I believe you can always do things better, so my question – how can a dealer make direct mail more important to the customer? The answer – personalized follow up. (This is why my newest partner is the Certified Call Center).
To test this principle, we created a letter for a dealer in the northeast specifically designed to upgrade his owners to new vehicles due to their equity position. The delivery of the letter was dove-tailed by the Certified Call Center contacting the shopper and from a script specific to the letter, inquiring if they had received our letter, understood the benefits presented, and asking if they could set up an appointment. Bottom line: 70 set appointments!
The math is amazing – 35 customers out of every 1000 mailed committed to a dealership visit. If the market is slow you can make it move by never underestimating the power of a phone call!
– John Paul Strong
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.