Turning Service Visits into New Car Sales

From the first step a customer takes into a dealership to the annual routine service checkups, every interaction is an opportunity to display customer service and advance a sale.

While converting a quarterly oil change or tire rotation into a new car sale seems impossible, there are steps you can take to help get the sale. You can also use service as a way to ensure that you get the next sale and keep that happy customer.

Customer Service

Good customer service goes a long way in not only bringing in customers, but also retaining them long-term. A particular customer might visit several dealerships or service facilities before deciding which one to use long-term. To help make the decision easy, always practice good customer service. Communication is a key part of the equation. Help the customer understand repair options, explain the best option and any foreseeable issues.

Customer service encompasses so many different aspects of the visit -- from providing a welcoming waiting area with snacks and drinks, to free Wi-Fi, to a loaner vehicle or a ride down the street to a shopping area. What is your dealership doing to make the customer feel truly welcome and important? Do you have a loyalty program? How are customers greeted upon arrival? So many parts of the customer's experience combine to create a happy repeat customer.

And, of course, customer service doesn't end once the bill is paid. From sending a follow-up message thanking the client for their business to sending reminders before the next service visit, always staying top-of-mind is key to continue generating business and eventually making the big sale.

Get the Timing Right

Another important thing to remember when attempting to convert a service visit into a new car sale is the timing. For your repeat customers, look back into their history with the dealership and check in on a few key indicators that they might be looking to buy. Take note of how long the customer has had this car, any past sales and their dates and the equity of your potential client.

In addition, you want to have an idea of the appraised value of their current car. Finding out a fair price for an old vehicle and putting that total towards a new car is a good way to select the perfect upgrade that isn't too far out of your customer's price range.

Make the Sale

Once you feel confident a customer is ideal for a trade in and purchase of a new car, get ready to have options and prices available. While the client's car is being serviced, present the options for upgrades. After they fall in love with a new option, get ready

Because you already know their current car's value and other important fiscal information regarding the customer, you may even be able to provide options that allow the client to trade in their vehicle for no money out of their pocket.

Moving Forward

Once you feel confident a customer is ideal for a trade in and purchase of a new car, get ready to have options and prices available. While the client's car is being serviced, present the options for upgrades. After they fall in love with a new option, get ready to make the sale.

Because you already know their current car's value and other important fiscal information regarding the customer, you may even be able to provide options that allow the client to trade in their vehicle for no money out of their pocket.

Always Be Prepared

The final piece of advice we have for converting service visits to new car sales is to always be prepared. Even someone who doesn't seem in the market for a new car could be a potential customer. A simple "Trade-Ins Welcome" sign can help put an idea into your service customers' head. Additionally, these eye-catching full-color avenue banners can help pull new business into your dealership. Never underestimate the power of good signage!