It is critical service advisor cost as well as service manager cost is included in the calculation 'cause if it ain't you're going to become history!
Long and complicated story short: a service department must run with a 70% to 75% gross profit or your dead in the water. Salaries of all folks working in the service department (techs', advisors, manager, shop foreman) cannot exceed 25% to 30%. A service department will readily consume the vast majority of the balance. A truly good tech, with the appropriate investment in tools, should be looking to make a minimum of $60k and $70k to $80k are obtainable in a well run department.
Something very few customers realize as well is the sea of red ink that springs forth in the winter. You simply cannot, should not get rid of your truly qualified staff members. We're not selling ice cream here. You need trained individuals to do the work correctly. It is a requirement you charge enough to make sure you take in more than enough in the season in order to pay for the winter.
Customers are entitled to competent help. Most competent help needs to be employed full time on a year 'round basis. After all how many of us can afford to work part-time and pay our bills? Your customer needs to pay the tab because if they do not and their chosen dealer doesn't follow the above principals, they will quite simply go out of business. Plain and simple.
It is the stores obligation to be profitable in order to be around tomorrow for the customer. Given that fact of life it is the stores obligation to take in enough revenue in order to give the customer what they deserve. And that takes money. As others have alluded to no one is getting rich in the motorcycle business.
Sometimes it is incredible to hear the comments that come from the public that obviously have no clue as to what their saying but their convinced their getting ripped off. Selling price does not determine a rip off. Getting what you were told you would get for a given price and a follow through on that implied promise does not mean someone is getting ripped off. In fact, if you're able to maintain a competent workforce, provide a reasonable middle class living for the area of the country your located in, and provide a customer with quality work, and back-up your mistakes you're doing exactly what a business is supposed to do.
Quality dealerships do not need customers that have problems with the above concepts. Quality customers don't need stores that are incapable of maintaining a stable, well educated, and caring workforce. I would advise customers who fail to see the logic of any of the above to attend a few business and accounting classes. They may be shocked at how little a store ends up with on an annualized basis.