Increase Service Business Without Spending A Dime!

We recently called 300 random dealerships across the country just to see what it felt like to be a real service customer. Of the total, 22% or 66 times…the dealership didn’t answer the main switchboard line within 5 rings – we hung up. Of the 236 that did answer, we asked for the service department and 27% or 64 times were put on hold for over 2 minutes – we hung up. We actually spoke with 172 dealerships…we asked for the price on an oil change and front brakes on various vehicles. Of the calls, 97% of them did not ask for our name or try to build any kind of relationship and 85% did not give us any features, benefits or advantages (they just blurted out the price) and 76% they didn’t try to invite us in by asking if we would like to schedule a time to get the service done. They didn’t ask for the business.

Everyday hundreds of customers call your service department trying to do business with you. Walk out on your service drive and you will see just how many times the phone rings. It’s been said that 85% of all service customers call first. Wow – 85%. So the question is – what do your prospective customers hear when they call your store?  Call your store and see what it feels like to try and do business at your store. How much do you spend in advertising to get customers to call?

Focus on your phones and you can easily increase your service business without spending a dime. First, make sure advisors ask for the prospective customer’s name. This is a fundamental step towards building a relationship. And make sure they talk about features, benefits and advantages instead of just blurting out the price for the requested service. For example, if the request is for an oil change price, have them explain that a certified factory trained tech will do the work, that you use only genuine X brand parts, that you top off the fluids, air up the tires and give them a multi-point inspection at no charge. Make sure they also mention that while the car is in you will check for any open recalls – which will be completed at no charge for their convenience. Recalls are a huge hook and advantage that your store has and no independent shop can do them. In other words, add some value and give customers reasons to do business with you instead of just saying an oil change is $X.

After giving customers real reasons to do business with you…make sure your advisors are inviting customers in by asking when they would like to bring the car in to have the service done. A simple question like, “let’s see when I can get you in for service, would today or tomorrow be better for you?” will result in an unbelievable increase in repair order counts – and you didn’t spend a dime to get them. Pretty cool – huh?