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Jared Hamilton
From: Jared Hamilton
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Denim Simkins

Denim Simkins Director, Fixed Ops

Exclusive Blog Posts

Being a Relevant Service Department

Being a Relevant Service Department

The latest news out of the auto industry is that Amazon, everyone’s favorite online retailer, is investing $700 million into the electric truck a…

automotiveMastermind Talks Predictive Analytics

automotiveMastermind Talks Predictive Analytics

We conducted a lot of interviews with thought leaders at NADA 2019, and we will be posting them in the community for the next few weeks.   I…

[WEBINAR] Your GamePlan to Triple Your BDC Close Rate Without Breaking the Bank

[WEBINAR] Your GamePlan to Triple Your BDC Close Rate Without Breaking the Bank

Matt Weinberg, SVP of Consumer Experience at Drive Motors, presented our latest webinar.  He discusses the evolution of the Internet lead and shows …

Advances in Inventory Management

Advances in Inventory Management

 We collected a ton of interviews at NADA, and throughout the coming weeks we'll be releasing them.  John Hensman, General Manager at Hom…

3 Steps to a Better Hiring Process

3 Steps to a Better Hiring Process

Somewhere out there is the perfect candidate for your job opening, but finding that person can be a challenge. How much thought and time do you put into yo…

3 Factors to Emphasize That Customers Use When Choosing a Service Center

0f0cfab0763159f36be2eded09bb9a4b.jpg?t=1As per Google’s most recent services path to purchase study the top 3 factors when a customer is deciding on a vehicle service center are, positive past experience, vehicle expertise and price of services. Of the 1,500 surveyed 63% said a positive past experience was the most important factor and vehicle expertise and price were 56% and 53% respectfully. 

Creating a positive past experience starts with ensuring their current experience has been infallible. A few easy steps to help with that are: Insist on having proper communication before, during and after the service experience. Appreciate your customers and do something for them unexpected. Resolve any customer concerns quickly and amicably. Make certain your business culture is a customer centric model and not just a catchy phrase word.

With information being readily available on most everything possible, it is super critical to customers that you are the subject matter expert. Having expert knowledge has become expected. Customers want someone that will answer their question completely and in their terms, no pressure, right? A solid training program starts the foundation, but a continuous learning strategy is a must. Those who demonstrate their knowledge will be rewarded with customers wanting to choose you for their repair business.

When looking at price, here's a few things to keep in mind. Price does not always mean cheaper. Most salespeople agree that overcoming a price objection is a matter of conveying value. At the dealer level we have the opportunity to talk about the value of the service and explain a fair price does not mean the cheapest price. In order to do this you need to be aware of your competitors pricing and know that a customer today is researching other options on price when standing in your service drive discussing the services needed. A fair price along with a conversation about value of services will help your customer feel better about the perceived cost.

Applying these 3 strategies are simply a start as there are many more factors that go into the customers decision to choose a service facility, however, they are the largest factors. As Google states in the afore mentioned study there has been a decrease from 2014 to 2015 of 12% in drivers likelihood to return to service centers and excellent service and a positive past experience are the ticket to loyalty.

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