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7 WAYS TO GROW YOUR FIXED-OPS DIGITAL PERFORMANCE
It makes no sense: Even though parts and service departments are the lifeblood of car dealerships, they generate
just a fraction of the industry focus given to new or used car sales. That’s troubling, because parts and service
departments deliver a consistent volume of business and profit, year after year. According to the“2015 NADA Data
Guide”, in fact, last year the average dealership rang up almost $6 million in service and parts sales – with a gross
profit rate of 46.45 percent. That’s more than 15,000 repair orders written, per dealership, at an average price tag
of $257.
Just imagine what parts and service could do with a little more attention.
To that end, let’s shine some light on fixed ops, with seven tips to help managers streamline operations, provide
better service, and create long-lasting customer relationships that will greatly benefit every component of the
dealership. If you are new to digital, our blog, Eight Tips to Help Every New Dealership Internet Manager, and
connecting with your Internet Manager, are great places to start.
1.
Audit your parts and service presence.
Make sure your digital foundation is solid. Review your call tracking and destination numbers and ensure that the
destination phone numbers for parts and service go directly to those departments, not to the main dealership line.
Review any of your existing parts and service pages, and dealership“about us”pages for relevance to your current
business, team and client needs.
2.
Review incoming phone call conversations, if recorded.
Perhaps you’re receiving many departmental calls about specific maintenance cost estimates. What do these calls
tell you about what your customers want? Listening to these calls may also create some coaching opportunities.
This is your service department, and they are your customers. Address any process or customer service gaps today
and avoid losing unsatisfied shoppers.
3.
Create compelling content.
Now that you’ve performed your audit, it’s time to create great content. Not only is it going to help your customers,
it’s going to attract more business for you long term via high SEO value (search engines like high quality content).
First, devise a plan based on some basic business goals. Are you trying to build a relationship with new customers?
Does your market have a large influx of pre-owned out of warranty vehicles from your brand? Are you close to a
large workplace or transportation hub that would be relevant to prospective service clients? Did listening to your
calls reveal that your service advisors or parts staff spend much of their time answering the same questions? Take
the opportunity to create content, both written and visual (photos and videos) that sells your service department
to prospective customers. You can even use blogging as a tool to drive up relevance and reach of your service
business online.