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Next to a House, Your Biggest Purchase is…

I appreciate how my employees look out for me They know if they find something interesting for this blog to put it on my desk. The other day there was an article entitled “If blogging is the sizzle, C.R.M. is the steak!” Right from the opening paragraph, it was good reading: 

“Almost every company knows that it is more expensive to acquire a new customer than to service an existing one. I say almost, because there are plenty of companies out there who don’t seem to understand this principle at all. Well, either that or they simply don’t care.”

smiling customer service groupThe author’s point was very clear:  you need to not only have repeat customers, but you need to generate referral business from past clients… the key word being ‘generate’. Blogging was seen as a means of reaching new business, but regular contact with existing customers needed a more definitive program.

The Customer Relationship Management [CRM] system suggested several steps to stay consistent without being expensive.  

  • Begin with good client information and update constantly – a valid email address is essential.
  • Consider 8-10 touches a year, whether it is an e-campaign, postcard or quarterly hard copy/e-mail newsletters. The writer pointed out that is a lot of ‘touches’ but felt in today’s climate it was necessary, and I agree.
  • The author had set up a program including four seasonal postcards as well as holiday postcards.
  • Staying in contact with referral partners (professionals who send you business) once a month to let them know you are still here.

So who was this writer? A real estate agent; and read his comments on our industry as the case was made for CRM:

“Just think of the last great car salesman you ever worked with. You may have felt you received the best darn service, price, everything that fine sunny day when peace prevailed and all was well with the world. But do you have his number today? Can you pick up the phone right now and get a hold of him? The most likely answer is “no”. If that is how you’re running your business, then you’re spinning your wheels and leaving thousands of dollars on the table.”

If automotive advertising agencies are not providing or prompting you on effective advertising outside of the traditional media, you need to re-read the last sentence in the previous paragraph. Get a plan and work the plan in all areas of holding and growing business!

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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.

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