“Knowledge is Power,” a new ACDelco program, is designed to help independent service centers strengthen their relationships with their female customers by helping women ask the right questions about vehicle care and making them more knowledgeable consumers. ACDelco is offering the program to more than 6,000 independent service facilities nationwide, including members of the ACDelco Total Service Support (TSS) network.
Shops are encouraged to order “Knowledge is Power” booklets, which answer some of women’s most common car care questions. The booklets can be given to consumers and placed in waiting rooms. ACDelco also is offering a complete seminar kit covering key car maintenance, repair, travel and passenger safety issues that shops can present in their own stores.
Shop owners can customize the “Knowledge is Power” seminar or present it “as-is.” It includes marketing tools such as posters, booklets, banners, ad templates, a sample press release and advice on how to build “buzz” with social media.
“We know many women may approach car care differently than men, ask different kinds of questions and have different expectations of how a service provider should engage them,” said Nancy McLean, ACDelco and GM wholesale marketing. “‘Knowledge is Power’ helps shop owners connect more effectively with their customers, and it empowers customers with the information they need to confidently make car service decisions.”
Sample “Knowledge is Power” topics include:
• Preventive car care services and when they’re needed;
• How to accurately and completely describe vehicle troubles to a technician;
• How certain vehicle components work and when they may need repair, replacement or maintenance;
• Symptoms, noises and smells that may indicate potential problems; and
• How to stay safe in the event of a vehicle breakdown.
“Strong business relationships are built on trust, and customers tend to support and recommend businesses that help them be more informed consumers,” said McLean.
For more information about how to obtain “Knowledge is Power” booklets and the seminar kit, contact your ACDelco representative, ACDelco warehouse distributor,
Photos courtesy of Airpark Auto Service, Scottsdale, AZ.