Strengthening Your Relationship Marketing

April 24th, 2014 | Written By: admin

We all know that people buy from people and that good marketing always begins and ends with the customer. Relationship marketing takes these ideas one step further by focusing on forming long-term, mutually beneficial customer-dealer interactions that increase retention.

The benefits of customer retention for your dealership are many:

podcast.141407According to entrepreneur magazine, repeat customers spend 67 percent more than new customers, on average.
Repeat customers are also the most profitable customers because studies show that the cost of keeping an existing customer is around 10 percent of the cost of acquiring a new one.
Continuing customers are more likely to refer you to a friend and to buy additional services or products from you.
If you are keeping people loyal and satisfied, you are also creating increased job satisfaction for your advisors and technicians. Working with customers who trust and respect your assessments and recommendations makes the atmosphere so much more satisfying. We’ve all witnessed interactions where the customer is skeptical and suspicious of the information they are receiving – they can become antagonistic or even confrontational.

Q: So what makes your customers more loyal?

A: Good Communication:

Communication is a vital part of keeping your customers satisfied and it’s a two-way street that involves equal parts listening and informing. What are you hearing in your service drive? How are you responding to your critics? Zig Ziglar once said, “Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.”

Allen-Valley-Notification-Screen2.093747Using modern methods like a customized dealership mobile app allows you to speak directly to your customers about their vehicles. Does your custom dealership mobile app give customers the ability to tailor and control the information they receive from you about their vehicles?
Using your email, direct mail, and mobile app push notifications to regularly send informative messages can help you strengthen relationships with your contacts, building trust in your expertise. Using those channels to communicate, even when the message isn’t pretty – such as, informing your customers of recalls and vehicle-specific alerts and service needs – also creates trust.

Keep your communications consistent. Your message should be the same message but in stereo so that your customers actually hear and absorb your message. Do your offers conflict? Do you emphasize your strengths in all your methods of communication so that your customers really know why to choose you over the competition?
Communicate often enough to educate your customers and keep you top-of-mind. Then, when they’re ready to use what you have to offer, they’ll be more likely to think of you.

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