Transcript Next Previous Training the Service Advisor

Our engineers did.
And decided to do
something about it.
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A Growing Problem
It’s a serious problem hiding in
automobile ventilation systems.
The dark, damp environment found
inside modern ventilation systems is
conducive to microorganism growth.
A prime breeding ground for mold,
mildew and bacteria.
Every time you get into the car and
turn on the fan, these potentially
harmful allergens are blown into the
passenger compartment and the air
that we breathe.
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A Growing Problem
Drivers and their passengers are spending much more time in their vehicles.
The average driver spends 1.5 hours/day in an automobile.
“Studies have shown that the air inside a car
can be a more hostile environment than our
workplace or in our home.”
Connie Morbach, Environmental Scientist
as reported on the Today Show
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The MiST™ Solution
MiST™ was specifically engineered as the solution for treating
allergens such as bacteria, mildew and mold. Cabin air filters are
barriers designed to trap most air-borne particles, fumes and chemical
pollutants, not living microorganisms.
Atomized micro-droplets of a
specially formulated solution
are drawn into an
automobile’s vents,
penetrating and traveling to
where the microorganisms
are living. MiST treats the
entire ventilation system,
including the evaporator,
heater core, air ducts and
passenger compartment
surfaces.
The MiST™ Position
MiST™ is NEW and should be treated that way.
MiST™ has it’s place, it’s niche in the In-Car Air Quality segment.
It is specially designed and should be positioned to treat & prevent living
microorganisms. MiST does contain a deodorizer and will deal with most smells, but
the best way to deal with extreme odors is to remove & clean the source.
Cabin Air Filters work as barriers, blocking and capturing particles.
In-Car Air Quality Segment
Deodorizers
Air Fresheners
Shampoos
Spills, Smoke,
Food, Pets
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Cabin Air Filters
Mold, Mildew Bacteria
living inside the vehicle’s
ventilation and
passenger cabin
Air-borne particles
Atomized microdroplets
travel to where the
microorganisms live
Keeps them from entering
the vehicle and keeps living
microorganism from exiting
Chemical pollutants
Fumes
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Benefit to the Vehicle Owner
“Don’t give it a second
thought, breathe easy
with a MiST.”
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
Customer enjoys Peace of Mind

Treats airborne allergy triggers - relieving symptoms such
as nasal congestion, sneezing and itchy eyes

Regular MiST treatments reduce the long-term effects of
breathing harmful allergens

Improved air quality for themselves and their passengers

Less fatigue, improved breathing, better driving
experience

Fast, inexpensive and effective service

MiST™ can be performed in conjunction with other vehicle
service - convenient

Not spending more on their vehicle, spending it on their
health and well-being

Health is important, in addition to exercising, watching
what they eat and drink, they feel good about the air they
breathe.
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Case Study - Four Bay Garage
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Number of technicians:
3
Typical services offered:
General Automotive Repair
Demographic of customers:
Suburban Dual Income Families (Mid 30’s to 40’s)
and Seniors. Avg Vehicles: 7+ year old
Avg Family Income $67,300 in neighbourhood
Average # of Customers/day:
8 to 10
% informed about MiST™:
100%
How many are interested:
Most are engaged in the discussion of the air
quality, mold and allergies
How many buy the service:
Averaging 1/day, high as 3 in one day since inception
Customers reaction:
Generally positive, all happy with the treatment.
Felt better about the air. The air freshener clip
and mirror hanger is important as the change is
imperceptible to the customer
Reaction to price:
Fair ($39.95)
Shop owners initial reaction:
Saw it as a deodorizer for AC smell,
a bit skeptical, Unsure how to sell.
Shop owners reaction:
“Surprised at customer reaction and acceptance.
Women and seniors seem to be much more
inclined to buy while men take the consumer card
home with them to decide later.
I made a small sign with the price so they didn’t have to
ask how much. It is very easy to use and easy to talk to
customers about. I like that it is not a pressure
sale. I will be putting a sign up at
the gas bar counter.”
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Case Study – Car Wash Detailer
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Number of staff:
24 including all cleaning staff
Typical services offered:
Car Wash, Detail and Interior Cleaning
Demographic of customers:
20 to 40’s
Avg Vehicles: new to 5+ year old
Average # of Customers/day:
260 (8 – 12 for interior cleaning)
% informed about MiST™:
100% of interior cleaning customers
How many are interested:
Almost all of them
How many buy the service:
Averaging 2/day
Customers reaction:
Very happy with the treatment.
Felt better about the air and like the deodorizer
Reaction to price:
OK with it ($49.95)
Shop owners initial reaction:
Really likes the product. Very easy to use by the
cleaning staff. Saw it as a deodorizer
Shop owners reaction:
“Right now, I am only selling it to interior cleaning
customers as they are the only ones that leave their
cars. I am having good success with it, and knowing
what it is meant to do and that it is more than just a
deodorizer, I will start promoting it to more customers as
a solution to treat mold, mildew and bacteria. The idea of
running it while the car is being washed is good.”
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Case Study – Three Bay Garage
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Number of staff:
2
Typical services offered:
General Automotive Repair
Demographic of customers:
White collar in downtown city core.
Age: Mid 30’s to 50’s
3+ Years old Vvehicles
Average # of Customers/day:
8 to 10
% informed about MiST™:
100% (Using Sales Method)
How many are interested:
All were very interested
How many buy the service:
Averaging 3/day. 24 in five days.
Customer reaction:
“Very happy that I could provide this service.”
Reaction to price:
Started at $39.95 then raised to $49.95.
Shop owners initial reaction:
“I quickly saw the dollar potential and got a MiST unit
right away.”
Shop owners reaction:
“Couldn’t believe how easy it is to sell! I bought 4 more
cases of cleaning solution after having the machine for
only 5 days. Consumers are really concerned about the
air quality in their vehicles. My customers are very
happy to know I have this service.”
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Training the Service Advisor
How to Sell the MiST™ Service
Identify the Problem and Increase Awareness
Ask every single customer…
Display consumer flyers
Display MiST™ overview video
in customer waiting areas
“Have you ever thought about the air
you’re breathing?”
Then hand them a consumer card.
Engage a discussion on air quality; in the home,
workplace, environment and lead it to the air they
breathe in the car.
Provide the Solution
“The MiST™ treatment is available for $39.95 and
only takes 15 minutes. It is a highly effective
service that restores in-car air quality by treating
mold, mildew, and bacteria. Don’t give it a second
thought, breathe easier with MiST™”
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Training the Service Advisor
The Power of the Up-Sell
The customer is already in the shop, engaged and involved in getting their
vehicle serviced. Offer the MiST™. It adds value that benefits them not the
vehicle and more importantly provides the customer peace of mind.
So the next time someone is at the service counter, instead of just saying
“thank you for your business.” or “Your car will be ready at 3pm.” add,
“Have you ever thought about the air you’re breathing?”
“We have the MiST™ treatment available for $39.95. It is highly effective at
restoring in-car air quality by treating mold, mildew, and bacteria.”
“Would you like to add a MiST™, it takes only 15 minutes?”
When you up-sell someone who’s already sold you’re more likely to get a
yes. That’s the power of the up-sell. While they are in a “buying” frame of
mind, give them the opportunity to get even more than they ever imagined.
You’ll end up with a happy customer and a bigger sale.
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Training the Service Advisor
The Power of the Cross-Sell/Purchase with Purchase
Think about the ways you can partner your services with MiST™, if need be,
add to them to give your customer a better experience. They key is to add
MiST™ as a companion piece to what you’re already selling. These products
can then build on one another, each time adding additional value to each
purchase.
MiST™ with Cabin Air Filter Replacement
Summerize A/C check plus MiST™
Winterize Package including MiST™
MiST™ and Oil Lube & Filter
The reality of business is that customers want to be sold. They love to buy
for their own reasons. Not manipulatively bombarded with sales pitches or
indiscriminately pressured with endless offerings, but intelligently informed,
guided and suggested with related, logical and natural purchases that further
their goals.
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Training the Service Advisor
Your Obligation as a Service Advisor
• You are making expert, informed recommendations as a knowledgeable
service advisor
• You are informing customers of options they may not be aware of. If
there is a potentially dangerous condition with the vehicle (i.e.. Bad
tires, faulty brakes, harmful allergens in their vehicles, etc.), it is the
advisor’s responsibility to inform them and offer a remedy. To withhold
this from others would be selfish, and poor service.
• You are in the business of solving problems and giving customers peace of
mind. Safety, and now Health is a key component of the automotive
market
• Any time you can fulfill more needs, address more issues or solve more
problems you are easing your customer's life and building trust
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Training the Service Advisor
The Only Way to Sell the Service is to ASK!
…every single customer
After you've completed the initial transaction or gotten the initial indication your
customer wants to buy, try the following :
“Mr. Younger, I'd like to take a moment to inform you of a new service. I’ve
noticed you have put a fair bit of mileage on your car since your last
service – your car is fine, but you are spending more time in your car –
have you ever thought about the air you’re breathing?
“Mr. Jones, while your car is in getting an oil change, I can run a MiST™
treatment?”
“Oh, by the way Ms. Smith, did you know that adding a MiST™ treatment
in addition to the new cabin air filters we replaced, the mold and bacteria
will be treated as well as the outside air being filtered?”
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