How to Fish Like an Expert

Jennifer Schraders, in her recent blog for Ignite XDS, “Reaching Sales Customers as Service Customers", shared some great information. She said “on average, dealerships convert 20% of sales customers into service customers.  Why are they allowing 4 out of 5 customers walk out and do business with the competition?”  And, as she correctly pointed out, “…their processes are flawed.”

Some might say our customers are more fickle today, while others would call them discerning or frugal.  The long and the short is that customers have limited bucks for services and want to make wise choices.  Our challenge is to attract them by getting the message out about what we can best do for them and how it solves their problem.  And, how to do it efficiently and effectively.  But how do we do it?  Do we target our services that work for other dealers or do we take advantage of what keeps our customers returning to our shop in the first place?

My Grandpa was a great fisherman.  He could find bass in a lake more often than anyone I knew.  And as you can imagine, what made him so effective, is that he had discovered the what, when and how of fishing.  He knew what lure to use, what part of the day to fish, and how to cast to attract the fish.  I could try all day long with a live nightcrawler on a bobber, and while that worked with other fish, it wasn’t what caught that largemouth bass for dinner.

MotiveLogic℠ Fixed Ops Marketing Dashboards™ give you the what, when and how for effective marketing of your service operations by providing exact information about how customers find dealer service departments and what they purchase most of when they get there.  Now, dealership management can know their highest value services purchased, and determine maximum profitable service segments for each dealership to target. Auto dealers now have the tools to determine exactly what and where to promote in order to elicit maximum response from customers and drive more profits from their service departments.  Such precise information is not available from any other auto dealer marketing tool.

Jay Baas