Contact with your dealer - what would you like?
Discussion
I have been speaking to a dealership regarding my return to work after having ME. This is a very well regarded marque specialist dealing with high end sports cars.
One of the things I would have to do is to keep in touch with the existing client base in order to keep everyone happy and maximise sales opportunities.
To that extent the dealership has a client database which I would have access to, if you were a customer what would you want to see?
My first thoughts would be to clean up the database, mailshot everyone with an SAE and a questionnaire checking their details are up to date, this would also ask for their email address for future updates.
Secondly I would instigate an email newsletter, maybe monthly, detailing what is going on, special offers, interesting stock coming in, articles in magazines about our stock etc. I wondered about seeing how much it would cost to have a feature on advanced sports car driving from one of the top coaches, or tips on track driving etc to make sure it was worth reading and not just a sales list. I thought some motorsport news might help this, what is going on in the world in some of the lesser known race series, not just F1. I thought it would be worth having a word with the mechanics for some technical tips too and valeting / detailing tips from the valeters.
Next I thought of courtesy calls to customers checking they're enjoying their car, see if there is anything we can do for them at the moment, just usual stuff but the kind of thing that would make you remember the dealership.
I am still going through ideas in my head, please could you help me, what contact would you like to have from your dealership that would encourage you to use them again? Also any marketing ideas you might have would be greatly appreciated.
Thanks in advance.
One of the things I would have to do is to keep in touch with the existing client base in order to keep everyone happy and maximise sales opportunities.
To that extent the dealership has a client database which I would have access to, if you were a customer what would you want to see?
My first thoughts would be to clean up the database, mailshot everyone with an SAE and a questionnaire checking their details are up to date, this would also ask for their email address for future updates.
Secondly I would instigate an email newsletter, maybe monthly, detailing what is going on, special offers, interesting stock coming in, articles in magazines about our stock etc. I wondered about seeing how much it would cost to have a feature on advanced sports car driving from one of the top coaches, or tips on track driving etc to make sure it was worth reading and not just a sales list. I thought some motorsport news might help this, what is going on in the world in some of the lesser known race series, not just F1. I thought it would be worth having a word with the mechanics for some technical tips too and valeting / detailing tips from the valeters.
Next I thought of courtesy calls to customers checking they're enjoying their car, see if there is anything we can do for them at the moment, just usual stuff but the kind of thing that would make you remember the dealership.
I am still going through ideas in my head, please could you help me, what contact would you like to have from your dealership that would encourage you to use them again? Also any marketing ideas you might have would be greatly appreciated.
Thanks in advance.
i work quite closely with local dealerships - i think what people want is their cars repaired quickly, replacement cars with the minimum of fuss, and to be kept up to date with whatever work you're doing as well as a reasonable eta.
might be going overboard sticking your details out there, asking loads of questions and being generally obtrusive, especially if it's a high end marque.. that might work on a "niche" marque, where the owners are all likely to be enthusiasts etc though?
smile, handshake, your name and business card and keep a very close eye over your service advisors
can't say much more than that from a CSi point of view?
might be going overboard sticking your details out there, asking loads of questions and being generally obtrusive, especially if it's a high end marque.. that might work on a "niche" marque, where the owners are all likely to be enthusiasts etc though?
smile, handshake, your name and business card and keep a very close eye over your service advisors
can't say much more than that from a CSi point of view?
markmullen said:
My first thoughts would be to clean up the database, mailshot everyone with an SAE and a questionnaire checking their details are up to date, this would also ask for their email address for future updates.
IMHO I reckon you have to offer something in exchange for people to take the time to do this - even a free prize draw. Otherwise its just a hassle most people could do without.If I was continually been pestered by a company asking for email addresses and phone numbers, you would quickly end up on my spam filter my appreciation of your company would drop considerably.
A classy mailshot to your customers letting them know whats going on in or around your industry I suspect will be more appreciated.
Getting customer service right is more important, nothing worse than sitting in a showroom waiting ages to be served or ignored, that does my head-in more that anything else.
I only own a Vectra as a daily, my level of service is s&it, and thus do not merit any attention
A classy mailshot to your customers letting them know whats going on in or around your industry I suspect will be more appreciated.
Getting customer service right is more important, nothing worse than sitting in a showroom waiting ages to be served or ignored, that does my head-in more that anything else.
I only own a Vectra as a daily, my level of service is s&it, and thus do not merit any attention
If I'm kicking my heels waiting for a service to be completed, I'd like a salesman to pop his head around the corner and say something like: "We've got the newer/faster/facelifted version of your car in the lot, here are the keys if you fancy a nose around or even a test drive"
Then I'd like a lapdance.
I don't really like them contacting me unless it's to give me something for free.
Then I'd like a lapdance.
I don't really like them contacting me unless it's to give me something for free.
Edited by DJFish on Sunday 23 March 13:23
I think you're on the right lines. A low-level interaction with customers, particularly by email could be very helpful. I would suggest:
, information on new promotions (perhaps with a readership-only bonus), and any other news stories. It just needs to be a summary of the story under a title with perhaps a link to the full story.
The other bits you mention are good as well. Maintenance tips (Winter's coming, check your coolant, here's how) sort of stuff present a caring persona. It indicates that your primary interest is in their enjoyment of the car, rather than making every penny out of the servicing.
Another area to consider is scheduling of servicing & work. First, you can send a personal reminder that a service or MOT is due.
You can also get the customer to complete a Job Requisition (on line or to print out). The customer can clearly record their needs (30k service, heater fan not working). When they hand in the car, there's nothing they've forgotten, and no doubt that it has to be completed. You can also include sections covering:
- When do you need the car back?
- Best way of contacting you if we have any questions?
- What to do if we find any other problems? (perhaps the customer will pre-authorise a sum: within that limit, just do it, only call me if it's more)
- Do we need to speak to insurers?
- A price list for extra features (full clean, total valet & wax, etc.)
That sort of thing.
Through personal email, you can then:
- Clearly explain any problems
- Update them with status & ETA (if the car's in for more than a couple of days.
- Confirm work is complete and the car's ready for collection
- Close out with advisories (we left the brake pads, but they're only good for 5,000 miles; we could clean the rag top properly for £150 - book it next time)
Not everyone will use it, but some will really appreciate the option. You're building a dialogue, you're giving them the option to clearly explain the problems they have (and not hoping that the service manager's actually listening), giving them more flexibility, and keeping them better informed through the process.
- Build a private database (ie solely for the dealership, not to be transferred to the manufacturer unless authorised)
- An unobtrusive newsletter, that can be easily read (or ignored). I would suggest an informal style (Letter from the Chairman, rather than too flashy.
, information on new promotions (perhaps with a readership-only bonus), and any other news stories. It just needs to be a summary of the story under a title with perhaps a link to the full story.The other bits you mention are good as well. Maintenance tips (Winter's coming, check your coolant, here's how) sort of stuff present a caring persona. It indicates that your primary interest is in their enjoyment of the car, rather than making every penny out of the servicing.
Another area to consider is scheduling of servicing & work. First, you can send a personal reminder that a service or MOT is due.
You can also get the customer to complete a Job Requisition (on line or to print out). The customer can clearly record their needs (30k service, heater fan not working). When they hand in the car, there's nothing they've forgotten, and no doubt that it has to be completed. You can also include sections covering:
- When do you need the car back?
- Best way of contacting you if we have any questions?
- What to do if we find any other problems? (perhaps the customer will pre-authorise a sum: within that limit, just do it, only call me if it's more)
- Do we need to speak to insurers?
- A price list for extra features (full clean, total valet & wax, etc.)
That sort of thing.
Through personal email, you can then:
- Clearly explain any problems
- Update them with status & ETA (if the car's in for more than a couple of days.
- Confirm work is complete and the car's ready for collection
- Close out with advisories (we left the brake pads, but they're only good for 5,000 miles; we could clean the rag top properly for £150 - book it next time)
Not everyone will use it, but some will really appreciate the option. You're building a dialogue, you're giving them the option to clearly explain the problems they have (and not hoping that the service manager's actually listening), giving them more flexibility, and keeping them better informed through the process.
Very much depends on the marque (i.e. as to whether a 20yr-old would go in there!), but I'd like to be treated like an adult! I have walked out of a many a dealership having been ignored!
Yes I may look young, but that most certainly doesn't mean I should be treated like I should be embarrassed to be there!
One dealer (the supplying dealer for the car I have, where my mum bought it - and then her 182 from there as well) could not bend over backwards enough to help me. They offered me test drives in a 182 and 197 F1 at 19 & 20 and couldn't have treated me better. They contacted me when they said I would, don't hassle me and sorted everything they would. IMO Just what I want from a dealer. And then, what I don't-
On the 2nd visit to a certain dealership (1st time they were busy, so I assumed it was a one-off) and having enquired with the sales floor chap (who was the ass. manager) why I hadn't been spoken to, he said he didn't realise I was interested!
I mean FFS, I just hang around in car dealerships all day....
Yes I may look young, but that most certainly doesn't mean I should be treated like I should be embarrassed to be there!
One dealer (the supplying dealer for the car I have, where my mum bought it - and then her 182 from there as well) could not bend over backwards enough to help me. They offered me test drives in a 182 and 197 F1 at 19 & 20 and couldn't have treated me better. They contacted me when they said I would, don't hassle me and sorted everything they would. IMO Just what I want from a dealer. And then, what I don't-
On the 2nd visit to a certain dealership (1st time they were busy, so I assumed it was a one-off) and having enquired with the sales floor chap (who was the ass. manager) why I hadn't been spoken to, he said he didn't realise I was interested!
I mean FFS, I just hang around in car dealerships all day....
You need a customer contact cycle with a robust database that enables you to work it well without becoming a nuisance. E-mail marketing, when done properly, is ideal for this. Avoid overkill or you'll just alienate your punters. You need a reason to contact them not just spam them.
We do this for motor dealers and I never cease to be amazed at how many haven't got a proper contact cycle. Our e-marketing system now automates a lot of this so once you've done the set up work you can sit back safe in the knowledge that the system will do the rest. 30%+ response rates when done properly.
We do this for motor dealers and I never cease to be amazed at how many haven't got a proper contact cycle. Our e-marketing system now automates a lot of this so once you've done the set up work you can sit back safe in the knowledge that the system will do the rest. 30%+ response rates when done properly.
None. If I need you, I would call and expect to be served or have my complaint remedied with zest, zeal and aplomb. I would also expect quality service without being ripped off. This is why no matter how nice my dealer is to me, he won't be getting any repeat business from me and my servicing is going elsewhere.
So to summarise. None.
So to summarise. None.
Any contact from my local dealer goes straight in the bin.
The last card they sent me was inviting me to the launch of their new soft-roader. Don't know were the got the idea from that I'd be even vaguely interested.
I'm not even slightly interested in what their deal of the month is, or what the latest rip-off servicing 'add on' is, what I would be interested in is a fleet of courtesy cars that aren't poverty spec. with the lowest powered engine in the range, though.
The last card they sent me was inviting me to the launch of their new soft-roader. Don't know were the got the idea from that I'd be even vaguely interested.
I'm not even slightly interested in what their deal of the month is, or what the latest rip-off servicing 'add on' is, what I would be interested in is a fleet of courtesy cars that aren't poverty spec. with the lowest powered engine in the range, though.
If you're feeling brave, and willing to commit, here's an idea to put forward.
Let's say for argument's sake that the dealership is Porsche. One of your service guys subscribes to suitable Porsche forums (such as PH and POCGB) to act as the Porsche Doctor. As people ask techy questions, you respond with advice. You must do it all above board, clearing it with the site administrators, and making it clear in both profile and signature. You also make it absolutely clear that the author only uses that profile for advice (and doesn't stray into P&P), and that he doesn't 'push' the dealership in any submissions.
There are several PH contributors - Balmoral Green, Plotloss, etc. - who informally do this, offering free advice without overtly pushing their own business. What you lose by helping people fix their own cars can be more than offset by positive feedback and peer recommendation. Telling ten people how to change their own wiper motor could generate one sale of a GT3. I call that a good return.
Let's say for argument's sake that the dealership is Porsche. One of your service guys subscribes to suitable Porsche forums (such as PH and POCGB) to act as the Porsche Doctor. As people ask techy questions, you respond with advice. You must do it all above board, clearing it with the site administrators, and making it clear in both profile and signature. You also make it absolutely clear that the author only uses that profile for advice (and doesn't stray into P&P), and that he doesn't 'push' the dealership in any submissions.
There are several PH contributors - Balmoral Green, Plotloss, etc. - who informally do this, offering free advice without overtly pushing their own business. What you lose by helping people fix their own cars can be more than offset by positive feedback and peer recommendation. Telling ten people how to change their own wiper motor could generate one sale of a GT3. I call that a good return.
Mark,
Just a quick not to say well done, I'm chuffed for you.
Had a look through the site, this ones a stunner!:
http://www.specialistcarsltd.co.uk/porsche_sales/b...
Just a quick not to say well done, I'm chuffed for you.
Had a look through the site, this ones a stunner!:
http://www.specialistcarsltd.co.uk/porsche_sales/b...
Two things stand out in my memory:
Bell and Colvill Lotus invited me down to an open day last year where we got to drive the latest models, have some lovely hot food and chat to engineers from the factory. It was a great day and taught me a lot about the latest models. I'd highly recommend that sort of an event. There's this ride and handling engineer from my Lotus Elise video that I've seen a dozen times and I not only had lunch with him, but spent half an hour driving and passengering in an Elise with him! Fantastic - I learnt an awful lot.
Also good was a day I had at Rockingham on behalf of BMW. I drove the entire 1 series range at launch, on the road, on track and on a skid pan. This taught me all I needed to know about the car, and much more than a simple test drive from my local dealership could have ever taught me. Normally buying a car after a half hour test drive is a leap of faith, whereas if I ever wanted a 1 series I'd now be convinced about every area of the car.
To be honest, constant mail shots and phone calls etc just get annoying.
Bell and Colvill Lotus invited me down to an open day last year where we got to drive the latest models, have some lovely hot food and chat to engineers from the factory. It was a great day and taught me a lot about the latest models. I'd highly recommend that sort of an event. There's this ride and handling engineer from my Lotus Elise video that I've seen a dozen times and I not only had lunch with him, but spent half an hour driving and passengering in an Elise with him! Fantastic - I learnt an awful lot.
Also good was a day I had at Rockingham on behalf of BMW. I drove the entire 1 series range at launch, on the road, on track and on a skid pan. This taught me all I needed to know about the car, and much more than a simple test drive from my local dealership could have ever taught me. Normally buying a car after a half hour test drive is a leap of faith, whereas if I ever wanted a 1 series I'd now be convinced about every area of the car.
To be honest, constant mail shots and phone calls etc just get annoying.
Knowledgable sales staff.
Knowledgable service reception staff.
Prompt return of calls irrespective of department.
some sort of decent wheat-chaff sifting that doesn't just revolve around sneering at the potential customer's current car/choice of footwear.
'smart casual' sales staff outfits not shiney hugo boss/matalan suits..
maybe a newsletter but i reckon 1/4ly
proper test routes not 40mph on an urban dual carriageway..
no pushiness. but no smirking if there isn't a deal to be had.
decent test cars with a range of options permutations not just specc'd to sell well as an ex-demonstrator.. (some chance!)
Knowledgable service reception staff.
Prompt return of calls irrespective of department.
some sort of decent wheat-chaff sifting that doesn't just revolve around sneering at the potential customer's current car/choice of footwear.
'smart casual' sales staff outfits not shiney hugo boss/matalan suits..
maybe a newsletter but i reckon 1/4ly
proper test routes not 40mph on an urban dual carriageway..
no pushiness. but no smirking if there isn't a deal to be had.
decent test cars with a range of options permutations not just specc'd to sell well as an ex-demonstrator.. (some chance!)
briSk said:
Knowledgable sales staff.
This is the area that winds me up the most. One particular dealership that I shan't mention has a salesman who's completely full of twaddle. You ask him any question about a car that he doesn't know the answer to (most questions!) and he'll just make something up instead, no matter how far fetched.
A Porsche independant I visited once couldn't tell me the power output of the car I'd called into see, or whether it had a limited slip diff!!
etc etc
Porsche OPC Reading is actually the only dealership that I've been to where the salesmen actually know about the cars they're selling. They're superb. Shocking it's the only one!
The lack of knowlededge from salesmen is shocking.
I'm currently weighing up the options for my next company car - ok, the order doesn't have to be in until June, but the range and choices offered is pretty extensive, so I've started my research early.
I popped into my local Audi dealer today to ask about the new A4. Initially, the 2.0TDI wasn't available with any kind of auto box, then they launched Multitronic (CVT.... bleurgh) and I caught wind of a DSG option on it's way. So I thought I'd pop in and ask what the score was with the 'box options and likely lead times for them.
The guy who spoke to me didn't know the difference between S-Tronic (DSG) and Multitronic (CVT)......
The lad who does fleet sales in there wasn't around, but I recognised the name (he was one of my Saturday shelf fillers many years ago), so I'm kind of hoping I'll get a bit more sense out of him.
I find it shocking that I should know more about Audi gearboxes than the bloke who sells them.....
Numpties, the lot of em.
I'm currently weighing up the options for my next company car - ok, the order doesn't have to be in until June, but the range and choices offered is pretty extensive, so I've started my research early.
I popped into my local Audi dealer today to ask about the new A4. Initially, the 2.0TDI wasn't available with any kind of auto box, then they launched Multitronic (CVT.... bleurgh) and I caught wind of a DSG option on it's way. So I thought I'd pop in and ask what the score was with the 'box options and likely lead times for them.
The guy who spoke to me didn't know the difference between S-Tronic (DSG) and Multitronic (CVT)......
The lad who does fleet sales in there wasn't around, but I recognised the name (he was one of my Saturday shelf fillers many years ago), so I'm kind of hoping I'll get a bit more sense out of him.
I find it shocking that I should know more about Audi gearboxes than the bloke who sells them.....
Numpties, the lot of em.
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