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CONQUESTING NEW CUSTOMERS
Attracting new customers from competitors – or those not yet loyal to
any brand – is a key growth strategy for any dealership. The market is
always changing – and so are customer preferences.
Dealers need to be agile, using data and insights to proactively identify
prospective buyers who are ready for a change.
» Analyze market data to find potential customers, like those with
leases ending soon or driving aging models from competing brands.
» Craft targeted marketing messages that speak directly to the
needs and desires of potential customers. Whether it's the latest
technology, safety features or fuel efficiency, highlight what sets your
vehicles apart from the competition.
» Engage buyers through a variety of channels tailored to their
specific preferences, including social media. Use these channels to
showcase customer testimonials, vehicle reviews and special
promotions, making your brand more attractive to potential conquests.
BUILDING CUSTOMER LOYALTY
An invaluable source of repeat purchases (along with referrals from
family and friends), loyalty customers are just as crucial as new buyers.
But building customer loyalty is less about selling and more about
creating lasting relationships.
By staying in consistent contact with buyers and engaging them after the
sale, dealers can prevent future defections and turn customers into loyal
advocates for their brand.
» Create a loyalty program that rewards customers for their business
and referrals. Offer perks like discounted services, exclusive access
to new models or special financing offers to keep them engaged.
» Provide top-notch customer service that goes beyond the sale.
Follow up on purchases, offer regular maintenance reminders and
be there to answer questions throughout their vehicle ownership.
» Regularly ask for customer feedback, including what they liked
about their purchasing experience and what could be better. Don't
forget to apply that feedback, demonstrating you value your
customers' input and are committed to providing the best
experience possible.
As the automotive retail industry continues to evolve, dealerships must adopt a holistic approach to identifying
opportunities in their service, loyalty and conquest portfolios.
Want to learn how Mastermind can help your dealership identify and engage future buyers? Request a demo.
