Customer Call Marketing for Automotive Dealerships

Selling a vehicle is a great achievement, but the relationship with that consumer shouldn’t end once they drive their new ride off the lot. To stay competitive in the automotive business, dealerships must have a plan to stay connected with their customers after the sale. Having that connection post-sale creates loyalty, generates additional revenue opportunities, and increases long-term retention.

While traditional direct mail and digital marketing are proven post-sale follow-up methods of staying connected, customer call marketing is another effective way to maintain relationships while providing value to vehicle owners.

By providing personalized incentives informed by customer data, dealerships can demonstrate their commitment to customer care beyond an initial vehicle sale.

Start with the Right Timing

Timing is one of the biggest factors in a successful customer call marketing campaign. Generic outbound calls are not likely to have a positive result. Instead, dealerships should only contact customers when they have a relevant issue to present to them, such as:

  • Upcoming factory warranty expiration
  • Maintenance milestones
  • Potential vehicle upgrades
  • Lease maturity dates
  • Recall or service campaign notices

Make Every Call Personalcustomer call marketing

Customers can tell during a phone call if they’re just another name on a list of people to contact that day. Personalizing the pitch builds trust with the customer base and increases engagement.

Instead of delivering a scripted sales pitch, successful customer call marketing focuses on education and assistance.

For example:

“Mrs. Johnson, I noticed your manufacturer’s warranty will expire in the next few months. I wanted to make sure you knew about the protection options available through our dealership before that coverage ends.”

This type of conversation builds trust rather than pressure. Dealerships have access to customer information such as their service history, vehicle purchase date, and warranty status that can be used to detail and personalize every phone call. This makes it clear that the call is part of a targeted strategy that relates to the customer’s actual needs.

Integrate Calls with Multi-Channel Marketing

As valuable as phone calls can be, they shouldn’t be the only way to communicate with an audience. Marketing campaigns that utilize multiple avenues to interact with vehicle owners reinforce the strengths of a dealership and increase brand familiarity. This results in higher response rates. Direct mail, emails, SMS, digital ads, and landing pages are useful examples of channels that dealerships can leverage to drive customer revenue alongside customer call marketing.

Use Customer Data to Drive Better Conversations

It’s smart to have a framework for communicating with customers, but dealerships must personalize their messaging. That’s where data comes in. Consumer data can delineate demographics based on factors such as warranty expiration dates, vehicle age, mileage, service activity, and previous purchase behavior. Doing this work prior to calling leads to more productive conversations with customers.

Keep the Dealership Brand Front and Center

For all the variables involved in every customer call, the main goal remains the same: create or maintain a positive association with the dealership to reduce the risk of third-party marketers persuading them to buy VSCs or other products from other outlets. Every phone conversation should reiterate the name of the dealership and reinforce its expertise and passion for customer service better than any other option on the market.

Measure Results and Continuously Improve

A customer call marketing campaign should use key performance indicators (KPIs) to track progress and identify what strategies work while making changes when necessary. KPIs may include:

  • Contact rates
  • Appointment rates
  • Conversion rates
  • Vehicle service contract sales
  • Service department visits
  • Retention rates
  • Repeat vehicle purchases

Reviewing these metrics helps dealerships identify what messaging, timing, and customer segments produce the strongest results.

Turning Every Customer into a Lifetime Customer

Vehicle sales are a milestone in a larger journey that dealerships travel with every customer. Adhering to high standards in customer call marketing ensures that vehicle owners enjoy the heights of the ownership experience, which creates additional opportunities for service, protection products, and future vehicle purchases. The right mix of data, brand-friendly communications, and customization can cultivate lasting relationships that benefit the dealership and satisfy its customers.

Contact Us Today

"*" indicates required fields

Please provide us with information as to how we can help you.

Digital Post-Sale Marketing Improves the Customer Experience and Increases Dealership Revenue

, , ,

Selling a vehicle isn’t the finish line. It’s the beginning of a long-term customer relationship. Building a deeper connection with a customer takes time, thought, and intention. Too many dealerships focus their marketing resources on attracting new buyers and don’t spend enough on retaining the customers they already have. This mistake leaves a considerable amount of money on the table. Read on to learn why digital post-sale marketing is crucial to success for modern dealerships.

Read more