Brand Positioning - Oil_June 2022 ROI V2

What is Original Equipment Manufacturer (OEM) Approval? Knowing what an OEM approved product is and what this means for the customer is a key part of selling lubricants. The manufacturers specifications give us the peace of mind that the oil being used is up to the task being asked of it, but what’s the difference between a grade that meets the requirements of a manufacturer specification and one that holds OEM approval status? ■ The OEM, in co-operation with a lubricant manufacturer, develops and publishes specifications for the lubricant or fluid to be used for a certain application. This publication includes specific tests and test limits and is used by additive suppliers and lubricant manufacturers to determine and use the right combination of base oils and additives, so the final product complies with the specification. The result is a lubricant or fluid that ‘meets the specification’ ■ A lubricant manufacturer can go one step further. They can submit a lubricant that meets a specification for an official approval by the OEM. If after strenuous testing the lubricant complies with all its requirements, the OEM gives their official approval. The value of an OEM approval lies in it being ‘an official endorsement’ of a lubricant’s quality ■ A ‘meets the specification’ lubricant will not invalidate the vehicles warranty provided the correct specification of lubricant has been used; it simply means the lubricant manufacturer needs to prove the quality and characteristics of its oil if there is a cause for claim rather than paying to do so ahead of time. Upselling Here are some tips about how you can upsell when talking to your customer about oil: ■ Start by understanding what oil your customer stocks and what car parc these covers. Since 2005, when most vehicle manufacturers began to recommend using fully synthetic oils, the range of required specifications has greatly increased meaning your customers are likely to need more than just one barrel to service all the vehicles they see. This provides an opportunity to upsell and increase your average invoice price with often more expensive oils whilst building the customers confidence in your ability to talk about engine oils. Tip: Always use the oil recommendation on TopCat. ■ Think about why the customer is placing an order. Is the garage carrying out a service? If so, make sure you offer standard service parts such as oil filters, air filters, spark plugs, coolant, brake fluid etc. By asking if they are conducting a service, you could instantly increase your basket spend. Don’t let them order their service parts elsewhere because we didn’t ask. ■ Lastly, if you get calls for service kits don’t forget to add oil. Check on TopCat for the oil recommendation for the vehicle and suggest your customer takes 5ltrs to go with the service kit. ■ Does your customer want a 1ltr? - It’s an easy suggestion to help the workshop increase revenue by selling an additional 1ltr top-up for when their customers car starts to run low... Review Is our offering closely aligned to the customer’s requirements? If not, work with your manager to create an offering which is more appropriate for your customer i.e. are you holding the right amount of oil grades in stock? Are you using a tracker to review repeat business? If not, start to implement one by creating your own in excel or by running reports from QlikView. This provides a great opportunity to keep track of the quantity of the oil a customer is ordering, which means you can anticipate their order and give them a call in advance.

The Right Oil For Your Workshop We have dedicated support from MPM who can review your customers current vehicle mix, suggest the right range of oil grades based on the cars they service so they get the right oil for their workshop.

If you have any queries regarding products, look at our Product Manager Directory on ECPedia to find out who to contact.