Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Taking Care of Business While Maximizing Revenue

As industry experts forecast slumping sales numbers, a recent article in Automotive News suggests that shops can pick up the slack by getting back to customer-pay work.
I cringed when I first read that
, fearing that dealers would take this advice and backpedal on their commitment to assist customers with recall repairs. It would be tricky to handle all recall work, while putting a primary focus on customer-pay revenue, without leveraging recall customers for some of that work.

 

However, my fear was somewhat overcome with a totally separate article I came across right afterwards. It suggests that dealers should handle recall customers delicately, while still ramping up their customer-pay repair orders. How, you may ask?

 

With Sunday Service.

Why is this such a slam dunk solution? Well, according to the article, one dealership has found great success with Sunday service hours, handling about 55 repair orders on a typical Sunday from 10am to 4pm. 80 percent of which are maintenance jobs, including quick service. In other words, ALL CUSTOMER-PAY! This immediately increases customer-pay revenue, and it does so without tempting anyone into alienating recall customers. It’s exactly like having your cake and eating it too.

 

I still contend that recall customers are a profit center in the making if handled properly.
T
hese are customers who will show gratitude and future loyalty -- if treated right. However, I do also understand a dealership’s need to increase revenue in service through lucrative services and customer-pay repair orders.

 

These two thoughts (getting back to customer-pay and Sunday service) weren’t in the same article. But perhaps they should be. It just seems like a no-brainer. Sure, there are going to be dealerships that can’t use this due to blue laws, or union restrictions. But those that do will probably find that Sunday service is also a great way to grow their customer base. Having more convenient hours for consumers could bring back in those customers visiting independents because it is more convenient, as well as new customers who prefer Sunday service.

 

This win-win-win solution could increase revenue in the customer-pay category, all while increasing business through more convenient hours for customers. Your dealership can continue to nurture relationships with customers in all areas – including recall repairs. And those are all great things for a dealership.

Views: 47

Tags: RO, automotive, best, dealership, department, fixed, masters, notice, ops, order, More…practices, profit, recall, repair, revenue, roi, service, warranty

Comment

Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge

Loading…

Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
$USD
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Instagram

Top Automotive Marketing Forum Discussions

Share the Best Content w/AutoMarketing Community

© 2019   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service