Dominate your Service Market – Create a “Well-Oiled” Selling Machine
Now is the time to get into the
REAL SERVICE BUSINESS
The record breaking sales pace we have enjoyed for the last several years, plus the amount of incentives that have moved future buyers into today buyers also seems to be scaling back, indicating that a sales slowdown is inevitable. Perhaps it is already happening in your market. The question everyone is struggling with is how long it will last and how severe it will be? And the bigger question is, what do we do about it?
The answer is finally step up and give the same attention to the service department that has been given to sales department year after year. For the past years the focus dealers have been concentrating on has been the Digital Changes taking place in our business. Very few dealerships recently have been taking the time to address the service side of our business.
Over the past years while working with dealerships, it had become obvious to me that very little has been done to truly address the issue of poor Owner Retention. This, like many of the issues, has to start at the top. We must start out by educating everyone in the dealership that industry averages state that 2 out of 3 people, when their vehicle runs out of warranty, owners start taking their vehicles to independent repair facilities for their service work.
Another glaring area, we need to review the way we have been selecting our people in the past. Think about a service advisor, do we hire for technical skills or relationship building skills? An extension of this is the need to update our pay plans. Is Owner Retention even a part of any of your service pay plans?
In a recent article I asked the question: “Who’s the best salesperson in your dealership?” Let me rephrase the question: “Where does your service advisor rate in best salespeople in your dealership?” Probably not at the top. So continue that question and ask yourself how much training do Service Advisors get when it comes to selling skills, over-coming objections, closing techniques, relationship building skills, listening skills?
As we work to adjust for the ramping down of the Factory Incentives, wouldn’t it be nice if your dealership had Service Absorption of 85% and you were working to get it to 100%? It can be done but not by following a 10-20 year old service model. What if your service department was a “Well oiled Selling Machine?’ What if your Service Advisors were trained to be your best salespeople, and to really understand how to build trust with people? One common objection I get from Service Advisors is, “we don’t have enough time.” Think of your top salesperson and how much time they spend with their customers. Do they spend more time or less time than your least productive salesperson? Much less time is needed because they know how to build relationships. They know how to control the conversations and make the best use of their time. This is what I teach. I teach Service Advisors how to do things differently than what they have been doing in the past by designing individual programs for them to help them develop into Advisors that are prepared for the Today service customer.
Brian Benstock is someone I follow closely and I heard him being asked whom he used as a role model or benchmark for decisions in his dealership. He stated: “I don’t use automobile dealerships. I use Amazon. I use Apple or Whole Foods, businesses that have figured it out.” He went on to explain his service department is now open 24 hours per day and they have 70 porters that do pick up and delivery.” That is outside the box thinking.
When customers come into your dealership they want service advisors to get things repaired on the first visit. They simply want your service advisors to get things done for them. That’s what your top salesperson does when they are in front of the prospect. They get things done, without friction, without hassles. They create a feeling of confidence with the prospect they are working with as someone that knows how to get things done and get things done right.
85% Owner Retention – 85% Service Absorption – $85,000 average income for a Service Advisor. If these 3 numbers were being attained in your dealership today, how much would that have increased your bottom line? So, the decision is: “Do I keep doing what I have been doing, keep getting what I have been getting, or do I start today to change the dealership paradigm and concentrate on my outdated Service model and get prepared for the future?”
It starts with a phone call. We’ll discuss your current results, your challenges, you’re staffing. Then you can ask how I have addressed situations like yours in the past, what results I have gotten for other dealerships, how long it took, what changes needed to be made, and then the most important question, what I feel I can do for your dealership. After that you can make an informed decision as to whether it is a good business decision for your dealership.
One thing we know for certain, not discussing these questions is going to cost you money. Vehicle sales are not on the increase. Factory incentives are not going to be more lucrative. Hiring and retaining good technicians is not going to get easier. Ignoring these items will cost hundreds of thousands of dollars if they continue to be ignored.
So what’s the benefit in waiting?
Call today – 815-978-5038 and let’s create a plan for making your dealership service department “A well-oiled Selling Machine.”
It’s Decision Time – OR NOT?
The ANSWER –pick up the phone NOW
call Scott Hembrough at 815-978-5038
or send an email to: hembrough.scott@gmail
CONTROL YOUR PROFITS NOW
The training you don’t take can’t help you.
Scott HembroughHembrough Business Systems815-978-5038EMAIL: firstname.lastname@example.org