Dealerships have always geared their online efforts towards moving inventory, not fixed operations. Why is it that the departments typically producing more than 50 percent of the operating profits have such a poor online representation?
The answers vary from dealer to dealer, but one thing is for certain: You probably already have the tools available to vastly improve your service department’s digital presence and your bottom line — and one of those powerful tools is live chat.
Today’s marketplace is extremely competitive, and taking advantage of every sale opportunity can make a huge difference in overall dealership performance. This is where your service lane can provide some assistance. Every day, there are multiple opportunities coming through your service department begging to be acted upon. Utilize the talent in your service department to bus all these potential customers over to the showroom. The employees in your service drive are first-hand responders, relationship experts, customer liaisons and product consultants, handling any issues or questions your customers might have. They create the perfect link between your service drive and the showroom floor.
You can’t satisfy today’s customers with yesterday’s service department. Are you equipped to give them what they want?
Today’s technology-minded customers expect a more-connected experience in the service lanes. Approximately 90 million Millennials are entering adulthood — and their peak autopurchasing years. Millennials are just the first of many generations who will grow up with sophisticated technology at their fingertips, and much of this demographic is making a rapid transition from alternative means of transportation to car ownership, thanks to auto technology catching up to their expectations.
In the automotive industry, 2015, 2016 and 2017 were years of massive turnover. We
know that turnover takes a big bite out of our profits in every department, but in the
service department, it’s also costing you customers. Your clients like to see the same
people each time they bring in their car for service. It gives them a since of security.
Customers have many choices; if they’re coming back to your store, “someone” has done a great job building a relationship with them, while building trust and creditability for your store. Now that “someone” is gone.
Is your service department as clean and well organized as your showroom? Would you like a live feed of your service department as the header on your homepage? Probably not, but the image you project from the service department can make a big impact on your revenue stream. Your customers will visit your service department many more times than they visit your showroom. After all, most people service their automobiles more frequently than they replace them. With today’s competitive automotive environment, keeping a dealership’s service department efficient and maintained can help make them one of the most profitable areas in the dealership.
It’s a New Year. Everyone is hoping to lose all that extra holiday weight, save money or become more organized. Or, if your customers are looking to incorporate their car needs with other goals they made, be sure to let them know your dealership is here to help. But now that it is already February, how many of your customers are still working on their resolutions? Regardless of their progress, why not take the opportunity to remind them?
For example, if a customer mentions that one of their resolutions is to save more money or travel more, this is a great opportunity for your dealership. Your service drive department and sales team can commit to helping them make wise decisions when it comes to car maintenance and upkeep in order to improve their finances and ability to travel more in their car.