We recently created and released a strategic digital marketing solution designed specifically for your service department.
This Service Combat Strategy was created to help you increase your service department traffic and revenue and help you, as a dealer, gain and retain customer loyalty.
How it Helps You Gain and Retain Customers
It’s no secret that vehicle owners are defecting from your service department in favor of third-party mechanics.
They see your service department as more expensive and less convenient, so they seek out these corner-shop mechanics for routine maintenance and even intensive repairs. Your ability to offer high quality service from trained technicians is not as important to these customers as pricing, trust, and convenience.
Our strategy is designed to help you combat this misinformed mentality, so that you can increase your service revenue, regain lost customers, and increase your customer retention.
To do this, we combined a few key strategies that allow you to reach vehicle owners with the information they need to choose your service department and your dealership.
1. Carefully Targeted Advertising
It starts with digital paid search and Facebook ads.
These ads are incredibly specific and highly targetable – they can be the answer to search engine requests, be targeted to customers in your database, and even displayed to audiences similar to your DMS data through Customer Match.
If vehicle owners are searching for service near them, you can be the answer to their search! Our ads are specifically targeted to reach current and potential customers who are seeking service that you can provide.
By raising their curiosity and offering them what they’re looking for in a simple and convenient way, you’ll see more responses and gain more business.
2. Carefully Structured Services and Offers
When clicked, your ads will send the viewer to an OEM-specific service landing page offering discounts to their specific vehicle service needs – like a tire rotation or oil change.
From there, the viewer can see the dealership’s service hours, its location, get directions, ask a question, schedule a service, etc. They’ll also have the option to print or email a service coupon for your dealership.
The visitor will also see information regarding dealership pricing, integrity, and capabilities that perfectly play into the average vehicle owner’s concerns about dealership service.
3. Carefully Worded Copy that Shatters Misinformed Mindsets
This strategy addresses vehicle owners’ biggest issues with dealership service departments and gives them the opportunity to experience your dealership with the knowledge that they’re getting a good deal on service that they already believe is higher quality.
In addition, they’ll be able to see what your dealership can offer from a service perspective without having to filter through the sales side of your dealership or website.
Best of all, this strategy greets vehicle owners where they’re at and provides them with the information they need to choose your service department – again, and again, and again.
How the Service Combat Strategy Can Help You Sell More
This strategy is mainly geared towards increasing your service revenue and helping you retain customers, but these benefits correlate directly to vehicle sales.
This is because the likelihood of a customer purchasing their next vehicle from your dealership is dependent on their interactions with your service department!
And, because these interactions directly relate to their future buying behavior, the more positive interactions they have, the more money you’ll make, and the more cars you’ll sell.
Your technicians are more highly qualified, have access to higher quality parts, and have an intimate knowledge of your customers’ vehicles! Service customers know and believe this. They just have to be convinced that you can do all of this for the same or even less money than your competition.
If you can convince them of this, then you will win their service business, and their loyalty.
This is how the Service Combat Strategy can help you sell more!