Shop talk

We asked fixed ops managers: What is your dealership's parts department doing to sell more parts, both online and through other channels?

"We don't really do anything when it comes to selling parts online. The biggest thing for us is focusing on our wholesale customers and making sure we build and maintain our relationships with them. It's a challenge being a small-to-medium dealership that's surrounded by large Toyota stores in the area, because they tend to compete for our business, which drives gross profit down. Still, we try to do our best with our wholesale customers with our in-store experience."

MIKE RENN, Fixed operations director, Henderson Toyota, Henderson, N.C.

"Our parts department is looking to fill generalized needs for customer groups within wholesale and retail. Mechanical shops can use the Ford RepairLink system, which offers the ability to order parts directly from us and to access diagrams with only the vehicle's VIN number. For those who need additional assistance, we're a phone call away, or customers can walk in for our traditional parts counter. We have an online presence in various outlets. Our mobile app allows customers to purchase parts through their phone. Our 'hot shot' deliveries offer one-hour delivery, even on Saturdays."

SAMMY HAYES, Fixed operations director, Hennessy Ford-Lincoln Atlanta

"We use numerous applications to promote and increase our sales growth, such as CollisionLink, PartsTrader and RepairLink. These programs, when used correctly, have increased our selling opportunities month over month. Since we are one of the largest wholesale dealers in the area, we have to stay competitive every day."

GARY HAMMOND, Fixed operations director, Rick Hendrick Chevrolet, Charleston, S.C.

"We are directing most of our efforts toward our wholesale customers. We are calling these customers and establishing relationships with them. We sell more parts online through our GM accessories page. For customer convenience, we have a link on our site where customers can order parts."

GREG JACKSON, Parts manager, Terry Labonte Chevrolet, Greensboro, N.C.

"Our main focus has been on taking care of our service department and body shop. Our total parts sales year to date for 2018 versus 2015 are up 21 percent, and we did that without adding staff. We do some wholesale and very little online, but once we max out the full potential of our fixed ops departments, we will look into growing our wholesale business."

SCOTT HILLIKER, Parts manager, Bowman Chevrolet, Clarkston, Mich.