September 5th, 2023

Securing dealership futures:
driving sales leads through service loyal customers

Dealers are more apprehensive about future growth than they were in 2022 – and they’re struggling to find high-quality leads. Bringing on the question: Are Dealers looking for leads in the right place?

For dealership health and revenue growth, establishing and nurturing customer loyalty is of paramount importance for both sales and service departments. The backbone of this loyalty-building process lies in service departments, which serve as the primary source for fostering enduring customer relationships.

Lead quality is top of mind for dealers as they navigate a difficult automotive landscape.

Quality leads and loyalty opportunities could be waiting in your service lanes.

Leveraging the service lanes to generate qualified sales leads through meaningful customer service interactions could prove to be a game changer. 59% of dealers reported increasing their efforts to acquire used inventory from consumers, but dealers need to continue the conversation with customers and push them towards new-vehicle sales while they’re in for service in order to turn them into high-quality leads. It may be challenging to track performance and efforts on a micro-level, but one aspect that can be monitored is a service department’s service-to-sales conversion performance.

And while it may be challenging to track all loyalty-driving efforts and performance on a micro-level, one aspect that can be monitored is a service department’s service-to-sales conversion performance.

Accurate service-to-sales analysis can zero in on sales opportunities waiting in service lanes.

Amidst these industry shifts and mounting competition, original equipment manufacturers (OEMs) and their dealers are in dire need of a solution that not only drives new-vehicle sales leads but also measures service-to-sales conversion performance to seize opportunities before they slip away.

ServiceView™ from Urban Science: Service-to-Sales Analysis is the automotive industry’s inaugural and exclusive service-to-sales conversion analysis that empowers users to better measure and drive sales among service-loyal customers. Our analysis harnesses the power of near-real-time industry sales data to better understand the importance of where service-loyal customers purchase their next vehicles – including competitive-brand stores – and the value of cultivating service-department customer relationships. Additionally, our analysis highlights strategic ways to capture more service opportunities, improve efficiency and drive profitability for automakers and dealerships alike.

If you would like to talk to someone at Urban Science about how we can leverage the power of science to create a robust service strategy that helps dealerships better close the loop on new-vehicle sales, call or email me.

Piermichele Robazza
Global practice director, Aftersales
Urban Science, Inc.

This survey was conducted online by The Harris Poll on behalf of Urban Science among 3,022 US adults aged 18+ who currently own or lease or plan to purchase or lease a new or used vehicle in the next 12 months (referred to in this report as “auto-buyers” or “auto-buying public”), and 250 U.S. OEM automotive dealers, whose titles were Sales Manager, General Manager, or Principal/VP/Owner. The auto-buying public survey was conducted from January 26 to February 15, 2023. Population. The dealer survey was conducted January 26 to February 17, 2023.

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