Dealerships Parts, Service, and Body shop operations can benefit greatly from the sales department conducting a staffed sales event. How you ask:
1. Most dealerships will add inventory before the event and that inventory needs to be run through service for safety and quality inspections.
2. Certified Units sell well at Staffed Sales Events along with their higher than average service tickets.
3. Leverage the marketing done for the sales event to add a service loss leader like a deeply discounted oil change; you will be surprised at how much traffic this drives.
4. Most dealerships have a policy in place that encourages or requires an introduction to your dealership’s service department as a part of the delivery process. Make sure this is enforced during the event.
5. The units sold during the event are incremental sales and will have to be replaced generating more reconditioning opportunities for the service department.
6. Every unit sold will have a chance for a new R/O for added equipment, aftermarket sales, or newly found issues the customer wants addressed.
7. There will be many trade-ins that need to go through reconditioning creating further parts and service opportunities.
Just take a look at each of these and what they mean in fixed operations revenue wise to the store.
Most dealerships average $400-900 per unit in reconditioning so if a store adds 10 units this can mean $9000.00 or more in revenues before the event even starts. Then for our purposes the event produces 30 sold units the dealership has to replace at least 20 of those units with trade ins or purchased units, all of which need to be reconditioned for an addition $18000.00 in Fixed Operation revenues. Reconditioning on certified units tend to be higher than regular retail units.
With buy in on the service drive the increased traffic from the event marketing creates the biggest opportunity for increased fixed operations revenue. Just take a look at your average service ticket and now envision 200 or more additional opportunities to upsell in a week.