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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.
