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DE A LERSHIP SPOTLIGHT suggest they use the test drive to swing by ket that is largely populated by service memthree more times," Joe says. "Where we make their home or ofce to get it. bers, and notes that it presents several unique money is repeat business in our service de"Tere's a very blurred line between sales challenges: He estimates that as many as 25 partment. If we do fnd a credible repair, we and F&I; for us," says Mike Phillips, percent of on-base customers will move away can point it out and perform the reMcCloskey's general sales manager. in a given year; each wave of departures is folpair if they want it. Tat's the best "We call our sales managers 'sales lowed by an infux of new, ofen frst-time car tool in our arsenal." drivers.' Tey're pushing to close the buyers. His reputation, he says, is his stock in Tom McCloskey says he is quick deal and having that conversation up trade, and he believes the bases' commanding to tell customers he takes advantage front." ofcers have faith in his stores. of the oil-change program and has a On the back end, the stores of"Every dealer in our community is very service contract on his own family's fer a number of products tailored to conscious of the way we treat armed forces vehicles. "We always look at service used-car buyers. Joe McCloskey is as and families," he says. "Nobody contracts as customer serJOE McCLOSKEY dedicated as any new-car dealer to wants to get a bad reputation with vice. Tat's one thing I alcreating lifelong relationships with any branch of the military. Tat ways tell customers: We're his customers. He is particularly proud of his would be very difcult to remedy and not selling it for proft, we're selling "loss leader," a program that ofers three oil the civilian community would frown it for customer service. Tree years and oil-flter changes for $30; for $45, each on that as well. We're very patriotic from now, if they're broken down on change includes an inspection; for $60, cusand very proud of our armed forces." the side of the road, we'll pick them Occasionally, Tom McCloskey tomers get three full-service oil changes. For up, tow the car and take care of them. says, a commanding ofcer will get most customers, the price is too good to be Hopefully, when they trade in the car, THOM McCLOSKEY involved when military buyers fnd true; for McCloskey, each loss is worth the opthey'll trade it into us." themselves in over their heads. But the portunities it creates. MILITARY MEMBERS COs rarely demand that the dealership unwind "Te key for us is, in our competitive marJoe McCloskey says he is proud to serve a marthe deal. "Te commanders will say, 'You did ket, it gets the customer to come back two or YOU'RE NOT WILLING TO SETTLE FOR UNHAPPY CUSTOMERS AND LOWER PROFITS. ©2014 AutoTrader.com, Inc. All Rights Reserved. "AutoTrader.com" is a registered trademark of TPI Holdings, Inc. used under exclusive license.