We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
We recently launched a program with our ASM's in an effort to get them to want to give us some referrals from guests in the service drive. Here's the short version of what we have put together so far: Guest comes in and has a repair, ASM gives the guest a "second option" asking them if they have considered trading in their high demand vehicle rather than paying out of pocket for the repair (their pitch is scripted), guest agrees to talk to someone in the sales department to get a value on their trade, saleperson calls and tries to make an appointment for the guest to come down and look at a new vehicle (also scripted), and we hopefully help them get into a new car.
We started about 2 weeks ago and surprisingly haven't had one referral from them. I thought they would be all over it because we set it up to where they would make twice as much money as they would have had the car been repaired by the guest. We figured the car would need to get fixed anyway, so we decided to have the ASM proceed with the repair so both the technician and the guest weren't going to be inconvenienced. I figured it would be a win-win for the ASM because they move forward with the same job and make more money in the process.
I assumed it would take a little bit of time to get it off the ground but I didn't think we would go 2 weeks without any lead at all. I'm starting to think we may not have set it up right. Just wondering, is there anybody out there that has successfully implemented a process like this? If so, what did you do differently? What was the compensation like?