Customers - New Customers VS Repeat Customers

Most every dealer spends a ton of energy, money and time on obtaining new customers. I am an eager and continuous student of marketing and business and if you’re an eager beaver, you’ve probably also read a few books and articles about different marketing strategies designed to help you get more new customers into your dealership.

It seems that every week or month there’s some new advertising technique promising you the best way to get to attract more clients.

It is proven that continual new customer acquisition proves to be very costly. So, as new or used car dealer, how do you compete? How can you get more paying customers through your showroom, parts and service counter?

No doubt about it—getting new customers is tough, and in the current economy, even more so!

Is there a better way to expand your dealership sales and service?

Oh yes there is! 

As a manager or DP, you know just how difficult it can be to get new customers.  Would it not be smart to hold onto these customers for as long as you can?

 

Repeat Customers

It is much cheaper and quite simple to grow your current customer base into more paying customers  rather than trying to attract new customers. It’s also proves to put more cash into your pocket!

If your dealership is looking to fix your draining customer base, simply add more to their experience.  Selling more services and / or vehicles to customers who already have dealt with your dealership (and know who you are) is far easier than attempting to stretch across your city in search of new customers..

Think about it this:

Who would you rather call:  

a) Customer who you know will probably buy

b) Someone you’ve never met, to whom you’ll have to explain your dealership and services and convince them it’s got value and that you are a trustworthy and reputable business?

Over 90% of dealers will pick going after new customers.

But the smarter dealers who choose existing customers who already find value in your dealership and on top of that - they trust you. That’s why they’re your customers.  It’s easier, and there’s a greater chance of selling them parts, services, oil changes and a new vehicle.

Building trust in your customers is a constant up-hill battle. Nearly every new customer has a strong distrust taste in their mouth at the start of any sales cycle.

Start by thinking of yourself as a customer. When approaching a car dealership, do you immediately trust the high pressure sales rep? I am guessing not unless you know them / were referred to them or ready many, many testimonials. Even after this you might still need to verify everything you have been told.

Now, your prospective leads are in no way different and why should they be - People don't trust car dealers...?

No matter whether you are a new or used car dealer; your best bet to increase your profits is to gig deep with your existing customers. Plus, the longer they deal with your dealership the greater chance they will talk about you with the friends / family and spend more money at your dealership.

Take the time to increase your customer base and referrals with our effective services at www.automarketingprofits.com