Customers want and need to be taken care of in order to remain loyal to your dealership. There are programs and service retention tools for everyone to use, but for all you readers who made it through high school reading the Cliff Notes version of those boring books, here is the bottom line.
Unless you stay in front of and market to your customers –
SOMEONE ELSE WILL.
Simple – mail, email, and call your customers once a month whether they are buying from you or not. Well that cost money – you are right it does and so does buying a vehicle. Your customers spend money with you every time they drive in your dealership.
Spend money on them to keep them driving back in. If a person drives a car an average of 60,000 miles before trading, that is 20 service visits for oil changes alone, if they are old school and subscribe to the 3,000 mile oil change philosophy.
Market to your customers and their service business can not only keep you surviving but also keep you profitable in this market.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
