The service lane is the most misused opportunity for selling cars in almost every dealership. If your dealership services about thirty cars a day and you follow this approach, you should sell an additional fifteen to twenty cars a month. Of course, this requires a different approach to selling than what you would usually employ with walk-in customers.
When you sell from the service lane, you have to take the initiative and be conscious that you may not sell the car right then and there but you might have sparked their interest enough to consider buying at a later date. A good way to spark their interest may be to offer them a new car for less than $300 a month. Here's how: Go to the Service Department and from the daily service log obtain the names, phone numbers, and vehicle information on each car being serviced that morning. Then taking two minutes or less, establish an estimated ACV (Actual Cash Value) based on the car's make, model, year, options, and mileage. Next, using the full list price on a comparable new model, subtract the estimated ACV of their car, resulting in a net figure for a monthly payment.
Armed with this information, you now have a reason to call the prospect and invite them to stop by and see you when they come in to pick up their car. Be careful not to make any comments about buying the car on that same day. At this time the goal is to simply get them to stop in and talk to you. Once you have them in front of you then you can work on inspiring them to buy the car.
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