Trade-only treatments company Forte says it is helping hundreds of franchised dealers improve customer satisfaction levels and profits by encouraging them to establish emission control and air conditioning services as part of their service schedules.

Dixon Motors and Marshall Motor Holdings have signed up, as have a number of smaller groups.Forte provides each dealership with a free training and support programme covering all staff.

Although the first wave of training occurs in the workshop area, time is spent with the service reception to train customer-facing staff on how to offer all aftermarket products and treatments – not just Forte’s.

Rachel Roberts, Forte marketing manager, says a group the size of Dixons has the potential to add a £300,000 profit stream as a result of carrying out an emission control service as part of a routine service. Emissions control removes sticky contaminants that cause poor engine efficiency – effectively retuning the car.

“The Forte programmes are designed to help dealers be more pro-active in offering aftermarket add-ons,” says Roberts. “They not only add value to customer service, they provide the dealership with additional income to help balance longer service intervals.”