How Exceptional Service Shapes Public Perception of Dealerships

Why Service is Key to Your Dealership's Reputation

Every auto repair shop owner understands the challenge of maintaining a steady flow of customers. Knowing that service shapes public perception is essential. In the automotive industry, it’s not just about closing sales; the prolonged success of a dealership hinges on excellent service. This is especially true in the fixed operations sector, which stands as the most profitable area of any dealership.

This vital aspect of business often gets overlooked by dealership owners and general managers who may be more focused on the sales floor. As noted by experts in the field, everything from a friendly service adviser to the cleanliness of the waiting room contributes to customers' overall impressions. To put it plainly, impressive service can create loyalty that outlasts the warranty period.

Understanding Fixed Absorption Rate

A healthy dealership aims for a fixed absorption rate of 100% or more. This means that the profits generated from service and parts alone should cover all overhead expenses. However, the national average rate is about 63.9%. In some cases, dealerships in Virginia are hitting upwards of 105%. This raises an important question: Are you leaving opportunities on the table? Simple adjustments in service operations can elevate you above competitors significantly.

The First Impressions Matter: Your Service Adviser

Your service adviser is often the first point of contact for customers seeking assistance after the sale. It's critical that this individual is not just knowledgeable, but also personable. With service advisers interacting with ten times as many customers as salespeople, their role in building customer trust is paramount. In fact, even small factors—like the availability of speedy Wi-Fi in the waiting area—can determine whether a customer returns or not.

Common Pitfalls: Voicemail Mismanagement

One alarming statistic reports that dealerships lose about a million dollars a year because they fail to follow up on voicemails correctly. Customers frustrated by inadequate phone support may quickly decide to take their business elsewhere. Therefore, training personnel who handle calls to ensure timely responses can reshape perceptions and recover potential losses.

Building Trust During Warranty Periods and Beyond

With 86% of vehicles already out of warranty, the potential for garage sales lies heavily in paid services. Warranty work is often the first post-sale experience a customer has with the dealership, making this a golden opportunity to create long-lasting loyalty. Engaging effectively during this period is essential; it sets the tone for a relationship that can extend beyond warranty and into repeat business.

Investing in Education: The Path to Continual Growth

For dealership general managers or owners with limited fixed ops experience, the educational journey does not stop. Engaging in training seminars and embracing the continuous learning architecture like the NADA Dealer Academy, can equip you with new strategies and insights. Way back in 1979, the car business began its transformation, and it’s a reminder that those who adapt and keep learning are rewarded in this fast-paced industry.

In conclusion, for auto repair shop owners, recognizing the crucial role of service in shaping public perception is the first step toward optimizing operations. By focusing on enhancing service delivery, managing customer interactions effectively, and investing in education, shops can significantly boost their reputation and stay competitive in the market.

Take the leap towards improvement. Attend an NADA seminar or look into dealer education programs today and be proactive in transforming the narrative around your dealership!