How do you get dealers to invest in a new service program
with no guaranty of profitablity?
Have dealers who tried it sell to their colleagues.  With a human, low-key, not-too-corporate touch.

Renault, Kia, Nestle, Xerox, and others come to me for original and pragmatic solutions. 
Pragmatic: strictly adhering to budget, time, and message constraints while creating imaginative, visually engaging, effective communication.