By Jason Unrau
According to the CallSource Automotive Inbound Call Data Report, the service department phone is a missed opportunity. Over the past four years, 60 percent of inbound calls to fixed ops phones were converted to appointments.
That’s a telling statistic – it says customers are price shopping. You might say, “If they aren’t willing to pay our rate, what can you do?” But ask a sales manager. That strategy doesn’t fly.
A salesperson/product specialist knows that the real question being asked on that call isn’t “what is the cost?” but rather “why should I choose you?”. It’s a wide-open door to explain why the dealership is the best place for repairs and service.
Keep in mind that the phone is just one contact method being used. Countless more customers are browsing your dealership online, a vast majority of whom will never even pick up that phone. You’ve lost the opportunity to convert that lead into a customer before you had a chance.
That’s where conveying your dealer or OE advantage is so important.