Turning Service Visits Into Car Sales Opportunities

While service is great for driving revenue, it can also be a powerful source of leads for your new-car sales department. Why? Because 21.7% of new vehicle buyers are active service customers, according to DriveSure research. This means many of your service customers are already in the buying mindset—they just need a nudge in the right direction.

What’s the solution? Treat every service visit as a chance to restart the ownership journey. That means making a deliberate effort to connect service customers with sales opportunities—from trade-in offers to upgrade paths and incentives to renew service benefits.

Dealers that master this service-to-sales handoff can generate more trade-ins, sell more vehicles, and build stronger customer relationships.

In short: it’s about creating a seamless loop between sales and service, so customers keep coming back to you—not just for their next oil change, but for their next car.

Understanding the service-to-sales handoff

The service-to-sales handoff is the process of using service interactions to plant the seed for future sales. Every time a customer comes in for an oil change, repair, or tire rotation, you have the chance to keep them engaged with your dealership and nudge them towards their next purchase.

Why does it matter?

Because most dealerships don’t maximize this opportunity. According to the Urban Science Insight Lab:

• Only 12% of buyers were offered to trade in their vehicle at their last service visit (Urban Science Insight Lab).
• Just 15% were given a trade-in value.
• And only 14% were informed about new vehicle offers.
• Only 13% are introduced to a member of the sales team.

If you’re not addressing these gaps, you’re leaving money on the table.

Think about it: These customers are already in your service lane—they trust your team and are familiar with your brand. Engaging them with relevant offers or introducing them to the sales team can be the nudge they need to consider an upgrade or a new purchase.

This is also a great chance for your Used Car Department to spot in-demand vehicles when they come in for service. By keeping an eye out and actively sourcing these cars, your dealership can build up a strong inventory of popular, fast-selling models—helping you boost profits and move inventory more efficiently.

How do you make it work?

It starts with a process: train your service advisors to identify potential sales opportunities, educate your team on making soft handoffs to sales, and ensure customers leave with a reason to return—whether it’s a trade-in estimate, a special offer, or simply a positive experience.

The bottom line? Make service visits more than just maintenance; make them the start of a new sales journey.

Key strategies to strengthen the service-to-sales handoff

To convert more service customers into sales, you need a strategy. Here’s a breakdown of practical steps to create a stronger service-to-sales handoff:

1. Build relationships from day one

• Start early—don’t wait until the first service visit.
• During the sale, set expectations for service follow-ups and introduce the customer to the service team.
• Pro Tip: Schedule the first service appointment at the point of purchase to lock them in (and avoid scheduling issues that damage retention)

2. Use service visits as sales opportunities

• Train service advisors to spot opportunities, such as high-mileage cars or lease-end customers.
• Provide trade-in values during service, and suggest upgrades when it makes sense.
• Since only 15% of buyers currently get a trade-in offer during service, even small steps will set you apart.

3. Promote incentives with every service interaction

• Give customers a reason to return for the next visit: a complimentary service, a discount on new vehicles, or a special trade-in offer.
• Consider offering value-added benefits like DriveSure’s Renewable Benefits Suite (e.g., roadside assistance, tire protection).

4. Stay top of mind between service visits

• Use automated follow-ups via email and text to remind customers about upcoming service and promote sales events.
• Our Maintenance Marketing System can automate this process, making it easy to stay connected.

5. Make every service visit a positive experience

• Give customers a tour of the service department, introduce them to the staff, and share what makes your dealership unique.
• A good service experience builds trust, making customers more receptive to sales conversations.

Overcoming common service to sales handoff challenges

1. Service advisor resistance

Some service advisors see engaging in sales as stepping outside their role or distracting from their main focus: service and repairs.

To shift their mindset, highlight how a well-executed handoff that boosts the dealership’s bottom line also enhances their own job security and professional growth. You may also want to offer extra recognition for those who do it well, as well as potential bonuses or commissions.

Consider holding joint meetings between sales and service teams to build buy-in and show how the two departments can support each other.

2. Lack of confidence or skills

Many advisors aren’t comfortable initiating sales-related conversations. To tackle this, focus on making the handoff natural and customer-focused.

Provide coaching sessions to help them develop the soft skills needed to build rapport, identify vehicle upgrade opportunities, and confidently introduce the sales team. You may even want to use role-playing exercises to help turn these skills into habits and build their confidence over time.

3. Alignment issues between teams

Without clear processes, miscommunication between service and sales teams can derail the handoff. Solve this by establishing a documented, step-by-step handoff process that everyone follows.

Use a CRM system to keep track of every interaction, set reminders for follow-ups, and make it easy for both teams to see where customers are in the journey. Regular check-ins between service and sales teams can ensure alignment and consistent execution.

Unlocking the full potential of service visits

A solid service to sales handoff isn’t just a nice-to-have—it’s essential. Get your team on board, start engaging customers from day one, and turn every visit into a chance to drive sales.

Consider how you might use these solutions to help:

• Maintenance Marketing System: Automate service reminders and follow-ups to stay top of mind between visits, making it easy to promote new offers and keep customers in the loop.
• Renewable Benefits Suite: Offer perks like roadside assistance and tire protection with each service, giving customers a reason to keep coming back—and stay loyal when it’s time to buy again.
• Prepaid Maintenance Packages: Drive repeat visits and boost revenue by offering easy-to-sell prepaid plans, which keep customers locked into your dealership for future service and sales.

What about the flipside? If you’re still looking to optimize the sales-to-service handoff, download the free checklist.