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Service Lane Appraisals That Actually Drive Retention
Manage episode 520069632 series 3587960
Most dealerships obsess over selling the next car and overlook the goldmine rolling through their service drive every day. If you’re only talking about retention at the CRM or marketing level, you’re missing opportunities. The fix is building a simple, disciplined service-lane acquisition process that treats every repair order as both a retention play and an inventory opportunity.
In this episode, sponsored by DriveSure, Bill talks with Brian Kramer of Cars Commerce, who helped turn AccuTrade into a service-drive powerhouse for sourcing used vehicles while boosting service traffic and loyalty. Drawing from his time leading Germain Toyota of Naples and now working with large dealer groups, Brian breaks down how to appraise more vehicles with less friction, what KPIs actually matter, how to align service and sales without blowing up trust. You’ll also hear why AI-driven data and better digital experiences on your service and parts pages will separate tomorrow’s winners from everyone else.
What we discuss in the episode:
- Turning everyday RO conversations into consistent service-lane vehicle acquisitions
- Using a clear “acquisition champion” and simple KPIs to track appraisals, acquisitions, and missed trades
- Aligning sales and service with guardrails, not micromanagement, to protect trust and CSI
- Appraising more vehicles to increase trade capture and reduce missed trades
- Leveraging AI and better UX on service/parts pages to grow fixed ops revenue and long-term retention
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