Many of you out there are standing around the dealership waiting, hoping and praying for a customer to pull up on the lot. The average closing rate of a first time visitor is 13-15%. OUCH! That is a tough way to make a living. The good news is that in your service department, at this VERY MOMENT, are more customers that you will probably see ALL WEEK. Pick out one with a 06-10 model, tell them you have a buyer interested in it, and then ask them the magic question: "If I could put you in a newer vehicle for about the same price, would you be interested?" If they say they own it outright, then ask them "If I could get you more today than it's worth, would that excite you? Not only that, but any customer who takes you up on the offer will close at 50% and the gross will be HUGE because all they really care about is the payment. I have a full time salesperson in the Service Drive who averages 12-15 cars per month and is killing it in gross. How many of you are doing that?
The great news is that your Service Drive has customers every single day. You just need to reprogram your mind to understand that an "up" is just really anyone you talk to, but especially those who are driving 06-10 models. When you realize this, you will start to see "ups" everywhere you go. The next time you go to the gas station, see how many potential trades there are getting gas, and if you have the guts, you can take as many "ups" as you want. And since sales is and always will be a numbers game, you can be at the top of the leaderboard in no time!
So the next time you hear yourself saying "it's slow", take a walk back to your service drive, or a trip to the gas station, and you will never say it's slow again!
If I can answer any questions about how to maximize the Service Drive, just drop me a note and I'll do my best to help.
Comments
Great find Meaghan!
The old saying: "if it were easy everyone would do it" is a head scratch, isn't it? It is easy and hardly anyone does this. I love Tom Hawkins reply and Jessica Campbell's results. Well done Tony!
That is the idea, Sutoyo. This is what I do. I get to the service department early in the mornings with a list of that days appointments that I have printed the prior day with an idea of who I want to talk to about what kind of vehicle. I target vehicles between 2005-2011 talk to the customers get them excited about their vehicle. Tell them how nice it is and that "I need it on my lot". "I have a customer looking for just this vehicle and I recite a word track that goes as followed; "If I offered you more than your car is worth would you trade in for a 'NEW' one at the same payment or LOWER?". "Yes, that right I said LOWER your payments." "Would that be something that interests you?" You know, only probably 3 out of 10 say NO! I close about 75% of the people I actually bring in out of the service drive. You could too!
Tony, Thanks for posting this. It is nice to be able to refresh my approach and re-teach myself the art of converting a service customer into a sales customer. Very Helpful, thanks. Keep em' coming and I will keep reading. My service sales are sure to increase, I'm sure of it!
Tony, SPOT ON! I have been saying this for years... "There are 8 different ways that a sales PROFESSIONAL" can sell an automobile". And service is 1 a BIG one! I have seen much success with converting a Service customer into a sales opportunity. The main thing is having a plan. I love your article, it is simple and powerfully successful. Great job! Please keep these ideas coming. The community can learn a lot from your 24+ years in Automotive Sales & Management-
Great stuff. It really is reprogramming salespeople. I have friends at other dealerships where that is a requirement. A lot of owners, GM's and GSM types are realizing with the paradigm shift that has happened in this business over the last 5-7 years we must change. Simply allowing our salespeople to hang out and probably blow through that up the dealership paid $200-400 for in advertising is acceptable anymore.