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Leveraging Pricing Intelligence for Your Service Department

Bill Springer | Updated on October 6, 2026

Episode 09 — Featuring Guest Joe Gibson & Melissa Marlatt

Why do some dealerships consistently outperform competition while others lose customers to aftermarket pricing? Intelicheck’s Joe Gibson & Melissa Marlatt uncover competitive intelligence strategies that help service departments boost retention, stay ahead in pricing, and win back customers.

In this episode sponsored by DriveSure, Joe, Vice President of Sales and Marketing, and Melissa, Chief Operating Officer, explore the impact of competitive intelligence in new car dealerships. We reveal how real-time pricing data helps dealerships stay ahead of aftermarket competition, especially for services like oil changes and tires. Joe and Melissa also provide insights into understanding true competitors, the importance of transparent pricing, and how dealership service departments can leverage intelligence to retain customers through value-added services and better communication.

Takeaways from this episode:

The growing trend of mobile service
How pricing and competitive intelligence can be applied to make mobile service a viable extension of dealership offerings
Increasing customer retention and loyalty by offering value-packed service packages
The importance of consistent communication with customers about services, pricing, and convenience