3 WAYS TO INCREASE DEALERSHIP TRAFFIC

I have had a lot of conversations about how ineffective the old methods of advertising are in current times. Does conventional advertising work? With over 50% of TV watchers using a recording method, do our ads get overlooked? I remember the day when customers would walk in with a newspaper tucked under their arm with local dealer ads, but now I can't remember the last time I saw that happen. Newspapers, free satellite radio, TV giveaways, and direct mail pieces just don't work any longer.

TAKE CARE OF THE CUSTOMERS YOU ALREADY HAVE

Every dealership has a nucleus of customers. Are you maximizing your opportunities with those already established customers? Having a monthly or bimonthly celebration for new customers will keep them coming back to your dealership. It gives them information on the different departments your dealership offers. It keeps them active in the role of the dealership. You could have your department managers meet with your new customers to discuss hours of operation, the services they offer, and answer any questions the customers may have.

PROSPECT WITH ACTIVE CUSTOMERS

A great place to prospect with active customers is in your service department. These customers are currently doing business with you, so they like what they are seeing; they must like your product or they wouldn't be here. They are spending their hard earned money with you over and over again. What are you doing with these opportunities? Consider staffing your service department with a customer concierge. Their job would be to make sure the customer is wowed with your service. Another great tool is a survey. After the customers have left your service department, sending a quick survey via their email address is a way to get great feedback on what was great and what needs to be improved.

MONTHLY INFORMATION

The last thing to do to keep customers interested is sending out monthly information. This keeps your customers in the loop about what is happening around your dealership. One client we have sends out Monthly Customer Newsletters. They include things happening at the dealership, and also more general information. The newsletter is designed to remind customers of seasonal tips for home and auto maintenance. The purpose isn't to sell them something. Some of the articles included are recipies that go along with the season, information about local events, and a reminder about any specials going on in the service department.