So many of you are talking about Service drive. Are you doing something about it?
To drive home the importance of the service department, let me repeat myself and let’s take a lesson from an old story: A famous bank robber, when asked why he robbed banks, simply replied, “Because that’s where the money is.”
In automotive, the Service Drive is where the customers are—and where the money is. Period.
Despite seeing so many reminders about the importance of service, real, consistent action is often lacking from many of you.
The Service Drive is not just about transactions; it’s about building lasting relationships. Every customer interaction is an opportunity to demonstrate value, highlight additional services, and build loyalty. When customers understand the full range of services available to them, they’re more likely to take advantage of them, creating a win-win for the customer and the dealership.
If dealerships can find systematic ways to make every customer aware of their offerings, then service advisors don’t have to pick and choose whom to inform. By making service opportunities visible to all customers, dealerships empower each person to select what’s valuable to them. This transparency not only boosts the bottom line but makes the Service Drive a reliable source of revenue and customer satisfaction.
In summary, focusing on meaningful actions in the Service Drive—not just lip service—is essential for long-term growth.
The challenge –
How to inform, if not everyone, but a majority of your customers about the full range of services you offer?
Service advisors tend to focus on customers they believe are likely to buy and suggest only the products they assume might be relevant. But this approach leaves much to chance:
Are they targeting the right customers?
Are they recommending the most appropriate products or services?
How do they know who truly needs what—and when?
The reality is, every customer should be made aware of as many as possible available options:
Examples –
Complimentary appraisals – no purchase necessary.
Recommended parts and additional services.
Special rates, maintenance plans and extended warranties.
Relationship-building to foster trust and loyalty.
If you’re looking to boost your bottom line, start with your service department. Develop a way to make every customer aware of what you offer and let them decide what they want. When they come to an advisor with specific interests based on what they’ve seen, selling becomes easy.
