Are You Working on Getting Your Advisors to Advise – and Sell?

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At Issue:

Over the years, Danielle Wal­lace has had enough Ser­vice Depart­ment vis­its to war­rant this arti­cle writ­ten for Fixed Ops Mag­a­zine. Her tar­get: Deal­er­ships, where Ser­vice Advi­sors won’t sell her the ser­vice she went to the deal­er­ship in search of.

The Sit­u­a­tion:

Recently, Danielle entered her car deal­er­ship seek­ing solu­tion to the prob­lem of lack of cold air com­ing from the A/C (includ­ing that wet dog smell com­ing from the vents). But the Ser­vice Advi­sor merely offered to add some refrig­er­ant and send her on her way. What’s wrong with this picture?

The Back­story:

When Danielle Wal­lace entered the deal­er­ship on a par­tic­u­larly hot sum­mer day, with two kids in the back seat cry­ing, she needed a real solu­tion to the prob­lem of hot air pour­ing into her car – not a tem­po­rary fix that, even­tu­ally, led her to another deal­er­ship Ser­vice Depart­ment where the under­ly­ing issue with the car air con­di­tion­ing unit was prop­erly addressed.

What Your Ser­vice Advi­sors Should be Trained to Do:

  • Rec­og­nize that when a cus­tomer dri­ves into your Ser­vice Depart­ment, he or she is in search of the “Ser­vice Doc­tor” in a white coat.
  • Your Ser­vice Advi­sor is the front line to every other trans­ac­tion that hap­pens between your deal­er­ship and the customer.
  • Make sure your Ser­vice Advi­sors under­stand the impor­tance of a long-term relationship.
  • Under­stand the value (and some­times the safety) of tak­ing proper care of any vehi­cle that enters your Ser­vice Depart­ment is more than cost and wasted time.

Hints to Tell Your Ser­vice Advi­sors on How to Sell Service:

Danielle Wal­lace, a BG Mar­ket­ing Spe­cial­ist and a mem­ber of the most pow­er­ful women’s group in the auto­mo­tive indus­try, the Women’s Auto­mo­tive Asso­ci­a­tion Inter­na­tional, writes occa­sion­ally for Fixed Ops Mag­a­zine. Be sure to read her entire arti­cle on Page 18 of Fixed Ops Magazine.

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