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Dealers spend a small fortune in time and expense buying and transporting vehicles from various auctions around the country. How many of you consider your service drive an auction? What would happen if you did?
Think about how hard it is to find 2008 through 2012 vehicles at the auction. You have a steady stream of them pulling through your service drive every day. What are you doing to maximize your opportunity with those customers and to obtain those vehicles for your pre-owned lot?
Your service-in-to-sales opportunities could be the most profitable sales process you install. Imagine how many more cars you could sell simply by pre-appraising the vehicles from your service appointments and working up proposals for customers with your current inventory. That means new high-quality leads every day. Done properly it could generate a steady flow of trade-ins for your certified pre-owned inventory.
There are tools out there to make this process easy and literally will work up numbers on every vehicle you have in stock. For obvious reasons I am partial to bLinked and you can find more info at http://goo.gl/JWqNU .
My guess is that within two years every dealership will have some sort of automotive equity data mining and lead generation tool. The service drive is the best source of leads, deals and future certified pre-owned vehicles a dealer has.