Today with the global world at your fingertips it is easy to search online for the best deal, sale, or flashy eye-catching product or service. More than ever you need to stand out. You can’t keep lowering prices or you will start losing money. You will lose your mind trying to keep up with every competitor video, ad, and sale, One way to keep your customers and grow your base is brand loyalty.
Recognizing your customers and letting them know you are appreciative and aware of their use of your services. Not inviting them to hard sell the next best thing, but bringing them out for a fun time. I have watched a dealership invite their customers out for an annual party. No sales folks are working other than serving drinks, food, and running games. They are mingling and building personal relationships outside the normal “wheel-n-deal’ relationship. (pun intended.) Yes there are cars on the premises but that isn’t the focus at all. The customer and their families are the focus. They do receive calls the next few days about cars they saw that lead to sales but the important fact is the dealership has one of the best experiences with referral purchases and multi-generation purchases. If they grow up visiting and partying in a dealership and getting to know the staff you are comfortable and that is where they want to go to spend their money.
The take-away? Make your customers feel appreciated beyond something tied to a purchase and get to know them. Do it for the right reasons and the loyalty will build and in turn show you the return business you are looking to increase. While we can’t come together currently now is the time to find a way to connect online and plan for gatherings in the fall when we are ready to reconnect our relationships.