With all that’s happening in the last couple months, change has greatly affected dealerships. Dealerships have closed down their sales centers and are relying heavily on their service centers. Fixed operations is where dealerships are going to find their customers.
How are you going to capitalize on your service center, and create loyal customers that come back to purchase a vehicle once this chaos passes?
Here’s some advice from a 30-year+ veteran in the automotive industry, Russell B. Hill:
Make sure that your website is in the best position to convert customers. People are looking for deals more than they ever have. Do you have a specials content page? If not, or if they are sub-par, then you should get one or improve the one you have. Your for-profit centers are in your service specials pages. Make sure they are easy to find and are accessible from multiple places on your menu. Make it inviting. The more you focus on the quality of your specials, the more your customers will convert and fill your service bays.
Your customers want to purchase online. They want to communicate online. Make it easy for them to do so. They don’t want to just print coupons anymore, they want to email them, text them, save them, share them, map them… Keep potential customers on your webpage with high-quality, valuable specials that convert. If you don’t, they will leave your website for a better site elsewhere.
Keep your service center front and center and your website clean and easy to navigate. Your dealership will benefit from doing so when this pandemic passes us by and customers start looking for a place to purchase their next vehicle.
To change an industry, you need BIG IDEAS. Our ideas are HUGE, and our goal is nothing less than completely shattering people’s ideas of what is possible with Service Marketing, and showing them products and solutions that will exceed all expectations while driving your revenue and profit through the roof. Come take a ride with us – this is going to be a fun journey!