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Car Dealership Customer Retention Plans

Every car dealership wrestles with the emotional stress caused by defective customers.

Here are some simple measures to create a customer retention plan that you can take to retain or win them back.

• Identify potential defectors.
• Communicate with customers.
• Listen to your front-line staff.
• Treat valuable customers well.
• Be even-handed and fair.
• Ask why they’re leaving.
• Win the right customers back.

Identify Potential Defectors
Run periodic queries to generate a list of happy customers and separate the list into groups such as happy 1st time, 2nd time and non-buying customers.

Communicate With Customers
Communication is the best way to stop customer defection. Emotionally connected people will not stray far from your dealership. Ensure that you stay connected through regular communications. Use attractive Newsletter emails and Inventory Flyers, Promotions and other services that we offer here at Auto Marketing Profits.

Listen to Front-Line Staff
Your reception and sales staff are the first to hear about what bothers customers. Attend staff meetings and pay careful attention to their input!

Treat Valuable Customers Well
Survey your customers to find out how they feel about your dealership and service department versus the competition in your area. Solicit feedback about inventory, prices, service, and their loyalty commitment to your dealership.

Be Fair
• Treat your customer fairly; never use misleading or false claims
• Meet your customer’s needs
• Resolve complaints quickly to the customer’s satisfaction

Ask Why They’re Leaving.
Most customers won’t tell you they’re leaving; they’ll just never come back to your storefront. If you’re lucky, a customer may actually inform you of why they will not buy from you. Consider that an opportunity to find out what the problem is and fix it before the customer leaves.

Win the Correct Customers Back
Determining which customers you want back is not always easy because “high value” is not synonymous with “big spending.” Customer relationships can be valuable to you for any number of reasons. For instance, a celebrity or person with a strong place in your community will enhance your image. A person who refers a lot of business to you may be more important than a customer who spends a lot of money.

Below is a four-step plan to keep customer defection at bay.
• Determine which customers you want back.
• Find out why they have not returned.
• Fix the problem.
• Invite them back.

Each dealer has to design their own win-back campaign. Put your efforts into having Auto Marketing Profits find you customers at the right time and you’ll reap the rewards of Increased Profits!
Need help implementing a customer retention program? Take a look at our Automated Marketing Program to stimulate your customer database and create the buzz you need!