Commercial characteristic: Can the franchise market overcome shopper misconceptions about having their vehicles serviced at their native dealership?

Commercial characteristic from SecretService™, powered by BookMyGarage


As a rule, the reply isn’t any – not by themselves no less than. Many drivers consider that franchised sellers aren’t keen on servicing their older automobiles. Even OEM campaigns have struggled to realize any vital floor when it comes to the market share of automobiles aged 4 years-old or extra.

There are causes for this. The expense of making and administering their very own advertising campaigns to win conquest clients isn’t price efficient. As one participant identified in a current AM webinar: “it prices extra to acquire the client than the price of the service itself”.  

With the 0-3 year-old car parc shrinking quick, it’s extra essential than ever for franchised sellers to fill their workshops with older automobiles. Nevertheless, it’s extremely troublesome for their very own advertising departments to beat the misconceptions that customers have about having their vehicles serviced at dealerships. Customers consider:

1. Franchised sellers should not keen on servicing 4+ year-old automobiles

2. Franchised sellers will solely service the car if it has been bought by way of them

3. Franchise servicing is dear

The success of SecretServiceTM proves that every one these points are surmountable. Over 80% of bookings by way of the franchised seller aftersales market are conquest clients – in different phrases, they’ve by no means been seen by the storage earlier than. 

With section 1 automobiles (the 0- to 3-year-old parc) dwindling considerably, it’s extra pressing than ever to draw older automobiles into the franchised workshop. Particularly as retention can be much more difficult sooner or later – retaining a shrinking future buyer base isn’t the reply, so gaining new ‘conquest’ clients is important. 

The advantages to tapping into this market don’t finish there. Attracting older automobiles into the community additionally implies that remaining bill values are greater. Invariably extra work is recognized by the traditional VHC course of.

SecretServiceTM makes use of AI and algorithms to establish the proper worth whereas inserting advertisements in entrance of the proper individuals, securing clients by way of social media for a worth which makes it viable to win market share. It has confirmed to be extremely profitable. SecretServiceTM is now the one viable answer, created purely for franchised sellers, for gaining conquest enterprise and it’s rising considerably year-on-year. Up to now month alone, it has elevated the variety of franchise clients signing as much as SecretServiceTM by practically 20%.

The know-how that powers SecretServiceTM is designed in order that solely clients which aren’t already trying to guide with that storage are focused. It additionally accesses the diary of availability for every seller, no matter the Supplier Administration System used, and with out further price. Motorists can see MOT advisories, recollects and the sellers personal warranties or service plans may be promoted. SecretServiceTM additionally provides a full suite of reporting, offering wonderful KPI perception.

The service is capacity-driven, which means bookings are solely gained as and when there’s spare capability to fill. And with a 400% assured minimal on income return, there is no such thing as a threat for sellers – solely further revenue alternative.

To seek out out extra about SecretServiceTM, go to

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