Though a simple oil change might not seem like a big deal, 73 percent of shoppers who had a good experience on routine maintenance will return for larger services in the future.

That’s according to Paul Potratz’ latest “Think Tank Tuesday” video.

The chief operating officer of Potratz Advertising says the majority of service shoppers are willing to pay more for better quality.

“Surprisingly, most dealers are not capitalizing on this fact, and are missing out on the opportunity to increase profits in service,” Potratz said.

And repeat service customers could also spell trade-ins for your used lot down the road.

On this episode of Think Tank Tuesday, Potratz explains how you can attract shoppers to your service bay, and create top of mind awareness for your brand.
“Isn’t it time to start winning and keeping service customers?” Potratz asked.

He cited a recent Google Study that focuses on opportunities for service – and the opportunities are huge.

According to the study, there are 700 million searches every 30 days having to do with service in North America.

Potratz says it helps to try and picture yourself as the consumer. What goes through your mind before making a purchase?

Justification, says Potratz.

In this sense, dealers need to focus on making their service packages worth it for consumers, as well as making them stand out from competition online.

“Drive more people into service; you are going to sell more cars,” says Portratz.

To see the latest “Think Tank Tuesday” video, click here.