The 2015 calendar year ended with a bang in the automotive industry, surpassing all vehicle sales expectations and previously set records. Industry experts have concluded that 2016 is on record to outpace 2015, making it the new record for auto sales in the U.S. The excitement around vehicle sales is great and you’ve probably reaped the benefits attributed to these numbers. However, we’d like to focus today on how you convert these new sales customers into loyal service customers. Here are two campaign ideas to start your new year off right by keeping your dealership top-of-mind and educating your customers about their new vehicle purchase.
Explain Technology Features
Each year, the models produced by automakers have more and more technology features. They haven’t brought to market a driver-less vehicle yet, but we all know it’s on the horizon. Help build confidence with your customers and brand awareness for your dealership by sending vehicle education tips about the new technologies found in your recently sold vehicles. Most Americans are keeping their vehicles longer; a recent poll shows vehicle ownership at 93 months, or about eight years. With this length of ownership, it’s probably safe to assume that these new buyers’ previous vehicles had little to no technology features; hence, any education you can provide would be greatly appreciated. Think about using a campaign to focus on a specific technology feature or create model specific campaigns to review several technology features.
Develop Maintenance Habits
One of the most important things to do when you sell a new vehicle is to get the customer to come back to you for service work. There are many reasons beyond your control that a customer won’t come back to you, but you have to work to develop maintenance habits to keep the customer coming back over and over again. Start by introducing them to your Service Department, then work to educate them about their vehicle’s specific maintenance schedule, and lastly be sure to educate them about the need for regular and seasonal maintenance. A strong sales follow-up marketing plan will ensure recently sold customers will come back to you for their vehicle maintenance needs. Keep in mind, this same strategy works well to retain active service customers and bring back inactive customers.
Start your 2016 off right by keeping customers loyal to your dealership and service drive full with vehicle education tips.