|Remember When... (continued)
|Those were the days.
Unfortunately those days are gone,
or are they really?
dealers, increased competition, lack of warranty and customer pay dollars, fixed
expense, not to mention the aftermarket businesses. And hey, what about all of those
tire retailers stealing your customers?! There was a time when you could actually send
your customer to the local tire dealer without them trying to stab you in the back…ahh,
but those were the days, right?
|Assuming you agree, how can we survive in today’s marketplace? Just go back to basics, yeah - just plain old
common sense - that has always worked. Invest a little time and effort with each customer. My father taught me years
ago, if you make your customer a “friend”, they’ll usually come back, and he was absolutely right!
business, I would send my driver down to the local florist, who was a customer by the way, and purchased a
couple dozen carnations. Every female customer would get a
free flower, just to say…"thanks for your business."
different kind of “token” for them to remember you by? How
about a value added coupon that they’ll surely keep, as well
as a reduction in your fixed costs all in one product.
the idea, wouldn’t it be nice to have a simple concept that combined literature such as menus, business cards,
dispatch numbers, special customer incentives, and even a reply card without having to buy them separately?
expensive to use. The factory had their own version of handout menus, but they seemed overly complicated.
Additionally, my advisors just didn’t use them to up-sell from; it was just added junk lying on the service counter.
|I had customers, even years
later, coming back remembering
that small token of appreciation
we’d shown them on previous visits.
It was the simple things that made
the biggest difference.
gone by. Instead of that carnation, there is a different kind of “attention getter” that
produces results as well as decreases your fixed expenses all in one very simple
combination of many of the items you're currently buying separately, and you have the
benefit of a completely custom format, kind of like giving every customer that…
op advertising utilizing your own suppliers or vendors.
your selling is of value, and hey, don’t forget to make that customer your …“ friend”.
|SUPERIOR DEALER SOLUTIONSsm