Take a look at which department affects your business the most. I know—“Nothing happens until a car is sold!”—is the answer heard the most. But which department has the most contact with your customers? Where is the opportunity to create customers for life? And which department displays your culture to your customers most often?
Who is the MVP? I’ll give you a hint: It’s not sales ...
The average salesperson sells 10-15 units a month, while a service advisor sells service to 15 customers EACH DAY! Now consider the relationship of sales dollars to gross profit dollars: Who can create 70% or more gross to sales from an inventory that has no holding costs?
Customer retention happens in the service department
Let’s look at the one position in your business that’s most influential in building loyal customers. A salesperson’s ability to retain that customer cannot be discounted, but often, little to no effort is made to improve retention. And there’s certainly little done on a daily basis. The service advisor, however, can make or break your relationship with the customer dozens of times each day.
Create an outstanding service culture
Who in your organization has the greatest opportunity to create “WOW” moments? Who displays the culture of your store to the most customers daily? Who creates the most “customers for life?” Where should you focus your training, coaching, and motivating? That 80/20 rule comes into play here.
Go spend time in the service drive and see who wins your MVP!