Chris Collins argues service advisors are really customer collectors. A 5% bump in retention drives 35% higher profits, and customers who service at the dealer are 17 times more likely to buy their next car there. Focus on connecting with customers to build trust.
Hi, this is Chris Collins with your service drive tip of the day. And I'm the favorite advisor trainer of the Westminster dog show, NASA and local Subway sandwich shops. No, I'm just kidding. So what I want to talk about today is what is the role of service advisors in the dealership? Now, a lot of you instantly thought, oh, they're in sales. No, that is not how you want to think. Service advisors are customer collectors. That's what they are. They're retention ninjas. You want your service advisors collecting and making friends with as many customers every day that they possibly can. It's life changing for your dealership because not only will your profits increase, but you're going to sell more cars. Also, like, let's face it, service advisors touch more customers every day than anybody else in the dealership. And nada says that a 5% increase in retention equals a 35% increase in profits. And the customers that service in your Service Department are 17 times more likely to buy their next car from you as opposed to customers that aren't servicing with you. So you increase your chances of selling cars and your profit just by having your advisors be customer collectors. Now, can customer collectors sell more? Of course they can. Service advisors that have customers that like and trust them selling is the easiest part. It's easy to sell to customers that like you and feel like you're their friend. So the most important thing for your service advisors is to connect with customers on a deeper level and be customer collecting ninjas. So I'm Chris Collins with your service drive tip of the day. Thanks for watching.
