Service – customer retention is a stumbling block for many dealerships. There can be several reasons for this, but one of the main problems is dealers often fail to require the salesperson to make a proper introduction to the service department during the vehicle delivery process. If the salesperson’s pay is not tied to service-customer retention, then it simply isn’t done.
In order to improve sales to service conversions, dealers need to make sure their sales staff has skin in the game by tying this non-negotiable activity to their commission or bonus structure. Then, manage this activity by holding the sales staff accountable, as a condition of their pay and employment, through enforcement and consequences. You will see an immediate rise in tentative first appointments scheduled, which should be followed up with through a comprehensive service-marketing strategy.