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I’ll give you the answer. It’s yes.
How many times over the last couple months has someone at some conference talked to you about your service department? Have you changed anything? My guess is maybe a little but not enough. I know that there are a lot of challenges in making changes to your dealership but how much money are you not making due to the lack of change?
Today my wife told me that she needed to get an oil change. As I sat here at my desk, I saw her type into Google: “Oil Change Owings Mills”. It’s pretty astonishing to have seen the results and you probably know what I’m about to say. One…Count one franchise dealer showed up in the results and even that led her right to the “group home page” with no easy route to accomplish her goal of setting an appointment for an oil change.
The fact of the matter is that we as an industry have failed our customers. Sure, there are a majority of you that get enough work to be satisfied but is it enough? Customers are BEGGING for a trustworthy place to take their vehicle to be maintained but we ignore them. Heck, we don’t even try to be in front of them and they are trying to give you money.
Here are a few steps to at least right your ship:
(The only thing good about this "Live" site is the giant "Make An Appointment" button.)
In my last post I discussed making your customers lives better by simplifying and speeding up the buying process. It’s not a coincidence that I am now talking about “simplifying and speeding up” their service needs. This is the generation we live in. We don’t get to choose it but you can capitalize on it by adjusting to those needs and thus building your brand, capturing market share back and growing your business.