Some of the best sales opportunities are waiting in your showroom while the service department works on their car. These customers often include the patient reader, the busy bee and the antsy roamer who just can't sit still. Most of these customers have no connection to salespeople at your dealership, so building a relationship is your first step to success.

The patient reader and the busy bee

In the case of the patient reader or the busy bee, a simple "may I offer you a beverage while you're waiting?", or offering to refill their coffee can go a long way to establishing your relationship. It also identifies you as a person who is interested in providing a higher level of satisfaction. The key point here is that you made an effort to provide that added touch of service. And be sure to introduce yourself and ask them to look for you if they need any assistance.

Case Study: The antsy roamer

Whenever a service customer wanders the showroom or the lot and stops at a car, you have an opportunity to make a sale. Here's one way a salesperson might converse with a customer:

Salesperson:  This is our brand new 2004 model. What do you think?

Customer:  It's nice. But I'm just here for service.

Salesperson: We certainly appreciate your business! I'm Joe Brown, and you are?

Customer: Tom Smith

Salesperson: Nice to meet you Tom. What are you having done today?

Customer:  Oh, just an oil change.

Salesperson:  What model is it?

Customer:  It's a 99 Civic

Salesperson:  Those are great cars! In fact, we're always looking for quality vehicles that are regularly maintained - like yours. And right now we're paying top dollar for Civics. May I provide you with a free evaluation of your car while you're in for service? This will give you an idea of the value of your vehicle?.

Salespeople who take a proactive approach are more successful. Nurturing service waiters is one way sales professionals add incremental business each and every month.

Got an idea for nurturing service customers? Post it here!