Put Your Service Department In The Direct Mail Spotlight
It’s easy to forget about the service department with our auto direct mail campaigns, especially this time of year, when the new model cars are getting so much attention. But soon, the excitement over the new 2012’s will fade and consumers will need more reasons to visit your dealership over another.
This is when your stellar service department can really shine.
Enticing customers will great service and even better service deals and packages could be just enough to get them in the door. This especially holds true for those customers who might be a bit skittish about buying a new car or trusting a new dealership. A great service department that works to give the customer a great deal, holds their hand and makes them more comfortable with your dealership is about as good an ambassador as you’ll get.
So, why not shine the auto direct mail spotlight on your service department for a few of your upcoming campaigns? Offer low-cost oil changes to existing customers who take their service to your shop. Offer lifetime oil changes to new customers. Provide regular, low-cost inspections. Ask customers to sign up for regular service reminders. Make sure they know that your service department does indeed provide a service and isn’t just there to detail new cars or spruce up trade-ins.
Every auto dealer’s service department should have its own advertising budget, or, at the very least, should be highlighted in a certain percentage of auto direct mailers. Showing pride in your service department and working to promote it is a great way to demonstrate to new and existing customers that your dealership is a full-service one.
Again, one of the best ways to keep existing customers “on the hook” for those years that inevitably come in between car purchases is to maintain that relationship via a stellar service department. Don’t always push your efforts to that customer base into the car sales realm. Promote your service department as a logical add-on to that sale and, provided your service department is a true value-added to your dealership, you’ll be able to keep that customer’s trust and faith for years to come.