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Craig Darling

Craig Darling Sales Manager

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The Service Drive: Building a Business within a Business IV

<iframe width="560" height="315" src="http://www.youtube.com/embed/KY7UCJtNQMA" frameborder="0" allowfullscreen></iframe> 

It is true. How many customers does your service drive see each and every day? Take a moment and ask your service manager. When you find the number of RO's written each day on the service drive, I promise, you will want to spend all of your time out there!

It is easy and there are several ways you can make a serious impact on your bottom line if you follow any of these steps.

Check with your service director. Let that person be comfortable with what you are proposing to do. This makes what you are doing easy. (remember service advisors earn a commission too.)

Greet the customers with a warm and friendly welcome... Prep their car for the service porter. (Plastic on the seats, paper on the floor. etcl)

After looking over the car carefully... miles, condition... like you are aprasing the car... simply ask.. Are you considering trading this automobile in for a new vehcile? You are going to get several responses... any positive response is going to tell you if they buy new or pre-owned.

Follow up your answer by highlighting the fact that you have a buyer for the automobile... would they like an offer while they wait....

Take if from there... it is much easier than greeting a fresh up on the lot.

You may want to try this too:

  • Call each of the next day's service appointments the night before with the trade / buyer offer. (always have an appointment in your daily schedule.)
  • Share with all of the service advisors what exactly you are doing. (make sure they know about the birdog program)
  • Be friendly and not pushy at all. (These people already like doing business with your dealership.)
  • Thank everyone... if they want to do business or not... and offer them all a brochure and your business card... be sure to ask if they would like to be on your news letter list.

Next Week: An effective monthly newsletter... the viral potential. Reposted from TruePro.org 

Chris Costner
Great post Craig. I am sure many dealers are missing out on these opportunities and I am not sure why. These customers already know us, trust us and have done business with us in the past. I will take those odds all day long. I know we have great success with working the service drive and have tweaked a few of our processes to not forget about these customers. If the approach is "pitchy" it certainly is a turn off. I believe if we concentrate on servicing our clients at every touch point rather than concentrating on selling them something, it creates a much easier "close" when the time comes down the road. Thoughts?

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