Working the Drive 201: How to Maximize Service-to-Sales Revenue

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800.801.0018 | info@automotiveMastermind.com ©2021 automotiveMastermind ® . All rights reserved. | A business unit of IHS Markit™ LEARN MORE automotiveMastermind.com As the auto industry reaches a "sweet spot" for aging vehicles and new vehicle inventory shortages continue on, the service drive is growing increasingly important to dealer's bottom lines. But to maximize this available opportunity while also maintaining CSI scores and promoting customer loyalty, dealers need to take a data- driven approach. Interested in learning how automotiveMastermind can help your dealership effectively work the service drive to fuel sales and grow your portfolio? Contact us for a free demo. Forecasts project US sales volumes to reach 15.5 million units in 2022, an estimated increase of just 2.6% compared to 2021. IHS Markit, 2021 S U C C E S S F U L LY M A N A G I N G SERVICE-TO- SALES PROCESSES A well-managed service-to-sales process starts from the top-down and is supported by an informed team. Your leadership should clearly outline the goals and expectations for every member of the team, from service writers to F&I managers and everyone in between. Clearly outline your goals and expectations for your team by: • Making service drive sales part of every sales meeting • Tasking management to review a few offer sheets, emails and phone calls each week • Setting specific, actionable goals surrounding service conquest activations and offers presented • With a well-managed process in place, your service team is empowered to present the sort of excellent customer experience critical to the success of your service-to-sales process. M I N I N G T H E SERVICE DRIVE FOR OPPORTUNITIES Of course, not every service customer presents a sales or inventory acquisition opportunity and taking a spray-and-pray approach to conquest marketing can seriously affect your CSI and long- term loyalty. It's important to engage customers with personalized messaging and actionable sales offers before they arrive for service. Task your team to identify your best service-to-sales opportunities, mining upcoming service departments to identify and prioritize the best leads. To get started: • Review all service appointments for the next three days and identify the best prospects such as: ° Out of warranty ° Over lease mileage ° New product design ° Payment decrease opportunity ° Desired used car lot product • Make personalized outreach to them, starting with a phone call and proceeding to an email follow-up that includes their unique offer. • Attempt to get in front of all target customers who have appointments for the current day with an offer. If you miss them, leave a worksheet with a hand-written note in the vehicle or with their service advisor.

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