Disrupt the Cycle, Part 3: Making the Best Offer
Our last post on disrupting the Sales and Service cycle introduced the idea of presenting a pre-selected sales offer to customers in your Service drive to reduce defection.
The secret to making that concept successful in reality lies in the quality of the offer.
#3 Making the Best Offer
Your customer database is a treasure trove of information. Smartly sifting through that treasure can help you target the right Service customers with an offer they can't refuse.
Historically, dealerships have done all of this manually. They would look for a match between attractive programs from the OEM, what vehicles the dealership needed to sell, what they needed for pre-owned inventory, and what customers were bringing in for service.
Then, they prepared an offer based on all of those criteria and presented it to the customer while the vehicle was in for service.
This is a tried-and-true method that dealerships used for a number of years. When done right, it was successful, but it was time-consuming and labor-intensive.
Now some vendors sell tools that dealerships can use on their own to match incentives with dealer needs and the customer’s equity position. Those tools can make the process easier, but they still rely on dealership personnel to use the tool correctly and consistently.
A better alternative is a service that does the heavy lifting on behalf of the dealership. Specific event triggers within the database are used to find the best prospects, based on the dealer's pre-selected criteria.
No appointment? No problem. Near real-time alerts can notify the dealership and send a proposal within minutes when a qualified Service customer checks in without a prior appointment.
It’s this combination of technology and process that can help your dealership reach the right customers, present them with the right offer, increase sales and, of course, reduce defection.
The best dealerships are the ones that break down the walls between departments. They find ways to use the strengths of the Sales team and the strengths of the Service team to increase sales and improve customer satisfaction.
By now, you should be more than ready to cause a disruption. Call 855.NKD.LIME or email firstname.lastname@example.org to learn more about marketing to your Service customers can increase profitability and retention for your dealership.