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Rick Case Honda of Davie
has been a forward-thinking
and record-setting dealership
for many years. They are
the #1 Honda dealership in
the Southeast, the #1 Honda
dealership in the country
for gross profit and now,
thanks in part to their “One
Dealership” marketing and
branding strategy, they are
generating multiple new
revenue streams and selling
hundreds of cars every month
out of their service lane.
When it comes to customer relationships,
few dealerships can match the “opportunity
is everywhere” atmosphere that keeps so
many Rick Case Honda customers lining up
to visit the dealership multiple times each
month.
Want a haircut? Need gas? How about a free
car wash? If so, all of these things as well
as the usual dealership offerings are waiting
for you on the Rick Case Honda campus.
However, as you pass through the simple
gates that line the entrance to this dealership
you will immediately understand why Rick
Case Honda has been so successful. This is
because everywhere you look, from the light
poles to the windows and from the service
lane to the hang-tags tastefully displayed
in every car on the lot, there are beautiful,
OEM quality pieces reminding you of
one consistent message – that Rick Case
Honda is where you come for the “Vehicle
Exchange Program.”
Richard Bustillo
General Manager
Rick Case Honda
“Once Rick Case Honda in Davie
gets a hold of a conquest Honda
owner the chances of that
customer becoming a customer
for life is extremely high,”
So, what does any of this have to do
with selling cars in service? Everything!
According to Richard Bustillo, General
Manager of Rick Case Honda in Davie,
one of the keys to selling hundreds of cars
a month out of the service lane is making
it perfectly clear that upgrading to a newer
vehicle is everybody’s opportunity. “It’s
not just for new car shoppers or used car
customers”, Bustillo says enthusiastically. “
It’s for everyone. This is a message we clearly
communicate in our marketing and this is
part of the culture we strive to demonstrate
when a customer visits our campus.”
Based on his
results, it’s easy
to see why he
is so excited.
ales
Since
starting
in S ice
e
s
their program last Increa Serv
m
November, Rick
fro
Case Honda has
increased sales
from service over 60% and although they
average 105 vehicle sales per month out of
their service lane, it is not uncommon to for
them to deliver over 125, like they did most
recently in March.
60%
Budd Blackburn, owner of
www.TeamVelocityMarketing.com,
the integrated marketing company
Rick Case Honda in Davie uses.
competition has to pay at the auction. This
allows us to make more money on every unit
even though our pricing is very competitive.”
As with anything worth achieving, Rick
Case Honda’s success is not without effort.
However, Richard is quick to point out that
finding the right business partner – one that
can strategically collaborate to develop a plan
as well as tactically manage the mechanics of
multiple complex programs so they function
as a single integrated solution – is vital.
When asked why he gives so much credit
to his strategic marketing partner (www.
TeamVelocityMarketing.com), Richard
responded, “Team Velocity takes our ideas
from the whiteboard to the real world. That’s
important because that’s where we make our
SELLING CARS IN SERVICE
money. Take “Selling cars in service” for
example. The concept of coming in for an oil
change and leaving with a new car is exciting
for our customers but it is also unfamiliar.
Capturing the opportunity requires marketing,
print, Point-Of-Sale materials, software and
processes to all work together smoothly.
Consistency is key because breakdowns in
process can easily break down the customer’s
confidence. We chose the company we use
because they “get it” when it comes to our
vision, they know how to execute and they
are here with us on a regular basis helping us
make things happen.”
Spend more than 5 minutes with Richard
Bustillo and his team and you will see that
there are a lot of things happening at Rick
Case Honda of Davie.
Yes, they have
great facilities and yes, they have a lot of
inventory. However, take a look around
and you will see that what pulls all these
customers to the dealership and what pulls
all these great programs together is not
just a building and product. It is a winning
strategy, created with a proven marketing
partner and executed by a talented and
committed team.
“Everyone focuses on the new car sales
numbers” says Bustillo, “but they are only
part of the story. The real beauty of this
program is that it generates revenue for all
three of our major profit centers. It increases
our new car volume. It increases our service
revenue because of the reconditioning
required to turn a trade-in into a retail
unit, and it has a huge impact on our used
car business because it allows us to take in
hard-to-find used cars for less than what our
Here’s an example of how this
works based on Richard’s current
gross profit averages.
1.New Car Profit:
$2,500
From the sale of the new vehicle
2.Service RO:
From the reconditioning of
a low-mileage trade-in vehicle
$1,450
3.Used Car Profit:
From the sale of a
certified pre-owned vehicle
$3,900
Example Gross Profit
From Vehicle Sold In Service:
$7,250
JOE CASTLE, CHAIRMAN AND CEO
SOCIALDEALER