Service & Parts Conflicts

[sallen1]

Michael White,

Maybe you ought to look at it this way...

Have you, at the service leader, ever asked the variable departments how you can help them sell more cars? You'd be surprised at the response. Be prepared for their input in selling more service.

Remember, the goal is to make money and we can't do that unless customers come in to the dealership. We must drive traffic on the drive and in the showroom.

This is one thing we are doing, there are others in the works. Any customer that has had some significant customer pay work done to the vehicle (over $1,500) is provided with a written offer (with 60 day expiration) to apply those charges to the purchase of any new or used car. For some new cars, the combination with rebates make a powerful incentive.

We've done three of these since May. Not many, but its a start. I'm trying to put more automation into the process and that's the current challenge.

Can you imagine the amount of cooperation that has to exist between departments to make this happen? Just getting the first one was a leap, but the others came easier.

For their part, the sales department suggested that service provide 2 years free maintenance (not SmartCare) for sales customers, new and used. The idea was to get people comfortable returning to our shop. We've been doing this for over four years and it's pretty expensive but our fixed coverage stays above 75%. We have about 90% usage and the shop is always busy.

Open your mind to the possibilities.

scott

[Michael White]

Hi Scott,

Doing the free maintenance is great marketing. I can imagine the costs are high, but if it is increasing your market, it is worth it. Are you meeting your market potention goals?? What penetration do you have in comparison to your competition?
Mike White