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From: Jared Hamilton
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Hunter Swift

Hunter Swift Manager of Market Development

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Sales to Service, Service to Sales.

One of the biggest areas of improvement I often see at the dealership is fixing the disconnect, lack of communication and cohesiveness between the sales and service departments. How well is your dealership doing in integrating the two departments at your dealership?
 

  • Are you marketing to sold customers who have not been in for service?
     
  • If someone comes to your service drive with high mileage or is out of warranty, do you have a process of notifying someone in the sales department?
     
  • When one of their sold customers comes in for service, do you notify the salesperson to greet them in the service drive (and ask for referral)?
     
  • If a salesperson sells a vehicle, are they setting the customer’s first service appointment?
     
  • Do you send out sold anniversary letters and/or emails reminding the customer of their registration renewal, recommended services, their current trade-in value, and current sales specials?
     
  • Are you sending to your recently sold customers marketing regarding parts and accessories to customize their new vehicle?
     
  • Does your sales department market to your service customers who have never purchase a vehicle from your dealership?

If you answered “no” to any of these questions, you are missing an opportunity to drive more traffic to your sales and service departments.

What are your thoughts?

 

 

 

 


Hunter Swift is the Business Analyst at DealerSocket and specializes in Automotive/Dealership processes that help dealerships become more effective by maximizing their opportunity to improve all aspects of the sales cycle, including: driving traffic, marketing, proper sales, and demonstration techniques. He also specializes in helping dealerships increase their customer satisfaction, reduce their web-lead response times and to improve accountability.

 

Dennis Galbraith
Hunter this is a great point! Customers typically see the store as one business, not three or four distinct business units. However, some people who buy from a dealer have a bias against using a dealership for service and vice versa. I think surveys can be added to your list of things to do. One of the most useful research projects I ever did was to survey service customers who had bought their vehicle somewhere else. It turned out that over 80% of them had shopped my dealer's store before buying, but most of them did so with no intention of buying there. The store was able to make substantial changes to impact the perception service customers had of their vehicle pricing.
Hunter Swift
Wow Dennis great point and suggestion!

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