The Mighty PROS Vol 13 No 1

AN EDUCATED There used to be a commercial that always ended with the line “An educated consumer is our best customer.” Today, it’s more true than ever before. Today’s consumers want to KNOW! They can research everything about their purchases online. What are you doing to help your customer know more about their vehicle and its service requirements? ANIMATED VIDEOS THAT EDUCATE Now you can access new educational animated videos designed for the consumer available from Mighty. Each video runs under two minutes and features simple, clear explanations of key services and how the consumer benefits from having them performed. The first five animations have been completed and added to the Mighty Auto Parts YouTube channel. They are: 1 What Type of Oil Do I Need? (1 min. 49 sec.) This animation will help consumers Scan the code or go to understand the difference between http://fqrct.com/t/96b737d conventional and synthetic oil. It also covers high mileage oil and explains the benefits in simple, easy to understand language. Should I Follow the 2 Manufacturer’s Maintenance Schedule? (1 min. 16 sec.) Scan the code or go to http://fqrct.com/t/74b88d8 Every vehicle has a preventive maintenance schedule from the manufacturer. This video explains what services are included, normal and severe schedules, and why it’s important to follow these schedules.

CONSUMER IS YOUR BEST CUSTOMER 3 Why Should I Service My Fuel System? (1 min. 30 sec.) Scan the code or go to http://fqrct.com/t/726ff28 Dirt, carbon and other deposits adversely affect the efficient delivery of fuel. In this animation, consumers will not only learn about the problem, but also ways to deal with it effectively. 4 How Often Should I Change My Oil? (1 min.) Changing the oil is one of the most important forms of vehicle maintenance, but do your customers know why? In this video, they will learn how often they need to change their Scan the code or go to oil, as well as why oil needs to be changed http://fqrct.com/t/613f68c regularly. How Do Tire Pressure 5 Monitoring Systems Work? (1 min. 57 sec.) Scan the code or go to http://fqrct.com/t/ea14916 Do your customers understand the need to maintain their Tire Pressure Monitoring System? This video explains what the dashboard TPMS icon means, and the necessity of replacing worn out batteries and sensors. So how can you use these videos to good benefit? Here are 3 ways: 1 Play them in your waiting room or digital signage. Are you an AutoNetTV or ScreenScape subscriber? Both provide a platform to access digital content for point of sale and waiting rooms. Mighty content, including these five animations, is available to subscribers just by searching for Mighty Auto Parts and adding these to your waiting room playlist. 2 Show them to individual consumers in response to a question. If you have a tablet, you can download the Mighty ASSIST app, which contains these videos. Hand the tablet to the consumer and let them watch. 3 Email a link to one of the videos to a customer. Perhaps they have left their vehicle for service or you want to follow up on a suggested service with an email. Attaching a link to an email can reinforce the message and get attention. Videos are a powerful tool. Use them to educate your customers on the importance of preventive maintenance services. The more they know, the more likely they are to invest in maintaining their pride and joy … with you as their preferred maintainer! I

Selling For the automotive service industry prices. The most important thing you can do to professional, staying ahead of the gain a woman’s trust is to appeal to her senses. competition is important. Other automotive service chains, mass The subtle approach is one that women take merchandisers, and wholesale note of, so appealing to the sense of sight, warehouses can make for some sound, and smell in your location is one very pretty tough competitors. How do effective way to improve your relationship with today’s automotive service chains stand head your female customers right away. and shoulders above the others and appeal to consumers on a level that demands – and gets – 1. Looks Matter attention? First, let’s talk sight. When it comes to You appeal to the buyers. Study after study appealing to women, looks matter. Start with shows that today’s women make the majority the outside. How’s your curb appeal? Does of automotive purchase decisions, and that your location look clean, professional, and goes beyond women buying cars. Women are up-to-date? See that your building looks overwhelmingly making the automotive service warm and welcoming, or women will drive decisions for their families, and that’s to say right by. Inside, a well-organized showroom nothing about the single women driving on our is a good start. A comfortable waiting area roads every day. If you’re looking to step up your is another step in the right direction, and a sales figures, you’re going to need to take a spotless bathroom is the icing on the cake. good look at what you’re doing to reach women. 2. Women Speak – But Are You To get started, you need to look at more than Listening? your products, marketing, technicians, or even When it comes to sound, silence is golden. Now, we’re not implying that you should

to Women… It Just Makes Sense By Jody DeVere, CEO, AskPatty.com, Inc. silence your air wrenches. Auto shops make 3. Common “Scents” noise. We’re talking about your staff. The number one step in gaining the trust and And now let’s talk smell. Hopefully, we don’t loyalty of your women customers is to stop need to say much about the importance telling them what they need – and let them of this one. Taking steps to ensure your tell you. Listening to a woman is the absolute showroom, waiting area, and definitely the best way to build a relationship. Follow it up restroom, smell clean and neutral are as by repeating her concerns and questions important as the looks of these areas. Plus, back to her, and then deal with them one don’t forget your customers’ cars! Using at a time. If she has more questions while paper floor mat covers and spraying the you’re explaining, stop and let her speak – vehicle with a neutral, natural odor eliminator then address her concern after you’ve heard will create a more pleasant after-purchase her entire thought! experience. That’s the front-of-mind experience women are going to remember One of the most common complaints from when they leave your shop. women about any kind of automotive retail experience is that they sometimes feel GET CERTIFIED steamrolled by salespeople, or feel that they’re not being heard. Make sure that’s not Finally, if you’d like to take your shop to a new your shop! level of excellence for serving women customers, the AskPatty.com Certified Female Friendly program offers you and your staff training, expertise, and marketing support tailor-fit to help you make women say “Wow!” Contact us today at 888-737-8599 or visit askpatty.com/ getcertified, and mention this article for a 15% discount.

Build Repeat Business with Mighty’s Spring CONSUMER REBATE Promotion! This spring, Mighty is offering your customers up to $90 in rebates! When your customers purchase any of the qualifying preventive maintenance services, they receive a rebate check by mail made out to your shop, good for the next 120 days on future services. Services include: N Royal Purple Synthetic Oil Change - $20 N Engine Guard Synthetic Oil Change - $15 N Oil System Cleaning - $15 N Fuel System Cleaning - $15 N Cooling System Cleaning - $15 N Transmission System Cleaning - $15 N Cabin Air Filter Replacement - $10 The program runs April 1–May 31, 2015. For your point-of-purchase materials and additional details, ask your local Mighty rep or go to www.mightyautoparts.com/spring15 by Larry Hammer, Technical Services AIR FILTER RESTRICTIONS Due to Snow and Water Related Conditions In previous articles we have cautioned on the importance vehicles operated in dusty conditions such as construction of air filter maintenance on diesel applications to sites, road building, farming, etc. Further, you must consider prevent catastrophic engine and turbocharger failures. vehicles that encounter prolonged idling, which would not This information is included in Tech Tips #110 Ford’s Power be reflected in terms of mileage. Unfortunately, passenger Stroke, #124 Servicing Dodge’s Turbo Diesel, and #139 vehicles are not fitted with hour meters. Filtering GM’s Duramax Diesel. Those articles illustrated how heavily contaminated air filters could be distorted or Water and snow are seldom considered when diagnosing pulled from their mounted position into the air box and filter related restrictions, but they can be a major contributor in some cases consumed by the turbocharger, resulting due to air intake locations. Many vehicle manufacturers in costly repairs. Many of the failures involve filters that have been forced to modify or re-position the air intake have encountered seal damage or dislocation, allowing ducts, due to water or snow related conditions… contaminates to bypass the filter and be pulled into the engine, causing accelerated engine component wear. Scan the code to download full article, or go to http://fqrct.com/t/f89bdc6 Filter service intervals vary greatly in relation to the environment in which the vehicle is being operated. In extreme conditions, it is not uncommon to encounter a restricted air filter in 3K miles or less. This usually involves

The Extended Life Oil Filter Did you know that all oil filters are not created equal? Only eight years ago, it contaminants and oil is no longer was recommended that being filtered before it is circulated the majority of passenger through the engine. Long term cars and light trucks use of unfiltered oil could result in in operation should have their expensive repairs or total engine motor oil changed every 3,000 failure. From this we can conclude miles. Today, original equipment that capacity is directly related to manufacturers are recommending the quality of the media used in the oil changes at 7,500 mile intervals oil filter. The media must have the and some at 10,000 miles. These capacity to continue to filter harmful extended intervals are being particles without becoming clogged adhered to by vehicle owners during the extended oil change because of extended warranty interval. coverage, as well as automated service reminders, complimentary maintenance with Meet MIGHTY MAX! a new vehicle purchase, and consumer concerns about the environmental impact of oil disposal. To address these new extended OEM oil change drain interval requirements, Mighty will be releasing It’s interesting that the question most often asked, its new Engine Guard MAX™ Synthetic extended when discussing extended drain intervals, is not life oil filter in February. The Mighty MAX offering about the quality of the oil filter, but about the type will be manufactured in the USA and will include a of motor oil. For OEMs to establish extended drain total of 16 spin-on and cartridge oil filters. The spin- intervals of 7,500 miles and greater, synthetic motor on filters will be constructed exactly like Mighty’s oils are required. Why is this? Because synthetic existing Engine Guard II filter, except for the media. motor oils provide high oxidation stability and Mighty MAX will be manufactured with a cellulose excellent lubricity, which results in longer lubricant and synthetic blended media. This special type of media, which is also used by two original equipment Wlife, but… manufacturers, hat about the quality of the oil filter? will provide the They are definitely not all manufactured to capacity needed the same specification and performance for a 10,000 mile level. With as many brands of oil filters as oil change drain there are available in the USA, it’s more important interval. than ever to understand the quality of the filter being installed. The filter you install must have the media For additional capacity to last the length of the recommended OEM information oil change interval. Installing a lower quality oil filter on the Mighty that doesn’t have the media capacity to continue MAX extended to filter oil through the drain interval doesn’t life oil filter necessarily mean that oil will quit being circulated program, please through the engine. It does mean that the pressure contact your relief (bypass) valve has opened in the oil filter to local Mighty prevent oil flow restriction. This occurs because representative. the media has become clogged or saturated with

New “Love My Ride” Apps Drive Customer Loyalty and Sales Good news! You now have two new powerful smartphone apps available to help you tap into the growing preventive maintenance business. Mighty has harnessed the power of the smartphone in two easy-to-use apps for both Android and iPhone operating systems. LOVE MY RIDE “LOVE MY RIDE” This app, which is free to download in the app stores for Android and iPhone, allows your customers to… Track their service history for up to 5 vehicles Store service invoices for later reference and retrieval Have service reminders sent to them automatically Receive great maintenance tips AN APP OF YOUR VERY OWN! And now you can have your very own customized smartphone app. It features everything listed above plus… Your business name and logo Your locations and services are shown Your specials are promoted Consumers can make appointments Today, there are over 166 million smartphones in use in the U.S. alone, and that number will continue to grow. Our new apps are an effective and inexpensive way for you to stay connected with your customers and drive business back to your shop. Ask your Mighty rep for all the details and a full demo of both apps today! VOL. 13 NO. 1