As a general manager or store director you are approached daily with the latest and greatest technique to attract more customers to your service department. Although this is a very necessary action to grow your business and increase your customer database, I would suggest to look within your dealership walls for the actions that are causing more than seventy percent of your customers to defect after the warranty time period has expired. The real underlying issues are our customers are skeptical due to a lack of trust and we have years of history to overcome to earn our customers business and loyalty back. The good news is you do have a “core” of customers that are loyal and continue to use your service department and will purchase their next maintenance service or service repair from you. In addition every month your sales department continues to fill the front end of the funnel with new customers that service has the opportunity to hold on to and never let go.
Let’s start today, actually lets start on the next customer that is purchasing a vehicle from you right now or coming in your service drive and look at it as your goal to reduce or narrow the opening at the bottom of the funnel to restrict the defection rate. Lets face it, our customers have many options, as I do when I’m picking up my morning coffee but I choose to go to the same place that I have built a relationship with and barring a major catastrophe I don’t see a reason to defect. I know that selling and servicing a customer’s vehicle is a lot more complicated than making a venti skinny sugar free vanilla latte but the basic fundamentals of building a relationship are very similar.
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Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.