New Car Department

Do you work the Service Drive?

How many times have you prospected your service drive? If your HONEST answer is ‘always’ then good for you, but if your answer is ‘sometimes’ or ‘never’ then you need to read on. Last week the engine warning light came on in my mother’s car, a car she worships and has had since new. She’s maintained the car regularly and is adamant she’ll never change the car, even though she’s had it for 3 years, it has 60,000 miles on the clock and a new version has recently come out.

So, whilst sat in the service reception waiting for the diagnosis (expecting the worst), a sales man sat down next to us and asked, “Do you know anyone who might be interested in buying a Kia.” This was a great conversation starter, not pushy or to invasive. We scratched our heads but couldn’t think of anyone - no matter, the ice had been broken. The salesman introduced himself and asked why we were there. My mother, pleased not to be sat staring at the TV in the corner that she couldn’t hear, told him – everything. Before I knew it my mother (the lady who 2 minutes earlier wouldn’t even discuss the possibility of changing her car) was outside being shown the new features of the latest model year. We went back to the waiting area with my mother full of thoughts and questions about the new car. The salesman, who had left us, came back and said that he’d just spoken to the technician working on the car and that he had at least 15 minutes left to work on the car and why don’t we go for a test drive in the new car while we wait. ‘Yes’ said my mom with a large grin on her face. Needless to say, the test drive was a success. We went back to the waiting room, again my mom full of thoughts and questions, especially as the salesman had told her that she could have the new car for about the same payment as what she was currently making.

My mother had gone from ‘I’ll never change that car’ to ‘I could have a new one for a similar payment’ in about 10 minutes, whilst sat distressed at the possibility of getting a large service invoice. Not bad for 10 minutes work and very little effort on the salesman’s part.

A few minutes later the service advisor appeared shaking his head, the diagnosis wasn’t terminal, but it was expensive – nearly $1000. He took us through the items and my mom sighed, not sure what to do, what to authorize and what to wait to do next month. The service advisor left us and about 30 seconds later the salesman came back. “How is it?” he said with a concerned look on his face.

“Not too bad,” said my mom, “about $1000.”

“Ouch” responded the salesman, “I could help you with that.”

“What, how?”

“Well if you change now, we’ll take care of the repairs and take your car as the deposit.”
“So…”

“All you have to do is sign-off on the new one, you can drive away today, no deposit and service invoice charges and practically the same monthly payment, why don’t we go and look through the figures and I can check I few have the color you like in stock?”

At this point the car is as good as sold. My mom went from distressed about her car needing repairs (and I’ll never change) to, I could get a new one to, where do I sign, in 25 minutes flat. The easiest sale known to mankind! A no brainer…why wouldn’t she change!

So if you don’t work the service drive…try it…just once and I guarantee you’re sales will soar with very little effort on your part.

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