Issue link: http://read.dmtmag.com/i/141668
Product Support ("Selling Oil Sampling Puts Dealers in the Driver's Seat" continued from page 57) At Linder, results are sent to a number of people to ensure nothing is missed. This includes the customer support manager and Spitznagel. Build Your Own Lab? With a significant volume of testing, it may be advantageous to build your own testing lab. It could potentially reduce the cost of testing for you and your customers, speed response times, and reduce shipping costs. Whayne Supply was one of the first dealers to introduce its own lab, which it established more than 30 years ago. Downer at Whayne Technology estimates start-up costs in excess of several hundred thousand dollars for instrumentation and software. In addition you need space for the testing lab and engineers to diagnose the results of the tests. "Staffing is a big barrier for a lot of dealers," said Forgeron. "Sample volume is very important to the economics of running an oil lab," said Downer. "Optimum sample volume can be affected by the testing services you provide, the number of people required to staff the lab, the hours scheduled to run in a week and the investment in lab testing machines." Customers can leave oil samples at convenient parts pick-up locations, effectively eliminating shipping costs for customers near branch locations. Aggressive pricing encourages customers to use Wayne Supply. Customers are contacted immediately if the results show something of concern, and customers can track their trends online. Problems with Oil Sampling Improper sampling technique and inconsistent sampling intervals can limit a lab's ability to diagnose problem areas. Dealers can help ensure the value of an oil analysis program by educating customers on best practices. According to Forgeron, proper sampling and understanding the final reports are the bookends of a successful Product Support Trainer Ron Slee Teaches Skills for Selling Aftermarket Products, Services Starting up again in October and running through December, Ron Slee presents a rich series of webinar programs specifically for dealer parts and service management. Get the team around a computer and take notes on the industry's best practices. Sign up at aedu.org. At Whayne Supply all samples are sorted by compartments (engines, hydraulics, diffs & finals) and then assigned a lab number. The lab number follows the sample from beginning to end. sampling program. While the lab is responsible for the proper testing and complete evaluation /diagnostics, dealers play an important role in ensuring both sampling and reporting are done right. Whayne Supply utilizes video and customer support reps to educate customers on taking samples. Testing Trends Analysts Inc. is seeing increased testing of fuel and coolants among fleet owners. "People are starting to look at their coolants a little more," said Forgeron. OEMs have stated that as high as 40 percent of all engine failures are related to improperly maintained cooling systems. Extended-life coolants do not require the same type of periodic additive replenishment as conventional coolants, but they must be monitored closely for contamination. Fuel testing is also on the rise. Testing fuel can identify outof-specification, aged or contaminated fuel that reduces equipment life. Fluid analysis is unlike most revenue-generating aspects of the dealership. It holds as much value to the dealer who sells it as it does to the customer. Keep this in mind as you price and promote oil sampling and test kits. Nothing does more for a customer relationship than preventing a potential breakdown. n Joanne Costin is a freelance writer and marketing consultant focusing on the construction industry. She can be reached at (847) 358-1413 or jcostin@costincustom.com. 70 | www.cedmag.com | Construction Equipment Distribution | July 2013 54_Fluid_Feature_KP.indd 70 6/27/13 2:21 PM