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Bryan Armstrong

Bryan Armstrong e-Commerce Director

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To Retain your Customers- "Lay-Em-Away"!

One of the greatest challenges we face in this Industry is the attrition of our Service Customers after their warranty period.

When your non-lease Customer’s begin to get the bills and Service recommendations that are Customer Pay items, many will consider trading or start looking at another Brand or local Shop.

One of the most effective ways I have found to combat this is to “Lay-em-Away”.

It works like this:

Every declined Op Code generates a call from either the Service Writer or better yet a BDC Rep. They’ll explain that we want to help and offer to set them up in our V.I.P Program. They’ll then set up their next Service appointment to do the Oil Change as well as the top 2 most important Service recommendations. This cost should be equal to approximately $100. The next appt. is scheduled as well with the same formula used.  By the time the 4th appointment is completed (assuming a 3,750 interval and 15,000 a year) not only will you have completed that 30,000 service, but the 45,000 as well. The biggest benefit is it’s all at a cost to the Customer of approximately $1 per day, you have their gratitude, maintain loyalty, and they feel cared for rather than preyed upon.

Of course if your smart and you have a Communications Center that communicates well between Service and Sales, the second kept appointment will also include a complimentary surprise “Demo for the Day” and a hang tag on the mirror of their car when they return with what the payments would be on the New under-warranty vehicle they just enjoyed all day would be.

Everyone wants to be a VIP and feel valued and understood.

What are you doing to meet your Customer’s budgetary constraints on the Drive? If it’s only crossing off services or lowering your margins, you’re missing opportunity and gross profit.

 

Bryan Armstrong

@bryancarguy

Jim Bell
Great idea Bryan! I love it. My question is how many cars do you sell as a result of having that hang down in the car that is loaned to them? So many people feel that they are taken advantage of in the service departments, and breaking it down to cost per day since last service appointment is a great idea.
Chris Costner
This is a beautiful approach Bryan, thanks for sharing. I agree that communication is key. This is a perfect example of using servicing opportunities rather than coming across as "let me sell you something" and will create more business and loyalty than any other approach. Well done and thanks again.
Brady Irvine
Genius! This concept works on so many levels, I love it.

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