CallSource^® Aim Higher

Defend Your Turf!

by Dan Beres, December 10 2008

It's really no secret that business is extremely tough right now. It's hard enough to get customers in your dealership when business is going well and now, as our country faces a real recession, it will become increasingly more difficult to get customers to spend money.

Right now your database is your most precious asset. This is your hottest prospect list! So, how many of us are confident that our database information is accurate? Have you neglected your database? And how often do we take our database customers for granted? Here are a few things you can do right away to make sure your business is ready to weather the storm:

• Cleanse and Update your DMS. Over the years I have seen so many marketing companies come into a dealership to execute a marketing campaign without taking the time to inspect and clean the data. This should the most critical part of any marketing campaign. What good is the message and offer if it's not getting to the correct recipient? Your data should be carefully cleansed and mined so that you can be selective on who you market to within your own data.
• Email Confirmations. By now, you have been reminded numerous times to capture those email addresses so that you can market to your customers and prospects affordably and efficiently. If you have done a good job at acquiring customer emails, now it's time to nurture that list. It's not uncommon for customers to change their email address repeatedly and now most customers have more than one email address. Whenever possible, have your employees consistently confirm those email addresses just like they do with their mailing addresses and phone numbers.
• Give them a reason to come back! So often I hear Service Managers concerned about spending money to market to their existing customers in their DMS. Realize that just because a customer resides in your DMS doesn't mean he or she is coming back. Your DMS customer is really a prospect list to generate revenue. Imagine all of the different offers that are reaching "your customers" from your competition. You need to make sure you are giving your customers a reason to come back. In today's economy especially, you need to make sure you are earning your customers' business every day! Results from traditional methods of marketing and advertising are dwindling. Get creative and unique in your offers as well as your advertising sources so that you can remind your customers why they should do business with you and not the independent down the street.

Dan Beres is the Vice President of Sales & Marketing for MyCustomerData.com, which offers the Automotive Gift Card Program for automotive dealerships nationwide. Dan at 949-716-2684 or email Dan Beres