Staying in touch with each customer throughout the year can help you increase business, by keeping your dealership in customers’ minds and by providing them relevant information when they need it. It could take many hours each day to do this manually, but if you have an automated marketing and communication solution it can take as little time as a few hours at the beginning of every month.
With automation, once you create the basic messages and decide how you want them to be sent that’s really all you need to do. Your customers receive messages that are relevant to their needs and also you are able to maintain consistent contact with hundreds, even thousands, of customers easily. So what types of messages should you create?
You knew this had to be the first one. Seasonal sales and special promotions help drive dealership business more than almost any other kind of message. Customers love a good deal, especially if it’s exclusive. You can offer special deals to customers from Sales Managers who choose to sign up for your email newsletters, as an incentive. Your promotional messages can go out to all your customers or you can have personalized promo messages sent to each customer based on their type of vehicle and maintenance and purchase history.
Whether it’s an oil change, tire rotation or just overall maintenance, often customers need a friendly reminder. Auto maintenance is not the first thing people think of, and they will be much more likely to book an appointment on time if they receive a message letting them know that their vehicle is due for maintenance. These notifications are sent out automatically to each customer based on the vehicle history and data that is stored in your DMS. Each customer receives a message exactly when they need it.
Once they book the appointment, you still need to ensure that they don’t forget about it. Too often, dealerships lose time and money due to customers not showing up for their appointments. Rather than taking the time to contact each customer manually, let automation take care of all the tedious details to ensure that each customer knows exactly when to show up.
A survey is a great way to find out what customers really think of your dealership and see if there are any areas that could be improved in order to grow your business. Surveys can be sent out automatically after customers come in for service or to make a purchase. With the click of a button, customers can submit valuable feedback that is automatically organized for you to review.
Safety and Maintenance Tips
Automotive marketing that focuses solely on promoting new vehicles and upcoming sales is becoming a thing of the past. More and more, customers want educational resources that they can actually use. Sending out tips that can help customers learn about their vehicles and how to take care of them builds credibility in your dealership, and increases customer loyalty. Customers learn that your dealership cares not only about selling them vehicles and parts but also wants to help them maintain their vehicles for a long time. A friendly text message or email now and then providing you with helpful information that you can use every day cements the belief that the dealership is focused on you as a long-term customer.
The 2014 Major League Baseball season is officially underway, and it is ironic that an obscure statistician from Kansas is making the news, one who was ridiculed for many years.
Today he is a chief decision-maker for the world champion Boston Red Sox, having gaining notoriety throughout professional sports – and acceptance to his metrics continues to grow.
On CBS 60 Minutes, Morley Safer interviewed Bill James, a baseball writer, and historian who has written more than two dozen books devoted to baseball statistics, highlighting his unique approach – known as Sabermetrics: the science of why teams win or lose games.
A fair comparison can be made to the retail auto sales and service industry: It’s the numbers, stupid.
Bill James helps the Boston Red Sox decide which players to keep, who and whey they play and who gets traded-away in the off-season, in order to improve the team’s statistical chances of having a winning year. He also helps them grow champions. But it wasn’t always that way.
Working as a night security guard in Kansas during the late 1970’s, James began studying box scores (arguably similar to an RO Analysis). He soon published “The Bill James Baseball Abstract” in 1977, by challenging baseball’s typical metrics of what determined a great player. He argued that it was not wins or losses (for a pitcher), nor hits, home runs nor batting average.
Instead, he created statistical innovations (the new metrics) such as:
Runs Created: Put simply, hits and walks divided by plate appearances.
Range Factor: The defensive contribution of a player, assists and putouts divided by games played.
Defensive Efficiency Record: The percentage of balls in play that a defense turns into an out.
Win Shares: A comparison of players at different positions.
Pythagorean Winning Percentage: The relationship of wins and losses to runs scored and allowed.
Major League Equivalency – A metric that uses minor league statistics to determine how a player is likely to perform in the majors.
For most of his career, Bill James’ ideas were either been ignored or rejected by major league baseball teams. Most teams preferred to follow the maxims that were created decades ago, as well as their gut instincts.
The Red Sox hired James in 2004. Using his ideas, they have won three World Championships.
In our constantly changing automotive industry of customer counts and sales and dollars made, perhaps we need to take a step back and look at new and innovative ways to measure our success, and that of our people. In these challenging times, it requires different thinking along with different processes, to become a world champion.
It is very important to check the fluids of your vehicle because it does make your vehicle stop and run properly. Many people do not realize that if you start losing brake fluid eventually your paddle is going to go all away to the floor and not be able to stop.
When you are trying to check the fluids of your vehicle you have to make sure that you check every type of fluid that your vehicle has to make sure that your car’s going to be running perfectly and not losing any other fluids.
Here are some of the fluids that you need to make sure that you check on a regular basis to make sure that your engine is running properly.
Your engine oil is very important to the operation of your vehicle because without the oil your engine can seize up. Then you’re looking to spend a lot of money replacing the engine to make your car run longer. At least every week ago are the wooden check your oil to make sure that it is running of the safe operation level.
Another fluid that you need to pay close attention to is the antifreeze level in your radiator. If you start leaking antifreeze or start selling a sweet smell you are going to have to check to see if you have any leaks in your cooling system.
You’ll be able to determine if you have a leak because there will be a puddle of green fluid underneath your car. Get this fixed right away because it is very crucial to keep heat and your car running properly.
Other foods that you want to check is the power steering fluid and the brake fluid. The power steering fluid helps you turn corners and the brake fluid helps you stop your vehicle. They are all located underneath the hood of your vehicle.
When you think of everyday maintenance on a vehicle you have to think about everything that you can prevent so that you do not end up alongside the road stuck there. The best thing you can do when you’ll are trying to make sure that the car is in perfect running order is to do a visual inspection of your vehicle. This means you might have to get a bit during but it will be well worth it when you’re not sitting alongside the road broke down and having to call a tow truck. Here are some things that you want to look for when you’re doing a visual inspection of your vehicle to make sure that you can prevent any possible damage that could happen when you’re on a long trip or just driving a back and forth to work.
The first thing they need to look at is the belts and hoses of your vehicle. If any of these up cracked or stressed out because of the constant heat that your vehicle puts off when your engine is running you need to replace them. Most vehicles have a serpentine belt that runs everything including the alternator an air conditioning unit. If you’re serpentine belt goes out you lose all power so you want to make sure that you pay close attention to see if there are any cracks or stress marks on the belt. The same goes for any radiator hoses and heater core hoses because if they looked damaged or stressed you could be leaking antifreeze causing your engine to overheat.
The next thing you want to look for is any cracking or tire separation on your vehicle. If having a bad tire on your vehicle could lead to a lot of things like going into the ditch or just plain losing control of your vehicle. Do a visual inspection of your tires to see if there is any uneven wear across that tread. You’ll be able to determine if your tires will make it another year depending on the tread life as well as if there are any deformities or loss of air pressure in your tires.
You also want to do a visual inspection of the brakes. All you have to do is check the rotors and brake pads. You’ll be able to tell if you need to replace your brake pads if you hear on a simple squealing or shriek coming from the front end of your car.
Sign up for Shawn Ryder Digital content, updates, surveys & offers.