LETTING SERVICE DRIVE SALES
Tire Sales Are Key To Customer Retention
Are you an Auto Service Center Selling Cars or a Car Dealer with a Service Department?
Most dealerships see the “New Car Sale” as the goal, and they see “Service” as a retention strategy to achieve the new car sales goal. Maybe it’s time to reverse this thinking.
The new reality suggests that the on-going “Service and Parts Revenue” should be the goal, and the “New Car Sale” should be the strategy to win new customers and retain current customers. In this model, the New Car Sale is the loss leader to drive in the traffic. This no-margin Car Sale is actually your cost of acquiring the customer.
The ancillary benefit is that new car sales drive PDI and Warranty Revenue to your Service Business