The concept of "Maximizing Potential" is one of the most misused and misunderstood concepts in relation to Fixed Operations improvement. In the hundreds of customer retention studies we have conducted across the country we find that after the "Maximizing" is done, the customer leaves - forever.

Our position on this issue is much different than the norm. We highly recommend taking a "long term" view of maximizing potential through planned and consistent development of long term customer retention. We support maximizing gross profit revenue over the new and used car ownership period rather than planning to maximize on the relationship "short-term." This business/marketing approach will decrease gross profit per customer transaction short term but that is "OK" because more Total Gross Profit will be generated over the long haul "not to mention the additional new and used cars you will sell because the customer comes to your dealership more often over time."

All of our programs and Service Consultants' sales training are geared toward striking a balance between selling each customer as much as is needed on each visit and being sensitive to the customer's perception of what's happening to him/her. We firmly believe customers should not leave your service department (on each visit) without knowing the condition and needs of their vehicles. However, the presentation closing techniques used should be tempered with the thought of making sure the customer returns as often as their service needs arise. We know that if our clients embrace and support this concept, they will truly "MAXIMIZE POTENTIAL."