Your service department is a gold mine for potential sales and repeats business; neglecting it can be costly. This article will explore six ways to boost your dealership marketing by leveraging your service department.
1. Create a Service-To-Sales Culture
The first step in boosting your dealership marketing is to create a service-to-sales culture. Your service advisors should understand that their role goes beyond fixing cars. They should be trained to identify and communicate potential sales opportunities to the sales team.
Encourage cross-departmental collaboration and communication to ensure service advisors and salespeople work together to maximize revenue.
2. Offer Incentives for Service Advisors
To incentivize service advisors to identify potential sales opportunities, offer them a commission or bonus for every sale they refer to the sales team. This will motivate them to look for potential sales opportunities and relay them to the sales team.
It’s important to ensure that service advisors are not pressuring customers into buying but rather providing them with the data they need to make an informed decision.
3. Use Customer Data to Target Promotions
Your service department is a treasure trove of customer data. Use this data to create targeted marketing promotions. For example, if a customer has just had their oil changed, send them a promotion for a new set of tires.
If a customer has just had their brakes serviced, send them a promotion for a new car. Using customer data to target promotions will increase the chances of converting service customers into sales customers.
4. Build Customer Loyalty with Service
Building customer loyalty is essential for any dealership’s success. By providing excellent service, you’ll build a loyal customer base that will keep coming back for future maintenance sessions and even a new car.
Ensure that your service department is providing top-notch service by measuring customer satisfaction and addressing any concerns that customers may have. Building customer loyalty will increase the chances of converting service customers into sales customers.
5. Offer Maintenance Packages
Offering maintenance packages is an excellent way to boost your dealership marketing. Maintenance packages provide customers with a convenient and cost-effective way to keep their cars in perfect condition.
By offering maintenance packages, you’ll increase the chances of customers returning to your dealership for service and potential sales opportunities. Ensure that your maintenance packages are competitive and provide real value to customers.
6. Provide Exceptional Customer Service
Lastly, providing exceptional customer service is crucial for boosting your dealership marketing. Customers who are pleased with the service they receive are more likely to recommend your dealership to others and come back for future service and sales opportunities.
Ensure that your service department is providing exceptional customer service by training your staff, measuring customer satisfaction, and addressing any concerns that customers may have.
Boosting your dealership marketing by leveraging your service department is a smart way to increase revenue and build customer loyalty. By following the tips outlined in this article, you’ll be well on your way to success. Remember, it’s not just about sales; it’s about building customer relationships that will keep them returning for years.
Looking to boost your car dealership marketing? Let Market Doctors help you create a solid service-to-sales strategy that builds customer loyalty and increases revenue. Contact us today to learn more!