The Mighty PROS Vol 13 No 2

DIGITAL SIGNAGE IN THE Are you connecting with your customers? Digital signage is a proven, effective way to educate customers and boost sales. Y ou may remember in a previous It is important that your shop’s waiting room edition of The Mighty Pros we digital display is current with informative content. discussed the importance of your It is now easier than ever to bring information to online reputation with an article your customers through a digital display! entitled, “Reviewing your Reviews.” Well, let’s dive one step deeper into the digital Following are two affordable options to help you space and discuss digital signage, specifically stream informative content — such as the Mighty for your waiting rooms. Auto Parts Animated Series —directly to your waiting room’s digital display: Here is what we know. There are three different types of influences on consumer purchasing: internal, external and marketing. We also know that an educated customer is a happy customer, because we reduced their fears, uncertainties — by Lance Bolt of AutoNet TV and doubts, and now they understand what they need in a particular service or product. It’s a given that every area a customer sees should be clean, comfortable and inviting. But what do all of these things have to do with It should also confirm that your business is digital signage? “Every motorist knows that keeping pace with current technology. Nothing today’s vehicles are very sophisticated. And conveys that better than digital signage. every motorist hopes that their service facility is People’s eyes are simply drawn to screens. With keeping up to date and can repair and maintain digital signage you have the power to craft their complex — and expensive — vehicle,” says the messages that are communicated to your Lance Bolt, AutoNetTV. customers: messages that benefit them and It can be difficult for today’s busy service rep to strengthen your business. spend enough quality time with each customer, personally answering every question, to make them comfortable with the services the shop offers and recommends for their vehicles. Bolt added: “You know how much you care and how much time, energy, and resources you devote to making sure that you are keeping up to date, so the question becomes, does it show in your customer lobby?”

WAITING ROOM Should You Subscribe? You have the flexibility to select an AutoNetTV 2. Local merchants can quickly publish to digital signage format appropriate to your their local screens with an optional Venue customer areas and your specific objectives. account. Digital Lobby TV mixes car care messages with entertainment content, while customers wait With ScreenScape Connect, plug & play digital for their service to be completed. A signage has arrived. It allows your business to Digital Menu Board is faster paced turn any TV into a dynamic digital sign. Simply and conveys many messages in the connect the screen of your choice to your own short time that a customer is at the account at ScreenScape.com using the Internet- service counter. Both reinforce your connected plug & play device. Think of it as brand, your technical competence and enterprise digital signage without the pain of a your commitment to your customers’ complex IT project. safety, economy and comfort. ScreenScape Connect offers important advantages over other conventional digital You can draw from an extensive signage media players that depend on your library of high production value video, specific project needs. 3D animations and motion graphics to tailor your message to your market, If you already have an existing account with business objectives and changing AutoNetTV or ScreenScape, you can simply conditions. search “Mighty Auto Parts” to find all available Mighty content for your waiting room playlist. AutoNetTV Digital Signage powerfully communicates your business identity, professionalism and technological relevance. ScreenScape ® Engage your audience Savvy marketers use digital signage to influence buying behavior where it matters most — at the point of sale. With this content management system, you can create and manage your playlist from anywhere using your free account at ScreenScape.com. There are two ways to publish content: 1. Use a ScreenScape Group to organize your content and coordinate playlists for hundreds of devices through one account at ScreenScape.com.

WHAT MAKES Creating a Website is becoming easier than ever before due to the sheer number of free and paid resources now available to help you. Getting your business online is one of the best things you can do to reach new and prospective customers. But where do you start? Many people find it difficult to begin. This article outlines five essential ingredients needed for a successful, engaging and appealing website. 1 WELL-DEFINED & CLEAR MESSAGE How many times have you heard, “You never have a second chance to make a good first impression?” This sentiment is true in real life and in the online world. Typically, your home page is the first place visitors will land when they visit your site. Visitors should not have to guess what products or services you provide. You should make a positive and lasting impression by having a simple and clear message your visitors can understand. 2 SIMPLE NAVIGATION Provide a roadmap to relevant content by offering HOME navigation that is organized in a simple and logical ABOUT OUR CONTACT manner. You might be surprised at the number of US SERVICES US websites that fail to include clear navigation. Put yourself in your customer’s shoes and determine the general path you would like them to take on your site. Visit mightyautoparts.com and look at its main navigation for an example of clear navigation. Notice the sub-navigation; many times sub- navigation is necessary in order to organize your information into specific categories.

A GOOD WEBSITE? 3 CONTENT, CONTENT & MORE CONTENT There is a saying, “Content is KING!” The best websites (sometimes regardless of design) on the Internet today provide timely, fresh and relevant content. In fact, your site’s main purpose is to convey relevant content to your visitors that helps them solve problems! Be sure to include keywords in your body content, page titles, metatags, and headings that are specifically related to your business. This process is known as SEO, or search engine optimization. This helps prospective customers find you when they do an Internet search. 4 RESPONSIVE WEB DESIGN In the United States, studies indicate that 91% of all U.S. citizens have their mobile device within reach 24/7. In addition, other studies indicate that there will be 5.4 billion connected devices by 2020! In fact, in March 2015, the number of mobile-only users exceeded the number of desktop-only users in the United States. So, what impact does this have on your existing website? Your website should have a responsive web design! It is a type of web design that provides a customized web viewing experience across a wide range of devices, including desktops, tablets and smartphones. Stay ahead of your competition with a responsive web design. Without it, you may lose customers and money, as more and more customers use their mobile devices to research and shop. 5 SOCIAL MEDIA / COMMUNITY Today Social media is powerful. Are you tapping its potential to build an online community that supports your business and acts as your “ambassador”? Your community helps support your brand, products and services which, in turn, helps you grow your on and offline busi- ness. However, you cannot build an online community without any social media channels on your website. Your social media channels and your website should work hand-in-hand seamlessly to promote your online brand. Need a starting point on how to do this? Conduct an online search for “How to integrate social media into your website” for a plethora of resources available to show you the way.

TRAINING THAT SCORES motivation should be taking care of your customers’ ve- hicles. Need help? Contact Mighty to review our thorough inspection training program and user-friendly inspection forms. While watching all the sports over the past few SCRIPT TRAINING months — football, basketball and baseball — I have come to appreciate the value of training When the opportunity arises…do your people know what even more. to say, how to say it and most importantly, are all employ- ees saying the same thing at all of your locations? Are I have always thought it interesting that teams that are they educating the consumer on their vehicle and why a consistently winning continue to have regular rigorous particular service is needed? Or, are they “pushing a sale” training/practice sessions even during the tournaments. for profits and turning off the consumer? Or just perform- Weren’t they good enough? Sure. But as good as they ing the requested service? Also, when the vehicle is in were, the coach continued to work them to refine their good shape, do they share the “good news” with the cus- athletic skills. tomer in detail, but alert them to potential needed service items in the future? How about you? As the coach of your people are you providing them the training they need to be the very best Suggestion: We have proven, field-tested scripts for just competitors? about any service — cabin air filters, fuel injection service, wipers, and serpentine belts, in addition to helping the TYPES OF TRAINING TO CONSIDER phone shopper see the value of making a visit for a com- plete inspection before quoting on the phone. Use these INSPECTION TRAINING scripts to role play with your employees from time to time to make sure they are educating the customer about their How good is your team at properly inspecting a vehicle? vehicle and not missing sales opportunities. Year after year, national surveys (carcare.org, national car care month, etc.) show on average 85% of vehicles need MYSTERY SHOP YOUR LOCATION(S) one or more key services performed. Thus, there are mil- lions of lost sales driving out of bays, due to the consumer A good way to see if your team is performing up to your not being shown needed service and safety-related items expectations is to mystery shop your own store(s). Have a on their vehicles. friend do the shopping, but first remove the air filter, tear the rubber on a wiper blade, remove a tail light, install a The reason is clear: In most cases we do exactly what dirty cabin air filter…then go in for an oil change/tire rota- the consumer asks…and fail to thoroughly check the car tion, and see how your team performs at your location(s). for needed services and safety issues. Do you have a train- ing program in place to provide a thorough and consistent Following are the results of a “Mystery Shop” on a 4-store inspection process on all vehicles? Many owners think so, tire dealer by a friend’s wife in her 2011 Dodge Caravan: but when we look at their sales numbers vs. national aver- ages, we see a different story, one that reflects why the percentage of vehicles needing service is so high. Suggestion: Work with your team to develop a consis- tent inspection program to present key findings for safety items first, then PM services according to manufacturers’ requirements. Sales will come as a result, but your key

SALES! Mighty ASSIST Tablet App Updates By Mike Hudgins, Director of Sales, Mighty Auto Parts Since its release last November, Once the report is done, don’t chastise them. Mighty’s ASSIST As a good coach, use it as a training oppor- Tablet App has tunity. Your goal is not to “catch them” but to already had over 15 help them work on getting better as a team. updates. Many of these Following are the sales benefits enjoyed by are enhancements based a 3-store tire dealer after training their team. on input from our growing Results are for the same month, previous and user base. current year. The latest three are: Need more information on sales success due to proper inspection and sales training in your VIDEO bays? Check out the two videos below, where dealers discuss the benefits of training their This new feature allows you to show people regularly. educational videos to consumers who seek more information on services. Many of these Inspection Training Video videos are a minute or so in length and can be Scan the code or go to shown with or without sound. Put the power of http://fqrct.com/t/077e8fe videos to work with your customers! Sales Training Video PM FACTORY SCHEDULED Scan the code or go to MAINTENANCE* http://fqrct.com/t/6d0b1b4 How about the ability to show consumers the Do you want to continue to win, be profitable, manufacturer’s scheduled maintenance for and have repeat customers? Train your team their vehicle and mileage? Powerful! Now, regularly on all aspects of your services and ASSIST Plus users can do just that with the procedures, pinpoint weaknesses and correct push of a button. No re-entering vehicle them, but also congratulate them for a job information. It’s seamless and fast…well, as well done! fast as your Internet connection! For more information on the sales and inspection training available from Mighty, TSB TECHNICAL SERVICE contact us today for a full view of what we BULLETINS* have available for your team. I TSBs for the specific vehicle and system are also now available. Use them as a reference and even print them out and provide to your customers as a value-added service. These are just a few of many enhancements to this valuable app. Check them all out. Mighty customers who are Tech Central subscribers can download the latest version from the App store for iPads or Google Play store for Android tablets. Use the power of technology to grow your PM sales with ASSIST from your partners at Mighty. *These features are available for ASSIST Plus subscribers. See your Mighty Rep for details.

SERVICE SPOTLIGHT Fuel System Service A Fuel System Service and injectors. The consumer will see several benefits or Fuel System from this service, including improvement in throttle Cleaning can response, performance, and drivability of the vehicle. take on many different forms, A fuel system service helps restore the vehicle back to depending on who is doing the manufacturer’s specifications. Mighty has several the service. You could, for example, have a options available in our VS7 chemical line based on the service providing the consumer just a tank type of service additive, top engine cleaner, or throttle plate you want to cleaning. However, we will focus on the perform, from complete service and how you can present the drip method this service to the consumer. (FL101–Power 2), to SB500– It ALL starts with a complete inspection of FUSION FSC the vehicle before approaching the consumer (Total Intake with your findings. Then, based on the System Cleaner, mileage of the vehicle, or the condition of the fuel a five-minute system, you can make recommendations. It’s important service with no possibility of hydrostatic lock, and to educate the consumer on the need for a fuel SYNTRAMAX™, the most advanced tank additive on system cleaning and the many benefits of having this the market), to a targeted fuel rail service (FL135– service performed, including the process, features and Professional Fuel Injector Cleaner). benefits, price, and the time it will take to complete. An educated consumer will make an informed decision TODAY’S ENGINE TECHNOLOGY whether or not to purchase this service based on the details you provide them. For GDI (Gasoline Direct Injection) engines, we have you covered with the Total Intake System Cleaner. As THE PRESENTATION we mentioned in our Vol. 12, No. 4 issue last year, Total Intake System Cleaner is uniquely designed to combat Start with the positives discovered during the inspec- the carbon build-up in these systems. Please refer to tion. This helps build credibility and trust. Then present that issue to see how it works. your recommendations. Consumer studies show “Mr./Ms. Customer, I have that services that increase a couple of questions and engine performance were some recommendations for the #3 and #4 reasons for you today. Do you remember a purchase, trailing only the last time you had a fuel reasonable price and quality. system service performed? Translation: Fuel system (Wait for a response.) Based services are perceived on your mileage and the as a valuable service by condition of your fuel system, consumers. This is especially we would recommend a fuel so as the vehicle ages. system service today.” So talk to your Mighty THE SERVICE rep about the menu options, training, and sales and marketing support available, and put the spotlight on A complete fuel system service cleans the entire fuel Fuel System Service! system including the intake, valves, pistons, fuel line MIGHTY: MORE THAN PARTS…PARTNERS VOL. 13 NO. 2