Using Recalls to Win Over Conquest Customers

For many dealerships, conquest customers—those who haven’t visited your dealership for sales or service—represent a huge growth opportunity. But how do you get them through the door? The answer may be simpler than you think: recalls.

Recalls provide the perfect reason to reach out to vehicle owners who have never serviced with you before. Here’s how you can use recall work to introduce your service department, stand out from independent shops, and even outperform the dealership across town.

1. Be the Helpful Dealership, Not the Pushy One

A recall isn’t an upsell opportunity—it’s a chance to help. When you reach out to a conquest customer about an open recall, make it clear that you’re there to assist, not sell. Instead of using a hard sales pitch, try messaging like:

‍"We noticed your vehicle has an outstanding safety recall, and we’d love to help take care of it for you—at no cost. Let’s get you scheduled for a quick, hassle-free repair!"

This approach builds trust. Customers appreciate the effort and, once they experience your service firsthand, they’ll be much more likely to return for future maintenance and repairs.

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2. Stand Out from Independent Repair Shops

Many vehicle owners default to independent service shops for maintenance, but when it comes to recalls, only an OEM dealership can do the work. That’s a huge advantage! Make sure conquest customers understand why they need to visit you instead of their usual shop:

• Only OEM dealerships have the certified technicians, tools, and parts to perform recall repairs correctly and at no charge.
• Fixing a recall at the dealership ensures it’s properly documented with the manufacturer, protecting vehicle value and warranty coverage.
• Independents can’t perform recall work, which means customers will have to visit a dealership anyway—so why not yours?

This messaging reinforces your value and positions your dealership as the trusted expert.

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3. Show Why Your Dealership Is the Best Choice

Even if a conquest customer agrees to visit a dealership, why should they choose yours over the other one across town? Here’s your chance to differentiate:

• Convenience: Offer easy online scheduling, pickup and delivery, or express service.
• Exceptional customer service: Train your team to provide a five-star experience that makes first-time visitors feel like VIPs.
• Added value: Free multi-point inspections, complimentary car washes, or service discounts for first-time customers can tip the scales in your favor.

By creating a seamless, positive experience, conquest customers won’t just come in for the recall—they’ll keep coming back for everything else.

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Turn Recalls Into Long-Term Customers

Recalls aren’t just a mandatory service requirement—they’re a powerful customer acquisition tool. By approaching them with a customer-first mindset, emphasizing your dealership’s exclusive capabilities, and outshining the competition, you can turn recall visits into lasting relationships.