📈 You can add another revenue stream inside your Service & Parts Dept, without adding more expense, or adding more people.
📌 The majority of dealers don’t have their Appointment Co-Ordinators doing both inbound and outbound calls, let alone tracking their volume of daily calls, and even getting them to sell.
❗ The Appointment Co-Ordinators, should be categorized as a separate department.
They should have their own metrics, their own goals, and be managed accordingly.
📊 This is how you convert “non-productive” personnel expense (non-revenue generating), to “productive”. It’s a customer touch point, that’s converted from a non-revenue generating, to revenue generating.
Handling your Appointment Co-Ordinators like you would any other productive person, offsets a pure employee expense, to one that more than pays for itself.
There are 4 different versions that Fixed Operations can have from handling inbound/outbound Service calls.
⏩ V1.0:
Appointment Co-Ordinators – non-productive, just answer the phone, and book appointments. Pure expense – but necessary.
All the way to:
⏭️ V4.0: Customer Service Sales People. Commission and goal based. Hourly wage, plus commissions. Their philosophy is based on “Educational-based selling”. Customer-focused, but educating to sell. Now a productive employee.
🔢 If you measure the average Appointment Co-Ordinator’s customer touches (calls, text, emails) in an average dealership setup (V1.0), you’ll find they do roughly 75 touches a day.
📉 On the lower end, they will do 45ish, to usually a maximum of 80ish. It will range depending on the dealer, and the employee, when there isn’t any standards set.
📋 But did you know, that an Appointment Co-Ordinator’s average daily touches need to be 150 per day? And not just all emails and texts.
💵 Did you know that they also should be pre-selling more than $100 per appointment booked, on the low end?
💳 For the average dealership, this is a $1 million dollars of Service & Parts pre-sells that come out of what ultimately is a Service BDC. But you have to get to V4.0.
🔦 Once you get this rolling, you’ll want them to touch all your lost customers. There are thousands and thousands. These are the 70% of customers that deflect after their OEM warranty expires.
📞 They will call and connect with all the Outstanding Recall customers too. There are thousands and thousands of these recalls at the average dealership.
🗓️ And of course, you’ll want them to proactively pre-book every single customer before they deflect.
📣 This is how you convert an non-productive portion of your Service Dept, into a revenue-generating machine. It’s not hard – you just have to start with baby steps that I posted about.
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❓ Do you need more customers to sell more Labour Hours, and more Retail Parts along with it?
Consider a Service BDC – Dealer eBDC