Sales have a direct correlation to the volume of units that pass through service on a daily basis. So as you are planning for year-end and are looking to plan for the next year - pay close attention to your monthly sales numbers. Depending on the sales numbers (especially regarding new) your service drive will be affected.

Here Are Some Things to Consider when it comes to planning for year-end and shaping the following years marketing: 

When Your Sales Numbers Are Up 

If sales are up year over year you should see an increase in the number of RO’s per quarter. That said, you should be planning as to how many new units should be hitting the drive per month and quarter based on your sales numbers. And when reviewing those numbers make sure to use your OEM’s retention numbers to build your forecast. 

Depending on the increase in sales (and what the average daily RO count is) you might have to increase hours or hire an additional express advisor to handle the incremental oil changes. If there are months with lower sales then your objective then you would want to focus on increasing your campaigns to target customers slipping out of your OEM’s retention guide, which leads to the below: 

When Your Sales Numbers Are Down 

Some dealers saw a decline in sales year over year. If you are one of those stores, your service department will not necessarily see an incremental increase in RO’s. That said, you will want to focus more on acquiring new business through conquesting your OEM’s owners - within your primary marketing area - who have not serviced at your dealership. 
Ensuring that you are outweighing the cost of marketing per customer vs. the OEM’s kick back for hitting your numbers. 
 

Schedule First Oil Change 

More often than not the customer does not want to schedule their first service appointment right after the purchase. And while that makes sense - as the customer does not know their schedule 3-6 months out - you want to offer that it is best if they bring their vehicle back within the first three months. Allowing the customer to bring it in and address any concerns, questions, etc. that s/he may have. Making sure the vehicle is working 100% to their satisfaction. Not only will this assist with retention, but the customer will feel taken care recognizing that you value their purchase. 

Bottom Line: 

Regardless of whether your sales are up or down, it is imperative for those that did purchase from you to come back for service! Especially your new car customers! Remembering that each customer that buys and does not return for service is less likely to go back and purchase another vehicle from you! 

How do you plan based on sales volume? Have you seen a negative impact on the service drive when sales are down? If so, how have you addressed the issue?