Andy Baldassarre | BG Director of Marketing and Training
Fuel system cleaning isn’t just a service that dealerships can provide. It’s an opportunity to deliver measurable improvements in vehicle performance, enhance customer satisfaction, build long-term service customer relationships, and increase revenue.
As today’s engines become more advanced, they face higher demands, resulting in rapid carbon buildup on such essential components as intake valves, fuel injectors, and combustion chambers. This buildup can lead to reduced fuel efficiency, power loss, rough idling, and even triggered check-engine lights.
High-quality fuel system services can provide a comprehensive solution by effectively clearing these deposits, restoring optimal drivability, and improving fuel efficiency. Offering this service positions a dealership shop as a proactive partner in vehicle care while tapping into a highly profitable service area.
Customers who see the immediate and lasting benefits of fuel system cleaning are likely to return for other services your dealership offers.
Drive Dealership Profitability
Fuel system cleaning isn’t only about customer satisfaction; it’s also a strategic profit center. Here’s how this service can boost your dealership’s bottom line:
Increased Hours per RO: Fuel system cleaning adds to the billed hours per repair order, directly increasing revenue.
Enhanced Customer Retention: Customers who see the immediate and lasting benefits of fuel system cleaning are likely to return for other services your dealership offers.
Additional Opportunities: Fuel system cleaning often leads to additional service recommendations, such as transmission, brake, or climate control maintenance, positioning the dealership as a one-stop preventive maintenance provider.
Differentiation in the Market: Dealerships that offer premium fuel system cleaning services stand out from competitors, showcasing a commitment to advanced and effective vehicle care solutions.
Customer Benefits
The benefits of fuel system cleaning services for customers are clear:
Improved Fuel Efficiency: Optimized fuel delivery results in better gas mileage and cost savings for the customer.
Enhanced Engine Performance: Carbon buildup removal helps restore engine power and smooth operation.
Reduced Emissions: Clean engines emit fewer pollutants, helping customers meet environmental standards.
Extended Engine Life: Regular maintenance extends the longevity of essential components, reducing the need for costly repairs.
Some vendors offer retention plans with the use of their products and services at regular intervals. Plans like these provide peace of mind for the customer and customer loyalty for the dealer.
Bundling fuel system services with other services, such as an oil change or air filter replacement, increases perceived value...while making it easier for advisors to sell.
Best Practices
Educate Your Service Advisors
Service advisors are crucial to driving fuel cleaning service sales. Equip them with strong product knowledge and relatable analogies, such as comparing engine carbon deposits to the buildup on a barbecue grill. Using such visual aids as before-and-after images helps advisors easily explain the benefits to customers, building trust and confidence in the service.
Introduce Fuel System Cleaning Early
Service advisors should introduce the fuel system cleaning option at check-in, integrating it with routine maintenance items (e.g., oil changes, tire rotations). Recommend this service as an annual preventive service or every 15K miles, whichever comes first.
Highlight Preventive Maintenance Benefits
Fuel system cleaning offers preventive value that translates to cost savings and smoother customer driving. Informing customers of these long-term benefits of services can make the offer even more attractive.
Leverage Visual Aids and Demonstrations
Using visual elements (e.g., before-and-after photos, engine cutaways) help customers understand the direct impact of fuel system cleaning. Visuals reinforce the results, making the service more tangible and the investment more worthwhile in customers’ minds.
Emphasize Environmental and Performance Benefits
Today’s customers care about both cost and environmental impact. Educating customers on how a cleaner engine improves fuel economy and reduces emissions adds appeal. These benefits align with eco-friendly practices, which can be particularly persuasive to environmentally conscious customers.
Offer Seasonal Bundles and Service Packages
Bundling fuel system services with other services, such as an oil change or air filter replacement, increases perceived value. Such seasonal packages as “winter prep” or “summer tune-up” encourage customers to invest in comprehensive maintenance while making it easier for advisors to sell multiple services simultaneously.
Provide a Customer Satisfaction Guarantee
Offering a satisfaction guarantee demonstrates confidence in the service and reassures hesitant customers. A positive experience often leads to repeat visits, fostering loyalty and ensuring customer retention.
Make Fuel System Services Essential to Preventive Maintenance
A fuel system service should be integral to every service department’s offerings. By educating service advisors, using visual aids, and highlighting preventive and environmental benefits, dealerships can effectively promote a fuel system cleaning service as a critical maintenance service. For dealerships, this practice increases profitability and strengthens customer relationships by positioning the dealership as a partner in long-term vehicle care.
About the Author
Andy Baldassarre leads the marketing and training departments for BG Products, Inc. He has more than 23 years of experience in the automotive industry with an emphasis on adult learning in the automotive workplace.
