Last week on Potratz Advertising’s “Think Tank Tuesday” video, we heard from Don Boyle, general manager of Hendrick Honda of Charleston, on what processes his store has implemented to increase profits in service, parts and sales.

This week, in the second installment of the two-part series, Boyle is back to share more on how his store has achieved 137 percent fixed coverage.

Boyle first points out that dealers need to change the way they look at simple service procedures, such as oil changes. He says they should be viewed as “customer acquisition.”

“When you give an oil change for $9.95 or $12.95, you are obviously losing a little money on what it costs you, but you are getting an introduction to the customer," Boyle said.

Potratz Advertising chief operating officer Paul Potratz brought up the topic of coupons, as well.

Boyle said people are online typing in “lowest price oil change,” and you have to be very competitive with your prices if you are trying to reel these customers in.

We’re saying don’t lose money on your loyal customers, but ramp up deals on simple service procedures to create more potential buyers, said Potratz.

To watch the latest “Think Tank Tuesday” video for more tips for the service department, click here.