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.