Working the Service Lane
I have been recently appointed to work the service lane in my dealership.
The Goal : Buy our service customer's vehicles for used vehicle inventory or Sell them a vehicle in our inventory.
I would be happy to hear any thoughts from anyone who is currently doing the same.What works best? What Are the major challenges? How have you overcome these challenges?
Ideas/practices/winning stratgies etc.
Replies to This Discussion
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Permalink Reply by Rob Fontano on
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Do you have a great vehicle evaluation (appraisal) form? Make up a Desired vehicle list. Load it up with your makes and models, show it to customers. Offer an upfront vehicle purchase offer whether they buy from you or not.
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Which appraisal apps are you thinking?
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Permalink Reply by Bob Sherman on
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What is the criteria for what you want to buy? How do you know what will sell on the dealers lot if you buy it from
the consumer?
The appraisal is very important, but equally important is if that car (make/model) is a performer in dealers market.
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Permalink Reply by Sarah Ewing on
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No matter what the customer is driving you always want their vehicle. There are several avenues of getting rid of trade-in these days if the vehicle is a non-performer. It's a selling technique that has been used for years. The point is to sell a vehicle out of your inventory.
You also want to be the service department favorite sales consultant to deal with. Many of my leads have come from service advisors.
Bob Sherman said:
What is the criteria for what you want to buy? How do you know what will sell on the dealers lot if you buy it from
the consumer?
The appraisal is very important, but equally important is if that car (make/model) is a performer in dealers market.
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Permalink Reply by Leonard Buchholz on
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"Tree King" has got it right. I can tell you that I have seen so many different ways of approaching the Customer over the years and almost always the "hard approach" is an epic fail and the "soft approach" gets the prize.
Fail
"We want to buy your car."
"Do you want to sell your car?"
"It looks in rough shape. Are you going to fix it?"
"How many time have you been in service for that?"
"Want a free appraisal? I can tell you how much your car is worth on a trade in."
"Man...that looks really bad. Have you thought of getting rid of it?"
Gets the Prize.
"Would you like a cup of coffee? You are driving the _____, right? How do you like it?"
"Good morning (Afternoon,whatever)...let me get the door for you. Our lounge is on the right. The service advisor will be right with you. Nice ride... (wait for reply) How do you like driving it?"
"Welcome to ABC Motors...here..let me get that for you (offer to carry something, hold the door open, anything)...the Advisor will be here in just a sec...you driving one of the most sought after models...(wait for reply) Oh yes, I have lots of customers looking for something just like this..."
Get it?
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@scott I'm thinking the VAuto app would be effective.
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Permalink Reply by Gary Sanders on
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One important factor would be to Thank them for there service visit. Allow your service staff to do there job first. Ask while they wait if they would like a "Personal Vehicle Equity Assessment"? Fancy statement for what yours is worth and what it will cost to upgrade to a newer model.
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Permalink Reply by Sam Klein on
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eCarlist is a great free app as long as you use your Car Fax user name and password.
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Permalink Reply by Brian J Walter on
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I have the fantastic opportunity of having the service department in the same building as my sales floor. Every service customer is on my sales floor because the waiting room is right next to my floor displays. I would say that 80% of our service customers speak with a sales person in thier service visit.
We get mabey 6 or 7 deals a month out of service. Plus, our cusotmers come back when they are ready to buy because thay have a relationship with the sales staff.
I think the main thing is to approach of every service customer as a sales customer and follow the steps of the sale the same way. You don't need to get into a hard sale necessarily because you don't want them to fell incomfortable bringing thier cars to service. But, take the customer as far as they are willing to go. Offer a Demo Drive For Free, a Free Trade Appriasal. It would be challenging to sell a new vehicle to someone who just purchased a vehicle 4 months ago and is in for a recall, but if they see the next best thing has just been released they may just be driving off with a new car. The service department gets the warranty work, used cars gets a low mile trade, service gets the UVI, salesperson gets a commision, customer gets the best new car on the market. Win, Win, Win.
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Permalink Reply by CJ Romig on
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Since we get new models across our brands quite often we have always asked our service customers if they would like to help us evaluate the new models with a demonstration drive and give us honest opinions on the new products from their point of view.
It really makes it very easy to communicate with the service customers because the approach is not to sell them anything but get them involved by asking for their opinions(and who doesn't want to drive the newest cars out there?!?) and relationships either get formed or relationships get strengthened .............Win - Win
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Permalink Reply by David Bucey on
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I have been appointed this position as well. We put together some word tracks that I feel will work well. I will be using the term Equity Analysis Program, and asking if they are interested in finding out if they can get a nicer newer vehicle for the same or lower monthly payment with no money down. If they agree, introduce them to service and let them address their service needs (thats why they are there to begin with) and catch up with them afterwards. I will be implementing this program on May 1, I will keep you posted as to how it turns out and what bugs may need to be taken care of. I think its a gold mine, to be honest! Feel free to email me if you have any questions or ideas that we could share. Good luck!
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