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One of the advantages of Pre-Paid Maintenance Programs (PPM) is that they span the generational gaps. Regardless of which generation consumers happen to be in, none of them like surprise repairs, or other expenses. That’s why dealers focus on payments – and not price – when selling cars.
Consumers want fixed expenses. When it comes to millennials, they tend to…Continue
Added by Mike Gorun on February 21, 2017 at 5:52am — No Comments
With the major shift into leasing certified pre-owned vehicles by several OEMs and major financial institutions, many dealers have predicted a decline in service contract sales. However, according to an article in Automotive News, they would be wrong…Continue
Added by Mike Gorun on September 20, 2016 at 5:55am — No Comments
There is a group of people that seems to sit in limbo when it comes to dealership marketing messages, especially when it comes to service. This group of people tend to have cars in the 2-year old range. Yes, they’re probably getting the dealer’s random e-mail messages with service coupons. But, this is also the time when these vehicle owners may have to start shelling out more…Continue
Added by Mike Gorun on November 9, 2015 at 4:30am — No Comments
Added by Mike Gorun on July 9, 2013 at 6:09am — No Comments
It’s not a new idea to have one of your salespeople working the service drive. Opportunities and circumstances exist where it may be beneficial for the customer to trade-in their car that needs to be repaired. Having someone who can not only identify those opportunities but who also knows how to present it to the customer properly is rare.
That being said, have…Continue
Added by Mike Gorun on May 21, 2013 at 7:56am — No Comments
With service departments finally getting the credit due to them for contributing to the growth and profit of dealerships, pre-paid maintenance programs (PMP) are starting to make a huge impact on the overall profit of dealerships as well.
I think it is well established that most PMPs are being sold in the F &…Continue
Added by Mike Gorun on April 2, 2013 at 8:46am — No Comments
Many dealerships price prepaid maintenance programs (PMPs) high enough to shatter success from the start. Thinking that the real benefit comes from profit built into the plan along with forfeiture, they create a price point that’s prohibitive. While some new buyers will take the bait, the typical consumer, when asked to pay $895 for three years of scheduled maintenance, simply adds up the cost of nine or ten oil changes and a half dozen tire rotations and says, “Thanks, but no…Continue
Representing more than 1.7 billion consumers worldwide, of which 77 million are in the US, the so-called ‘Millennial’ generation (aka. ‘Generation Y’) is presenting marketers with some new challenges and changes as it comes of age and takes the reins of the global consumer economy, according to a study by Aimia (formerly Groupe Aeroplan).
To compare the attitudes and behaviors of Millennials (born between the…Continue
Added by Mike Gorun on December 27, 2011 at 9:28am — No Comments
The week between Christmas and New Year’s is a busy time of year for many auto dealers. It can be challenging for salespeople to keep up with all the showroom traffic, but that’s no excuse to let extra revenue opportunities fall through the cracks! While the customer is still engaged at the sales desk is the perfect time for a salesperson to boost revenue with the following programs:
Pre-Paid Maintenance Program: What…Continue
Added by Mike Gorun on December 20, 2011 at 10:35am — No Comments