Retail Observer

RETAILOBSERVER.COM NOVEMBER 2026 34 A well-run service department protects the original sale, strengthens the next sale, supports your employees, builds customer loyalty, and reinforces the reputation of the entire dealership. At the United Appliance Servicers Association, we believe stronger communication between sales and service benefits everyone in our industry. Whether service is operated as its own profit center or primarily exists to support appliance sales, its value reaches far beyond the service call. If you already have a service department, don't hide it in the back of the building. Put it to work as one of your dealership's greatest competitive advantages. For appliance dealers that operate their own service department, it can be easy to look at service as a separate part of the business – something that takes over after the sale when a product needs attention. But properly managed, an in-house service department can be much more. It can be one of the strongest tools your sales team has. When a customer purchases an appliance, they aren't just buying a refrigerator, range, washer, or dishwasher. They're also buying confidence in the company standing behind the product. A knowledgeable service department gives your sales team something extremely valuable to offer: support after the sale. Service Can Help Close the Sale Consider two dealers selling similar products at similar prices. One tells the customer, "If you have a problem, call the manufacturer's 800 number." The other says, "If you have a problem, call us. We have our own service department." Which statement creates more confidence? An experienced salesperson should understand the value of the dealership's service operation and make it part of the sales presentation. Your technicians, customer service representatives, parts personnel, dispatchers, and service managers are helping sell appliances every day – even if they never set foot on the showroom floor. The service department can also help salespeople make better recommendations. Technicians see products in customers' homes every day. They understand installation issues, common customer concerns, serviceability, parts availability, and how appliances perform in real-world environments. That information should find its way back to the showroom. What products are generating unnecessary service calls? What installation problems are technicians repeatedly finding? Are customers confused about certain features? Are there recurring issues the sales team could address before the appliance leaves the store? Creating that feedback loop between sales and service can improve the entire customer experience. Protecting the Customer Relationship Every dealership works hard and spends lots of money to acquire customers. Advertising, websites, showrooms, salespeople, delivery teams, and promotions all contribute to earning that first sale. Why surrender that relationship when something goes wrong? A service department gives the dealer another opportunity to take care of the customer and demonstrate why purchasing locally was the right decision. Problems will happen. Appliances will fail. Installations will occasionally create challenges. Customers will have questions. The real differentiator might not be whether a problem occurs, but how the dealership responds. A strong service experience can turn a frustrated customer into a loyal customer. Years later, the customer might not remember the price difference between two refrigerators, but they will remember who answered the phone and took care of them when they needed help. Service Supports the Entire Dealership The benefits extend beyond the sales floor. Customer service staff have somewhere to turn when a customer calls with a concern. Salespeople have knowledgeable professionals available when technical questions arise. Delivery and installation teams can communicate field issues back to service. Management gains another source of information about product performance and customer satisfaction. But this requires all of the departments to operate as one company. Sales cannot view service as simply the department that handles complaints, and service cannot view sales as the department creating its problems. Regular communication between sales, delivery, installation, parts, and service can identify recurring problems before they become expensive ones. And don't overlook your technicians. They may be one of your best sources of customer and product intelligence. No Service Department? Build the Right Partnership Not every appliance dealer has the size, volume, staffing, or resources to operate an internal service department. That doesn't mean you can't offer customers strong after-sale support. S E R V I C E D E P A R T M E N T YOUR SERVICE DEPARTMENT: MORE THAN A REPAIR OPERATION

• Cover