During the weekend I made a telephone call to a NY city dealership to speak with a colleague regarding statistics at his facility. The receptionist answered the telephone and asked me to HANG ON, then proceeded to place the receiver down on the desk.
I heard a woman’s voice in the background asking the receptionist a question and the conversation went as follows;
Customer – Good afternoon, I am wondering if you have anyone available to help me set up my Bluetooth for my new car.
Receptionist – Did you purchase the vehicle from us?
Customer – No, I just purchased it from another dealership, but I work in the area and I was wondering if you could help me, I don’t feel safe driving my car like this.
Receptionist – Let me see what I can do.
Receptionist asking a salesperson walking by – This lady needs some help setting the Bluetooth up on her new car.
Salesperson – did she buy the car from us?
Receptionist – NO!
Salesperson – I’m busy.
Receptionist – You just got here and you’re not with anyone, can you help her?
Salesperson – No, find someone else.
Receptionist asking a manager walking by – There is a lady by the door asking if someone here can help her set her Bluetooth up on her car, she doesn’t feel safe.
Manager – did she buy the car from us?
Receptionist – No, she works in the area and stopped in.
Manager – Remember, it’s our policy, if they didn’t buy the vehicle here we can’t help them. Tell her how to get to the service department. She can go there to have it done. Tell her she will probably be charged for the setup or she can go back to the dealer she purchased the car from.
Receptionist speaking with customer - Hi, I’m sorry, I asked the manager and he suggests going to our service department located about four miles down the road, would you like directions?
Customer – No thanks, I really thought your dealership was going to help me out, you know I did buy one of your cars, maybe not from your place, but I heard the comments and I want you to know I would never buy or service from here.
My thoughts below;
I really hope this is not a trend in our industry readers! I was appalled at this conversation! First, had I been a real customer ready to do business with the dealership listening to this over the phone, I would cancel my deal or find another dealership to conduct business with. Secondly, the customer stated she works in the area, which should be setting off alarm bells…
The customer works in the area - therefore if this dealership had taken care of her she might service at their facility and become a conquest customer. She might tell her colleagues how wonderful the people are and how great the experience was. She might send a friend or relative to purchase their next car here. Heck, her next vehicle might have been purchased here IF THEY WOULD HAVE DONE THE RIGHT THING.
This is but one example of the types of things that go on at dealerships all over. If you want to succeed in business you had better start thinking that everyone could be YOUR NEXT CUSTOMER in any three departments. Start facilitating a WOW experience on every level and watch your business grow. It is no wonder in a survey conducted in the United States in 2009 that the automotive industry ranked in the bottom for categories of integrity, honesty and helpfulness, along with other esteemed occupations as lawyers and politicians.
We all need to ensure we are grooming our employees to create EXCEPTIONAL CUSTOMER EXPERIENCES, even when they are not your customers. Someday they might be!
David
Monday, August 30, 2010
Inactive Campaign
To create benefit and value for your customers and fill your shop with potential work try sending out an inactive customer email campaign. You can call your campaign “The Fast lane Inspection”.
Using your DMS and or your CRM, pull up all the vehicles that are currently out of warranty and have been inactive in your facility for longer than your scheduled servicing intervals. For example North American model vehicles five to six-thousand miles or six months whereas imports such as BMW, Mercedes or Audi are generally twelve-thousand to fifteen-thousand miles or one year between services.
Put together an email campaign stating that you are offering the following servicing special and make sure you advertise it on your webpage under the tab SERVICE SPECIALS as well. Place a link button taking the customer directly to your on-line appointment scheduler. You can make your own coupon or use some of the wording below;
(Picture) Fast Lane Inspection (Brand Logo)
Dear Mr. / Mrs. (Customer)
Now is the time to make sure your vehicle remains in excellent condition, our records indicate that we haven’t seen you for some time. We would like to invite you to come in for our Fast Lane Inspection. Our Fast Lane Inspection is a complimentary 31 point courtesy inspection of your vehicle, this inspection also includes our customary complimentary Platinum car wash. During our Fast lane Inspection we check and set all tire pressures and fluid levels. Should your vehicle require any repairs or servicing found during the complimentary inspection, we are offering another great gift offer of a 10% discount on parts and labor to help you keep your vehicle in tip-top condition?
Our mission is to provide all of our valued customers with exceptional quality service giving you absolute value for your hard earned dollar and respecting your time parameters. We are 100% customer focused and committed to giving you the ultimate (Brand) experience. Visiting our dealership for service can be a rewarding experience especially if you take advantage of being provided with one of our (Brand) loaner vehicles. We offer gourmet coffee, work stations with WIFI and a clean bright spacious waiting area. If you are a person who indulges in the (Brand) specialty items, we also have a beautiful boutique stocking all of the latest (Brand) accessories and personal items. (List your amenities)
Whatever your servicing needs our factory trained associates pay the strictest attention to every detail with the goal of fixed right, on-time, every-time. Book your appointment today. This offer is valid through M/D/Y.
(Appointment Link)
(Brand) of (Region) - exceptional service - exceptional people - making a difference everyday!
Customer Care Manager
Kerry Anywhere
k.any@anywheremotors.com
1400 Anywhere Hwy
Anywhere
55555
555.555.5555
Track the customers that have been in and have taken advantage of your Fast Lane Inspection. On the tenth day after sending out your first email letter send out another email blast indicating that you had such a great response you have decided to extend the offer for a short amount of time. Create urgency for those that haven’t responded yet. See sample letter below;
(Picture) Fast Lane Inspection (Brand Logo)
Dear Mr. / Mrs. (Customer)
We had such overwhelming response to our last Fast Lane Inspection email that we’ve decided to extend the offer for a limited time starting today. Our original email outlining our complimentary Fast Lane Inspection is included below.
Now is the time to make sure your vehicle remains in excellent condition, our records indicate that we haven’t seen you for some time and would like to invite you to come in for our Fast Lane Inspection. Our Fast Lane Inspection is a complimentary 31 point courtesy inspection of your vehicle, this inspection also includes our customary complimentary Platinum car wash. During our Fast lane Inspection we check and set all tire pressures and fluid levels. Should your vehicle require any repairs or servicing found during the complimentary inspection, we are offering another great gift offer of a 10% discount on parts and labor to help you keep your vehicle in tip-top condition?
Our mission is to provide all of our valued customers with exceptional quality service giving you absolute value for your hard earned dollar and respecting your time parameters. We are 100% customer focused and committed to giving you the ultimate (Brand) experience. Visiting our dealership for service can be a rewarding experience especially if you take advantage of being provided with one of our (Brand) loaner vehicles. We offer gourmet coffee, work stations with WIFI and a clean bright spacious waiting area. If you are a person who indulges in the (Brand) specialty items, we also have a beautiful boutique stocking all of the latest (Brand) accessories and personal items. (List your amenities)
Whatever your servicing needs our factory trained associates pay the strictest attention to every detail with the goal of fixed right, on-time, every-time. Book your appointment today. This offer is valid through M/D/Y.
(Appointment Link)
(Brand) of (Region) - exceptional service - exceptional people - making a difference everyday!
Customer Care Manager
Kerry Anywhere
k.any@anywheremotors.com
1400 Anywhere Hwy
Anywhere
55555
555.555.5555
This campaign can be set up to run every month and generate emails to the customers that will continually fall into the category of inactive, ensure you set up your parameters for the campaign as ongoing. You will have a huge influx of calls and appointments from the first campaign due to the large volume of inactive customers that fall within your preset parameters. Once this initial campaign is over remember to remove it from your service website tab.
Keeping YOUR name in front of YOUR customers helps YOU retain them as customers! Have fun putting this campaign together and watch the volume in your service drive increase. Happy marketing!
David
Using your DMS and or your CRM, pull up all the vehicles that are currently out of warranty and have been inactive in your facility for longer than your scheduled servicing intervals. For example North American model vehicles five to six-thousand miles or six months whereas imports such as BMW, Mercedes or Audi are generally twelve-thousand to fifteen-thousand miles or one year between services.
Put together an email campaign stating that you are offering the following servicing special and make sure you advertise it on your webpage under the tab SERVICE SPECIALS as well. Place a link button taking the customer directly to your on-line appointment scheduler. You can make your own coupon or use some of the wording below;
(Picture) Fast Lane Inspection (Brand Logo)
Dear Mr. / Mrs. (Customer)
Now is the time to make sure your vehicle remains in excellent condition, our records indicate that we haven’t seen you for some time. We would like to invite you to come in for our Fast Lane Inspection. Our Fast Lane Inspection is a complimentary 31 point courtesy inspection of your vehicle, this inspection also includes our customary complimentary Platinum car wash. During our Fast lane Inspection we check and set all tire pressures and fluid levels. Should your vehicle require any repairs or servicing found during the complimentary inspection, we are offering another great gift offer of a 10% discount on parts and labor to help you keep your vehicle in tip-top condition?
Our mission is to provide all of our valued customers with exceptional quality service giving you absolute value for your hard earned dollar and respecting your time parameters. We are 100% customer focused and committed to giving you the ultimate (Brand) experience. Visiting our dealership for service can be a rewarding experience especially if you take advantage of being provided with one of our (Brand) loaner vehicles. We offer gourmet coffee, work stations with WIFI and a clean bright spacious waiting area. If you are a person who indulges in the (Brand) specialty items, we also have a beautiful boutique stocking all of the latest (Brand) accessories and personal items. (List your amenities)
Whatever your servicing needs our factory trained associates pay the strictest attention to every detail with the goal of fixed right, on-time, every-time. Book your appointment today. This offer is valid through M/D/Y.
(Appointment Link)
(Brand) of (Region) - exceptional service - exceptional people - making a difference everyday!
Customer Care Manager
Kerry Anywhere
k.any@anywheremotors.com
1400 Anywhere Hwy
Anywhere
55555
555.555.5555
Track the customers that have been in and have taken advantage of your Fast Lane Inspection. On the tenth day after sending out your first email letter send out another email blast indicating that you had such a great response you have decided to extend the offer for a short amount of time. Create urgency for those that haven’t responded yet. See sample letter below;
(Picture) Fast Lane Inspection (Brand Logo)
Dear Mr. / Mrs. (Customer)
We had such overwhelming response to our last Fast Lane Inspection email that we’ve decided to extend the offer for a limited time starting today. Our original email outlining our complimentary Fast Lane Inspection is included below.
Now is the time to make sure your vehicle remains in excellent condition, our records indicate that we haven’t seen you for some time and would like to invite you to come in for our Fast Lane Inspection. Our Fast Lane Inspection is a complimentary 31 point courtesy inspection of your vehicle, this inspection also includes our customary complimentary Platinum car wash. During our Fast lane Inspection we check and set all tire pressures and fluid levels. Should your vehicle require any repairs or servicing found during the complimentary inspection, we are offering another great gift offer of a 10% discount on parts and labor to help you keep your vehicle in tip-top condition?
Our mission is to provide all of our valued customers with exceptional quality service giving you absolute value for your hard earned dollar and respecting your time parameters. We are 100% customer focused and committed to giving you the ultimate (Brand) experience. Visiting our dealership for service can be a rewarding experience especially if you take advantage of being provided with one of our (Brand) loaner vehicles. We offer gourmet coffee, work stations with WIFI and a clean bright spacious waiting area. If you are a person who indulges in the (Brand) specialty items, we also have a beautiful boutique stocking all of the latest (Brand) accessories and personal items. (List your amenities)
Whatever your servicing needs our factory trained associates pay the strictest attention to every detail with the goal of fixed right, on-time, every-time. Book your appointment today. This offer is valid through M/D/Y.
(Appointment Link)
(Brand) of (Region) - exceptional service - exceptional people - making a difference everyday!
Customer Care Manager
Kerry Anywhere
k.any@anywheremotors.com
1400 Anywhere Hwy
Anywhere
55555
555.555.5555
This campaign can be set up to run every month and generate emails to the customers that will continually fall into the category of inactive, ensure you set up your parameters for the campaign as ongoing. You will have a huge influx of calls and appointments from the first campaign due to the large volume of inactive customers that fall within your preset parameters. Once this initial campaign is over remember to remove it from your service website tab.
Keeping YOUR name in front of YOUR customers helps YOU retain them as customers! Have fun putting this campaign together and watch the volume in your service drive increase. Happy marketing!
David
Sunday, August 29, 2010
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
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
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