In the fast-paced world of automotive sales and service, dealers are constantly looking for ways to boost revenue and improve customer satisfaction. Jen Suzuki, President of e-Dealer Solutions and host of Loyalty-Based Sales Strategies, reveals a highly effective strategy for maximizing a dealership’s service department and Business Development Center (BDC) potential. During today’s episode of Inside Automotive, Suzuki shares insights into how focusing on declined service work, recalls, and unused maintenance can lead to significant growth—unlocking hundreds of thousands of dollars in missed revenue.
First, Suzuki stresses the importance of a proactive approach to service, where BDC teams do more than just make sales calls. She notes the value of staying connected with customers to remind them of the services they’ve paid for but haven’t yet used, like complimentary oil changes or critical recalls. Many dealerships overlook these opportunities, but Suzuki points out that simply following up with customers about missed services can generate substantial profit.
For example, customers who’ve declined certain services often need them but are just waiting for the right push. By calling to remind them of the services they’ve put off—whether it’s maintenance or an urgent recall—dealers can prevent these issues from escalating, ultimately benefiting the customer and the bottom line.
Tackling declined services
One key takeaway from Suzuki’s discussion was the challenge many dealerships face when handling declined service work. These calls are often time-consuming and require more effort than a typical sales call, but the potential rewards are massive. Suzuki suggests that dealerships should consider assigning one individual to focus specifically on declined service work, creating a specialized role within the BDC team to improve efficiency and drive results.
In addition, training advisors to properly pitch these services is also crucial. Suzuki explains that many declines happen because the service advisors don’t properly communicate the importance of the work needed, or they prematurely assume a customer won’t want to spend the money. This can be remedied by bringing in a fresh perspective, such as a T.O. (takeover), where another team member steps in to reinforce the service message and provide additional value.
Moreover, Suzuki shares how having an outside expert enter a dealership can lead to major improvements. While dealers and their staff are often too close to the day-to-day operations to see missed opportunities, an outsider can take a fresh look at the business and identify areas for growth. When Suzuki steps into a dealership, she accentuates the importance of addressing what’s currently not being done and how minor adjustments can result in significant improvements.
One of the most eye-opening moments of the interview came when Suzuki spoke about the power of reinforcement. Even if the dealer has already shared key messages with their staff, an outsider like Suzuki can often get through to them in ways that an internal voice cannot. Dealers can leverage her expertise to ensure their teams are suitably motivated and equipped to seize these opportunities.
The key to explosive growth
Suzuki clarifies that the service department is often the most underappreciated area of a dealership, yet it holds massive untapped potential. She describes it as an “explosion of opportunity” that can drive growth if dealerships take a more proactive and strategic approach. By nurturing customer relationships, following up on declined work, and re-engaging customers with outstanding services, dealerships can unlock significant revenue.
As Suzuki concluded, “There’s thousands of dollars—hundreds of thousands—just waiting out there.” The opportunity is right in front of dealers; they just need to focus on making the most of what they already have.
Jen Suzuki’s expert insights into service BDC and declined work serve as a powerful reminder for dealerships to stop leaving money on the table. By investing time and resources into following up on missed opportunities and training staff to handle declined services more effectively, dealers can transform their service departments into powerful profit-generating machines. As Suzuki says, “If I were a dealer tomorrow, I would bring you in”—and it’s easy to see why. With the right strategy in place, your dealership’s service department could be the key to unlocking growth and profitability you never thought possible.
"If you really want to move the needle the fastest, this is it right here." – Jen Suzuki
