Customer Follow-up: What I Share is POWERFUL

By William Bryant at 26 December, 2008, 12:14 pm

“What will 2009 bring us?”

The title to the new magazine I’m developing for our customer list. The magazine is called DRIVEN and will be presented to customers in PDF format.

SO what is all this? Well, I got the idea actually from Armand Morin and the Internet Marketing Newsletter he has. The basic idea is to have something of extreme value and professionalism to give your customers. It’s free, but feels like it should cost $6 a copy!

The magazine will feature articles from top industry writers across the nation (not throwing names out yet, but one of the NYTimes writers will be writing for it). How much credibility will that give our dealership? TONS.

I hope none of my competition is reading this.

>> How to create a highly-professional Magazine for your dealership

It’s important to follow-up with your customers. Okay, you already knew that and understand it. But how do you get your customers to respond? Phone calls are one of the best ways to keep in touch with your customers, but how do you do that when you don’t have a large (expensive) BDC call center, your salespeople leave orphan customers, and you have a customer list of people from the 90’s you haven’t talked to in years? How do you keep up with all these people efficiently, and get them to respond?

Well, in comes the digital revolution, where e-mail is the #1 form of communication.

Dealers everywhere are mining customer e-mail address information, which is a GREAT thing to do. Really, it’s becoming nearly vital to survival. I mean, what is more cost/time efficient in communicating with thousands of people at once than an automated e-mail?

The problem comes in form of the content of those e-mail. How valuable are your follow-up emails?

I can probably speak for most dealers when I say, not very much. Most dealer follow-up emails are simply monthly specials, or a copy of the newest rebate sheet. This is NOT good enough!

Your customers may or may not care about this information. In fact, if they’re not in the market for a car, they’re most likely to unsubscribe or completely ignore anything you ever send them. Why? Because you have nothing of value to give them.

Let’s think about what’s actually valueable. And auto related at the same time.

>> Valueable information your customers will read

Being an auto dealer, and in the business of selling, servicing, and dealing with cars more than anyone else, you are a goldmine of knowledge for your customers that no one else can be. And customer education on why your product, services, or just generally the way you do business is better can mean a huge difference for your bottom line.

Okay. Let’s think a little more outside the box. What if you had outside industry experts everyone knew about to validate your products, services, or the way you do business? Like the NY Times, Edmunds.com, or other local businesses? How POWERFUL could that be to your customers, and your bottom line?

I hope you’re getting the idea here.

Now, take all that, and wrap it in a package that looks better than any local newspaper or magazine, put it in a format that’s cheap to distribute and easy to read, and don’t you think you have yourself the best possible piece of follow-up your customers could get their hands on?

You’re darn right you do!

I’m going to share a secret with you. A secret that I hope my competition isn’t reading. A secret never before told in this business I know of. Something that will amaze your customers, your GM, your dealer principle, and your prospective customers. You can wrap all this up in a package that looks like a million bucks, it be absolutely valueable to your customers AND your fellow employees, and you can do it all for FREE! Yes, FREE!

I designed the cover art you see in this article myself, totally original, with free image editing software. I’m putting it in PDF format with a free publishing piece of software. And I’m getting all the articles, written by credible top industry experts, for free.

I’m not letting the cat out of the bag yet, but all the details of how I did it and the results will be posted on this web site. So bookmark this site, and stay tuned. The information to come is worth thousands of dollars, and will add thousands of dollars to your bottom line over and over again.

Stay tuned here for $$$valueable$$$ information.

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