Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
RedBumper is quickly becoming the tool of choice!
By: Hillis Emanuelson
What astounds me is that many dealerships fail to recognize all of the sales opportunities that are literally running right through their service bay doors, each and every day.
Some say pushing to sell another car to a consumer in the service drive could be considered annoying. That could not be further from the truth. Especially if the tools being used allow the user to flag a customer to not be approached again for a period of time. If managed properly, the service drive can become a significant and powerful tool to dramatically increase sales. As a matter of fact, the rule of thumb that RedBumper dealers realize is that the number of service customers per day should translate into the same number of incremental monthly sales. For example if a dealer has 45 daily service customers he should realistically expect 45 additional units sales a month from; 90 should expect 90 additional sales, etc. The heart of this process lies in the customer’s equity position. RedBumper has the capability to determine if a service drive appointment or a real-time drive in is in a positive equity position by comparing his or her money invested in the car with the car’s auction value. The system does it two ways. All appointments are automatically pulled each morning from the Dealer’s DMS. If the vehicles are in a positive equity position they are automatically sent to an appraisal queue. Sales Managers and any other designated personnel are also alerted. The system can also capture and calculate equity in real-time with a simple SmartPhone scan. If the unit is in positive equity it is immediately identified and sent to the appraisal queue. The system also automatically calculates payments on units in inventory and compares to what the customer is currently paying. The objective is to put the customer in a newer vehicle with no money down and the same or better terms. Furthermore, if you enact a strategy around this concept and begin to target specific vehicles that sell well in your market or on your lot, your front and back end grosses will begin to grow beyond your wildest expectations.
A good business does not miss chances like this, and in today’s day and age, it is easy to convert these service drive visits into easy sales opportunities. Look at RedBumper for your dealership, it will truly increase your profits and efficiency in a number of ways. Because if you are missing these chances, the dealership down the street will happily pick up the slack for you.