Mobile Messaging Archives | Outsell

Keep Them Coming Back

There are many ways to build trust with a potential customer and gain loyalty, especially when working with that customer for the first time. One such bold suggestion was recently posed by Jim Kristoff on dealerELITE. Kristoff suggests going through the process of appraising a customer’s trade-in through Kelley Blue Book together, so that there is agreement on vehicle condition, the customer doesn’t miss certain model specifics about their vehicle, and the price is set and agreed upon without hassle.
“What better way for your management team to build rapport and trust with your customer, than to let the customer be a part of the trade appraisal?” READ MORE
Another often overlooked way to build customer loyalty is availability of accessories. The 2011 Automotive Accessory Market Report found that accessory availability was important in selecting a dealer by 23% of all buyers. Consumers can be frustrated if the accessories they want aren’t there, and, as reported by Insignia Group, being able to select accessories can be a large part of instilling ownership in a customer even before financial paperwork is signed. Insignia Group also suggested offering a complimentary maintenance schedule with the purchase of a vehicle, as customers who regular use the Parts and Service departments at their dealership are more likely to purchase their next vehicle from the same location. Since service retention is so important for overall customer loyalty, adding any ease of use for a customer’s service needs can be helpful, like mobile SMS text messages to remind them of their upcoming oil change. Mobile messaging can also provide specials, news, and even just simple reminders of why the customer is appreciated by the dealership, and in the mode of communication many consumers prefer. Finally, a great way to build and maintain customer loyalty is to provide a Customer Loyalty Program. You can offers customers something they want, such as a free oil change after the first three, or a way to earn points toward so much off their next vehicle purchase, which offers incentive to keep the customer going back to the dealership and build on the program. Read more about Customer Loyalty Program success here.

Engagement Over Eyeballs

Companies often have difficulties with social media because it is about having a conversation, and it is easier for individuals to engage in conversation than businesses. Companies need to remember that they still have individuals within them and individual parts, and need to engage in social media like an individual as well.

Think of a consumer, whether Dave down the street, or Dave’s Diner, the business down the street. The consumer doesn’t only get messages from one aspect of a company trying to reach them, they get separate communications from different departments, for different features and specials, and occasionally from individuals too, creating a din of noise around every consumer that is almost impossible to sift through. That type of interaction needs to change.

Regardless of who your desired customers are, you want to talk with them, not at them, to successfully engage in the social media sphere. Getting them to talk with each other about your company and products is even better, because it solidifies and enhances that engagement.

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