Crack the Code: 4 Opportunities in the Dealership Service Drive

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C R A C K T H E C O D E : 4 Opportunities in the Dealership Service Drive With growing aftermarket opportunities, the service drive is a gold mine for dealers to boost their loyalty efforts – and conquest new customers. By taking a targeted approach to working the service drive, dealerships can proactively identify and engage these customers with personalized interactions. These service-to-sales opportunities fall into two basic categories: customers who currently service with you and those who don't. The average age of light vehicles on the road reached a record high of 12.5 years in 2023, according to S&P Global Mobility. The volume of vehicles ages 6-14 will grow by another 10 million units by 2028 – adding to an already favorable volume of vehicles in the aftermarket target range. Service Loyal: Cultivating Lifelong Advocates Service Loyal customers form the bedrock of dealership success. Mastermind data indicates that customers who have their vehicles serviced at the dealership are approximately 2.5 times more likely to purchase their next vehicle from the same dealership. Retaining Current Sales Portfolio Customers These customers represent an invaluable opportunity for dealers to connect the dots between their sales and service departments. Knowing your service customers' history and buying motivations ultimately empowers your team to identify the best sales prospects and present them with the right offer – at the right time. Service Unsold: Convert Visits to Transactions Just like service loyalty customers, service unsold customers present a significant conversion opportunity. Take a targeted approach with these strategies to convert service unsold customers: • Sales specific data for unsold opportunities is key to creating accurate offers • Tailored Marketing: Craft targeted campaigns showcasing vehicles aligned with individual preferences. • Seamless Service-to-Sales Experience: Facilitate smooth handoffs from service interactions to sales interactions. • Specialized Offers: Create irresistible incentives that motivate them to transition from service customers to vehicle owners.

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