Where Oh Where Has the Service Department Gone?

Arguably, one of the most important marketing channels any dealership has is their website. Think about it. How much money do you spend simply to get customers there? When you combine all marketing efforts including, but not limited to, SEO, SEM, some third-party listing sites and more, dealerships spend tens of thousands of dollars (or more) per month.

 

Once that customer hits the dealer’s site, most dealers have the additional cost of all of the widgets it has chosen to adopt. Whether that’s a chat service, trade-in appraisal tool, inventory merchandising on VDPs, video and photo content and more, everything is designed to communicate with customers and/or provide the information that they need so they convert and purchase a vehicle.

 

But what about the most profitable area of your dealership? What about those customers that need vehicle service?

A huge piece of the puzzle is missing from most dealership’s websites: the service department.

 

According to NADA’s 2017 annual report, the average dealership’s service and parts department enjoyed sales of $6,793,905.00. But, when it comes to marketing, at many dealerships this profit center is overlooked.

 

That makes no sense whatsoever! Why would any dealership exclude marketing their biggest profit center when they could do so relatively easily?

 

All that money spent on SEO and SEM is mostly designed to attract car buyers. Ah, but many current customers go online when they have service-related questions, such as how to pair their iPhone with their in-vehicle entertainment system, how much does service cost, or to perhaps search for available coupons. The sad part is that far too often the dealership’s website has very little, and sometimes no service information at all. Those that do are often full of outdated information and expired coupons.

 

So, where do theses customer go to get that information?

 

While you’re completely focused on acquiring sales customers, your service customers are finding all the information they need in the worst possible place for the future of your dealership’s largest profit center… on independent repair shop’s websites!

 

And, at that point, where do you think those customers will go for service? It’d be silly to think that consumers aren’t motivated by low prices, offers of speed and convenience and attractive coupons.

 

But, the biggest problem many dealerships have in this highly competitive service space is NO MESSAGE WHATSOEVER! What is a dealership supposed to do? Why not pay attention to the very strategies independent repair shops have long used to steal your customers: implement a few of them and reclaim that service business.

 

Consider revamping your website and provide the information your customers are seeking -- rich service and parts content, tutorial videos, effective appointment scheduling services and more. Provide your dealership with every opportunity to serve these customers, establish value in dealership service versus independent repair facilities and this will quite simply help to prevent customers bouncing from your website to an independent’s.  That rich content will also attract new service customers.

 

Another huge benefit of relevant, user-friendly content which is continuously posted and updated, is that it helps your dealership rank higher in Google searches. The exact thing you desire on the sales side is much easier to achieve in fixed ops. In most cases, you are not in competition with manufacturers, third party listing sites, lead providers and so on, vying for customer eyeballs. You may even want to consider creating a standalone website on a sub-URL designed specifically for service.

 

It’s absolutely possible for your dealership to outrank PepBoys, Firestone, Midas and Jiffy Lube! In addition, because Google search results are now location-based, you have an edge over competing brand dealers to get that local service work by ranking higher in common routine maintenance searches.

 

Stop ignoring your service department and start using your online real estate as a powerful marketing platform for vehicle service.

 

Don’t be afraid to advertise service-related pricing, the independents do, and they are doing just fine. Take back the service work that is rightfully yours by adopting best practices that will drive service customers. Some of them, as you know, do convert to sales customers. The bottom line is; the more customers you have coming to your dealership – whether sales or service – the more profitable you will be and, in the end, isn’t that what you want?

Views: 96

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Latest Activity

Cory Mosley posted a video

Online Sales Success Workshop - Tim Cox of CarNow

The super smart and hilarious Tim Cox joined me for a quick video chat about the state of the digital car business and some of the things he will be covering...
17 hours ago
Mike Esposito posted a blog post

Auto/Mate Integrates DMS with MacroFile Electronic Document Management System

Albany, N.Y. – May 22, 2019 – Auto/Mate Dealership Systems announced today it has successfully…See More
18 hours ago
Timmy D. James posted a blog post
18 hours ago
Mike theCarGuy Correra posted a video

The Importance of Doing Social Media the Right Way

DealerBuilt Account Manager Mike Correra explains why dealers should focus on the right things on social media for their presence to be effective.
18 hours ago
Damian Boudreaux posted a blog post

Value Your Company

We want you to be profitable and proud of what you do. We want you to have all the success that you…See More
yesterday
Black Book posted a blog post

Stable Market Except for Luxury Vehicles

Welcome to this week's edition of Black Book Market Insights, with in-depth analysis of used car…See More
yesterday
Cory Mosley posted videos
yesterday
Walter McNulty posted a status
"If you are in need of any of our services please contact me today! www.pdsforyou.com"
yesterday
John Sternal posted blog posts
yesterday
Erik S. Nachbahr posted a blog post

Helion Technologies Becomes a CIS SecureSuite Member

Timonium, MD –­ May 21, 2019 –­ Helion Technologies today announced it has become a CIS…See More
yesterday
Simon Hopes posted a blog post

3 Tips to Sell Luxury Cars on the Internet

Luxury cars is a consumer good present on the wish list of much of the population, currently the…See More
Tuesday
Walter McNulty posted a status
"Booking Staffed Events for June and July set your dates today. Call 443-521-6384"
Monday
Crystal Hartwell posted a blog post

Rplate, World’s First Digital License Plate and Winner of Best New Product Award, Featured at CONNECTIONS Conference May 21 - 23

Reviver demonstrates its award winning Rplate at Connected Car Corner, by InstallerNet, in San…See More
Monday
Bill Wittenmyer posted a video

Witt's Wise Words: There Are No Subs In Life

Bill Wittenmyer explains why life isn't a professional sport in which we can make substitutions in this episode of Witt's Wise Words.
Monday
Walter McNulty posted a status
"If you are looking for a Huge June call today to team up with Preferred Dealer Solutions"
Monday
Walter McNulty posted videos
Monday
Dave Anderson's blog post was featured

Be the Coach Your People Deserve

Ken Blanchard called feedback the “breakfast of champions,” and rightfully so, because we all need…See More
Sunday
Terrel Watkins posted a blog post
Friday
Dave Anderson posted a blog post

Be the Coach Your People Deserve

Ken Blanchard called feedback the “breakfast of champions,” and rightfully so, because we all need…See More
Friday
Scot Eisenfelder posted a video

Conquesting Through Service

Scot Eisenfelder shares why conquesting through service is the key to future profitability.
Friday

Get Newsletter

© 2019   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service