Increase Sales

[bob s]

Our dealership sells about 320 new cars a year so we don't get alot of customers from them. Im a parts manager now service manager.Was interested if anyone out there has a high volume shop that was not built just on the sales dept. new and used car sales. I'v got the inspection sheets,recommended service follow up mailers,manufacturers mailers,service advisor upsell procedures and so on all in place, but where do you get new customers not in your data base.What have you done that made a low volume dealership into a high volume service dept.? Thanks

[robc]

I kind of felt bad no one replied yet so I thought I'd put a couple of thoughts down that I've seen work for other shops. Here's some ideas I'd consider.

1-Your current customer's other vehicles. Most have a vehicle that they don't bring to your shop because it is either too old or another make ... ask for their business.

2-Sponsor/work with local car clubs, auto shows, etc. You might get a little work from members, but you'll get more from the audience ... If I am attending a show featuring Chevy's chances are I have a newer model Chevy.

3-Get a few fleet accounts. Not only will you get the fleets work (which is often marginally profitable) but you will often get the work of their employees, etc. through the relationship. I like to target small businesses with small fleets (plumbers, carpet cleaners, funeral homes, maid services).

4-Work with tow drivers to get referrals.

The successes I've seen come from the manager attacking several areas and eventually one or two pay off. I've have NEVER seen anyone advertise their way to a bigger shop. Too expensive and it takes too long. Most sustainable growth seems to come from working relationships and building business partners.

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** Rob, Editor Dealersedge/WD&S **
Help is only a message post away!
robc@dealersedge.com

[drapp]

Our dealership is smaller than 'bob s' is. Like most dealers in our area we are having the same problem(s) as 'bob s'. How to get more work.

I agree with 'robc' on advertising. We have spent some money with little to no result.

In spending advertising dollars for the service department we have tried most of the same "normal" things a dealer does. Cheap Lube, Oil & Filter prices. Newspaper ads, direct mail letters, direct mail post cards, etc. Nothing has had a real good response.

My question to 'robc' would be about the body shop business. Have you seen any success with discounting deductibles or assisting customers with deductible payments? We are working on the details of exactly how we would do this. We also are checking with the insurance companies to be sure it is alright with them.

Any insight on building body business would be appreciated - from anyone...

Thanks

[This message has been edited by drapp (edited 01-18-2006).]

[APM]

robc is right on the money. Build relationships and spread the "word". Take an hour or two a week and hit the pavement, and visit your neighboring business. If you want it make sure be able to work on all makes and models. Join your local chamber of commerce or busness leads club, or start one. Be active and visible in local fund raising, and make sure you ASK for the busness. I recommend you don't go after the "bottom feeders" with the cheapest prices in town, but stand by your product and reputation as being the best, the quickest, the most reliable center in town. And make sure your team is on the same page.

[JOHND64]

You might try a service clinic that is joined with a community event or fund raiser. One example: set-up a drop off location for a toy drive at the dealership. An addition donation will be made by the dealership for each vehicle that comes in for the service clinic. Call all the local news media to report on the story. Or maybe a day where the local police/fire departments perform a free child safety seat inspection and have your service clinic the same day.
Be sure to include all your customer base in any clinic or event and that means your preowned customers even if they have a different make than the ones you sell.