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How can coaching help sell more parts?

Are your shops ordering every part from you? If not, there’s your answer.

Well, getting shops ordering every part from you is a bit unrealistic, but the goal should be to get your shops ordering most of their part from you. We know that Parts Departments don’t have the time or resources to make this a reality, which is why many dealerships turn to outside help. If your parts are competitively priced against the aftermarket your shops should want to order your OE parts because they are safer easier to install.

Bringing someone in to educate your sales staff will help them talk more confidently about the programs they’re using, making the shops experience better, which creates repeat customers.

A coach will come in and look at everything within your wholesale business: phone conversations, routes, program maximization, upselling…the list goes on. This isn’t just about selling more parts, it’s about helping your Parts Department grow.

Take a look at this video about Fred Beans Parts in Doylestown, PA and why they decided in invest in OEC Performance Coaching. They understand there is always room for improvement.

Here are some common questions about coaching:

Why should I use a coach if I don’t need to add new parts purchasing customers?

One of the primary goals of coaching is to get the most out of your current customer base. You may not need to add more shop customers to be successful -- focus on filling up delivery trucks with OE parts.

My shops only buy OE parts already, so how can a coach help me?

We have helped hundreds of dealerships and this is never actually the case. Have you visited your shop customers to see what their parts receiving area looks like? Have you seen LKQ or Keystone pull in their lot? Or WorldPac if they are a mechanical repair facility? If so, they are not buying only OE. While they may never hit 100%, coaching can help you get closer to this goal.

What can I expect when bringing a Performance Coach in? Click here

What is my ROI on coaching?

You have to look at any consulting type service as an investment, and, at least with OEC Performance Coaching, it’s an investment that will more than pay for itself. We can show you plenty of examples of success stories, but we find it helpful to see the impact of coaching on a manufacturer as a whole. Mercedes-Benz is a good example because we have coached about half of their dealerships. The below chart shows the difference between coached and non-coached dealerships.


If we take a look at GM, the impact of coaching becomes clear: 15 of the top 25 CollisionLink dealers and 19 of the top 25 RepairLink dealers have received coaching. A lot of dealerships get a return on their investment after the first couple of days of coaching, but there is not an exact science to this. Every dealership is different and every set of problems are unique, so your consultant or coach can easily help you with setting up an ROI specific to your dealership.

I don’t have an Outside Sales Rep. Do I need coaching?

Every parts department is different, and regardless of whether you have an Outside Sales Rep, coaching covers many aspects of selling parts. In our mind, your Inside Sales Rep is the key to greatness. They are the linchpin and Outside Sales Reps are there to drive it home.

Part of our coaching is getting your Inside Sales Reps out in front your shops so they can put a face with a name. You know this business is all about relationships, and we want to help your Inside Sales Reps sell, rather than take orders.

Our shops don’t like to use the computer. How can we overcome this through coaching?

How do you think shops order from the aftermarket? Trust us – they use computers. Too many parts departments just accept this as an excuse for shops to not order parts through them. Coaching can help your counter people identify these shops and get them up to speed on your parts ordering solutions, such as CollisionLink and RepairLink, which allows them to buy OE parts at a more competitive price. Read more on: How to improve your shop relationships.

I don't need OEC training.

This is coaching not training. The reason we go with the word “coaching” is because we don't tell you what to do. We challenge you on the way you do it. This isn’t “training.”

We encourage change in behavior, educate you on how to better compete against the aftermarket and lay a foundation for sustained success and continued growth.

Your data can tell a powerful story; BI pulls that data together to provide accurate insight and replace guesstimates.
  • Here are some common questions we get about bringing in a Performance Coach.
  • DMS Integration means linking your DMS to the online parts selling solution you use to sell parts.