There’s no doubt that as we roll in to 2013 we are going to be feeling the effects of lighter years in 2010 and 2011 in terms of new vehicle sales like we’ve never seen before.
The key place you’re going to see this and where dealers right now need to be planning for 2013 is service marketing.
What is the plan for lowered RO counts each month year over year from the previous years? What is the plan for lack of customers in the trade cycle that we’ve had the luxury of for the past few years? Every store has an owner base and every store has a conquest base for service, just like we have for sales.
Make sure it’s not over looked; make sure there’s a plan of attack. Make sure there’s a reason and a feature and a benefit that you are offering to your customers. And you will have a set cohesive service plan for 2013.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.