Returning Customers to Your Dealership
Vehicle Service Contracts (VSC) are an excellent way to solidify future touch-points with customers. They provide multiple opportunities for customers to come into your dealership, experience positive interactions with your service team, and build customer loyalty. VSCs sold by your dealership offer a sense of security for customers by protecting them in the event of a mechanical breakdown, keeping repair costs low.
A VSC also gives customers confidence that your dealership will be there if issues arise with their vehicle. It’d a promise that the dealership is invested for the long haul, not just the sale of the vehicle. That goes a long way in building a lasting relationship with customers that will have them coming back again and again. F&I Magazine confirms that customers who purchase a VSC are more likely to frequent the dealership and spend more there than customers who don’t have coverage.
Anytime a customer visits your dealership is an opportunity to add another block to the foundation of the relationship with them. For example, a customer may wander through your showroom while their car is being serviced, stop to look at the newest model, ask a few questions, and fall in love with a new car. In that case, not only do they have one car that is returning to your dealership, but they may potentially buy a secondary or new vehicle that will also be returning for service. In addition, once a customer has a VSC on one car, they will be more inclined to purchase one for another car.
Through VSCs sold later in the vehicle lifecycle, your dealership can easily build customer relationships and establish your dealership as a reliable and trustworthy business partner.
How to Post-Sale Market Vehicle Service Contracts
Post-sale marketing, including VSCs, maintenance reminders, and special offers, help dealerships sell more products and create future touch points with customers.
Using lifecycle marketing based on various touchpoints in a customer journey, customers are likely to have higher response rates. A customer with an expiring factory warranty is more likely to buy a VSC than a customer who has a year left on factory coverage. Customers who have recently visited your service department are great candidates for post-sale marketing, as those without VSCs usually realize their importance after dealing with unexpected maintenance issues.
Using post-sale marketing to establish communication during key points in their vehicle lifecycle gives customers a reason to continue to return to your dealership, and building those relationships is imperative to dealership growth. Even before customers partake in the benefits of your dealership’s F&I products, post-sale marketing helps customers understand the benefits offered by VSC’s, which often go above and beyond what a customer could afford for their car without coverage
Customers will also develop relationships with your dealership team members in the showroom and service drive. This will make them more likely to continue to return repeatedly, as they feel comfortable with your team, and by extension, the entire dealership. Auto Dealer Today confirms that post-sale marketing helps to drive customers back into dealerships.
The Power of Post-Sale Marketing
Post-sale marketing helps to build lasting relationships with your customers and builds your dealership’s reputation and brand throughout the community. Learning how to effectively use post-sale marketing leads not only to better customer relationships, but other benefits such as increased revenue, higher reinsurance reserves, and more vehicle sales.
At Automotive Product Consultants, we offer automotive post-sale direct mail marketing programs at no-cost to dealers. These programs market to your customers and educate them about the benefits of buying additional coverage from your dealership.
We encourage dealers and agents to contact us to learn how Automotive Product Consultants can power a post-sale vehicle marketing program that will drive sales and revenue for your dealership. Reach out to us today for a free program demo.
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Avoiding a Dealership Data Breach
Data Security, Dealership, Marketing, SafeguardsIn today’s interconnected world, where our lives are increasingly lived online, the threat of a data breach looms larger than ever. From online vehicle sales platforms to cloud-based service tools and software, the automotive industry is more reliant on technology today than ever before, and more vulnerable to cyberattacks.