To build a data-driven service-to-sales process, started
by asking:
• How many service drive RO's are you doing per month?
• How many people are 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?
• Can your team currently identify a great sales prospect
in the service drive?
• Can both sales and service teams clearly outline the
process for identifying and engaging leads?
Set clear expectations and objectives for service and sales
teams, including specific, actionable goals for service
conquest activations and acquisitions offers presented.
Ensure service sales are included in sales meetings and
your management team is regularly auditing sales staff to
maintain expectations and results.
Inventory challenges are challenging buyers and dealers
alike. As dealers struggle to stock their lots, many
consumers returning to market are switching brands or
dealers to find the vehicle they want, driving loyalty down.
Others are holding on to their current vehicles until the
market stabilizes, presenting an invaluable opportunity to
dealers to build customer loyalty, conquest new service
customers and fuel future service-to-sales opportunities.
To maximize their profitability and meet buyers evolving
needs, dealers need to take a data-driven approach.
To generate service-to-sustainable success in 3 steps,
dealers must:
1. BUILD A DATA-DRIVEN PROCESS DRIVEN
BY PREDICTIVE MARKETING TOOLS
The service drive empowers dealers to generate ongoing
revenue while they build customer loyalty, fueling future
sales and vehicle acquisitions. But in today's competitive
market, it's more important than ever for dealers to assess
their current process to identify the most valuable areas of
opportunity and strategize their approach.
3-STEP GUIDE TO FUELING
THE SERVICE DRIVE IN 2022
Dealer inventory at the start of
June 2022 was down 25% YoY
- and less than a third of the
pre-pandemic level
The average age of light
vehicles in the U.S rose to 12.2
years in 2022- an all time high
Customers who service at the
dealership are 2.5x more likely
to purchase their subsequent vehicle
from the same retailer.
In 2021, brand loyalty recently
dropped to a six-year low.
S&P Global Mobility
