SCHENECTADY, N.Y. -

Paul Potratz wrapped up a discussion on Tuesday highlighting what he contends are the six key touch points to increasing service retention.

The chief operating officer and founder of Potratz Partners Advertising gave franchised dealers the tools he said can help to keep service bays busy and cash registers ringing.

In the most recent post of his online video series titled, “Think Tank Tuesday,” Potratz went over the last three points, including:

—Demonstration of value: “You might not be the cheapest dealership in terms of service, but that’s fine if you’re showing the customers the value you bring,” Potratz said.

“Help the customer understand what they’re getting. When you go through this process, this is going to help you ten-fold,” he continued.

—Communication after the drive-off: “This is the chance to distinguish yourself from the chain and independent shops,” Potratz said.

“Get someone in the service department, the salesperson that sold them the car or a new salesperson at your dealership, just get someone at your dealership who is knowledgeable about the customer to call them within a few days. You’ll be amazed at the opportunity,” he added.

—Invitations: “This is the big one. This is the cash cow,” Potratz said.

“When was the last time you mined your CRM and started searching for people who purchased a car from you and are not doing service? Pick up the phone. The phone is magical. It’s that human touch. To hear someone’s voice is a magical thing,” he went on to say.

To watch the latest video, click here. Potratz offered additional advice for franchised dealers at his website, www.ppadv.com.

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