The "More Traffic" Lie Killing Your Dealership's Profits
In this monologue, Chris Collins challenges the common dealership belief that increasing service traffic automatically boosts profits. He uses a Honda dealership example to illustrate that the real lever is the Hours per Repair Order (Hrs/RO) metric—aiming for a target of about two hours per ticket rather than the current sub‑hour performance. Collins argues that chasing more traffic leads to faster, chaotic service, more touches, lost keys, and lot damage, which erodes profitability. Instead, he advocates slowing down, improving the quality and efficiency of each repair, and creating scalable, repeatable processes. The core message is that less traffic combined with higher efficiency yields greater profit than simply trying to drive more volume.
