Marketing Consistency

Being consistent throughout the relationship with your customers, you will need to work hard to understand your customers' additional needs or wants better than anyone else, so you can influence them with more products, services, and accessories that meet more all of their needs and wants. When you gain more knowledge and experience in this frequently overlooked concept, you will see your business grow faster and move to a new larger dynamic than you ever thought possible.


Prospecting with marketing to acquire a new customer is one thing, however keeping the relationship mutually beneficial and strong, and sustaining it over long periods of time is the mark of the true marketing professional, one that is concerned with the long term growth of the dealership. Acquiring new customers in the short-term is a challenge, but maintaining relationships with those customers over time is even more challenging and is crucial to the long term growth of your service business and your overall retention rates.

Over the vehicle servicing life of interaction with the customer, value must be shown towards both parties in order for the relationship to prosper and grow. In order to help create that value, you need to acknowledge that all customers are unique and different, and therefore they must be treated or marketed to differently. The more value you can create for your customer, the more they will continue to do business at your dealership. The term "customer loyalty" means more than just loyalty, it also means retention.

There are seven essential items that everyone desires to create within a marketing plan, the higher the number of items you can hit upon within each marketing procedure, the higher your chances of having a successful marketing plan. These essential items are:

Get the audience attention
Hold the audience attention
Create desire
Make your marketing believable
Prove it’s a bargain
Make it easy to purchase or access the service
Give reasons to purchase now – create urgency

When you are preparing your marketing you must keep in mind that it is up to you to project an image of experience, dependability, quality and excellent customer service skills, making sure you include added value to your prospective customers in order to win their confidence, overcoming sales objections. If you have not communicated the advantages accurately and clearly, building solid reasons for them to do business with you, then they'll be hesitant to commit to your dealership and the sale will go to your competitor down the road.

Sometimes I find it best to see a visual representation of a subject to completely digest the material. Below is a visual look at marketing and the five forms of marketing that make up your marketing procedural strategy.

David