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Customer Value Ladders For Dealership Fixed Ops Departments

Most local businesses (dentists, gyms, chiropractors) have what's known as a customer value ladder.

This is a map of the customer's journey as they grow and spend more money with your business.

Here's a question for fixed ops departments:
What does your value ladder look like?

I came up with a couple of examples. Keep in mind that I'm a marketing guy, and not a service department manager. Please poke holes in these and leave your suggestions in the comments section below.

1. Dealership Service Department Value Ladder

Dealership Service Department Value Ladder

The idea with this campaign is to run a geotargeted ad offering a free carwash during a set period of time. For example, the ad copy could say Click here to claim your FREE carwash! Offer valid today only from 4-7 p.m.

Once that lead comes in for their free wash (and you have their name, email and phone number), you offer them a one-time-only upsell for a tire rotation at 50% off. They must claim that offer same day.

Now that the car is on the rack, you run a multi-point inspection, and note tread depth, brake wear, windshield chips, etc.

After the car is washed, take the customer to their car and talk through the inspection.

My guess that out of 15-20 free carwashes, 20% will take you up on the discounted tire rotation upsell, and 20% of those vehicles will need service.

2. Dealership Parts Department Value Ladder

Dealership Parts Department Value Ladder

With the parts department, a free or discounted item will get leads in the door. For example, Free touch-up paint for your vehicle! Today only from 3-8 p.m.

Once the lead arrives to pick up their touch-up paint, walk out to their vehicle and show them proper technique for applying the paint.

Note the rock chips on their bumper and hood, and offer them a one-time-only discount to get a Paint Protection Film installed (or scheduled).

Then discuss appearance packages– lift kits, pinstriping, window tint etc.

My point with building out these "value ladders" for service and parts departments is it's important to have a process behind what you offer.

That way your service technicians and people behind the desk can use a script to upsell customers, and ensure a good percentage of those people who claim the free offers are converting into revenue through an on-going relationship with the dealership.

What does your value ladder look like? Leave your comments below.

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