When is the last time you looked through RO’s to see how many services had been declined? Or whether or not the advisor even offered the service vs. simply clicking decline? Chances are - in any service lane - there are untapped opportunities. One them being marketing to the customers with declined services. That is not to say that sending the offer right after s/he leaves makes sense either. As the customer might think “if they can discount now why couldn’t they discount it before?”

Instead, focus on the smaller services where the customer will have to soon perform those services such as tires, brakes, rotors, etc. Sending the campaign in increments (such as a week to 10 days out) as they are most likely going to shop prices at the big box service centers.

Here are some of the best practices when sending the campaign:

Email Marketing

As I have mentioned before, email marketing is not going anywhere and remains relevant when communicating with your client base. What is not relevant or helpful, however, is sending emails that do not offer the customer something of use. Where if you were to send the declined service campaign immediately after their service (as mentioned above) they might not see the value in the discount or offer. Versus, if you send it out 7-10 days after their service it is on their mind. Where they have most likely looked to see what pricing is available in their own backyard.

In order to make it as effortless as possible, you can create 3-4 opcodes for the most commonly declined services: tires, brakes, rotors, etc.

Coupons:  Dropping the Lowest Price Does Not Always Work

Sending the lowest price in town does not always work. Not to mention, it sets the precedent for the customer that their services will be at a discounted price. That said, you can offer price match guarantee. In turn, allowing you to upsell the advantages of their servicing with you. Such as rental cars, & shuttle service. All of which sets you apart from the local competition.

Service BDC or Advisor Calls

If you have the staff, work with them! They could call the customers who have declined the service. Inviting them back into the service lane. As for the BDC rep, you could spiff them on the number of appointments they got through the door. If run efficiently this could increase revenue and appointments!

Service Plans

Offer the customer a plan of action that works with their own financial goals. Spending the time to review which options work best for the time being. Where perhaps each visit they can get one to two services items completed. This also puts the plan of action on their terms, which will make the customer feel as if they are in control of what they are fixing.

Bottom Line:

Just like in sales there are objections. And while there are certain service items that have to be fixed for safety - we have to ask ourselves, what customer does not want the peace of mind knowing that they're the vehicle - mode of transportation - is running at is best? Ensuring that the integrity of their vehicle is not compromised.

How do you handle declined services? Do you have the BDC call the customers? If so, what kind of results do you see?