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New Sales Are Hiding In Your Dealership – Do You Know Where to Find Them?

Customers Waiting in a Waiting Room
Article Highlights:

  • Service customers are perfect targets for a new purchase!
  • "Begin the process by asking the customer if you can buy their car."

Are you searching for proven methods to bring in new sales? Look no further than your service waiting area. Customers with more service visits over a four year period are more likely to buy again from the same dealership, according to a DMEautomotive study.

Unfortunately, the task of talking with service customers is often overlooked by the sales team and the dealership as a whole. In my experience, salespeople are often reluctant to sell to service customers for fear they may offend the customer.

The truth is, if you’re confident and prepared, there’s nothing to be afraid of. Like I say, “When it comes to making new sales, the very least you can do is ask.”

Here are 3 tips to remember the next time you approach a waiting service customer:

1) Keep It Low Pressure

Selling to a service customer is different than selling to a typical walk-in. Keep in mind, your service customer did not come to the dealership expecting to hear a sales pitch. Begin the process by letting the customer know the dealership is in need of vehicles like theirs and might be interested in purchasing their vehicle. This role reversal will help the customer feel empowered. You might even prompt the customer to think, “I wonder what I could get for my current car?” or “An upgrade would be nice.”

2) Set the Stage

Have a board in the service waiting area that lists vehicles the dealership is looking to add to its inventory. This “We Are Looking for the Following Vehicles” board needs to be specific. If the list is too general, customers won’t think it applies to them. A customer who feels their trade has value will be more likely to search for a new car.

3) Be Prepared to Let Them Leave

If you get any resistance, refer back to tip #1. You don’t want to be so persistent with a service customer that you turn them off from purchasing a car from you in the future. You can always leave figures on a hang tag for the service cashier to place in the customer’s vehicle.

Conclusion

It’s no secret dealerships are always looking for new sources of customers. So why be hesitant to sell to your service customers? If you’re polite, friendly, and not overbearing, you’re at least opening the door for conversation. Even if your service customer tells you “no,” by asking if they’re interested in purchasing a vehicle, you may be planting the seeds for future business.

For more information on training and system utilization improvement, contact Reynolds Consulting Services at 800.657.9784, or send an email to, consulting@reyrey.com.

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Reynolds Consulting Services

Matt Clark joined the Reynolds Consulting Services team in 2004. He is accomplished in eCommerce, internet, CRM, sales process, and digital marketing consulting. He has over 25 years of automotive experience, including positions as General Sales Manager, BDC Manager, Internet Manager, and Sales Professional.

 

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