How To Sell More Cars By Using The Service Drive | Shhh!

If you want to learn how to sell more cars by using the service drive, buckle up and hang on because I'm going to share the fool-proof way to profits.

After 20 years in the car business, I've learned that one of our most valuable assets is our service department and its database. Interestingly, I'm constantly surprised by the reluctance of some dealerships to spend the time and effort it takes to sell more cars by working the service drive.

If you've been putting this off for way too long, let's smash those preconceived notions and get you in the game so that you can roll more cars.

Every day, potential buyers roll into your service department. These aren't cold leads - they're customers who already trust your dealership with their current vehicle.

And let's face it, when a $2500 repair bill comes the way of a customer who no longer sees the value in their current ride, that's how to sell more cars by using the service drive 101!

When I ran stores in the North West, we discovered that our service customers were 2.5 times more likely to purchase their next vehicle from us than cold prospects. It's true. Saying goodbye to that old family friend is tough, but they know, like, and trust you already, so you're already off on solid footing. Plus, they feel safe.

So, how do you make the connection when they need you most?

This is a big one. If there was ever a reason to treat your service manager with respect, it's this.
Every service writer should know that when a customer is moaning over what seems to be a big bill on a car that's not worth much in their eyes, they need to be directed to sales.
Here's a favorite word track: Hey there [name], we know it might be the end of the line for your current car because it doesn't make sense financially. What if a downpayment was less than your repair bill - and you could drive off in a new(er) vehicle? It doesn't hurt to look. Plus, your trade will knock down the final price and help you save on taxes and registration. Let me get you a cup of coffee and someone I know you'll like from our sales teams. Fair?

I can't tell you how many times that word-track has sold new cars, and if you're wondering how to use the service drive to sell more cars, this is it!

Now that said, maybe the service drive is slammed, and they don't have time to run and get you. How do you know this situation might be on the horizon?

If you haven't upgraded to a new DMS, you're short-changing yourself. There are plenty of third-party equity mining tools as well, so if you don't want to do a complete CRM migration, you should go the 3rd part route.

That said, schedule a training for everyone on your service team. No one can skip! Not even if they have a delivery (well, maybe then).

Here's what you're looking for:



• Customers nearing the end of their warranty
  
• Vehicles approaching high-maintenance mileage points
  
• Positive equity positions
  
• Models in high demand for your pre-owned inventory
  
• Service histories indicating potential trade-in opportunity
  
  

Make sure to ask the sales rep for your equity mining tool about all of these intent markers. They should be well-skilled at showing you how to recognize and respond to these signals.

Now, let's hit the pause button. You don't always need the fancy new digital stuff. Cars were being sold for a century before any of these tools came along.

I remember one instance where we used an old-school credit card machine and manually wrote purchase orders on printer paper when a snowstorm killed our power.

No excuses! Be a star and sell that car!!!

But seriously, if this type of thing happens to you, you've got to have a system in place to get your service customers into the showroom.

This is where physical marketing becomes crucial. We strategically placed our DuraBalloon® displays to create a natural path from the service drive to the showroom. Your service customers should be able to see new inventory while they're waiting for their vehicle.

We found success by:

• Installing PermaShine® displays in the service waiting area featuring current offers
  
• Using Car Lot Flags to highlight the path between service and sales
  
• Placing FestiBall® installations at key decision points
  
• Creating a welcoming atmosphere that invites exploration
  
  

If you're curious about what this would look like for your dealership, you can try our Balloon Innovations for free!

Here's the exact process we used:

1. Morning Meeting Reviews
2. Service appointments for the day
   
3. Equity positions of incoming customers
   
4. Current inventory matching their profiles
   
5. Special offers applicable to each situation
   
6. Service Writer Training
7. Teaching basic equity conversations
   
8. Understanding current promotions
   
9. Recognizing buying signals
   
10. Making smooth sales introductions
    
11. Physical Environment
12. Clear pathways to the showroom
    
13. Professional display placement
    
14. Digital service boards showing current offers
    
15. Comfortable transition spaces
    

And my personal favorite? Offer to buy the customer lunch! Yes, that's right. $25 and one UberEats order later, you've got a customer that LOVES YOU and will be ready to buy two vehicles!!!

Now, sometimes, the customer will literally run away and potentially abandon their car there. No one wants that. And you certainly don't want to issue a shop lein. Instead, try this systematic approach for those who head for the hills:

1. Immediate Follow-Up
   
2. Same-day email with their service summary
   
3. Vehicle upgrade options based on their equity
   
4. Current promotional offers
   
5. Personalized trade-in estimate
   
6. Ongoing Nurture
   
7. Monthly service newsletters with inventory spotlights
   
8. Seasonal maintenance reminders with special offers
   
9. Birthday and purchase anniversary messages
   
10. Market value updates for their current vehicle
    
    

It should go without saying, but you'll want to know just how well all this is working for you and your team - and who's performing (and underperforming). Track these key metrics:

• Service-to-sales conversion rate
  
• Average time to purchase
  
• Customer retention statistics
  
• Service revenue per customer
  
• Overall customer lifetime value
  

When done right, learning how to sell more cars using the service drive can become your most reliable source of sales. Remember, these aren't just service customers - they're your next buyers. Create the right environment, implement systematic follow-up, and watch your service-to-sales numbers grow.



At my last store, we saw a 40% increase in service-to-sales conversion after implementing these strategies. The key was creating a welcoming, professional environment that naturally led customers from service to sales, supported by strategic physical marketing and systematic follow-up.

Ready to transform your service drive into a sales machine? Start by auditing your current process and implementing these strategies one step at a time. The results might surprise you.