S&P Global Mobility reports that the average age of used vehicles on American roads is at an all-time high, clocking in at 12.6 years.
Normally, if there’s a lot of old stuff around it either smells like Grandma’s house, your musty attic, or that tangy aroma from thrift stores, but lots of really old vehicles smells to me like a great opportunity to grow your service business.
There are 110 million vehicles, or 38% of all US vehicles, on the road between 6-14 years old, the sweet spot for service. That’s a lot of opportunity…what should we do about it?
Raise the profile of your service department. That means:
- Introducing new customers to the Service Manager right after they buy that car.
- Marketing how great your service team is, and what makes you different and better than the national quick lube places that are going to overcharge.
- Putting your service offers on your website so that people can easily find them, know what you offer, and what it’s going to cost, and then keep those prices up-to-date across your marketing channels.
- Emailing your customers to remind them about your service offers.
If you want to capture more than your fair share of this service marketing opportunity, it’s time to start putting more emphasis on your service team, because your customers likely have no idea what you do, what it costs, and why they should come to you for service.
Frequently asked questions
Why is it important to keep service prices up-to-date across all marketing channels?
Keeping service prices up-to-date ensures transparency and builds trust with your customers. Misleading or outdated information can lead to customer dissatisfaction and harm your reputation.
How often should I email customers about service offers?
Regular communication is key, but it should not overwhelm your customers. Aim to send emails about service offers monthly or quarterly, and always when you have special promotions or important updates.
What additional benefits can emphasizing my service department bring?
By emphasizing your service department, you can:
- Increase customer loyalty and retention.
- Generate more revenue through repeat business.
- Enhance your dealership’s overall reputation for quality and reliability.
- Attract new customers through positive word-of-mouth and referrals.
How can I ensure customers know the value of choosing my service department?
Through consistent marketing efforts that highlight:
- Exceptional customer service experiences.
- The qualifications and expertise of your service team.
- Testimonials and reviews from satisfied customers.
- Value-added services like free inspections or shuttle services.
