Keep It Simple...... Happy Service Customers Spend More Money!
Want more money to be spent at your dealership? I know seems like a dumb question but there are some simple small things you can do for your customers that will make them more willing to spend money at your dealership.
According to a study done by Edmunds, service revenue makes on average 53.7% of revenue for dealerships in the United States.
Here are some ways to maximize the service revenue.
First, think like a customer. Look at what experience a customer would have when they set up service with your store. Take it step by step. Go to google, and type in your dealership's name and service. Or your dealership's make and service. See what your customer would see if they did the same thing? Where are you on the page? Is there a specific link for service? Does your Google Business page come up with a link to service? Are there specials for service on your Google Business page? Take your "I am a manager at the dealership and everything looks great..." hat off. Look at it like you just moved to your town. Does what you see make you want to "click"? If not, get your SEM/SEO, web provider on the phone. Ask them how do I make this easier for my customer to know what we do? If they don't have a good answer maybe it's time to look for someone else.
After you have found yourself on Google. Click to through to your site. What is that experience like? In a study Google did for Lexus they found that over 70% of traffic going to dealership websites is going there for service. Look at the site. If you were going there with a service question could you easily find what you are looking? Is there a "specials" page? Are there "specials" on the specials page for service?
Now try and schedule service. Is there a "schedule service" link on your site? When you click the link, is it easy to use? Does it ask a bunch of questions that would annoy you if you were a customer trying to schedule service? Do you have to enter your Vin or other info that you wouldn't have with you and it would be a pain to find and make the process cumbersome?
Let's say you are someone who wants to "talk to someone...". Is there a separate phone number for service? Call it! Call the de