisticated vehicles, and we have technicians. Let's get that information out there … Giving customers some of that information upfront gets us in the ballpark because then it doesn't become a price war." -- Owen Moon, CEO of service marketing and technology company Fixed Ops Digital, on the "Parts Girl Podcast" on the need for dealership websites to do a better job promoting what differentiates them from the competition.
OVERHEARD: Dealerships need to improve promotion of service department benefits
Fixed Ops Digital CEO Owen Moon says in order to compete with less expensive independent repair shops, dealerships need to better promote the skills, expertise in service department.
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