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Car Service Advisors Case Study

Our Client

A Shropshire based multi franchise dealer group retailing new and used vehicles across three franchises.

Client requirement

To identify ways to create more service opportunities for the dealerships and to ensure that the incoming enquiries were converted at a higher rate whilst still maintaining a healthy margin on work booked in.

Our research findings and recommendations

Following hands on research into the current customer handling techniques we identified the short and long term opportunities for improvement. Our recommendations were as follows :

  • Develop the service procedures to include a sales element
  • Ensuring contact information collected as a minimum performance criteria
  • Ensuring lead source captured to help with marketing analysis
  • Implementation of the Impact Grid philosophy based on Hotel bookings
  • A focus on selling the appointment
  • Written confirmation (Ideally E mail) to confirm appointments
  • Awareness of competition pricing to ensure competitiveness
  • Building value within the call
  • Offer of incentives where applicable
  • Free health check offer
  • Ensuring we ask for the business
  • Up selling and cross selling dealership facilities
  • Promptly following up people who have not kept an appointment
  • Introduction of a referral programme for friends and family

The results

Following our one day training workshop followed by a further one day implementation which involved mystery shopping the competition, role plays, outbound calls to existing customers, theories of selling and dealing with the incoming enquiries and current service opportunities we were able to have an immediate impact on the business.

The underlying theme of the programme was to get the service advisors to understand that people buy from people so that with a helpful and friendly process which offers a 'Positively outrageous service' an improvement in performance is inevitable.

We observed as a result of the programme :

  • The sales advisors self esteem improved as a result of mystery shopping competition
  • Every service opportunity was logged to give a clearer picture to management of where additional training and marketing resource was needed
  • Key data capture improved to ensure follow up and the creation of a clean, active database to market to.
  • Every opportunity was cherished and offered a fantastic level of service
  • There was a marked increase in the number of bookings made
  • Conversion of identified work improved
  • An increase in the number of products up and cross sold improved
  • Improved customer satisfaction levels
  • Recommendation business started to filter through
  • There was manufacturer recognition of the improvement

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