2. Hello AutoZoners!
It's that time again. Lucas Fuel System Cleaner is the featured checkout challenge
item. As AutoZoners it is part of our job to offer it to customers and increase our
sales and transaction average by doing so. But it isn't always easy to do, is it?
Selling is as much a science as it is an art, and there are many nuances to it that
are taught either by experience or by effective leaders. There may be some
AutoZoners who are most comfortable being order takers and don't have the
fullest confidence to up sell, but those AutoZoners should remember that they
already have a history of selling. They did a good job of selling themselves in order
to get hired by AutoZone. Selling yourself is really what sales is all about.
The purpose of this booklet is to give you some insights and ideas into selling the
Lucas Fuel System Cleaner (hereafter, "Lucas") that can make selling it easier and
enable you and your team to sell more of it. Always, of course, sell in an honest
and ethical fashion which is consistent with AutoZone's values.
This booklet does not by any means contain all possible ways of being successful
in selling Lucas, as any way that works is a good way. Rather, it is a tool to share
valuable and useful knowledge. Knowledge builds confidence, and confidence
helps build success stories.
Turn the page, AutoZoners, and see how easy and sometimes even fun this can
be.
"A sale is not something you pursue; it's what happens to you
while you are immersed in serving your customer."
Unknown
3. Selling
There are many dimensions of successful selling and they are all important. One
of the most important dimensions is cheerfulness and enthusiasm. You have
probably heard it before that customers will most often buy from people they
like, so a pleasant demeanor and cheerfulness go a long way.
There's an old saying that enthusiasm is contagious, so what better situation to
show enthusiasm then when trying to sell. It draws attention to the product and
gives it credibility in the eyes of the customer.
Effective selling is more about people than it is about the product or even the
price. The relationship you build with the customer, if only for a minute or two,
will affect not only what they might buy from you now but also what they will
remember about their shopping experience and whether or not they will return.
What this means to you, AutoZoners, is that a good job selling today will likely
result in future opportunities with the same customer. AutoZone calls this "Wow
customer service" and this ultimately is more important than whether or not the
customer buys Lucas.
It merits mentioning that in the process of selling you will likely get more "no"
responses than you will get those who say "yes." This is to be expected. AutoZone
does not by any means expect that every customer will say yes. So don't be
discouraged. What AutoZone does expect is that you give as many customers as
possible the opportunity to say "yes" by offering Lucas consistently, confidently,
and intelligently. This booklet was created in order to help AutoZoners do just
that.
"For every sale you miss because you're too enthusiastic, you
will miss a hundred because you're not enthusiastic enough."
Zig Ziglar
4. Product Knowledge
There are many who refer to Lucas as "Fuel Injector Cleaner," and while it does do
that, it does a whole lot more. As such, it sets itself apart from most other
products in the fuel additive category.
The following is directly from the Lucas website; www.lucasoil.com:
A powerful blend of oils and additives that contain no SOLVENTS. Designed to increase power and fuel
mileage and also lower exhaust emissions through a more complete combustion.
Lucas Fuel Treatment is formulated for both gasoline and diesel engines, carbureted or fuel injected. It
gives your fuel system what it really needs - a blend of super slick oils and additives with a high
detergent action that allows the engine to operate at maximum efficiency. Also, it cleans and
lubricates the carburetor and injectors and causes the fuel to burn more thoroughly for increased
power and less fuel consumption. Lucas Fuel Treatment should definitely be used in vehicles that
require leaded fuel because it actually replaces the benefits of lead in gasoline without causing
harmful emissions. Use it to pass smog tests. Finally, it totally neutralizes the harmful effects of low
sulfur diesel fuel.
Lucas Fuel Treatment complies with the federal low sulfur content requirements for use in diesel
motor vehicles and non-road, locomotive and marine diesel equipment engines.
Key Benefits
A great tune-up in a bottle
Cleans and lubricates the fuel system
Neutralizes low sulfur fuel problems
Increases power and miles per gallon by burning excess exhaust emissions
Increases the life of pumps and injectors_______________________________________________
In addition, Lucas will clean the carbon off of the valves and out of the cylinders
and lubricate the cylinder walls which is very beneficial to engine operating
efficiency. The text on the label of the bottle does list a few of the highlights, but
the information above can be very helpful in educating your customers about this
5. terrific product. You can believe in Lucas and feel confident in recommending it to
your customers.
Customers can tell if you believe in a product and if you have confidence in it, so
take the time to familiarize yourself with Lucas Fuel System Cleaner. It is far from
being just another "fuel injector cleaner."
Try one on your own vehicle so that you can speak from personal experience.
"No matter what your product is, you are ultimately in the
education business."
Robert G. Allen
6. Selling Strategies for Lucas
While there are many scenarios conducive to selling Lucas that will be outlined in
the pages that follow, the most important factor in any selling opportunity is you,
the AutoZoner. Remember to offer Lucas consistently.
There is a common pitfall in selling known as "projection." Projection means to
assume just by looking at someone that you know whether or not they will be
interested in what you are offering. You may often be surprised to find that the
person you think will or should buy Lucas does not, and the one that does
surprises you. This also why it is important to be consistent.
Often, when it comes to selling, it's not what you say, but how you say it. It's
important to ask the right types of questions. Asking something like "Would you
like to buy the Lucas?" may not be very effective. It's better to ask the questions
that can more easily lead to a "yes."
A practical, general sales pitch at the counter might go like this:
"I have a terrific sale today on Lucas fuel system cleaner. How long has it been
since you applied a fuel system treatment?"
Or...
"I have a terrific sale today on Lucas fuel system cleaner. Are you familiar with
what Lucas can do for your vehicle?"
Both of these questions can give you an opportunity to educate the customer on
the benefits of using Lucas.
7. Certainly, there is no approach that works every time. The objective is to find the
customers who will say yes, and these are a few ways to open those doors.
In providing WOW customer service and in being aware of what is happening in
the store, opportunities will present themselves. You may have a customer bring
a different fuel additive to the checkout counter which will create an opportunity
to convert the sale to Lucas. This can be done either by pointing out the
aggressive checkout challenge price or by pointing out the great benefits of Lucas
over most other products.
Similarly, in doing drop stop 30/30, you may see a customer browsing the fuel
additive area of the store. This is an excellent opportunity to approach and greet
the customer and lend your confident expertise and enthusiasm in the selection
of an effective fuel system cleaner. Customers appreciate this kind of service and
they will remember it.
Lucas also makes a lot of sense when offering it with other products. Many
examples follow:
Oil Change
Lucas is recommended right on the bottle as a routine
maintenance additive. It can be used every 3,000 miles
or even more often. So it makes good sense to offer it
with an oil change.
One might suggest it like this:
"You change your oil periodically to keep it clean. It's also important to keep
your fuel system clean and efficient. I have the Lucas on sale today for $x.xx .
Just pour it in the tank. It does all the work for you."
Or...
8. "An oil change is an excellent interval to service your fuel system also. Are you
familiar with the benefits of Lucas Fuel System Cleaner?"
There are many variations of these ideas, and you may find one that works better
for you. The important thing is to recognize the many opportunities to offer the
customers better value and the ability to do the whole job.
Air Filter
Air filters are changed by most maintenance conscious
drivers once or twice a year. As an interval maintenance
item, like an oil change, it lends itself to a possible Lucas
sale.
A possible pitch might be:
"I'm glad to see you know the value of keeping your engine clean. It's also
important to keep the fuel system clean. Are you aware of the benefits of Lucas
Fuel System Cleaner? I have it on sale for $x.xx . Take one with you today."
Tune Up
Generally, spark plugs are changed to address a
drivability issue (misfire, rough run, etc.) or for
periodic maintenance to keep the vehicle running
smoothly. It is a very natural tie in for a Lucas sale.
A few ideas for this scenario:
9. "After you change the plugs, run a bottle of Lucas through your fuel system. It
will finish the tune up by cleaning the carbon out of your cylinders and valves,
clean your injectors and help your new plugs to maximize vehicle performance."
Or...
"A tune up is an excellent time to clean your fuel system as well. I have the
Lucas on sale today for $x.xx. Take a few with you today."
Oxygen Sensor
The function of the O2 sensor is to help regulate the
air/fuel mixture going into the engine. When an
oxygen sensor fails, the air fuel mixture will likely
become rich, which can cause carbon buildup. this can
somewhat hamper engine performance and efficiency
even after the failed sensor is replaced. A little
customer education can go a long way with oxygen sensors.
"Oxygen sensor failure can cause excessive deposit buildup in the engine valves
and cylinders. After replacing the sensor, run a bottle of Lucas through the tank.
It will clean the deposits and help restore proper efficiency. On sale today for
$x.xx."
"Timid salesmen have skinny kids."
Zig Ziglar
10. Fuel Filter, Fuel Pump, Fuel Injector
Any fuel system repair would be well served by
the addition of Lucas afterwards. A few
examples follow:
"Replacing the fuel filter is a good way to help keep the fuel system clean.
Follow that with a bottle of Lucas in the tank to clean the rest of the fuel system
components. "
"After replacing the fuel pump, put a bottle of Lucas in the tank. Lucas has been
proven with regular use to help prolong fuel pump life in addition to keeping
the vehicle performing and peak efficiency. "
"Once you get the new injector installed, be sure to add Lucas to the fuel
system. It will help make sure the older injectors are working as well as the new
one."
Octane Booster
There are many brands of octane booster and
what it does is sometimes misunderstood.
Octane booster increases the temperature at
which the fuel ignites. This is known as
flashpoint. Octane booster is not a cleaner, so
it's a good idea to ask qualifying questions.
"This is a good brand of octane booster. Are you having trouble with your fuel
system?"
11. Depending on the answer to that question, you can follow up with:
"The octane booster works most efficiently on a clean fuel system. The Lucas
fuel system cleaner can help a lot with that. I have it on sale today for $x.xx.
Take one with you today."
Check Engine Light
Very often customers will ask AutoZoners to
pull codes when their check engine light comes
on. There are some good opportunities here to
offer Lucas which may often be overlooked.
Here are some of the better ones:
P0171/P0174 These codes generally mean lean run condition. If both are set
together, it may mean that the mass air flow sensor has failed, depending on the
vehicle. One possible cause of a lean run condition is dirty fuel injectors. A bottle
of Lucas is an easy and inexpensive thing to try before investing in bigger parts
that may not be needed.
P03xx Any code between p0300and p0312 or combination of codes indicates a
misfire condition. There are a number of possible causes for this problem, but if
dirty injectors are part of it, then Lucas is a sensible place to start. Even if it isn't a
fuel related problem, a misfire condition can cause valves and cylinders to carbon
up, which also makes Lucas a relevant and practical recommendation.
P0420 A very common code indicating catalytic converter efficiency. This is
caused by the air fuel mixture being out of balance, possibly a failed O2 sensor, or
possibly a failed catalytic converter. A bottle of Lucas can help make sure the air
fuel mixture is where it should be, barring some other mechanical problem.
12. Engine Knock Can be a condition or a code, but engine knock is often caused by
cylinder hotspots from carbon buildup. Lucas to the rescue!
Evaporative Emission Codes, Gas Cap Codes Lucas does absolutely nothing for
evaporative emission leaks. It can still be recommended on it's own merits, but
will not address these types of problems.
CAUTION CAUTION CAUTION
Always recommend Lucas or any of AutoZone's products with honesty and
integrity. Never promise a customer that Lucas will fix whatever caused their
check engine light to come on. Rather, approach it from an angle like this:
"It's always good to start with something easy and inexpensive. And (in most
cases) a vehicle with that many years/miles on it could only stand to benefit
from a good fuel treatment. It can only help."
Also, because AutoZone will frequently rotate in other fuel system treatments as
checkout challenge, it's good to avoid saying "Lucas is the best." Though it may
be, focus on it's benefits and merits. You don't want to face a customer in a
month or two when the featured brand is different and have them say to you
"...but last time you said the other one was the best." That could be awkward and
embarrassing.
It's often not what you say but how you say it. Make a sale today that will help
you make a sale next time as well by maintaining an image of being
knowledgeable and credible.
"If you work hard just for money, you'll never make it. But if
you love what you do and always put the customer first,
success will be yours."
Ray Kroc
13. A few other ideas
If a customer says that they just purchased a USED car, it's a good time to
recommend Lucas if for no other reason than the vehicles complete maintenance
history is probably unknown. It's a good way to start off right and fresh.
When doing GOTTChA, especially for something like a battery check or a bulb
install when the hood is open, look for signs of age, wear, or just plain dirty. If it is,
say something like this:
"Looks like you have a few miles/years on this vehicle. How long since you've
given the fuel system a good cleaning? I have Lucas on sale right now. I'll show
you inside."
People are sometimes better disposed to talking about their vehicle needs when
they are standing there looking at it.
You may have customer tell you they are getting some odds and ends for their
kid's car as they are going off to school. Suggest a Lucas.
"It will help them get better mileage and improve the reliability of the fuel
system. All they have to do is pour it in the tank."
14. Volleyball
Volleyball is a team sport and, after a fashion, selling Lucas can be too. A sales
pitch can be bumped and set from one AutoZoner to another, much like a
volleyball.
For example, if another AutoZoner is offering Lucas to a customer, it's a good idea
to be alert and make supporting comments. Hit the ball back and forth. Bump,
set, spike!
Some great examples of supporting comments:
"I use Lucas too. It works very well."
"I've talked to a lot of customers who really like Lucas."
"That is an excellent way to complete the job."
"Yes, that is an important step."
"You'll find that to be very helpful."
"Many people come in and ask for Lucas by name. It has quite a following."
You get the idea. A reinforcing comment from another AutoZoner enhances our
image of being knowledgeable and professional in the customer's eyes. It can also
help drive sales, and not just of Lucas.
15. "Old habits are like a comfortable bed. Easy to get into, hard
to get out of."
Unknown
The above quote makes the point that in order to be successful selling Lucas and
implementing the techniques outlined in this booklet, some AutoZoners may
need to step outside their comfort zones. It takes a certain discipline and
commitment to implement a new idea effectively and sustainably. On the other
hand, if the old ways aren't getting results, why keep them?
There is nobody who is at the top of their game in any trade, sport, or profession
that looks back on their career and says "I sure am glad I took the easy way out."
So take the leap of faith and implement these ideas. You will like where the leap
takes you and your team. That's a promise.
Happy Selling, AutoZoners!
Written by Richard Gordon Christensen, 03/17/2015
