When we hear the term “Fixed Ops” we think of something that cannot be altered.
The concept of the fixed ops variable is that it depends on the result of the various functions
within a dealership, with the common goal of as car sales rise, so will service
revenue. However, did you know your service revenue can excel with more than
just sales?
By marketing your service department to existing customers, as well as new
prospects, you can increase customer retention and gain new customers through
what might have been a lost sale through your CRM.
Here Are 4 Strategies to Increase Your Revenue from All Angles
1. Offer a Loyalty Rewards Program. Rewards members spend
11% more
annually on service when participating in a dealership rewards program. By
rewarding your customers for their loyalty, you’re letting them know you value
them. Plus, they appreciate the discounts they receive each time they return to
your dealership. Additionally, 98
% of customers
who join a rewards program provide an email address. What better
way to build your email database for marketing specials in the future?
2. Offer a Pre-Paid Maintenance Program. By offering
your customers the option of a pre-paid maintenance plan, you take away the unease
of an unexpected service bill and gain on average, a
35% Service
visit increase. Thus, your dealership loyalty will skyrocket as your
customers return time and time again.
3. Advertise Your Monthly Specials. When a
customer comes in for service and finds out that they need a timing belt and
all fluids replaced, they will be more likely to return for a major service if
you have a special coming up that will offer them some financial relief. Most
sales leads purchase after 60 days, meaning you have time to build a strong
relationship with them. By converting a slow buyer to a service customer, you’ll
build trust and secure sales for the future. Pre-Paid maintenance programs,
like UltraCare, assist dealers with spreading knowledge of these specials and
service deals, taking the weight off your shoulders, and gaining you customer
revenue.
4. Send Service Reminders to Your Customers. Through programs
such as UltraCare, you can set up automatic emails that go out to your customers
who have not returned in a while. These regularly scheduled emails will be sure
that you are not emailing the same customer multiple times. You can also keep
track of emails that need revision. Lastly, it is important that anytime you
market your company, you track the results. This way, you know the statistics
related to how well your emails are reaching your customers. By taking the time
to strategize a marketing plan for each month of the year, you can optimize your
service revenue and continue to grow your customer base.
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