On the latest episode of Kain and Co., host David Kain, president of Kain Automotive, talks about the strategy your dealership desperately needs, which is a loyalty marketing program. It’s one that will afford you the opportunity to retain the guest that has trusted your dealership and team for both sales and service over the years and wants to continue to do business with you.
Loyalty starts at the delivery. Kain says at the delivery, you want to plant the seed of the next sale. The point of sale is the point of re-sale. If you do a great job with a guest, and build a relationship, you want to make sure they honor that by referring people to you. The average car customer remembers their salesperson for about 24 hours. As a salesperson, it’s your responsibility to build on the relationship that you started with. This can be more easily achieved with a loyalty marketing program.
The Seiner Original, created by Jerry Seiner proclaims that the vehicle is sold new, maintained at the original dealership then reacquired through trade. Kain says you’re able to offer a higher trade value to the guest if they maintain loyalty.
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Another strategy Kain utilizes is ‘the update‘. Anytime a customer comes in for car maintenance, you can provide an update should the customer prefer it. The entire team will need to buy in into these programs. Require your team to take care of themselves and give them the tools to communicate. 78% of salespeople who use social media will outsell their peers. Kain says to remove the doubt, be great, and work towards that loyalty throughout the ownership cycle.
Email David@kainautomotive.com to request the Digital Success Guide.
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