Aftersales has always been a key part of the dealership business model. But as margins tighten and consumer expectations rise, the way you train and retain your aftersales team has never been more important.
Customers rarely see your sales team again after handover. But they return to your service desk, your technicians, and your call centre. That makes aftersales a loyalty engine — or a point of failure.
Here is how better recruitment and upskilling can protect both your margins and your reputation.
Invest in more than technical skills
It is easy to focus on technician qualifications and forget the soft skills that matter at every customer touchpoint. Service advisors, booking agents, warranty clerks, and workshop controllers all shape the experience.
Training should include:
- Upselling without pressure
- Handling difficult conversations
- Understanding customer lifetime value
- Managing workflow under time pressure
Good people often leave not because of pay, but because they feel underprepared or unsupported in these areas.
Make progression visible
Aftersales is often treated as a flat function. But smart employers build clear pathways from junior roles to senior ones.
That might mean:
- Developing apprentices into EV technicians
- Supporting service advisors into controller roles
- Creating team leader or deputy manager positions
Career progression helps with retention, and also helps attract candidates from outside the sector who are looking for long-term growth.
Hire for attitude and train the rest
There is a shortage of experienced aftersales professionals, especially as demand increases for EV servicing. Sometimes the best hire is someone with the right attitude, strong communication skills, and the willingness to learn.
We have helped clients bring in former hospitality staff, parts specialists, and even sales admin professionals who have excelled with the right onboarding and coaching.
Aftersales drives repeat business
Dealerships that invest in their aftersales team consistently see better retention, higher customer satisfaction, and stronger profitability.
If you are struggling to recruit or retain in your aftersales function, we can help.
