Drop to double aftersales
June 9th, 2010 by Richard Aucock
SERVICE plan provider EmaC says car dealers should drop the ‘after’ in ‘aftersales’ to boost returns.
By taking aftersales selling to core new and used car point-of-sale desks, returns can double, reckons the firm.
‘With around 40 percent of the lifetime value of any customer held in after-sales, it makes great commercial sense to un-tap the opportunity,’ said EmaC MD Angela Barrow.
‘Too often, the opportunity is being lost, and this is especially true in the used car sector.’
Thus, reckons Barrow, dealers should be proactive, and start selling servicing packages with new and used car sales.
‘Our analysis shows that by making service plans a core part of the car sales presentation, up to 80 percent of new car buyers and up to 43 percent of used car buyers opted in.
‘Customers choose to buy their retailer for the long term, with a budget plan that instantly removes the periodic costs of servicing and gives them peace of mind on safety and reliability issues.
‘If retailers want to gain customers for life, the point of sale is clearly the way ahead!’
The aftersales opportunity available to franchised retailers was highlighted by research showing less than 30 percent of motorists had used the franchised dealer for their make of car for the last routine service undertaken.
MORE than a third say they now service their cars themselves! This is despite two-thirds admitting they don’t really trust themselves to do this…
Tags: aftersales, emac, plan, service