Lease and Loan customers in your service drive?

Ron Morrison
What number, or what percentage of the customers that are in your service drive have loans ending or leases expiring that your dealership did not sell? In other words their lease/loan originated with another dealership or lender other than your dealership?
Marc Bellacosa
About 60% of our customers match your description, although my situation is much different than most dealers. I work in a area that many people drive to work, but not very many reside there. Property prices are very high, and the cost of living here is also very expensive. I also work for a brand that mainly involves leasing, which gives our sales team many opportunities every day to make a deal. I do feel that most people purchase close to home, and service close to work.
Ron Morrison
Thanks for that input Mark. When you say "gives your sales team many opportunities" are you talking about them having many flexible options to put a deal together or are you saying that they work hard a "sales in service" converting lease expirations?
Lauren Moses
Most of our customers are all our loyal customers. If we get a customer from another dealership they are usually impressed with the great customer service that we get them to come back.
Ron Morrison
Thank you Lauren! Yes, strong customer service is the ultimate loyalty and conversion tool. In my experience nothing trumps the experience that a customer (yours or another dealers) has while they're in your store. Clearly you guys get that - keep up the great work.
Lauren Moses
Ron, Very much sold. We understand that no dealership is perfect but try our hardest to make sure every customer leaves happy. I can't talk from experience much since this is the first dealership that I have worked for, however I have done business with other dealerships before. I think this is a huge market that most dealerships miss out on. A lack of communication between service and sales attributes to this. If you have it drilled into your service writers to contact a sales rep when a customer comes in with a vehicle from a competitor you can pick up alot of those missed opportunities. Even just a simple "Hi I'm Lauren with ABC Motors. I'm glad you took a chance and stopped by to see us today. What brings you in?" and get to honestly know the customer and their needs then you start to build the rapport with them that the other dealership may have missed. Thus giving your dealership a chance to get their foot in the door with new customers. It's something that I know we don't do so well all the time, but we do try. I know that I try my hardest when I'm back there to do it if the customer is around.

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