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FROMTHE THE EDITOR EDITOR FROM Buying service service should should not notbe be aadream dream Buying II Valerie Valerie Cognevich Cognevich Editor Editor was watching TV one night when several com- was watching TV one night when several commercials were aired for various car dealerships. mercials were aired for various car dealerships. Although they sold a particular brand of car like Although they sold a particular brand of car like Oldsmobile or Toyota, what struck me as odd at Oldsmobile or Toyota, what struck me as odd at firstwas wasthat thatnot notone onecar carwas waseven evenshown. shown.They They first didn't hype the features or show a car winding didn't hype the features or show a car winding down a country road looking as fluid and smooth down a country road looking as fluid and smooth cat waking from a nap. They didn't talk about asasaacat waking from a nap. They didn't talk about price reductions or factory rebates either. price reductions or factory rebates either. The focus was service. One showed a wellThe focus was service. One showed a welldressed customer sitting in her office dressed customer sitting in her office behind an opulent desk. She explains behind an opulent desk. She explains to us that she works downtown and to us that she works downtown and could never manage to find a way to could never manage to find a way to drop her Toyota off at the dealership drop her Toyota off at the dealership for service. However, she beams, for service. However, she beams, with Lakeside Toyota staying open with Lakeside Toyota staying open until midnight and a shuttle to take until midnight and a shuttle to take her back to the office or even to a her back to the office or even to a nearby mall, she no longer has to nearby mall, she no longer has to worry about how to get her car serworry about how to get her car serviced. 'They work around my schedviced. "They work around my schedule,"she shesmiles. smiles. ule," An Oldsmobile commercial ran ran An Oldsmobile commercial with a similar theme. The dealer with a similar theme. The dealer stressed that if they told you your car stressed that if they told you your car would be ready at a certain time, by would be ready at a certain time, by golly, it would be. They too had a golly, it would be. They too had a shuttle to drop you off and pick you shuttle to drop you off and pick you up when your car was finished. This up when your car was finished. This dealership made certain that we knew without a dealership made certain that we knew without a doubt that we could count on them when it came doubt that we could count on them when it came to getting our car serviced. to getting our car serviced. Like I said, it seemed odd at the time. But the Like I said, it seemed odd at the time. But the more I thought about it, the more I realized they more I thought about it, the more I realized they had a point. Service actually the most important had a point. Service actually isisthe most important option you purchase with your car. Look around option you purchase with your car. Look around and read the ads and it's obvious you can buy just and read the ads and it's obvious you can buy just about any kind of car you want from any number about any kind of car you want from any number of sources. Oh, every dealership will have salesof sources. Oh, every dealership will have salesmen dripping with honey-coated words when it men dripping with honey-coated words when it comes to convincing you he can give you the best comes to convincing you he can give you the best deal in town. Of course, salesmen are trying to deal in town. Of course, salesmen are trying to sell you a car, the service is handled elsewhere. If sell you a car, the service is handled elsewhere. If you can convince the salesman to throw in the you can convince the salesman to throw in the floor mats, maybe an upgraded radio with a CD floor mats, maybe an upgraded radio with a CD player, or a rear spoiler, you're satisfied. player, or a rear spoiler, you're satisfied. Then the time rolls around for your first Then the time rolls around for your first scheduled maintenance visit to the dealership's scheduled maintenance visit to the dealership's service department. Here's where you find out service department. Here's where you find out whether you made a good deal or not. My daughwhether you made a good deal or not. My daughter will talk your ear off about this. She shopped . ter will talk your ear off about this. She shopped around for a Mustang at several dealerships. She around for a Mustang at several dealerships. She found the best price, signed the contract, and found the best price, signed the contract, and drove home. It wasn't until later she found out drove home. It wasn't until later she found out that she had bought her car at the dealership that she had bought her car at the dealership fromhell. hell. from They calledher herlast lastweek weekwondering wonderingwhy whyshe she They called hadn't been back for service. She borrowed the hadn't been back for service. She borrowed the sentiments from Brett Butler ("Grace Under Fire") sentiments from Brett Butler ("Grace Under Fire") when she said she'd rather fly the Russian flag, when she said she'd rather fly the Russian flag, shoot drugs, and become a lesbian than stay in the shoot drugs, and become a lesbian than stay in the army. My daughter said it described perfectly how army. My daughter said it described perfectly how she felt about returning to that dealer. Ironically, she felt about returning to that dealer. Ironically, the dealer's slogan is "Remember the Name." the dealer's slogan is "Remember the Name." Don't worry, Mindy will never forget it. Don't worry, Mindy will never forget it. Now here's my point. Lakeside Toyota and Now here's my point. Lakeside Toyota and Mossy Oldsmobile know that they are not selling Mossy Oldsmobile know that they are not selling anything different than Royal Oldsmobile or Benanything different than Royal Oldsmobile or Benson Toyota is selling. All have brand-new cars son Toyota is selling. All have brand-new cars with floor mats, upgraded radios, and rear spoilwith floor mats, upgraded radios, and rear spoilers. They'll all more than likely negotiate a fair ers. They'll all more than likely negotiate a fair price. However, anyone who has ever dealt with price. However, anyone who has ever dealt with the dealer from hell will never again overlook the the dealer from hell will never again overlook the importance of service after the sale. I know I was importance of service after the sale. I know I was a little peeved when I went to pick up my Bronco a little peeved when I went to pick up my Bronco and they couldn't get it started for me to take and they couldn't get it started for me to take home. They actually told me that the starting home. They actually told me that the starting problem was not on the work sheet. I guess it problem was not on the work sheet. I guess it seemed rational to figure I'd want to tow it home! seemed rational to figure I'd want to tow it home! I'd be more likely to buy from a dealer that, inI'd be more likely to buy from a dealer that, instead of saying, "Come here and buy the car of stead of saying, "Come here and buy the car of your dreams," said "Come here and service will your dreams," said "Come here and service will be more than a dream." be more than a dream." The coin-op industry is not unlike the automoThe coin-op industry is not unlike the automobile industry. In the "Through the Looking Glass" bile industry. In the "Through the Looking Glass" column, Lazer-Tron's Ron Carrara told me that column, Lazer-Tron's Ron Carrara told me that when he was young there were no car dealers. His when he was young there were no car dealers. His dad would order a car and take the train to the facdad would order a car and take the train to the factory to pick it up and drive it home. It wasn't long tory to pick it up and drive it home. It wasn't long before the factories realized they needed reprebefore the factories realized they needed representatives in various cities to deal with the cussentatives in various cities to deal with the customers. Dealerships sprang up like the proverbial tomers. Dealerships sprang up like the proverbial mushrooms.InInour ourindustry, industry,distributors distributorsare arethe the mushrooms. dealerships. They are the service entities for mandealerships. They are the service entities for manufacturers, the advisors to operators, and the midufacturers, the advisors to operators, and the midtwo.Manufacturers Manufacturerswho whooptoptdleman manbetween betweenthe thetwo. dle ed to cut the distributor out of their marketing ed to cut the distributor out of their marketing picture soon found themselves out of the industry. picture soon found themselves out of the industry. Operators, too, are selling similar equipment. Operators, too, are selling similar equipment. A location can get the latest hot game from about A location can get the latest hot game from about every operator in town and probably even a few every operator in town and probably even a few out of town. So what sets them apart? Of course, out of town. So what sets them apart? Of course, A. you already know the answer to that.A you already know the answer to that. We want to hear from you about any of the articles in this issue or topics you 's like to see . Phone: 504/488-7003; FAX: We want to hear from you about any of the articles in this issue or topics you's like to see. Phone: 504/488-7003; FAX: 504/488-7083; e-mai l: (news@playmeter.com) . 504/488-7083; e-mail: (news@playmeter.com). PLAYMETER METER PLAY 10 10 SEPTEMBER1998 1998 SEPTEMBER