Brad Paschal is the Vice President of Sales at Dynatron Software, a company specializing in advanced analytics and software solutions for the automotive service industry. Brad brings extensive experience and expertise in automotive sales and marketing, playing a crucial role in driving Dynatron's growth and success.
Brad Paschal emphasizes the transformative power of using data and innovative tools in service operations. He brings attention to the challenges of managing thousands of price points in a service department. Transitioning from traditional methods to data-driven tools can offer profound benefits. Brad argues that having access to real-time data is crucial for service directors, managers, and parts staff. He highlights how tools like a 20-group on steroids provide market data, enabling dealerships to pay technicians fairly and improve gross profit.
Training for service and parts managers is a pivotal theme in Brad's discussion. According to him, high-quality training should be a priority for every dealership. He switched companies mainly due to unique training guarantees that align with optimized profitability. Moreover, effective training often results in higher customer satisfaction and profitability. Within the first 90 to 180 days, one company reported an additional $91,000 in gross profit due to improved training.
Brad argues that transparency can significantly enhance the customer's service experience. He uses Krispy Kreme's donut production as a model for dealership service departments. Customers appreciate seeing the work that goes into their service, which builds trust. Various technology companies offer tools to track and display real-time repair statuses. Transparency not only satisfies customers but also empowers service advisors and technicians to deliver exceptional performance.
Brad highlights the evolving landscape of customer interactions, particularly with the rise of electric vehicles (EVs). EVs often present unique issues such as tire wear and alignment, increasing customer visits. Dealerships must seize these opportunities to educate customers about their vehicle's needs. Educating customers adds another layer of value, building long-term loyalty in turn. Transparent and educational interactions should complement upselling efforts.
One of the most pressing issues for dealerships today is recruiting qualified technicians. Brad shares innovative strategies for overcoming this challenge, including using a free Facebook strategy. Offering fair compensation across all services is also essential to attract top talent in the market. Furthermore, new tools and market data can help dealerships set competitive salaries, thereby enhancing recruitment efforts.
Brad discusses the advent of new, more innovative extended warranty products tailored to customer needs. These products offer greater transparency and value, addressing rising customer expectations. Dealerships should be proactive in promoting these warranties, capitalizing on their enhanced features. Offering a variety of tailor-made warranties can also be an effective upselling tool.
Switching gears, Brad shares his approach to maintaining a balanced life. He adheres to a carnivore diet, exercises regularly, and uses a sauna to manage his ADD. These practices improve his mental and physical well-being, translating to better productivity at work. He emphasizes the importance of fun activities and mindfulness in maintaining a positive mindset. Brad also uses personal branding techniques, like wearing a "Here to Help" hat, to ground himself and switch between work and home modes.
Brad provides valuable insights into effective problem-solving both at work and in personal life. He recalls a personal story where he learned to ask his wife if she wanted him to experience her issue or solve it. This approach has prevented conflicts and has proven effective in customer interactions. Brad believes in asking for permission to solve issues, which helps in diffusing tension. His problem-solving process includes identifying the problem, assessing skills, and considering alternative perspectives.
Brad Paschal's conversation on the Parts Girl Podcast offers a wealth of knowledge for dealership professionals. From optimizing service operations with data and tools to emphasizing transparency, the insights shared are both practical and transformative. Whether you're looking to improve technician recruitment or enhance customer interactions, Brad's advice provides actionable strategies. By integrating these insights, dealerships can achieve extraordinary results in service operations.
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“The best marketing strategy is to care.” -Brad Paschal
Brad Paschal
LinkedIn: www.linkedin.com/in/bpaschal
Website: www.dynatronsoftware.com
Kaylee Felio
LinkedIn: www.linkedin.com/in/gotopartsgirl
Website: www.partsedge