Convert Your Service Manager into A Service SALES Manager

Ever wonder what your bottom-line would look like if you ran your service department like you do your vehicle sales department? I mean, think about it for a minute.

A Service Department that aggressively advertises with low prices on leader services…just like you do in your sales department. A service drive with tires and other service displays boldly showing what you offer and how good of a deal you have – just like in your showroom and on your lot. A service drive with powerful trained service sales people that know how to answer the phone to get customers in, that know how to assume the sale and know how to overcome objections – just like your vehicle sales people. And a Service Sales Manager that thinks like your vehicle sales manager taking T-Os, closing deals, negotiating and holding more gross – just like your vehicle sales managers do everyday. Wow – think about the profits and how much money you are leaving on the table now.

Well, the good news is that this concept isn’t rocket science. As I travel across the country from dealer to dealer, I see more and more of these powerful Service Sales Managers every day. They are showing up because dealers really have no choice anymore – they have to sell more customer pay just to survive. Warranty work is going away, maintenance intervals are stretched and the competition is fierce. You need to increase customer pay right now – and you need a service sales team…not a service manager and service writers to get the job done.

Start today. Most dealers come from the vehicle sales side of the business with a wealth of knowledge about selling. Take your service manager under your wing and start teaching him the skills you have known for years. Selling is selling – no matter if it is cars or service. Tell him straight up – you want him to think like a sales manager. Tell him you want him to attend your sales meetings and you want him out on your drive and in your shop – selling service. He should know that sometimes he will have to negotiate to get the job and that his job is to teach your advisors how to be service sales people. He should make sure your service prices are competitive, especially on leaders like oil changes that drive traffic. He also has to stress to everyone at your store that every customer that shows up is an opportunity for upsells. He should instill a “no-body walks” attitude with your techs and advisors and he has to be committed to not only attracting new customers but also to keeping your existing ones.

But here’s a note – be careful. Sometimes it seems like the word sell and service don’t go together. Some advisors and service managers actually take offense to being called “sales people” so use this approach. Tell them to become good persuaders of what they believe in. Good persuaders show customers what they really legitimately need and good persuaders stop at nothing to get the job done at your store. Fill your store with good persuaders…and the profits generated from your service department will blow you away.