6.

0 MARKETING
AND SERVICE
SALE
BY:
NOOR ATHIQAH OTHMAN
LECTURER
DEPARTMENT OF MECHANICAL
ENGINEERING, PSAS

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Definition
Marketing is a STEP IN THE SALE OF
SERVICES INVOLVING ALL
EMPLOYEES IN THE SERVICE
DEPARTMENT AND ITS SUCCESS
DEPENDS ON EFFECTIVE PLANNING
AND MANAGEMENT.


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Service Sale Goal
Purpose
To promote the sales of services (repair and spare
parts).

Market goals
Sell services.
Increase the number of customers.
Increase sales.
Increase the service centre name and the
performance thereof.

Commercial and effective marketing:
Give customers information about services
available at the service centre
Assure customers that the service centres sell
goods and services better than the competitor.

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Search Prospect
Factors to satisfy the marketing and sales:
Find prospects (customers)
Advertising
Salesman
Increase programme sales.
Continuous programme
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First step to increase service sales. Sales people
are people who play an important role in
marketing. Sales people should be trained to:
Recognizing the value and importance of the
time.
Using time productively.
Focus on good prospects.
Increase the effectiveness of each step of the sale
service.

Prospects of the service are divided into two:
Prospects who come attracted by the
advertisement and the name of a service centre.
Prospects are constantly contacted by the service
centre either by telephone or letter.

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How to get prospects

Active customer file
The most effective way to increase the number of
customers.
Customers who do not get the service. In the more
than 90 days, 60-90 days and 30-60 days and try to
contact the customer either by phone or letter.

Inactive customer files
Is a new or old vehicle owner who has not yet visited
the service centre
The name is derived from customer files.
The possibility of this customer will return to the
customer service centre


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Owners of new vehicles

Preparation carefully before submitting the
vehicle
To determine customer satisfaction with the vehicle
and avoid costly corrections large, ensure that all
matters in the record before submitting the revised
submission. For example, if there are five
improvements recorded in the records of repairs,
must be examined to ensure that the five items has
been completed.
Before delivery is made, an appointment must be
made between buyers, service and sales manager.
The person in charge is a salesman. It should be
introduced to the manager and explain a bit about
the service centre.


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Delivery vehicles to the new owner
Submission made by the group consisting of sales dealers,
service manager and sales manager. The steps that
should be followed during the delivery vehicle:
Describe the general operations and functions and
how to handle all the special equipment in the car.
Describe what has been done in preparing the vehicle
for the delivery.
Show the owner how to run a car while 'running in'
and explain about the car at that time.
Describe the equipment available in the car.
Show customers existing facilities and equipment
which may be used to identify service problems.
Tell the customer to come to get service and invited
to notify any problems in the future.

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After Sale
After the submission had been made using
phone or letter remind the customers about the
scheduling for a car service. The contents are:
Thanks for the purchase made.
Asking customers to call or in person if the
request.
Remind clients to read the booklet, book vouchers
and records of spare parts.
Invite customers to fully utilize all existing service
facility.
By telephone in which the matters should be dealt
with is the same as the contents of incoming mail

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Advertisement
Advertisement should be made to persuade them to
visit the service centre. The well planned
advertisement can increase the sale

The objective of advertising
To alert customers about specific requirements.
To add a customer wishes to obtain services and
equipment.
To increase service sales as a seasonal service, special
services and others.

To increase the effectiveness of advertising on the
following should be observed:
Appropriate advertising program should be planned.
Appropriate methods should be used.
Appropriate budget should be determined.

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Advertising Programs
Plan a program that can tell about the
available services provided at service centre
to as many prospects as possible. There are
two basic types of advertisement are:
Advertisement reminding people about your service centre.
Advertisements that are made at certain times to increase the
sale of special serves.
Continuing advertisement
Continuous advertisements for the sale of product,
such as vehicle parts and accessories
Seasonal advertisement
Held when there are additional programs that provide
services sales-specific services such as promotions or
services during the festive season on a particular day.

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Advertisement is to increase the name of a service centre
through newspapers or other media is continued. Listed
below are the programs continually advertising that can be
performed are:
Customers and potential customers selected by using the mail
and newspapers throughout the year.
Provide direct advertising for a particular purpose in the
media announced the time and addressed to all vehicle
owners to use certain expressions and advertising to name a
service centre always climb on the lips of customers.
Using outdoor advertising such as billboards, on company
vehicles to give encouragement to the theme of the ad.
Remind customers and potential customers of special
services through an exhibition at the appropriate places in
the service centre as in the waiting room.
Continues advertise and follow up with phone calls. For
certain customers, dedicate marketing ideas on a regular
basis so that customers are influenced by the service
provided.

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The advertising budget
A guideline in making advertising is to take 2% of gross
profits for purposes of advertising a service centre.
Factors to consider when making the advertising are:
Ensure the business is pursued in the service centre.
Review the general attitude of the service centre.
Review the strength of competition and its consequences.
Review ability to accommodate increased sales service
centres.
Review the position of sales and expansion plans for the
future.
Review required the addition of sales and how long they
need to be achieved (a reasonable goal).
Review the types of the new advertising

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Media Advertising
Newspapers

Classified into three categories:
Daily newspapers,
Weekly newspapers
Special products.

Benefit:
Provide comprehensive and intensive coverage in terms of geographical area.
Easy to change hands and so easily known.
Low media cost compared to other media. Thus the cost of this type of ad is
simple and one of the cheapest.
Weakness
Paper and publishing techniques may not be appropriate to advertise a product
that requires highlighting quality. Characteristics of a relatively complex
technique may not be used.
Newspaper read quickly by the effects of advertising will not remain long in the
minds of consumers. This causes the short-age of these ads.
There are many other ads that are also published. Ad to attract no less
attention. More serious if there are other important issues on the same page.

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Radio
Media that depend on sound. Use of sound and
imagination to deliver a message

Benefit:
Extensive coverage of radio broadcasts can be heard
everywhere.
The cost is relatively low.
Can choose the target of press time.
Simple and the time of its publication does not take a long
time.

Weakness:
No visual impact
Lack of concentration by the listener easily cause lost.
Advertisements can reduce the effectiveness of many.
Favourites listening cassettes and CDs, to reduce the
authority of the radio as the appropriate media.

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Mail
These type of media used by large international
companies wishing to expand their business in
overseas. Among the types of products suitable to
the media are reading materials like magazines and
books.

Benefit:
Allows the user to select certain groups as a target.
It can be used to convey specific messages addressed
to the target.
It does not require a specific time and space as
required by other media.
The costs are cheap.


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Magazine.
This media is preferred by most companies as
compared to the advertising in the newspapers
because of the quality of the presentation more
interesting. The benefit is company can choose
the appropriate magazine as the target readers.

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Poster
Play an important role in the advertising
services in the service centre. The types those
are available:
Posters displayed at the roadside.
Posters in the form of flyers placed on vehicles or
distributed from house to house.
Posters displayed by vehicles or public transport
company.
Posters on display in the living room or a wall
there in the waiting room.
Posters advertising space available on the
telephone.
Media-media telecommunications.
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Currently, Internet is widely used to advertise
products and services. A result obtained from
the Internet advertising has been overwhelming.


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Information - Information should
be in the a advertisement

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Headlines
To attract attention.

Contents
Information relating to the service where it
should be sold in connection with the title of the
ad and can provide the necessary information

Works of art
Increase the attractiveness of the ad.


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Price
To request the reader to act quickly to get the
benefits of an offer made.

Quality of service
Inform the reader about special equipment or
labour used.

Company Information
Name and address of the workshop is open to
facilitate the readers or listeners to contact the
company if you have questions.

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a. Works of art
b. Contents
c. Headlines
d. Quality of service.
e. The information service centre
f. Map location
g. Moto service centre

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Salesman
Private sales made by the company with
salespeople. They will communicate directly
with customers. Customer requirements must
be satisfied because of all the complaints and
problems faced can be channelled directly to
the seller. They must know a little bit about the
prospects, and familiarize themselves with the
motion. This can help to sell the service to
customers. Sales income will depend on the
number of successful sales they do. It consists
of commissions and bonus incentives.

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Method to Treat Customers
Determine the service door is opened
immediately when customers come.
Greeting customers even you are busy.
Listen to customer problems carefully before
starting service.
Diagnose or test the full damage.
Create a road test if necessary.
Recommend additional services required and the
materials related to the service.
Helping clients make decisions and give honest
advice.
Fulfilled the promise of completion date of the
car.

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Boost sales program
A theme must be selected. The choice should depend on the
season theme, the services and needs. Preparation and full
planning must be made in advance of the program. This
program should be advertised through the media advertising the
most effective impact.

Among the things that need to be made to ensure the
success of this program are:
Low Prices
Immediate action
Services during this program must be quickly and
satisfactorily.
Facilities must be adequate spare parts during the program.
Parking must be provided.
Employees should be briefed about this program and so they
should be given additional benefits, if able to increase
performance within the program.
Activities and the work of the program must be examined to
ensure that no complaints from customers.

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Continuous Program .
Asking customers to call or in person come if
any request.
Remind clients that you read the booklet, book
vouchers and records of spare parts.
Invite customers to fully utilize all existing
service facility.
By telephone in which the matters should be
dealing with is the same as the contents of mail.

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