2020 was a year disrupted by COVID-19’s impact on all industries and fields, and the automotive industry was no exception. Vehicle sales have been strongly affected and recovery will not come overnight. Until vehicle sales recover, we can put our wits to work and boost revenue in the Service Department .
To create this service strategy, it’s important to work on the potential opportunities of our customer portfolio. Here are 3 tips to generate more sales in the Service Department.
To create this service strategy, it’s important to work on the potential opportunities of our customer portfolio. Here are 3 tips to generate more sales in the Service Department.
After the relaxation of lockdown measures many people have returned to their jobs, which means engines have started up again for transporting cargo, travel, and work in the field. These activities highlight a potential opportunity for parts and service sales.
One way to capture that market share is by using the data provided by your dealership’s DMS or CRM. For example, a simple strategy is to get a list of customers whose job requires the use of their vehicle by applying a filter to your customer list. Offering parts or maintenance services focused on those activities can be an opportunity to anticipate customer needs.
Make the most of seasonal services
Another activity that has become more flexible in different regions is tourism, and this means that many vehicles that were used sparingly in 2020 may now be making long trips. You can offer these customers maintenance and seasonal services.
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Leverage this situation by offering promotions and advertising special services, and launch them before the change of seasons.
Analyze workshop sales potential reports
Finally, your DMS should provide a report that is vital to detect untapped sales potential: the Workshop Sales Potential Report shows parts and service consumption by customer according to the vehicles they own, and compares it with the annual consumption. In this way, you can see what should be the normal consumption of parts and services for each customer, and what their actual consumption has been so far.
By determining sales potential and customer consumption, we can see:
- Customers that have consumed their total labor and parts potential. These customers are loyal and you should work on retaining them.
- Customers that have not consumed their total potential. You should contact these customers to offer them the services they haven’t done.
- Customers that have not consumed any of their total potential. These customers may have gone to another dealership or workshop, so it’s vital to contact them and try to recover them.
- Maintenance services that a customer may need. Be proactive and contact them to offer these services before their vehicles are damaged.
Request a demo to receive more information about how Autologica DMS can help you improve your dealership’s sales performance.
