Ask the question of a room full of Do It Yourselfers (DIYers) as to why they choose to do their own maintenance and most likely the answer is going to be they donʼt trust anyone to take care of their car. The second most likely reason is cost. DIYers know the cost of the oil and filter is $10 at the most and have a hard time justifying the additional cost charged by fast lubes when they can do it themselves.
So why are there more DIYers coming into fast lubes now than ever before? If they donʼt like the cost and donʼt really trust anyone else to do the work why are they appearing at our bay doors for service?
I believe there is one primary reason DIYers are coming into fast lubes. Every time a DIYer buys a new car they get further and further away from what they are comfortable with servicing. With the advent of the onboard computer, canister oil filters, lack of dipsticks for automatic transmissions (and even a few engines now have no oil dipstick) the DIYer is getting less comfortable doing service and/or showing his/her children how to do service work. Resetting a “change oil soon” light is are getting so involved these days that I heard they are now offering college courses on how to reset them.
So, how do we tap the DIY market?
When you get a DIYer in the shop it is reasonably easy to spot. The upper bay tech is inputting a lot of extra information to get a “new” customer in the computer with the customer looking over the techs shoulder, or perhaps the tip off is when you pull off a reminder sticker off of the windshield from a parts store. However you figure it out, you figure it out. Maybe the customer tells you straight out they usually change their own oil. However it is you get to that point, you find that you have a DIYer in your store. This isnʼt an average customer; donʼt treat them as if they are. This customer is watching closely and is more likely to be interested in the hows and whys of your service.
Most customers are interested in the benefits of your service, what the service does for them. The DIYer is as much interested in the features of the service, which is how you do the service and why you do it a certain way as they are the benefits of the service. The DIYer is typically more informed than the Do It For Me (DIFM) customer.
So, what to do when a DIYer comes in your shop?
1. Engage them in a conversation
2. Ask them open ended questions about their approach to car care
3. If they appear interested take them on a tour of the facility
4. Point out special tools, additives, filters, etc. that allow you to do the job
5. Point out the built in features of the building itself, built to do only one job, service cars
6. Show the DIYer the quality of parts used and the guaranty of quality each comes with
7. Introduce the DIYer to your crew, specifically your senior techs
You want to make the DIYer feel at home, or at least to lighten up the natural anxiety they bring with them when they decide to try something new.
Change is sometimes a difficult thing for people to do. You may be talking to a DIYer of 20 or more years. This is a guy who has changed the oil on his and his wifeʼs cars every 3,000 miles, year in and year out. This task was his Saturday, first thing in the morning job; he had the specific tools left out in a specific place so the oil change was easier to do. Getting away from that habit is not an easy task. You are hoping to modify that habit; coming to your location, every 3,000 miles for the oil change. How you greet and communicate with this customer will make all the difference in the world. I have found that oftentimes the converted DIYer is one of your best promoters and they stick to a strict maintenance regimen of 3,000 mile oil changes. Your seemingly perfect customer! It just requires a little of your time. Former DIYers tend to take a little extra time while they are there, but leave happy and tell all their DIYer friends what a great place you have.