When I show STRONG LLCs trademarked program — THE EQUITY ADVISOR– to dealerships across the country I know before the conversation ever starts it is going to go one of two ways. People either love it or they hate it. There usually isn’t any middle ground on this one.
People love it because it opens up in a tactful and professional manner. It provides yet one more touch point to help pull your current service customers forward into a new vehicle and gives you a great piece for the pre-owned inventory.
People hate it because they see situations that would cause problems. They mention everything from “the service team will think we are trying to take away their big ticket repairs”, “customers will give us bad CSI scores”, or “the store is under staffed to keep up with the volume while continuing to perform their usual service work.”
Regardless of the outcome, these pictures represent that it can be done and can be done anywhere. See the service lane and reception counter of a Lexus dealership that has taken the program and run full speed ahead with it. The General Manager of this store has implemented the process and procedures needed to effectively market to his own customers once they come back to the dealership for service.
Love it or hate it, but here it is. This store should be on track to sell 20 units a month out of the service lane. Factor in the gross off the average Lexus transaction, and for a minimal investment in a few banners and posters, this is an incredibly high ROI.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
