Auto retail expert David Lewis discusses how car dealers can increase customer pay revenue

David Lewis

On today’s show, we’re pleased to welcome David Lewis, President, and CEO of David Lewis and Associates, and the host of Straight Talk right here on CBT News. Lewis begins the conversation by discussing the ongoing inventory storages. Lewis says he isn’t tired of discussing it, but people need to realize, there is nothing we can do about it. We will get out of this, it’s just a matter of when.

He says car dealers should focus on fixed ops and how they can increase customer pay revenue. When you’re trying to increase customer pay revenue, do not talk over the customer. It’s about the power of show and tell. Don’t just tell customers what’s wrong, show customers the problem with their vehicle. The customer has the right to say no, but give them the best information possible. Some customers can’t afford to have the repair completed but they do deserve the best presentation demonstration.

Lewis says, if service advisors are too busy to take care of customer needs, they need to find another job. If you’re busy all day and not producing any revenue for the car dealership, you’re making a huge mistake. Make sure you have essential processes like scheduling, set up properly.

When it comes to pickup and service delivery options, Lewis doesn’t think it’s necessary but he also says, it doesn’t hurt. Anything that can give great customer service is critical to the process.

Lewis ends the conversation by discussing what car dealers should be doing to move business forward during this time. He says the best dealerships are the ones that continually train. Remember this too will pass, but be proactive and we’ll get through this together.

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