Club Assist

Our Dilemma

The AAA Battery Service had shown progress through the Association and was viewed as a member benefit that had significant potential in our Club territory. We had “sat in” on many conference calls and listened to the strengths and weaknesses of the program, while trying to determine the best fit for our Members, our Club and our Contractors. We had heard from some Clubs that “overlaying” a Battery Service Territory over several Contractor territories proved to be troublesome, we again heard that with limited Battery Service vehicles that a member may not be able to get a battery when they needed one because of potential delays. We also heard that with Club owned vehicles the possibility of animosity between the Club and Contractor network could be heightened.

The AAA National Battery Service model also indicated that a substantial number of battery calls were necessary in order to make the program profitable for the Contractor. Few, if any of our Contractors fit the model that would be able to make the program profitable in their own territories.

Our Solution

We knew that we could make the program work. We decided that we would establish a test program with two of our WNY Contractors and determine our Club model from this experience.

After trying to “feed” these Contractors calls from adjacent areas we quickly realized that “Battery only” vehicles would not be the solution.

What we determined was actually quite simple in concept and is the model from which we are underway with future expansion.

Here is what we proposed:

We contacted each of our Contractors whose volume would normally support the use of a service vehicle in addition to their regular tow trucks.

We visited each of these Contractors and asked them to think about the following question,

“ When you are ready to replace or add a service vehicle, why not consider one that would be capable of providing the AAA Battery Service?”

We encouraged them to purchase a vehicle that would be multipurpose in use and not be dedicated to a single function. Statistically, this multipurpose vehicle would be able to be used on 60% of all of their calls. They could easily use it for lockouts, flat tires, key calls etc. and not have to put miles on a $65,000 tow truck. The insurance is cheaper, the operating costs are less and drivers do not need any special licensing.

In addition they would not incur any “special costs” that would normally be dedicated to a stand alone Battery Service Program.

Call Center Involvement

We made a decision to keep Call Center involvement to a minimum. While Counselors are familiar with the aspects of the program, our Contractor model does not necessitate referrals from the ERS Call Staff. Rather, our ERS system automatically spots battery calls to the battery service vehicles.

A more fully versed and technologically capable AAA Battery Service Driver responds and explains the program while he is on scene. We have found this preferable to promising a truck and not being able to deliver. It has also not increased call time or expectations on behalf of our staff.

Benefits of this New Model

Member Benefits

• Member wait time for a AAA Battery purchase is shortened as more AAA Battery Service Vehicles are on the road.
• Visibility for the AAA Battery Service increases with the advent of more AAA Battery Service branded vehicles.
• More testing capability is created for our members during regular service calls and special events.
• Potential battery sales are created as the AAA Battery Service Technician introduces the service to members on non-battery related calls.

Contractor Benefits

• Potentially, all our ERS Contractor network is able to share the wealth.
• Every Contractor that may use a service vehicle is now eligible for the program. Contractors do not have to worry about a minimum number of battery sales per day to achieve profitability.
• Each battery sales adds to their profitability, from the first battery on.
• Contractors reduce their costs, as they are able to easier “see” the use of a service vehicle to supplement or replace vehicles in their tow truck fleets.

Club Benefits

• We are able to gain additional exposure, sell more batteries, make more money and develop business long term.

Important Useful Strategies and Tips

We recognize that the best way to sell a battery is to introduce members to the service and keep it in their minds before they need a battery. We have therefore adding the following critical component to their programs.

• Encourage that an additional tester(s) be carried on one or more of their non-battery tow trucks and flatbeds. At the lease price of $1 a day, we encourage them to use this tester to introduce members to the AAA Battery Service on regular calls. For example after changing a flat tire we would expect the ERS Contractor to say,

“You should be all set with your tire, I want to make sure that you’re not going to have any other problems down the road. While I’m here I will perform a check of your starting and charging system to ensure that your car is ready for winter.”

After the check, the Driver will let the member know the useful life of their battery as well as which battery they will need when it comes time for replacement.

He’ll write this down and tell them to keep it in their glove compartment for future use. He’ll ensure that his shop name and number are listed on the card so that the member can call them direct.

• Pay AAA Battery Service Contractors a $5 stipend per call to be used to buy Battery Service marketing materials.

This stipend allows each individual contractor to purchase materials that can be tailored to their own use. We have found that they use what they like and that Club expenditures on generic purchases are better channeled through this method of reimbursement.

• Conduct free testing at Club events.
• Car Care month, office openings or just about any reason is a good one to have a AAA Battery service truck on site to conduct free testing. We have sold batteries to people that drive into an office and have no idea they have a battery that may be failing. We provide them with the results and some have chosen to drive away with a new battery and the safety, security and peace of mind that AAA conveys. Others know about the program and become potential customers.

Summary

Statistically speaking, we know that every vehicle in our Club territory will have its battery replaced within the next four years.

We want to become the member’s choice for battery replacement.

We want our AAA Contractors to share in the wealth of this new program and to be able to provide our members a competitively priced battery where and when they need it.

Too Much More To List

There’s much more to talk about as well as some pitfalls to avoid.

To share in these experiences call or email us.

Bill Jimerson
AAA Western & Central New York
Emergency Roadservice Operations Manager
716 626-3224 bjimerson@nyaaa.com

Jerry Hooven
AAA Western & Central New York
ERS/MSC AVP
716 626-3219 jhooven@nyaaa.com