Service Advisors Must Sell To Maintain Dealership Profitability

In today’s market, a dealership needs three service customers to create the same amount of revenue from one customer five years ago.   The reason for this is trifold: 1)    Manufacturers have extended recommended service intervals 2)    Fewer operations are recommended by manufacturers meaning each maintenance RO has fewer op codes 3)    Automobiles are simply made better these days requiring less warranty work In order for a dealership to remain profitable, customer pay dollars must increase.  One of the most effective ways to achieve this is through the sound advice given to your customer, over time, by your service advisors.  Let’s face it, your service advisors are the face of your dealership for your customers.  To earn customer confidence in your dealership, it is imperative that your service advisors properly and consistently sell vehicle needs and your dealership’s value at every service.  Read on to learn how your service advisors can get it right every time. Actively Recommend ALL Service Needs There are always four components of a service advisor’s selling opportunity; service advisors should address each one at every visit. Customer concerns (why the customer set an appointment or came in) Vehicle history analysis for routine maintenance and previously declined work Findings from walk-around inspections Findings from technician multi-point inspections For example, let’s say a customer visits your service center for a “squeaking sound” her car is making.  In most cases, your service advisor will address this issue accordingly.  But rarely will your service advisor review the vehicle needs uncovered from each of the other three selling opportunities.  If the multi-point inspection results or vehicle history identifies that the...