Issue link: https://resources.automotivemastermind.com/i/1344994
1 While most dealers at least acknowledge the value of their service department as a revenue generator, few are fully maximizing the profitability of their dealership's service- to-sales process. WHY SERVICE DRIVE SELLING IS VITAL Dealers who fail to make the most of their service drive are playing fast and loose with a potentially massive boost to their bottom line. A properly managed, data-driven service- to-sales strategy unlocks numerous revenue opportunities, including: • Customer lifetime value • Dealer loyalty • Service drive sales profitability To make the most of your service drive, you need a data-driven sales strategy tailored to your dealership's unique needs, as well as the tools, people and processes in place to support that approach. Let's get started. Wards Auto 2019 DGC Market Report cited fixed ops as a main initiative area for improving revenue & profits INITIAL DEALERSHIP ASSESSMENT There is no one-size-fits-all approach to developing a service conquest strategy. Before you begin developing a process that works for your dealership, consider and answer the following, as applicable to your dealership. Every factor may not apply to your dealership. • How many service drive RO's are you doing per month? • How many people needed to support selling in the drive? • What is your current market share? • What service conquest marketing are you doing today? • What is your service conquest marketing ROI goal? • What are your YoY dealer and brand loyalty sales growth goals? THE KEYS TO SERVICE DRIVE SELLING • While the approach may vary, an effective service-to-sales process comes down to a few key factors: ° Knowing your service customers' history and buying motivations ° Presenting the right offer, at the right time, in the right way ° Personnel, someone dedicated responsible for executing service drive sales ° Consistency, a daily part of your process that takes time to develop ° The right technology and platform to make the process efficient CRACK THE CODE ON WORKING THE SERVICE DRIVE