Just 90 Days to Your Best Fixed Ops Month Ever - DealersEdge

Just 90 Days to Your Best Fixed Ops Month Ever
A plan for higher customer paid sales, hours per R.O., CSI & net profits -
How to get from here to there in just 90 days.
With
Chris Collins, author of The Irreplaceable Service Manager
Moderated by
Mike Bowers, Executive Editor at DealersEdge

As General Manager of the number one selling BMW dealership in the Western Hemisphere, Chris Collins grew
Crevier BMW to the eighth largest dealership in the United States in less than three years, from the previous
position of 123rd, a growth of over 300 percent. While acting as the general manager, Collins' team broke records
for all of BMW new car sales and was the number one selling single point BMW dealership in 2002, 2003, 2004,
and 2005. Collins' team also broke the sales record for all of BMW for certified pre-owned cars in 2004. An
impressive record for someone who started out washing cars.
With over 18 years in the automotive operational industry, Chris specializes in building winning teams and
increasing revenue and profitability at luxury car dealerships. Chris has been personally congratulated by BMW
for heading the team that was the first to sell more than 3,000 new cars in a year. With the continuous growth, he
planned, organized and oversaw a $45 million expansion. Along with that expansion, Chris looked for a way to
reward his customers and found it in a coffee cup. He acquired the first ever non-corporate Dietrich's Coffee
House franchise in Southern California for the dealership as an added amenity for its customers.
His clients are up $3,219,364.00 year over year in C/P. On top of that, they've set a one-month record for year
over year increases in customer pay labor of $222,235. One month! And that doesn't include the additional parts
sales gross. In 2004, Collins helped raise $50,000 for BMW's Drive for the Cure fundraiser that benefits the
Susan G. Komen Breast Cancer Foundation. He also sat on the board of directors for Career Beginnings, a non
profit organization for mentoring. He has helped well over 25 independently owned dealerships. And every time
the systems and approach he uses have worked. He lined everything up and then pulled the lever. Sales would
increase and expenses would drop. It worked like magic.
Chris has helped a lot of dealerships increase their profits and totally dominate their market. He has created a
niche as a coach working completely on commission with some of the best dealers in the country. His clients are
basically paying for exclusivity of his "Secret Service Society." In addition, so many people have been seeking his
help that he is in the process of developing an online coaching site. His clients are pretty happy, in fact really
happy.
Clients include; BMW Concord, Brecht BMW, Bob Smith BMW, South Bay BMW, Puente Hills Toyota, Cal Star
Mercedes, Pacific BMW, Nick Alexander BMW... Collins currently holds the record he set in 2001 for the largest
year over year increase in C/P sales in the fixed operations of $1.5 million. He is directly responsible for that
record and it has not been broken to this day.
http://www.chriscollinsinc.com

A 90 Day Roadmap to Your Best
Fixed Ops Month Ever
Presenter:
Chris Collins
Date: Aug. 18 2011

Introduction
My Background
What We Will Talk About
Why This is Crucial to Your Business

What We’ll Cover
• How your SA’s can Instantly increase HPRO
• Inspection System to prevent missed opportunities
and maximize CP Labor Sales
• How to Sell Off of Inspection Sheets
• Why You Need To Train your SA’s to sell without
discounting
• How to Recruit And Hire Top Dog’s

Simon Cowell
Gordon Ramsey
6

People are not
trading their Cars
for tennis shoes

Instantly
Connect With
Customers

Make Sure You Pet The Dog

Wrong Kind Of Connection

Meet James

His Office

Hit The Sales Button And Increase
Sales
2
8

Inspection
System

Recipe For Success
Accountability
Fun

Process
• Inspection introduced to customer at time of
write up
• Technician diagnoses original concern and
inspects car
• Advisor calls as early as possible (TOC
Technique)
• Customer ok’s work or declines work
• If work is declined we remarket (Piggy Bank)

Accountability
• Go through RO’s daily
• Re-rack cars

Fun
• Spiff Techs For New Found Work
• Play games with Advisors

Mind Map
3
4

Table Of Contents Technique
3
5

F/R Bulb $45
Water Pump $800
VCG $700
Front pads and rotors $550
Total $2095

Discounting

$85
Sale
$85
$72.25
-$25
Cost
-$25
$60
Gross
$47.25
$27.00
Personnel Exsp 45%
$27.00
$9.00
Semi Fixed Exsp 15%
$9.00
$9.00
Fixed Exsp 15%
$9.00
$15.00
Profit 25%
$2.25

How To Hire And Recruit Top Dogs

All Successful Advisors:
• Have a burning passion for their customers
• Are having fun and have great attitudes
• Are never satisfied with their current results
• Always looking for the law of a “Slight Edge”
• Have a consistent system they master and tweak
consistently
• Learn and develop their sales skills consistently.

Top Dog Service Advisors
•Only Hire 1’s and 2’s
•Have Them Bring Their Numbers To The Interview
•Check References
•Ask Performance Based Questions
Remember: A Winner Is A Winner

Performance Based Interview Questions
•What are you most proud of?
•Biggest accomplishments?
•Biggest Mistakes
•Tell Me About The Best Boss You Ever Worked
For?
•Worst Boss?
•When You Walk Up To A Customer Standing At
Their Car, What Are you Thinking?

Advisor Goals

A 90 Day Roadmap to Your Best
Fixed Ops Month Ever
Presenter:
Chris Collins
Email:
Chris@chriscollinsinc.com