Car Dealership Sells Additional 9 Cars AND $13,415 Worth of Parts and Service Revenue Using Proven, Easy to Replicate Campaign
Total cost of program was under $1800
Massachusetts - Final day of the month, a Boston area MINI dealer celebrated a month that had started off slow, but thanks to a special program the dealership implemented mid way through the month, it was able to record one of its strongest months in some time in both sales AND Service.
The Previous Customer Contact Program was brought to the attention of the service manager and was implemented quickly. Service manager Dave provided a list of service customers whom had not been back in for service for up to 4 years.
He also came up with a special on a discounted service that included an oil change, tire rotation, fluid top off, MPI, and a complimentary wash and vac, all for under $50 (normally $140). Dave recorded a message like one you might left in your voicemail box and the campaign was started. Within hours they had customers they hadn't seen in some time booking service appointments.
Not only were they booking appointments, but cleaning up their database of previous customers who no longer owned a Mini or no longer lived in the area. They were also informed of poorly handled calls so that the phone staff could improve their appointment setting skills.
When the campaign was over, the service department saw an additional $13,415 in parts and service revenue it would have otherwise missed. Total cost to run the service campaign was under $1000.
Hearing of the success in service, the General Sales Manager Jim wanted to run one for the sales department. Not sure what type of offer to run, Jim consulted with Todd Friedman, founder of the Previous Customer Contact Program on what would work best. It was suggested to run a "buy back" campaign, not unlike the direct mail piece many dealerships run. Jim recorded a message stating "I'd love to buy your car from you, kind of a funny thing to hear from a car dealer, but it's true, I'd love to have your car."
With a BDC staff trained on what to expect and how to handle the calls thanks to Todd and his team, the program was launched and within minutes previous customers were calling in to learn more.
And just like in service, not only was Jim able to clean up his database but with Todd and his team monitoring the calls, Jim was made aware of missed opportunities and chances to help his phone staff improve their skills.
When it was all said and done, Jim and his sales team sold 9 cars that they would have missed otherwise. Not to mention they were also able to grow their used car department without having to rely on the auctions. Total cost of the sales campaign was just under $800.
Best part of it all is that results like these ARE typical and easily replicated. In fact, you can fill out the form below to find out how you can turn a slow month into a profitable one right now.
The Previous Customer Contact Program was brought to the attention of the service manager and was implemented quickly. Service manager Dave provided a list of service customers whom had not been back in for service for up to 4 years.
He also came up with a special on a discounted service that included an oil change, tire rotation, fluid top off, MPI, and a complimentary wash and vac, all for under $50 (normally $140). Dave recorded a message like one you might left in your voicemail box and the campaign was started. Within hours they had customers they hadn't seen in some time booking service appointments.
Not only were they booking appointments, but cleaning up their database of previous customers who no longer owned a Mini or no longer lived in the area. They were also informed of poorly handled calls so that the phone staff could improve their appointment setting skills.
When the campaign was over, the service department saw an additional $13,415 in parts and service revenue it would have otherwise missed. Total cost to run the service campaign was under $1000.
Hearing of the success in service, the General Sales Manager Jim wanted to run one for the sales department. Not sure what type of offer to run, Jim consulted with Todd Friedman, founder of the Previous Customer Contact Program on what would work best. It was suggested to run a "buy back" campaign, not unlike the direct mail piece many dealerships run. Jim recorded a message stating "I'd love to buy your car from you, kind of a funny thing to hear from a car dealer, but it's true, I'd love to have your car."
With a BDC staff trained on what to expect and how to handle the calls thanks to Todd and his team, the program was launched and within minutes previous customers were calling in to learn more.
And just like in service, not only was Jim able to clean up his database but with Todd and his team monitoring the calls, Jim was made aware of missed opportunities and chances to help his phone staff improve their skills.
When it was all said and done, Jim and his sales team sold 9 cars that they would have missed otherwise. Not to mention they were also able to grow their used car department without having to rely on the auctions. Total cost of the sales campaign was just under $800.
Best part of it all is that results like these ARE typical and easily replicated. In fact, you can fill out the form below to find out how you can turn a slow month into a profitable one right now.