Every dealership manager knows the value of a strong service department. But according to Ian McCafferty at Digital Dealer, many stores are missing out on millions of dollars by overlooking the basics: consistent training, clear incentives, and smart measurement.

The F&I Lesson: Apply, Don’t Envy

F&I teams have long been praised for their relentless focus on process. Scripts, product knowledge, and performance metrics are drilled into every finance manager. This structure is a key reason F&I profits are predictable and reliable.

Now, look at your service drive. Are your advisors and technicians getting that same level of attention? Or are you hoping experience alone will fill the gaps? Service leaders can borrow from F&I’s playbook—training, tracking, and celebrating the right behaviors.

Where Revenue Hides (and How to Find It)

Revenue leaks in the service department come from missed opportunities: un-presented maintenance packages, uneven recommendations, or inconsistent follow-up. If you aren’t measuring what’s offered and accepted, you’re guessing at your performance.

To fix this, you need simple, repeatable processes. Start by mapping a basic customer journey. At each step, ask: What should a world-class team member do here? And how do we know if it happened?

Small Tweaks, Big Results

You don’t have to overhaul your entire operation. Focus on one thing this week. For example, build a quick training session based on real customer interactions. Track a single key metric—maybe declined work, or menu-selling rates—for the next month. Set goals and celebrate wins, just like your F&I team does.

Try this week

  • Audit how your service advisors present maintenance options—watch or listen to live examples.
  • Choose one process to document, train, and track (like multi-point inspection presentations).
  • Set up a short daily huddle to share wins and talk through challenges.

Inspired by "Why Dealership Service Departments Are Leaving Millions in Revenue on the Table" (Ian McCafferty, Digital Dealer). Read the original article.