The used car sales industry continues to heat up and become more competitive as inventory declines. So how can dealerships get more used cars on their lots? Your auto repair shop is filled with used cars, it’s just a matter of tapping into this goldmine of existing customers for new sales potential.
The Service Drive: Your Direct Access to a Pool of Potential Vehicles
What makes the service drive so important when it comes to sourcing quality used cars? Some of the customers coming in for service are already considering the condition of their vehicle, which may make them more open to trading it in. You also have access to all the service records for many of these customers, so you know exactly what you are getting in a used car.
If a customer is using your auto repair shop, you already have a relationship with them, and you may already know if they are ready to make a trade. Talk to customers who have vehicles with high mileage or if they have an older vehicle. Trading up may be in their best interest if potentially expensive repairs are on the horizon.
Identifying Service Drive Opportunities
It can be a challenge to align your sales and service teams, but worth it. The sales team can make sure that the service department knows the makes and models that are in demand. The service team can do their part by identifying potential customers who bring well-maintained vehicles in for service. The team can review service appointments ahead of time, so they know which customers to approach.
A good way to approach a service customer is by giving them an upfront estimate of their trade-in value. Point out the benefits of selling their car now instead of waiting, and always prioritize their needs.
Building a Marketing Strategy for the Service Drive
In order to benefit from mining the service drive, you need to have a plan with both the sales and service teams on board. Once you train service advisors to identify potential trade-ins, create an incentive program for trade-in leads. Then, streamline the trade-in process to make it easy for everyone.
Having a dedicated staff member to be the liaison between the two departments can help make the process smoother.
Technology Can Help
The service drive is one of the best places to turn for potential sales customers and inventory, but getting the information you need to make it all work doesn’t have to be labor-intensive. Companies such as FRIKINtech and Automotive Mastermind will automate the process so you can focus on customer interaction.
Information about almost everything is right at our fingertips these days. If you see a potential service customer that you want to turn into a sales customer, it takes just a few minutes to get an appraisal for their vehicle. Edmunds, Kelley Blue Book, and Autotrader are just a few automotive appraisal tools that are easy to use.
Your auto repair shop is filled with opportunities; it’s just a matter of taking advantage of them. With the right tools and a team that has the information they need to contribute to service mining; you can all see success.
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