Fixed Ops Magazine - 2020 Vol17 02 - 40

MARCH APRIL 2020 || FIXED OPS MAGAZINE

the used vehicles that move quickly
for higher profit. Don't chase a vehicle
that you sell sporadically. Holding costs
can erode your profit potential. Tread
lightly with transient motorists. Don't
approach a new customer on their first
visit. They don't trust you yet. Focus on
delivering a fast, efficient experience by
leaning on technology.
Use targeted marketing to stay in touch
and front-of-mind with new customers.
Service specials and seasonal maintenance tips are a great way to deliver
value, as long as the content is relevant
to the customer. A special on routine
maintenance when the customer was
in your shop only a few months ago
for the same service is irritating. That's
when customers opt-out of future communications.
Develop a relationship where your service department becomes the "go-to"

40

source for repairs and routine maintenance. When customers trust your department, they'll be more likely to consider a trade-in offer.
Keep in mind that few customers will
make decisions in your service drive.
After all, a new vehicle is an expensive
purchase. Follow-up with phone calls to
increase the likelihood of an appointment and sale.
The time to act is now.
Don't adopt a wait-and-see mentality
when it comes to digital service contract technology. The faster you embrace new processes the better customer experiences you deliver and the
more you differentiate your dealership
from your competitors.
Remember, a great experience is what
converts transient motorists into loyal

customers who recommend your shop
to family and friends, and into excellent
prospects for service drive equity mining. Enable more service department
revenue and vehicle sales. It's a win-win.
Rich Holland is the Chief
Executive
Officer
of
Revolos. He has over 30
years of senior leadership experience in the
automotive industry. In
2004 Rich was named
"Utah Entrepreneur of the Year" by
Ernst & Young and Microsoft. His has
previous experience as the Managing
Director of Solera North America where
he managed $700 million in revenue
with 3,100 team members. He led strategy and integration of 5 Autopoint M&A
transactions ranging from $6 million to
$155 million. Rich headed a $38.6 million
business subsidiary of Dealertrack DMS
and grew revenues 46% YOY.



Fixed Ops Magazine - 2020 Vol17 02

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2020 Vol17 02

Fixed Ops Magazine - 2020 Vol17 02 - 1
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