Digital Dealer - March 2020 - 40

S A L E S & VA R I A B L E O P S

the technician noted in the maintenance
inspection. Most people don't know what
their car needs; so we tell them and give
them options. That is our sales process."
Okay, so here's a disciplined, no-nonsense, career military man; a quick-thinking, quick-talking, take-no-prisoners
leader - wow, he must be tough to work
for.
"I'm an easy guy to work for... if my
service sales team will follow the processes I have put in place," Hardcastle
concluded. "If they follow the process,
their sales closing ratio will increase, and
they will make more money!"
"We have a performance-based pay
plan," Willard said, "and we do all we can
by way of training, coaching, and mentoring to make sure our team has great sales
success."
Hardcastle and Willard are quick to
point out that their mission is never to
"get into customer's pockets," but rather
to help vehicle owners lower their cost of
ownership by having a safe, well-maintained vehicle. Maintenance is cheaper
than repair.
Willard is a businessman who understands that you have to spend money
(invest) to make money (return). Moving
Hardcastle from the position of service
lane manager (which was really nothing
more than a glorified lead service advisor)
to service sales manager was a big step. It
added an extra salary to his service team
- so there had to be some major improvements in revenue to justify the investment.
It's paying off! They've jumped from 1.3
hours ($224) per RO to 1.9 hours ($339)
per RO. Effective Labor Rate has climbed
from $55 to $92. Very impressive! Service
Absorption has grown from 48% to 78%
and continues to climb. CSI and retention
numbers are up, also.
With a service sales manager monitoring sales production, David can focus on
technician production, conquering new
fleet accounts, expanding the service BDC,
and creating service marketing strategies.
Route 66 Chevrolet has actually done
something other dealers just talk about:
they drastically lowered the advisor-to-customer ratio to 1:10. That means
each advisor sees only 10 customers a day.

40

[ d i g i t a l d e a l e r. c o m ]

The highest paid people in the world
are professional salespeople.
As you consider adding a
service sales manager to your
service management team,
you might want to consider
the job description/to-do list
that Hardcastle and Willard
created from their vast sales
experience

The Service Sales
Manager Must:
„ Manage all aspects of the

service drive

„ Manage cashiers, porters,

and advisors

„ Have weekly mandatory

sales meetings (at Route 66
Chevrolet that happens on
Wednesday mornings for
about 20 minutes)
„ Mentor, train, and coach the
service sales team
„ Monitor daily sales results
„ Review every RO every
day, looking for missed
opportunities
„ Review every MPI to make
sure advisors and techs are not

The strategy is to have more time with each
vehicle owner so the MPI can be thoroughly
reviewed with the customer. It allows time
to educate the customer and give them
options when purchasing maintenance and
repair service.
According to Willard, the biggest mistake
service managers make is hiring the wrong
people as advisors. "It's a sales position,"
Willard emphasizes, "you have to look for
people with a sales background - or those
wanting to begin a sales career."
Have feedback, questions or topic suggestions?
Email magazine@digitaldealer.com

only communicating but also
working together for service
sales growth
„ Make sure advisors
are following policies for
discounts and coupons
„ Make sure advisors are
aware of the importance of
preventative maintenance
„ Keep it fresh with sales
goals and promo money
to spark competition and
to reward outstanding
performance
„ Take a T.O. - that's a
variable ops term that means
"Turn Over" - it is a technique
used when an advisor hits a
brick wall with the customer,
and turns the customer over
to the service sales manager
to see if they can get the deal
done.
Hats off to Willard,
Hardcastle, and the service
sales team at Route 66
Chevrolet. Thanks for showing
all of us how it's done!

A D V E R TI S E R S IN D EX

ADVERTISER	PAGE
AutoTrader......................................................	C4
Construction SuperConference.......................	37
Manheim Inventory Solutions.........................	C2
Playback Now.................................................	5
RFID...............................................................	33
The index to advertiser page numbers is published
for reader convenience. Every effort is made to list
page numbers correctly. The listing is not part of the
advertising contract and the publisher is not responsible for errors or omissions.

March 2020


http://www.digitaldealer.com

Digital Dealer - March 2020

Table of Contents for the Digital Edition of Digital Dealer - March 2020

Digital Dealer - March 2020
Up to Speed|Tech, Dealer News, & People on the Move
Culture Three Tips to Improve Retention
Strategic Planning Strategic Planning for Sustainable Future
Leadership Five Lessons From Fearless Female Leaders
Spend Management Best Practices to Reduce Costs & Drive Profit
Fixed Operations What to Charge? How About a Little More Big Boss
Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Exclusive Interview With Jay Feldman of Feldman Automotive Group
Social Media q&a With Facebook
Speaker/session Spotlight|a Quick Look
Social Media Social Media Spring Cleaning
Ad Spend Marketing for Profit!
Cpo Toyota Led Record Cpo Growth
Fixed Ops Every Service Department Should Have a Salesperson Running It!
Fixed Operations
Digital Dealer - March 2020 - Digital Dealer - March 2020
Digital Dealer - March 2020 - Cover2
Digital Dealer - March 2020 - 1
Digital Dealer - March 2020 - 2
Digital Dealer - March 2020 - 3
Digital Dealer - March 2020 - 4
Digital Dealer - March 2020 - 5
Digital Dealer - March 2020 - Up to Speed|Tech, Dealer News, & People on the Move
Digital Dealer - March 2020 - 7
Digital Dealer - March 2020 - Culture Three Tips to Improve Retention
Digital Dealer - March 2020 - 9
Digital Dealer - March 2020 - Fixed Operations
Digital Dealer - March 2020 - 11
Digital Dealer - March 2020 - Leadership Five Lessons From Fearless Female Leaders
Digital Dealer - March 2020 - 13
Digital Dealer - March 2020 - Spend Management Best Practices to Reduce Costs & Drive Profit
Digital Dealer - March 2020 - 15
Digital Dealer - March 2020 - Fixed Operations What to Charge? How About a Little More Big Boss
Digital Dealer - March 2020 - 17
Digital Dealer - March 2020 - Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Digital Dealer - March 2020 - Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Digital Dealer - March 2020 - 20
Digital Dealer - March 2020 - 21
Digital Dealer - March 2020 - Exclusive Interview With Jay Feldman of Feldman Automotive Group
Digital Dealer - March 2020 - 23
Digital Dealer - March 2020 - 24
Digital Dealer - March 2020 - 25
Digital Dealer - March 2020 - 26
Digital Dealer - March 2020 - 27
Digital Dealer - March 2020 - Social Media q&a With Facebook
Digital Dealer - March 2020 - 29
Digital Dealer - March 2020 - Speaker/session Spotlight|a Quick Look
Digital Dealer - March 2020 - 31
Digital Dealer - March 2020 - 32
Digital Dealer - March 2020 - 33
Digital Dealer - March 2020 - Social Media Social Media Spring Cleaning
Digital Dealer - March 2020 - 35
Digital Dealer - March 2020 - Ad Spend Marketing for Profit!
Digital Dealer - March 2020 - 37
Digital Dealer - March 2020 - Cpo Toyota Led Record Cpo Growth
Digital Dealer - March 2020 - Fixed Ops Every Service Department Should Have a Salesperson Running It!
Digital Dealer - March 2020 - 40
Digital Dealer - March 2020 - Cover3
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