The changes that have taken place over the past twenty-five years, and those ahead, demand a more professional, productive and profitable Product Support Operation. To support the development of this Parts and Service Management team we have designed a series of training courses aimed at those charged with the responsibility of managing this segment of the Dealership business. Parts & Service Marketing - Making a Difference consists of 4 elements presented during a two day seminar.

	Defining Customers A "customer" has become a generic description of who we serve. We need to development segmentation for the marketplace, and customers that we serve and define the customer. We have available a broad array of categories that allow us to group customers of like characteristics. Expectations must be understood and shaped - when, why and how can they be changed in order to provide systems, procedures and methods that will meet the expectations. Satisfaction of customer expectations provides the perception of superior Customer Service. Why this is no longer a fad but deadly serious business. We explore the various aspects of customer service - what they are and how can we learn to be better at marketing to them.
	Market Coverage - Designing Service Excellence Understanding who your customer is and what they require is critical in designing service excellence. People perform service, create expectations, satisfy expectations and create the perception of a difference. Why this is no longer a fad but deadly serious business. We explore the various aspects of customer service - what they are and how can we learn to be better at marketing to them. Establishing market coverage models for Product Support Sales and Instore Support Selling is the foundation to market coverage.
	Customer Loyalty Strong Products or Services are central to customer loyalty and loyalty must be critical within the dealership. Everything should be aimed at creating and maintaining this loyalty. We define and explore tools and methods to create, develop, and maintain loyalty. Retention of customers leads to profits and growth. The "Service Profit Chain" deals with this subject extensively.
	Measuring and Managing Success Long term behavior is critical in understanding the return on investment from Parts & Service. The sales and marketing initiatives are not just on the equipment side of the business. Clear goals, measurement criteria and profit targets that are constantly adjusted are significant tools in managing success. Adapting programs and offerings to the changing customer needs and expectations determine success for the dealership.

This Unit provides a broad base introduction to Parts & Service Marketing for the 21st Century. It is intended for Sales Personnel and any Management and Supervision that has the responsibility of serving customers. The material covers all aspects of Parts & Service Marketing necessary for a business to "Make a Difference" to their customers.