Nurturing Your Customers
You spend thousands of dollars a month gaining new customers, getting them in for your specials or deals. It’s working right? People are coming in. They’re buying cars. But, are you nurturing your client pool for future profit? With new car sales continuing to decline, you need to encourage people to come buy again and use your service department.
It starts when they walk in the door. Their first purchase at your dealership will make or break future sales and service. Make sure your staff treats them exceptionally. Open, honest communication is more important now than ever as 97 percent of consumers research vehicles online before making a purchase. This means they already know a lot about what they’re coming to buy. People know the fair price, so sales staff are more there to answer questions, overcome concerns and help people through the process.
So they purchased. What’s next? Here’s a few ideas to help nurture future profit from your existing pool of customers.
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1. Offer service specials. Fixed ops are a real money-maker. Mail or email your customers coupons. Some examples may be: $5 off an oil change, free tire rotation with your next oil change, buy 3 tires get 1 free. We all know once you get them into the service lane, chances are you can upsell them other service items.
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2. Show your customers that you appreciate them by having events. You can have quarterly “new car clinics.” It gives new customers a chance to come ask questions they may have since buying their new car. Have an annual cookout for all of your customers. Events give you a chance to interact with customers on a personal level and create relationships with them. Make sure you mail real invitations for these events to make your customers feel special.
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3. Encourage your customers to follow you on social media when they buy. Take a picture with them and their new car to post on your page. Post relevant non-business related content. For example, post about local news and events. This helps your customers really connect with you and personalizes your business.
If you nurture your customers, you’re guaranteed to get repeat business. Plus happy customers act as positive ambassadors for your dealership, and they will refer more people to you.
