Sell on ‘value for money’

14 October 2013  

Research conducted by Castrol shows that although the price of engine oil remains the most important criteria when choosing oil – quality, engine protection and trust also ranked highly. The fact that 9% of respondents ranked their car manufacturer’s recommendations and advice from sales staff as their most important selection criteria is a clear message to workshops that motorists appreciate the best value for money. Mark Perkins, Independent Workshop Manager at Castrol, explains: “Independent workshops can improve lubricant profitability by upselling premium oil to customers, as these typically generate greater profit from every litre sold. Castrol is the only lubricant recommended for use by a number of leading manufacturers which is a major selling point for many customers. If workshop staff take the opportunity to illustrate the benefits of high-quality, manufacturer-recommended oil, many customers will prefer to have peace-of-mind and will be willing to spend a little more for a lubricant that is recognised as the best for their vehicle.”