Issue link: https://resources.automotivemastermind.com/i/1344994
2 AUDIT YOUR DEALERSHIP'S EXISTING PROCESSES TO LOOK FOR OPPORTUNITIES TO IMPROVE. ASK YOURSELF: • Would your team know if there was a great sales prospect in the service drive? • How? What's their process for finding out? • Who's leading that team? • Who's in charge of identifying and converting those customers? • How much does your team know about that customer? • What tools are you providing them to increase their knowledge and understanding of the customer? • What resources do they have to help structure the right offer and close the sale? • How do you know if your team has the right people on it, doing the right things? • How do you know if sales and service are working together, rather than working in silos? • Did your conversion attempts build a stronger relationship with the customer? • Were you creating a positive or negative customer experience? BUILDING A WINNING TEAM Breaking down departmental barriers to promote a consistently excellent customer experience is critical to the success of your service-to-sales process. This starts with a well-managed process with support from the top-down, staffed by the right team. The entire dealership, from the general manager to the service advisors, need to understand and contribute to the service drive selling process. Think With Google, 2017 on brand loyalty is their maintenance and service experience. CLEARLY OUTLINE GOALS & EXPECTATIONS FOR EVERY MEMBER OF YOUR TEAM: • Make service drive sales part of every sales meeting • Management should review a few offer sheets, emails and phone calls each week • Service conquest activations • Offers presented SET YOUR GOALS At the end of the day, success depends on setting the right goals and objectives. Set SMART (specific, measurable, achievable, realistic and time-bound) goals for your team and hold them accountable. Using conservative targets, a 100 RO/day store should target 2 service sales a day: • Aim to present an offer to 20%: 20 • Aim to close 10% of those offers: 2 MEASURING SUCCESS Every successful process you implement needs to be measured against expectations. Beyond just sales numbers, measure and track key performance indicators according to metrics like: • Total number of phone calls and emails your service drive sales team is generating • Conversion percentage of service appointment calls to sales appointments • Conversion percentage of sales appointments into sales • Percentage of service customers presented offers Recommendation: Portfolio Manager tracks the number of offers presented and sales closed daily.