The fixed operations department in the average dealership generates over 50% of a typical dealer’s gross profit, according to NADA. Since this is where you make most of your money, it’s important that you do everything you can to turn each and every visitor to your service lanes into loyal, return customers. While your fixed ops staff may have a game plan once those customers visit your service department, how can you influence their opinion of your dealership from their first interaction online?
Whether you have a dedicated service website or are making the most of the service pages on your traditional website dealership site, here are some tips to use the online presence of your service department to help instill trust before customers get into your service lane.
Build Trust From the Start – When a potential customer interacts with a call to action on your website, make sure your dealership staff responds in the way that is promised. Did they request a service appointment? Ensure the email/phone call references the information your potential customer has already volunteered.
Show Them Your Staff – Let service customers see a familiar face when they come into your service lane. Maintain your dedicated staff page and add a little bit of information about each technician. This could include their certifications and years of experience. This may help visitors build a connection with your staff before they walk in the door. Another benefit of posting your service techs certifications and qualifications on your website also builds value for using YOUR service department as opposed to one of the national service brands that don’t have staff with comparable levels of experience and expertise.
Give a “Walk-Through” Online – Post pictures of your service department as well as what to expect from a typical service appointment. Help potential customers feel more comfortable choosing your dealership’s service department by showing them around online.
Help Keep Them on Track – Does your website have scheduled maintenance information readily available? This type of information helps set your dealership website apart from the national service brands, and helps build trust with potential consumers. Try adding videos explaining what will happen at each interval for added benefit.
Make It Easy – Reduce as much friction as possible through your website. Are your service hours accurate? Does your service scheduler work properly if your dealership offers one? Do you offer loaner vehicles or is there a shuttle service? Try to answer typical questions online.
If your fixed ops website can make your service customers comfortable before they visit your service department, you’re one step ahead in converting that quick oil change into a lifelong service customer.
