Castrol Sales Force Training - PDF by rgh15271


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									Castrol and Lube Centers…

        Winning Together!
Castrol Financial Assistance Programs
Loyalty Rewards Program
BP Lubricants will provide a cents per gallon (cpg) Loyalty Reward on eligible Castrol product purchases for installers
not participating in the Equipment Loan Program.

Trade Investments
Achieve greater profits without making a cash investment! BP Lubricants’ Trade Investment Department provides Equipment
Loans and Payback Loans – designed to fit your Lube Center’s business needs.

  • Expand Operations            • Provide Better Service         • Update Equipment            • Secure New Business

Castrol Customer Retention Programs
Punch-A-Deal Loyalty Program
This award-winning loyalty program allows you the ability to design customized loyalty products with special offers to
enhance your customer retention. You can choose from the following Punch-A-Deal products: key tags, business cards,
post cards, and combo cards. BP Lubricants has negotiated industry-best pricing for loyalty product orders, as well as
reduced pricing on all other program components.

Castrol Marketing Programs
Business Intelligence
BP Lubricants’ Business Intelligence studies can provide your Lube Center with detailed demographic studies that
allow you to understand the local Lube Center market, competitors and potential customers. Choose from three types
of studies, customized to meet your exact needs – Site Analysis, Hot Spot Analysis and Ad Manager.

Imaging Program
BP Lubricants’ Imaging Program puts forth a uniform Castrol-branded image, while maintaining your individual business
identity and local brand equity. You will work directly with BP Lubricants’ signage partner for all your branding needs.
The Castrol Imaging Program sends a powerful brand message to your consumers!

Max Pro Warranty
Offer your customers MAXIMUM PROTECTION with BP Lubricants’ Max Pro FREE Limited Warranty. The Max Pro warranty
program protects engines against oil-related engine damage (protected miles dependent on brand of Castrol used).

Advertising made easy! MediaBuilder allows you access to a password-protected website to create your own customized
newspaper advertisements, flyers, coupon sheets and direct mail pieces.

Payments Program
The Castrol Payments Program is a comprehensive POS retail processing solution for Castrol lubricant Lube Centers. The
program leverages the size and scope of BP to provide a unique lower cost consumer/business credit card offer for our
Lube Center partners. Castrol has developed, in partnership with leading vendors in the payments processing and credit/
debit card acceptance industry, a menu of retail payment solutions that includes: Visa, Mastercard, Gift cards, Fleet cards
and electronic check acceptance.

Castrol SYNTEC Oil Club
The Castrol SYNTEC Oil Club (CSOC) is an innovative program that will help you increase service traffic and grow your
business. The program offers:

  • a limited warranty against oil related engine damage for 4 months or 4,000 miles, whichever comes first or;
  • a true engine warranty, our engine warranty covers all internally lubricated parts for 12 months or 12,000 miles,
    whichever comes first
  • the benefits of free 24 hour roadside assistance, and
  • comes complete with a reminder program – where we will notify your customers every three months to return
    to your Dealership for a Castrol SYNTEC oil change.

Installer Development Fund
Feature Castrol lubricants in your oil change ad and earn up to 100% of the ad’s cost (based on gallonage and
accrued funds). Approved forms of advertising include radio, billboards, newspaper, direct mail and television.

Service Parts Program
BP Lubricants has created a strategic alliance that will bring a high degree of value to our Lube Center partners through
a Service Parts Program with a leading aftermarket distributor. A dedicated Castrol Parts & Supplies Catalog is available
as your single source for filters, wiper blades, chemicals, hardware, tools and shop supplies.

Signage & Merchandising
Let your customers know you install only the best lubricants – Castrol-branded lubricants! choose from a variety
of point-of-sale signage and choose from the complete line of Castrol merchandising tools and POS materials.

Lubricant Dispensing Equipment
SYNTEC Sales Booster – Feature-packed mobile lubricant-dispensing equipment is a Castrol exclusive! Dispense premium
products in bulk, while instilling confidence in your customers. The Booster holds up to 68 gallons of premium oil.
SYNTEC Super 30 – Synthetic Upsell Profit Enhancer – Exclusive mobile lubricant-dispensing equipment for 30-gallon
Castrol SYNTEC drums.

Castrol Uniform, Safety & Supplies Program
Castrol has created an alliance with Cintas, a major industry service provider, to offer you the “Uniform, Safety &
Supplies” Program (USS). Castrol is dedicated to enhancing your shop’s image and safety, while differentiating you
from the competition.

Vendor Alliances
BP Lubricants has built vendor relations with the following companies to
help our Dealership customers receive the best service:
  • Clore Automotive – ATF Exchange/Coolant Drain and Flush
  • Frey-Moss – Modular oil change building shipped complete and
    installed in one day
  • Integrated Services. Inc. (ISI) – Computerized Information
    Management Systems

Verizon Super Pages
Castrol has placed within Verizon Super Pages a link to help consumers
find your Lube Center location. The link will bring users to the Castrol
Dealer Locator page. By the consumer entering their zip code, they
will find local installers who use Castrol. The Verizon Super Pages
is also the direct content for MSN, Ask Jeeves, and other widely
used information sites.

                              Service Parts Program Catalog
Castrol Training Programs
In January 2003, BP Lubricants received ASE certification of its Continuing Automotive Service Education (CASE) program.
BP Lubricants is the first, and only*, lubricants company to receive ASE certification of its training development program for
Lube Centers!

Synthetic Motor Oil Education Program
BP Lubricants’ FREE online Synthetic Education Program objective is to enhance a technician’s understanding and to
improve his/her skills in the following areas:
  •   The basic fundamentals of motor oil
  •   The history of synthetic motor oil
  •   The superior features and benefits of synthetic motor oil
  •   How to present and recommend synthetic motor oil
Castrol also offers (70) different online courses to choose from including classes on Sales, Customer Service, Finance,
Human Resources, Leadership, Communication and Project Management.
The internet site offers an interactive learning environment with a module-based structure that allows you to stop and
start a course as often as you wish.

Lube Technician Certification Program
Castrol has also partnered with AOCA to provide their Online Technician Academy. Topics include customer service, safety,
products and services, and the responsibilities and roles of the hood technician, lube technician, and greeter/service writer.

Castrol NHRA Sponsorship
Castrol continues to dominate the world of drag racing.John Force and his Castrol GTX High Mileage Ford Mustang
have won 14 of the last 17 World Championships. Force’s team of all-star performers includes Ashley Force, driver
of the Castrol GTX Ford Mustang Funny Car; Robert Hight, driver of the Team Castrol/Auto Club Ford Mustang Funny
Car; and Brittany and Courtney Force, drivers of matching Team Castrol/Brand Source Super Comp dragsters.

Castrol Advertising
BP Lubricants provides national Castrol brand advertising support via television, radio, print and Internet. In 2006, Castrol
was the #1 motor oil advertiser.**

Castrol Promotions
Whether it’s a national promotion that leverages the power of partnership with leading brands or a regional promotion that
targets consumers in your area, BP Lubricants provides you with opportunities to increase customer loyalty and increase
your average ticket by trading up customers to premium Castrol products.
* “First, and only” statement true at the time of printing.
** Source; MindShare, YTD Nov. 2006 Competitive Media Reporting.


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