- Exclusive text: Automobilwoche -
Really knowing where the problem is!
Service concepts for independent operations are in demand! These
concepts are intended to boost the sales revenues of vehicle
operations through new ideas, profitable services and, ideally, a
full product range. On their own, only a very few workshops can
afford to invest in technical expertise and equipment. This has now
been recognized by some manufacturers, among them LIQUI
MOLY, which is supporting its partners with not only high-grade
motor oils and additives but also a wide range of practicallyfocused workshop concepts.
What do customers need?
In LIQUI MOLY's philosophy, this simple but revealing question is the key to
generating the best service ideas. "We have a well-developed sales force
that puts the focus on people," says Günter Hiermaier, Sales Director at
LIQUI MOLY GmbH. "That enables us to maintain particularly close personal
contact with vehicle operations. We listen to our customers, we get to know
their day-to-day business and we use our technical expertise to meet the
needs of workshops by developing practical and above all profitable
solutions for our partners."
The advantage for the vehicle operation is that minimal investment is
required for new services from LIQUI MOLY. And the product range of the
German specialist for automotive chemicals is clear to see:
AC system cleaning
Almost every new vehicle, and a vast number of used cars, has an air
conditioning system that has to be cleaned – a huge market. LIQUI MOLY
has a special piece of equipment that enables AC systems to be cleaned
quickly and professionally. Workshops can also call up the work instructions
of many different vehicle types on the Internet.
Windshield replacement
The windshield repair service is extensive, ranging from effective workshop
training through the necessary equipment to automotive glass information
on the Internet. By supporting the planning, costing and settlement
processes in this way, LIQUI MOLY has smoothed the path for vehicle
operations to a profitable business segment. More than 2000 workshops
have secured an additional revenue stream for themselves through this
extra service.
Engine system cleaning
Used not only in problem cases but also to keep engines running smoothly
and cleanly, LIQUI MOLY's system cleaning products improve exhaust
emissions values and the performance of gasoline and diesel vehicles. All the
equipment can be obtained directly through the field service team of the
Ulm-based manufacturer. As with all other packages, the company offers
more than just a product: The basic package also includes all advertising
material and marketing campaigns. That means the operations get
everything they need to generate income through this service.
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- Exclusive text: Automobilwoche Extensive sales promotion
As well as the easy entry into the new services, operations are also given
support in marketing. A wide range of information and advertising material
as well as common sales promotion campaigns deliver advertising that hits
the mark.
A little bit of practical help
It is not only the order book that is to be boosted with the support of LIQUI
MOLY GmbH, however – so is the work. While in the past workshops could
normally get away with stocking just two different oils, now they need many
expensive special oils in smaller quantities and have to accommodate them
in compliance with safety regulations. The company was quick off the mark
here, developing the oil cabinet last year. It offers businesses a place to
store different oils, saving both space and money. With a capacity of 8x20,
2x60 or 12x20-liter canisters, it is the ideal way for workshops to cover their
needs. The offset shelves, which prevent drops landing on the lower layers,
and the integrated oil drip tray are both practical and enhance cleanliness –
a real problem-solver. It's hardly surprising that sales of the oil cabinet have
rocketed. This idea has found a home in more than 1500 workshops in just
one year. Now LIQUI MOLY is also tackling waste oil. It will be collected and
disposed of properly.
When it comes to oil, the Swabian automotive chemicals specialist has
thought of another concept that is unique in Germany – ÖlCoSys, refillable,
reusable containers. The principle behind it is simple but ingenious. Just like
a brewery will do with beer barrels, the workshop receives full reusable oil
containers. LIQUI MOLY collects the empty containers again. The system is
complemented by an abundance of advantages, one of which is that there is
no oil left over because the stainless steel drums can be completely drained.
The double-walled design, which functions in a similar way to a collecting
tray, removes the need for trays and oil separators. Depending on the
package, accessories include a variety of oil dispensers and aids.
Yet LIQUI MOLY is thinking beyond just activities in the workshop. It is, for
instance, offering partners a special 'Workshop Smart' as a leasing vehicle.
This allows the operation to offer its customers a modern hire car and
benefit from good leasing installments – a dual benefit.
LIQUI MOLY offers more than just a wide range of products. Independent
workshops can benefit from the strength of the brand and its pivotal
function. The blue, white and red logo and the matching advertising material
enjoy an enormous recognition factor that smaller businesses in particular
can exploit to their advantage. The selection ranges from simple signs
through shop window displays and exterior lighting to complete workshop
and filling station design.
Customized solutions
The all-round supplier has for years stood out for its customer and serviceoriented philosophy. It helps that LIQUI MOLY doesn't just offer the product
and the tools needed to handle it – it also provides a full range of services
with all the advertising and promotional activities that go with it. And the
concepts are popular. That much is demonstrated by the figures: At least 90
percent of the independent workshops among LIQUI MOLY's customers
have put their faith in at least one of the packages on offer.
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- Exclusive text: Automobilwoche LIQUI MOLY attributes the success of its ideas first and foremost to direct,
person-focused sales: "Only when we know what everyday life for our
customers is like and where the workshop is having problems can we use
our knowledge most effectively and develop real solutions to problems. To
do that we need contact with the customer, and that comes through face-toface meetings," says Günter Hiermaier.
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