Pick an automaker, domestic or import, and they’ve probably recalled thousands of vehicles so far in 2014. In light of this year setting a new record for recalled vehicles, Potratz Partners Advertising shared two separate recommendations aimed at helping dealerships use recalls to improve both the service and sales departments.

“Despite the negative aspect of a vehicle recall, it does present dealerships with a great opportunity to be able to drive not only service traffic, but sales traffic as well,” said Samantha Cunningham, vice president of account services at Potratz during a recent installment in the company’s “Hard Facts” video series.

To improve the service drive, Cunningham suggested that dealers enhance the content and capabilities of their websites.

“We need someone to submit a lead form, not just schedule an appointment,” Cunningham said. “Why not build a page specifically for vehicle recalls?”

Turning next to the sales area, Cunningham explained the strategy by first considering scenarios not associated with the auto industry.

“Think about it this way. Have you ever experienced frustration because something is broken and you feel like you consistently have to repair it? Maybe your phone or your dishwasher,” Cunningham said. “Think about the frustrations a customer might be experiencing if they’re getting something regularly about a recall that’s pertaining to the vehicle they’re currently driving.

“It’s a great opportunity leverage the situation and maybe make a conquest from another manufacturer,” she added.

To watch the entire video titled, “Make Your Recalls Work for You,” click the window at the top of this page.