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December 20, 2024
Data-Driven Strategies for Scalable Service-To-Sales Processes
Dealerships face an ongoing challenge: How can they transform service drive opportunities into scalable and consistent sales?
While customer and dealership data are often abundant, turning these insights into sustainable sales remains a challenge. Success requires innovation, collaboration and a data-driven approach.
Chapman BMW Chandler transformed their dealership service drive into a thriving sales hub with data-driven strategies and a scalable service-to-sales process backed by automotiveMastermind.
In a recent ASOTU 30-minute webinar, Steven Foster, General Sales Manager at Chapman BMW Chandler, joined Regional Group Manager Wendy Engelhardt to share how his team built a process that turns service customers into loyal buyers while delivering exceptional ROI.
From Challenges to Results
When Steven’s team set out to transform his dealership’s service drive, the process wasn’t immediately clear. Like many dealerships, Chapman BMW faced two hurdles: underutilized data and a lack of strategy to connect with high-potential buyers early in their journey.
“Anybody who’s been in the car business knows the service drive has always been an untapped resource. Years ago, we’d send someone out with donuts to meet people, but it wasn’t a real commitment,” said Steven. “About six or seven years ago, we created a true dedicated service-to-sales department within the sales department.”
Instead of waiting to engage prospective service-not-sold customers during their appointment, Steven’s team set out to identify and engage customers before they return to market. “Fast forward a few years, and with Mastermind’s forward-thinking data process, we know who’s coming in, why, and how to approach them. It’s been a game-changer.”
Best Practices in Action
To create a scalable and repeatable service-to-sales process, the team created a dedicated “upgrade center” staffed with focused sales personnel directly in the service center – located right on the drive.
The team leveraged Mastermind’s predictive insights to proactively identify prospective service-to-sales leads before they entered the drive or started shopping around, sometimes as early as 18 months before lease expirations. By engaging customers at this stage, they were able to connect with prospects before the competition and build trust with buyers.
“When customers sit in a dedicated lounge with their client advisor and upgrade manager, everything happens in one place,” explained Steven. “It feels formal yet conversational, which creates a friendly, family-type atmosphere.”
By integrating data into their daily workflows, the team was able to engage service-to-sales prospects with confidence, progressively turning predictive opportunities into measurable results. Within a year, the team was generating 35–45 incremental sales every month.
“Success in this area relies on blending data insights with personalized customer interactions. With the right tools and strategies, you can see results in as little as 12 months.”
– Steven Foster, General Sales Manager, Chapman BMW Chandler
Chapman BMW Chandler’s success shows how a data-driven, proactive approach can turn the service drive into a consistent source of incremental sales.
“Scalable processes are critical,” explained Wendy. “A single person isn’t a process. Without sustainability, you won’t be able to maintain the momentum of a service-to-sales strategy.”
With the right tools, strategy and culture in place, the service drive can become a powerful engine for sustainable growth. By leveraging predictive insights to proactively connect with service customers, dealers can build long-term customer loyalty and deliver measurable ROI.
Want to learn how Mastermind can help your dealership turn service insights into sales opportunities? Request a demo.
