In the era of ADD, pervasive advertisement and easier than ever online comparison shopping, attracting and then keeping a loyal customer has never been tougher. That’s especially true in the automotive world. But, one thing can make you stand apart from the rest – consistently happy customers.
Of course, you already know this. You likely have plenty of long-time customers already because you’ve treated them right and given them spectacular savings. But, just a few loyal customers aren’t enough to keep your business afloat – not even the ones who drive multiple sales through referrals. You need to figure out a way to monetize that great reputation and loyalty across your automotive direct mail efforts and other marketing modalities.
But, how? Well, one of the easiest ways is to simply tout your commitment to customer satisfaction. Say the words. “We value our customers.” “We’re committed to your safety and satisfaction.” “We’ve been making our customers happy for more than [X number] of years.” “We’ll do whatever we can to ensure you drive away satisfied.” Make these sorts of messages prominent in your next automotive direct mailer and have your spokesperson make these points in your next radio and television ad campaign.
Next, make a consistent effort to improve service at the point of sale. You know when a customer isn’t happy with you in the moment. They’ll either tell you or they’ll show you with their body language. Before they walk out of your showroom in a huff, make sure you instruct your sales and service teams to acknowledge the customers who seem ill at ease and to ask them what can be done to improve their attitudes toward you. Instead of dancing around the potentially uncomfortable situation, it’s best to tackle it head on and in the moment. The simple acts of asking and listening can go a long way to mend fences.
Be knowledgeable. Customers expect to visit a showroom or car lot and meet a sales or service professional that can answer their questions about the cars they’re interested in, financing, service deals and everything else, soup to nuts. And, make sure your staff works as a team so that if any one individual doesn’t know the answer to any one question, they can quickly pull in a team member with the knowledge the customer needs.
Bottom line, customer relationships are the foundation of success for any business. If you promote your commitment to meeting your customers’ needs in your direct mail campaign and consistently deliver on that promise, you’ll undoubtedly see your sales grow.