BCP: Mine Your Service Leads to Increase Sales
The bridge from Service to Sales has been under construction for quite some time, but has never been as important as it is today. Decreased inventory, supply chain issues, and higher prices have consumers holding on to their vehicles for an average of 12 years. Now is the time to 1) ensure customers are coming into the lane and 2) help guide them when it is a good opportunity to transition to a new vehicle.
74% of customers that service at your dealership have stated they would purchase their next vehicle from you.
35% of customers that do not service their vehicles with you said the same.
Key Elements and What To Do
#1: Make Serviced leads a priority
Service notifications are coming in daily, and are one of the best, yet under-utilized, ways to connect with both new and existing service customers is to set an appointment based on these. Having a process in place for answering these critical leads will lead to higher conversion and appointments. And more loyal service customers leads to loyal sales customers.
What To Do
- Have a process in place to respond to every single Service lead that comes in quickly (within 10 minutes)
- Within the lead response, give the customer an automated way to schedule a service appointment. The easier it is for the customer, the more likely they are to set an appointment
- Once a week, look through your Service leads that have not been responded to and re-engage the customer. You will see a lift in overall appointments with a simple follow-up email, phone call, or text.
#2: Be prepared with every service visit
The key to transitioning service to sales leads is to be overprepared with every customer who comes into the lane. When you are prepared and know the customer's potential situation, you can offer options they may not have been aware of.
What To Do
- Review every customer who comes into the lane the day before their appointment. Look for key indicators such as the age of the vehicle, end of lease, mileage, and potential high-cost repairs.
- Be prepared with options for the customer when they come in for service. Don’t oversell, but consult them on their options
- Have at least one salesperson connected with the service department who can talk to the customer about vehicle needs and wants if they show interest in options
#3: Review and take action on your manifest lists
When was the last time you reviewed your manifest lists in service? They are a treasure trove of potential customers that are waiting for you to engage them.
What To Do
- Be strategic with your list pulls, know who you are targeting, and ensure your BDC agents are trained on the types of calls they are making.
- Look specifically at customers who have not taken advantage of free services you offer and reach out to them. You are providing them with services and not asking for anything in return.
- Ideas for lists in addition to your manifest lists are: sold not serviced, unused warranty lists, first service no-show, declined service list, lease ends, retention lists, Service BDC Hot Lists.
Having the lists to call is the first step in service to sales success. Now you need to make sure your team is prepared, has a consistent process, and trained to talk to customers.
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