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By Bill Zahrte
President/CustomerSources
Email bzahrte@automotivedealersnetwork.com
| Bill has held positions such as Marketing Consultant, VP of Marketing Development and National Director of Business Relations. He specializes in customer communication at every opportunity to improve customer satisfaction, customer retention and profitability in the service and sales departments. Bill also does Marketing for AutoPro Training Solutions. |
Hello everyone my sabbatical has ended. Yes, I did indeed back off my normal routine to manage
personal issues over the last few months. But I as is my habit I have to do something to stay occupied. I
started contacting old friends and visited dealer associates interested in developing a new idea or two
based on an experience I recently ran into on Amtrak. That’s correct, Amtrak.
personal issues over the last few months. But I as is my habit I have to do something to stay occupied. I
started contacting old friends and visited dealer associates interested in developing a new idea or two
based on an experience I recently ran into on Amtrak. That’s correct, Amtrak.
The idea was simple enough . . . take a train and save a few miles behind the wheel while working on a new
project. You see over the past few months our new project required investor contact in the West-Palm Beach area
of Florida. I figured . . . why drive from where I live in the outskirts of Tampa, Florida. My decision was based on a
four in a half hour drive, so when I could take the train and relax, do a little work and catch-up on a nap or two . . . it
sounded very appealing. It was still the same four and half hours, but I wouldn’t have to drive and the cost is only
$40 bucks one-way. Once there I would rent a car attend to my business appointment and return to Tampa and
drop off the car, simple as that.
project. You see over the past few months our new project required investor contact in the West-Palm Beach area
of Florida. I figured . . . why drive from where I live in the outskirts of Tampa, Florida. My decision was based on a
four in a half hour drive, so when I could take the train and relax, do a little work and catch-up on a nap or two . . . it
sounded very appealing. It was still the same four and half hours, but I wouldn’t have to drive and the cost is only
$40 bucks one-way. Once there I would rent a car attend to my business appointment and return to Tampa and
drop off the car, simple as that.
Needless to say good plans sometimes don't go as planned. First, the Train was four and half
hours late. Next, it made 7 stops along the way. The result was it took from 12:30 pm that day to
travel and reach my destination . . . a mire 9 hours for a 3 hour trip.
Would I go back? I don’t think so.
The best way to persuade customers to come back is to make them feel you care about them.
Amtrak certainly gave zero feeling they cared.
Yes, the customer experience counts. The biggest “Bang” for the buck, standout service, and quality products
are all factors. But the most powerful incentive for continued customer business is always the emotional one:
Customers will return when they feel personally connected to you and your company. Was I connected the Amtrak
way of travel . . . not in a million years? If you want to see what health care is coming to, take a trip on Amtrak.
Anything the Feds have their hands on seems to always go south.
As a business guy and always with the idea behind relationship marketing you really need to invest a huge amount of
effort that will develop one-to-one connections with customers, you build personal relationships that lead to long-term
loyalty. "Relationship marketing is all about keeping customers or clients happy, loyal, and full of praises and must be
mastered for any business to flourish. In my opinion the youngster’s in the automotive sales industry are pushing to
many computer keys and not enough happy praises around the dealerships.
hours late. Next, it made 7 stops along the way. The result was it took from 12:30 pm that day to
travel and reach my destination . . . a mire 9 hours for a 3 hour trip.
Would I go back? I don’t think so.
The best way to persuade customers to come back is to make them feel you care about them.
Amtrak certainly gave zero feeling they cared.
Yes, the customer experience counts. The biggest “Bang” for the buck, standout service, and quality products
are all factors. But the most powerful incentive for continued customer business is always the emotional one:
Customers will return when they feel personally connected to you and your company. Was I connected the Amtrak
way of travel . . . not in a million years? If you want to see what health care is coming to, take a trip on Amtrak.
Anything the Feds have their hands on seems to always go south.
As a business guy and always with the idea behind relationship marketing you really need to invest a huge amount of
effort that will develop one-to-one connections with customers, you build personal relationships that lead to long-term
loyalty. "Relationship marketing is all about keeping customers or clients happy, loyal, and full of praises and must be
mastered for any business to flourish. In my opinion the youngster’s in the automotive sales industry are pushing to
many computer keys and not enough happy praises around the dealerships.
My personal belief is "A well-executed relationship marketing plan will
increase business as customers and clients buy more and often and spread
a positive message to the marketplace." Treat one customer like your long
lost brother and they will tell everyone they come in contact with about the
experience.
increase business as customers and clients buy more and often and spread
a positive message to the marketplace." Treat one customer like your long
lost brother and they will tell everyone they come in contact with about the
experience.
| Will Your Customers be Back? |
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SM
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SM
Do you want to find out how good your customer relationship marketing is, make a candid phone call to the dealership
and simply ask, “How do I get to your dealership, I need directions.” Not one in a hundred can give any competent
directions.
Defining the practice of relationship marketing "Relationship marketing," according to Wikipedia, "… emphasizes
customer retention and continual satisfaction rather than individual transactions and per-case customer resolution." It is
marketing that targets specific customer needs and interests with information about products, rather than marketing that
primarily focuses on acquiring new customers based on broad demographics and prospects.
and simply ask, “How do I get to your dealership, I need directions.” Not one in a hundred can give any competent
directions.
Defining the practice of relationship marketing "Relationship marketing," according to Wikipedia, "… emphasizes
customer retention and continual satisfaction rather than individual transactions and per-case customer resolution." It is
marketing that targets specific customer needs and interests with information about products, rather than marketing that
primarily focuses on acquiring new customers based on broad demographics and prospects.
One example of Mercantile Commercial Capital, relationship marketing to them is fairly
simple: According to a bank executive "It's letting your customers regularly know that
you're thinking of them and how you can help them." Sounds so simple . . . make sure you’
re not a Government agency though, because if you have customers as a first priority you
probably will to pay a value added tax for courtesy.
simple: According to a bank executive "It's letting your customers regularly know that
you're thinking of them and how you can help them." Sounds so simple . . . make sure you’
re not a Government agency though, because if you have customers as a first priority you
probably will to pay a value added tax for courtesy.
Based in Altamonte Springs, Fla., Mercantile Commercial Capital Company provides financing for commercial properties
to small-business owners through SBA loan programs. "We have a very transactional small business," he explains.
Clients qualify for a loan and then move on.
Yet we have learned that maintaining an ongoing relationship with past clients can pay big dividends: "Referrals are the
backbone of our business." When is the last time you offered $500 as a referral fee for a sale? Sending letters to all
your sold customers and offering a referral fee really works.
We have just completed a local sale for one of our dealer clients based on referral mailing. Yes, mailing, not eMail. Our
mailing consisted of 1553 postal letters with a first class stamp. Six-weeks later we counted by cross reference, 127 sold
vehicles from that mailed group. Our mailing goes to house-holds and never to the occupant.
to small-business owners through SBA loan programs. "We have a very transactional small business," he explains.
Clients qualify for a loan and then move on.
Yet we have learned that maintaining an ongoing relationship with past clients can pay big dividends: "Referrals are the
backbone of our business." When is the last time you offered $500 as a referral fee for a sale? Sending letters to all
your sold customers and offering a referral fee really works.
We have just completed a local sale for one of our dealer clients based on referral mailing. Yes, mailing, not eMail. Our
mailing consisted of 1553 postal letters with a first class stamp. Six-weeks later we counted by cross reference, 127 sold
vehicles from that mailed group. Our mailing goes to house-holds and never to the occupant.
Our letters do however contain a secret-sauce, a formula we have created and trade-marked for a customer to be
able to set appointments, find additional information and gain high interest with contacting our client we market for. We
also polish our process with additional methods using a demographic format. Our data-master is an Experian certified
teacher and is a wizard at creating mailing processing. We have a special way of finding highly probable buyers in the
groups we market to.
As a result over 80 percent of our business has come from referrals. Clients telling others about our services.
Leverage the customer relationship with affordable online tools. Even so, one-to-one attention to customers isn't easy. It
requires considerable ongoing effort and resources that many small businesses find challenging.
At the same time, the pace of consumer demand keeps accelerating. Every industry now moves on fast-forward and
speed-dial. If you cannot quickly respond, customers may balk or walk. You need to know which customers deserve
your personal attention and which, simply, do not.
The solutions to such challenges are today’s affordable online marketing tools, such as the E-Mail Marketing and
Contact Manager features of Office Live Small Business. By managing an effective database and comparing that to
your bookkeeping records, you can identify the top 20 percent of all your clients who are probably generating 80
percent of your revenues. This means you can concentrate on you loyal customers as a revenue source.
A good CRM program lets you import your customer data from Microsoft Outlook and
other files into an electronic database. You gain instant access to your full customer
list and contacts, including personal preferences and purchasing histories. That goes
a long way to helping you stay on top of customer needs. It's also invaluable for
efficiently developing personalized pitches for different customer segments.
By logging in to Contact Manager via a Web browser, you can monitor customer
interactions and get an integrated, single view of all your customers and prospects.
You can also check individual accounts and swiftly consider opportunities on the spot.
able to set appointments, find additional information and gain high interest with contacting our client we market for. We
also polish our process with additional methods using a demographic format. Our data-master is an Experian certified
teacher and is a wizard at creating mailing processing. We have a special way of finding highly probable buyers in the
groups we market to.
As a result over 80 percent of our business has come from referrals. Clients telling others about our services.
Leverage the customer relationship with affordable online tools. Even so, one-to-one attention to customers isn't easy. It
requires considerable ongoing effort and resources that many small businesses find challenging.
At the same time, the pace of consumer demand keeps accelerating. Every industry now moves on fast-forward and
speed-dial. If you cannot quickly respond, customers may balk or walk. You need to know which customers deserve
your personal attention and which, simply, do not.
The solutions to such challenges are today’s affordable online marketing tools, such as the E-Mail Marketing and
Contact Manager features of Office Live Small Business. By managing an effective database and comparing that to
your bookkeeping records, you can identify the top 20 percent of all your clients who are probably generating 80
percent of your revenues. This means you can concentrate on you loyal customers as a revenue source.
A good CRM program lets you import your customer data from Microsoft Outlook and
other files into an electronic database. You gain instant access to your full customer
list and contacts, including personal preferences and purchasing histories. That goes
a long way to helping you stay on top of customer needs. It's also invaluable for
efficiently developing personalized pitches for different customer segments.
By logging in to Contact Manager via a Web browser, you can monitor customer
interactions and get an integrated, single view of all your customers and prospects.
You can also check individual accounts and swiftly consider opportunities on the spot.
Smart tactics and processing with a good CRM tool:
For example, now you can:
For example, now you can:
Relationship marketing is still alive and well no matter how the market is turning. It seems dealers are always wanting
