admin | Automotive BDC |
Continuing the conversation with existing customers is key to maintaining that relationship and customer retention.
Outbound campaigns can be highly effective for improving sales and service revenue in that it puts the power back in the hands of the dealership. Online and print advertisements promoting special offers leaves the decision making to the customer, who may not take the initiative to call the dealership to schedule. That’s why it’s so important for dealership business development centers to proactively engage with customers to drive business.
Start at the beginning
Leads that come in through your website are the best gift you can receive. These leads are customers who are actually interested in working with you and need to be captured or converted. Many salespeople may follow up on these leads via email or phone, but if they play phone tag or don’t get a response in a week or two, they end up forgotten. Chances are, customers who are reaching out via your website are early in their search for a vehicle, and they aren’t in a hurry to make a decision. But by being a resource for them during their car search can put you above the rest.
Pro Tip: If a customer leaves a voicemail or a phone number, call them back around the time they initially called you. That may be the time of day when they are free at work or are available to accept calls. If you don’t reach them the first time, try a call just outside of work hours between 4 and 5 pm, or around the lunch hour. Chances are, if someone reached out recently they are expecting the call and will be to hear from you! It can sometimes be forgotten how much people want a warm voice over the phone. It gives a personal touch in a world that is so much online and impersonal.
Those with vehicle equity
A good business development center will have a vehicle equity calculator that can effectively track timelines of vehicles purchased within their dealership, and pair that with ones that have left the lot. The amount of years owned, miles driven, and the make or model all determine a vehicle’s equity. Following up with these customers can sometimes lead to an upgraded purchase or a service appointment.
If the customer’s car is worth considering as a trade-in towards a new vehicle, you can help guide them through the process and get them into an upgraded vehicle faster. If that is not what they want, you can offer service incentives and, when the time comes, incentives for when they do want to purchase a new vehicle, to do it through your dealership.
Customers who bought but never came back
According to Snapcell, 76% of car buyers bought their next vehicle from the dealership that performed their regular maintenance. But only 13% of those car buyers had maintenance performed at the same dealership they bought the car from. Yikes! That’s why, after a customer buys a car, the sales team should follow up quickly to ensure satisfaction and answer any questions or concerns the customer may have after their purchase.
Setting a schedule to follow-up one, three, and six months after the vehicle purchase with customers can be some of the most effective outbound campaigns your dealership can run. Because we know there is one thing they will absolutely need with their new car—service maintenance. Reaching out to customers who bought a car through your dealership but haven’t utilized your service bay is an incredible opportunity. It’s possible these customers aren’t aware of the service incentives through the dealership and just need a helping hand to get there and get their car taken care of by the team who already knows them.
Customers who visited over six months ago
Run an inquiry of all your customers you saw six months ago or longer and begin an outbound campaign offering a percentage off service if they come in during the next six months. Chances are they either haven’t serviced their vehicle at all or they went to a different shop.
Pro Tip: Run these outbound campaigns right before winter, when people want to winterize their cars, and again before summer when people are planning road trips and vacations. These incentives can reignite a desire to come back to your dealership and they are great for customer retention!
Customer who recently received service
Customers who were just in for service should also get a follow-up call within seven days. Be sure to ask if they were satisfied with the service and how their car is running overall. This can be a good opportunity to schedule their next service appointment, like oil changes and tire rotations. This also presents an opportunity to catalog the mileage of their vehicle and discuss their plans for when it comes time to trade-in. Pro Tip: Create incentives based on future resale value if customers continue to get service through your dealership.
Outbound campaigns for potential and existing customers are one of the most important tools at your disposal in increasing sales and improving customer satisfaction. Customers want to feel important and cared for, and maintaining that relationship throughout the weeks, months, and years after they’ve worked with you can significantly improve your sales and service revenue as well as your dealership’s reputation.
Outsourced business development centers like Customer Traac can help ensure your customers never go without a follow-up call, email, or a pre-scheduled service. On top of service appointments and sales equity mining, our team can work with your dealership to create custom outbound campaigns based on current or future sales trends, and continual efforts to retain customers. It’s what we’ve been doing for over 30 years!
Contact a member of the Customer Traac team to how we can help your dealership reach profit goals today.
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