We often hear that “Sales doesn’t make the money—it’s all made in the back.” In almost all cases, the Service Department is an integral part of the financial success of any dealership.
That’s because, on average, about 50% of a dealership’s revenue is created by fixed ops.
Taking it by the numbers, you’d think that 50% of any dealership’s advertising budget would be spent on attracting customers to fixed ops (and 50% of a car dealership’s website dedicated to this huge earner).
Continuing on this track, 50% of Facebook and Twitter expenditure would go to hunting and gathering for fixed ops—and 50% of the Google advertising budget to the “Shop.” Makes sense, right?
Excuse my rhetoric, but that just doesn’t happen. In the real world, most dealers pay very little attention to service and parts when it comes to the online advertising budget.
When it comes to service, the most that the average dealer will do on their site is put up a page showing service hours, a stock picture of some guy with a wrench, and a “contact us” link. As for the parts, it’s a pitiful showing for those guys and girls too.
It’s Time to Fight Back!
Fixed operations departments across Canada are struggling. Big businesses like Mr. Lube, Canadian Tire, Jiffy Lube and Kal Tire are controlling the ZMOT highway online, and dealers are making little or no effort to fight back.
Those crossing their fingers and hoping “things will turn around” are in for a rude awakening in the not-too-distant future.
TOAST Fixed Ops is starting a revolution. Take up arms with Strathcom Media, and join us for this brand new TOAST session, coming to a city near you.
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