Dealership Marketing During Shortages

Join Corey Smith with Fixed Ops 5 Podcast as he talks to Russell B. Hill about how to address dealership marketing during widespread shortages, including how a loss of revenue can be made up in the service department, how to increase efficiencies, and how service staff can get more business into their service department.

With COVID restrictions lifted across the country, consumers are preparing to commute long miles and take long-awaited summer trips, causing dealers to look at taking care of delayed service needs. As a result, service departments are getting plenty of customers, and business is coming back. 

Hill suggests that now is the time for service departments to bring back the lost revenue. He says, “dealers can do it through many different channels, but mostly by increasing efficiencies.”

When asked if dealers can do more mass mailings or customer appreciation barbecue days, Hill said, “I don’t think, at least right now, it’s about getting more business. I think there’s plenty of business coming through the service departments. The challenge is that 75% of people coming in are there to change oil and rotate their tires.”

As dealers face a department full of “one-and-done” service items, they need to focus on getting more lines per RO. A well-established marketing strategy says it’s cheaper to keep the customer you have instead of struggling to acquire new customers. Hill agrees that customer retention and growth are where dealers will see the most revenue.

Read the full article on Fixed Ops 5’s blog: https://www.nationalautocare.com/blog/how-to-present-the-multi-point-inspection-a-fixed-ops-5-blog

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