The value of customer relationships is higher now than ever before. We all know that the number of new customers coming to your store is painfully down. Here’s the thing, it’s clear that dealers across North America are missing the marketing opportunities presented by the Internet. Ok, there are a very few of you that do a good job with this … and you already know what that can do for you.
Never has it been so easy (or inexpensive) to get people you already know back into your store.
Monthly newsletters, e-blasts, in-store promotions, service surveys and other “keep in touch” actions will boost the customer retention level at your dealership. That’s just cash in the bank if you do it right. The question is do you do it? Are you really qualified to put a creative and eye catching message together? Is there someone who does marketing for you in the store and does that person have new ideas for you each day, week and month?
If not, today has to be the day you do something you’re uncomfortable with. Actually everyday should be that way. We are all entrepreneurs and by that very fact risk is part of the game. When something as obvious as using todays marketing concepts happens to be in front of you … well, just jump in.
Let me guess, some of you are saying to yourself “I don’t have any/enough (pick one) email addresses to make a difference”. Great! Now you have a jumping point! Change that! Get emails. There are simple ways to do this and it doesn’t have to be painful.
So what are you doing to keep your customers “top of mind” at your dealership? Let’s start the conversation now.
About the Author
Neil Frame
helpmewin@channelideas.com
Neil Frame is president of Channel Ideas, a consulting company that specializes in business management and departmental training. He has worked in and consulted dealers in the motorcycle, auto, OPE and marine industries for over 40 years. His expertise includes daily operations, new employee training and best operation practices. Neil and his team can be reached by calling (303) 526-9620 or via email at helpmewin@channelideas.com. Review his site at www.channelideas.com.