Knowing how long it can take to make the sale and the sheer cost of acquiring the customer - it's surprising that more dealers do not take the time to incorporate a better sales to service hand-off. Where in many cases customers are either not informed at all about service or their sales consultant might have pointed to where service is located. Now imagine being the customer - who just purchased a vehicle - to be completely unaware of what services, programs, or value you can provide them? This costs the dealership potential customers. Customers that should be retained in service. And while many customers through osmosis will return to the dealer for their next service. Others will not.
Here are some of the best ways to handle sales to service hand-off:
Simply Sending an Additional Email Will Not Work
Emails are great. Not so great, though when the sales consultant failed to introduce the customer to service. At the very least, they should be introducing them to the service manager. Or better yet, an advisor, which will allow the customer to put a face to a name. All of which can increase the chances of their remembering who to work with.
Pointing to the Service Lane. They Are Closed, Anyways.
Regardless of what industry you are in pointing to a general vicinity is a major no, no. Even if service is closed for the day, it does not hurt to give the customer a quick tour. Allowing them to visualize where it is to bring their vehicle in for service. This also allows the chance to explain the service program. This can and will set your dealer apart as many dealers fail to explain the benefits of purchasing with them. Not even branding that in their marketing.
Assigning An Advisor to a Customer
One of the unique ways a dealer can offer a higher level of customer service is assigning them to an advisor. Wherein, that advice would be that customers main contact at the dealership. Allowing the customer to put a face to a name. As well as having an “advocate” in both sales and service. If the advisor knows his/her client base - as the rapport is built - then it fosters the ability to create more of that appointment culture. Where the customer will book their appointment on that advisors day at the store. Imagine the customer remembering who it is they are working with versus working with someone new each and every time. In which case the advisor might not be aware of the MPI the previous advisor offered. Putting themselves in what could be an awkward position.
At the end of the day, it is about the customer. Anything we can do offers the customer a better experience the better the service lane will do. That all starts, however, with the sales to service hand-off. That handoff, however, has to be apart of the process as well as managed. Otherwise, it is seen to be a suggestion rather than not an option.
How Do You Handle the sales to Service Hand-off? Have you approached it unique, unconventional way?