When we hear the term “Fixed Ops” we think of something that cannot be altered. The concept of the fixed ops variable is that it depends on the result of the various functions within a dealership, with the common goal of as car sales rise, so will service
revenue. However, did you know your service revenue can excel with more than
just sales?
By marketing your service department to existing customers, as well as new prospects, you can increase customer retention and gain new customers through what might have been a lost sale through your CRM.
Here Are 4 Strategies to Increase Your Revenue from All Angles
1. Offer a Loyalty Rewards Program. Rewards members spend 11% more annually on service when participating in a dealership rewards program. By rewarding your customers for their loyalty, you’re letting them know you value them. Plus, they appreciate the discounts they receive each time they return to your dealership. Additionally, 98% of customers who join a rewards program provide an email address. What better way to build your email database for marketing specials in the future?
2. Offer a Pre-Paid Maintenance Program. By offering
your customers the option of a pre-paid maintenance plan, you take away the unease of an unexpected service bill and gain on average, a 35% Service visit increase. Thus, your dealership loyalty will skyrocket as your customers return time and time again.
3. Advertise Your Monthly Specials. When a
customer comes in for service and finds out that they need a timing belt and all fluids replaced, they will be more likely to return for a major service if you have a special coming up that will offer them some financial relief. Most sales leads purchase after 60 days, meaning you have time to build a strong relationship with them. By converting a slow buyer to a service customer, you’ll build trust and secure sales for the future. Pre-Paid maintenance programs, like UltraCare, assist dealers with spreading knowledge of these specials and service deals, taking the weight off your shoulders, and gaining you customer revenue.
4. Send Service Reminders to Your Customers. Through programs such as UltraCare, you can set up automatic emails that go out to your customers who have not returned in a while. These regularly scheduled emails will be sure that you are not emailing the same customer multiple times. You can also keep track of emails that need revision. Lastly, it is important that anytime you market your company, you track the results. This way, you know the statistics related to how well your emails are reaching your customers. By taking the time
to strategize a marketing plan for each month of the year, you can optimize your service revenue and continue to grow your customer base.