The summer weather is heating up, which means more car sales for the auto industry. Consumers take advantage of the great incentives being passed down from the manufacturers, as well as weekend and holiday sales from their local dealer. With sales booming this year, be sure you’re still focused on promoting your Service Department. Reach out to customers who haven’t visited your service drive recently, and don’t forget about converting customers who have recently purchased a vehicle from your dealership to loyal service customers. This summer be sure to not only promote your new and pre-owned vehicle sales, but also focus on promoting your Service Department. Here are two steps to heat up your marketing and bring business to your service drive.
Understand Competitor Why Buys
Chances are your Service Department has some serious competition, not only from local dealerships, but also from independent service centers. Study your competition and determine what type of why buys they promote to consumers. If you’re not sure what why buys are, let me explain real quick. Why buys are convenience options that a business offers their customers to differentiate themselves from the competition. Why buys are things like free shuttle service for service customers, on-site Wi-Fi, coffee and refreshments, vehicle pick-up and drop-off, and the list can go on and on. Once you’ve determined what type of why buys your competition offers, you can determine if you want to change yours up, create new ones, or keep the ones you’ve got.
Communicate Why Buys
Once you’ve studied the competition and made sure your why buys are either comparable or better, it’s time to communicate your why buys to customers. Be sure to reach customers who haven’t been in your Service Department in a while and also customers who have recently purchased a vehicle but haven’t returned for service work yet. Most of the time dealers will post these why buys on their website and occasionally display them in their service waiting area. However, you can probably bet that most of your customers do not know what type of why buys your dealership offers and could be the deciding reason for why they return to you versus your competition.
This week’s campaign idea is really simple and chances are you already have plenty of why buys in place that just need to be communicated to your customers. Don’t be shy; be sure to inform customers about your why buys and you’re sure to heat up your marketing this summer.