When fuel prices are climbing everyone starts screaming about how expensive it is to drive. But now with gas prices dropping you will hear the money guys on TV talking about buying oil futures as investments.
People are not complaining. It seems very little are noticing how much fuel has dropped over the last few months. Where I live in Birmingham, Alabama gas prices are now down in the low $2.60s.
Gas prices need to be discussed and merchandised in the showroom and for vehicle display purposes. Even when fuel is dropping the hybrids and electric cars still need to have their accolades boasted and displayed prominently. Customers still need to be reminded of the advantages found in a new vehicle compared to their current vehicle in overall fuel economy.
This message should also be displayed in your service department. With less money spent per month on fuel your customers have more income to devote toward maintenance on their vehicles. Things as simple as a board that shows the average monthly savings in gas this year vs. last year work wonders. Stores trying to boost their CSI scores in service at the end of the year might entertain a free fill-up to customers who spend a certain amount in repairs or have bought a particular service package.
Fuel prices will rise again so find a way to capitalize on them while they are low
Posted
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
