If you build it, they will come. But, will they really? Anyone who’s purchased a car from a new dealership likely knows there’s a service center. Hopefully, your top-notch sales people walk new buyers over to your service center and introduce them to the service manager or concierge as part of their purchase journey. But what’s being done once they drive off the lot? And what’s being done to attract net new service customers to your bays?
Marketing your service center, pricing and amenities drives two key things: awareness and approachability. Service technicians at dealerships are seen as highly-qualified – often even more qualified than the local service center around the corner. But, there is also a perception that service work at a franchise dealership costs more and takes longer to complete.
Building awareness through marketing and breaking down those consumer perceived barriers makes your service center more approachable, and therefore, a contender the next time a service customer needs to service their vehicle. Investing in marketing also works to build and increase the lifetime value of new and repeat customers further positioning your dealership for long-term success.