A popular full-disclosure sales process for service departments is now available north of the border as DealerLOGIX debuts in Canada.
The suite of web-based solutions is designed specifically for the service department and is based on providing each customer with clear options and choices for maintaining and servicing their vehicle.
“Customers will always get a different customer experience depending on who they talk to,” Mark Brandon, president of Dealer Technology Group, told Canadian AutoWorld.
“They could get different information from difference services advisors and there is a lot of inconsistency in terms of what the customer is presented in terms of what needs to be done to maintain their vehicle and what’s available.”
DealerLOGIX, he goes on, uses a uniformed process to ensure every service advisor presents all the same options in a “full-disclosure way that empowers the consumer to make a choice.”
Brandon points to research that shows customers presented maintenance options feel better about their decision, which drives up the dealership’s customer retention and CSI rating.
“The dealership makes more money too with a revenue increase that is immediate.”
Service advisors are taught permission-based selling techniques. A web-based process will take the advisors through the steps to ensure the sales process is accurate and consistent each time.
The suite, he says, is fully configurable to fit each individual dealership’s processes and needs.
He says DealerLOGIX program is in about 150 stores in the U.S. and the timing was right to branch into the Canadian dealer network. It is certified with both ERAlink from Reynolds & Reynolds and ADP’s platform allowing for integration with current dealer management systems, he says.
Though integration is not necessary – it can stand on its own, Brandon says.
Acentury Inc. will handle the Canadian distribution, starting out in the Greater Toronto Area before branching out across Ontario and beyond.
Frank Ye, managing partner with Ontario’s Acentury Inc., says there are a lot of dealers in Canada interested in the product and driving business on the service side.
The product will be rolled out to dealers over the next 12 months in the hopes of installing the program in roughly 30 dealerships.
“A lot of the successes that Mark has had in the United States translates to a lot of the challenges that dealers have been having up here,” explains Salim Manji of Acentury.
“The appetite for the solution is prime right now for the Canadian market and we can certainly see it’s going to help the dealer market extract more profits out of the service side and support the service advisors and sales staff.
Dealers have a lot of competitors all going after the same service dollar,” Manji says.
“The dealers are going to have to be smart and focused on how they present their value to the customer.”