How Can Dealerships Turn Vehicle Decontamination Into a Revenue-Generating Service?
Vehicle decontamination can be another reprocessing expense. A car comes in, the interior is cleaned, odors are treated, and the cost is absorbed before the vehicle returns to the lot. Instead, dealerships could invest in a decontamination program that creates another revenue stream and boosts sales through better presentation, retention, and referral value.
The process requires a repeatable service, trained workers, and proper customer expectations. Equally important is the right pricing to recoup the time, equipment, and materials the dealership will dedicate to the service.
Why Would Customers Pay for Vehicle Decontamination?
Used cars can smell of pets, smoke, food, and old stains. Cars come in all conditions, and owners may want a higher level of cleanliness than regular detailing provides. Decontamination can reassure customers that high-contact surfaces and crevices have been given special attention. The service can be positioned as an upgrade for used cars, trade-ins, service customers, fleets, drivers, rentals, and families that buy pre-owned vehicles. Customers make the connection between the effort and the value if they know what to expect.
Package the Service Around Clear Customer Needs
A dealership can establish multiple service levels depending on the customer’s needs and the condition of the vehicle. A basic option might include exterior and interior cleaning, an inspection, and odor treatment. Another plan could include more aggressive interior cleaning that targets crevices, along with cabin filter changes and a comprehensive decontamination procedure with follow-up care notes.
Levels should be explained through clearly defined service options. Customers must understand what each service includes and how it applies to their vehicle’s needs. Likewise, it is essential to define what the dealership does not provide. The process cannot deliver germ-free, sterile conditions or eliminate all allergens present in the vehicle. Marketing language must reflect the equipment and training the dealership has invested in to provide the service.
Which Departments Can Generate Revenue From the Service?
Used-car departments can offer the decontamination as an upgrade to a vehicle-prep service. Finance and insurance can include it in a special purchase package, and the service department can provide post-incident treatments for customers with illnesses, smoke exposure, pet visits, water damage, and other concerns. In addition, dealers can establish long-term recurring revenue programs with commercial clients.
Dealers can build a steady stream of revenue with local fleets, delivery companies, car rentals, government agencies, and other businesses that have vehicles or drivers on dealer premises.
Build a Repeatable Service Workflow
A profitable service requires a repeatable and standardized workflow. The process should outline general procedures, materials, and preparations for each stage of the service. Train technicians to address specific customer concerns, such as pet hair, water, and allergens. The service must also include quality assurance, documentation, and control checkpoints.
A written procedure reduces process variations and accelerates training for new technicians. It also assists department heads and managers in understanding the labor, equipment, and material requirements of the service. They can use this documentation to schedule personnel and allocate resources.
“Vehicle decontamination becomes a viable revenue stream when a dealership treats it as a documented service instead of an undefined add-on. A repeatable process, properly trained employees, transparent pricing, and realistic customer expectations are what create lasting value.”–Jason Gardiner, CEO
How Can Dealerships Make the Value Visible?
Customers cannot see the decontamination process, so documentation becomes a marketing tool. The dealership can provide the customer with a completed procedure summary, treatment date, and recommendations for follow-up care. Sales representatives can explain the service’s benefits, such as the difference between standard detailing and decontamination.
Vehicles on the lot can have pictures, descriptions, and notes about the services provided. Window clings or digital vehicle listings can indicate the treatment a car has received. Proof of service influences the customer’s purchasing decision and can help generate referrals.
Price the Service for Sustainable Margins
All costs should be considered when establishing prices, including labor, equipment, materials, technician training, and safety and documentation requirements. Technicians must also understand the process’s limitations and be aware of the dangers of misrepresenting the service. Managers should also consider the vehicle size and severity of odor when establishing costs.
A lightly used sedan should not have the same price as a truck with strong odors and liquid damage. The dealership can charge customers for the service, add it to a used-car package, or include it in a maintenance program. Another option is to establish separate pricing for commercial accounts or drivers.
What Mistakes Can Undermine the Program?
The most crucial error is the failure to educate employees on the process. A poorly designed procedure can lead to customer dissatisfaction, wasted time, and financial losses from misunderstandings. Misrepresentation is another significant danger, as is failing to follow instructions. In addition, manufacturers’ directions, worker safety standards, and legal requirements must be reviewed and followed for each method and material used.
Treatment duration, chemical mix ratios, exposure time, and vehicle occupancy during treatment must be considered. Technicians should not exceed recommended treatment periods or allow customers to occupy a vehicle that has been treated with ozone or UV-C light.
Track Performance and Improve the Offer
Managers can build a report that tracks revenues, service costs, employee hours, and customer feedback. Analyzing this information can help determine if the service is profitable, which departments refer the most customers, and how to improve the service flow. Another consideration is the level of upgrades and the time spent on each vehicle. A well-managed program can generate additional income and increase customer visits the the dealership. It can improve the presentation of the used car department and provide another touchpoint for referral sources. Reach out to the professionals at Big Sky Decon if you’d like more information on how car decontamination can become a revenue-generating service.
FAQs: Can Vehicle Decontamination Become a Profitable Dealership Service?
Q: Is vehicle decontamination different from detailing?
A: Detailing generally describes the process of removing and preventing stains and odors with vacuuming and wiping. Decontamination removes odors and allergens using a specific procedure that requires dedicated equipment and products. The difference between detailing and decontamination depends on the dealership’s procedures, tools, materials, documentation, and marketing.
Q: Should dealerships include the service with every used vehicle?
A: It depends on the dealership’s reprocessing strategy and the value it wants to provide to its customers. The service can be included as a base or offered as an upgrade. The manager should review the costs and benefits of each option before deciding.
Q: How should a dealership train employees?
A: Inspect vehicles for odors and stains. Employees must learn the unique aspects of the service, such as the equipment and materials used, limitations, and documentation. Workers should also receive training in occupational safety and be familiar with the dangers of misrepresentation. The program could include an overview of the service and refreshers for current employees.
Q: What equipment does a dealership need to begin?
A: Equipment will depend on the services the dealership wants to provide. Beyond general cleaning and maintenance tools, the dealership may need specialized decontamination products and equipment, such as ozone generators and UV-C lamps. The manager should research the equipment’s features and requirements before purchasing.