Automotive sales are in a slump, and no one understands this better than employees of automotive dealerships. And while new car sales may be on the decline, the pressure to boost sales and revenues remains an integral part of the automotive industry.
But selling new and used cars during a consumer drought can be increasingly difficult, especially given the level of competition that exists in the automotive industry. Dealerships compete viciously for customers by offering special pricing deals, low-financing guarantees and other sales tactics, bombarding consumers with radio, television, and print ads in an attempt to beat out their competitors. Not surprisingly, many potential customers have begun to tune out traditional automotive advertisements, turning instead to their friends or mechanics for advice when the time comes to buy a new car.Checkout New Car Sales in Tilbury for more info.
And therein lies the key to driving new automotive sales: increasing business through the dealership’s fixed operations departments.
It works like this. Consumers who know and trust the mechanics in a dealership’s fixed operations will be more likely to purchase a new vehicle from the sales department of that same dealership. As opposed to competing directly for new sales, smart dealerships should compete indirectly by building business in their fixed ops departments–business that will lead to additional vehicle sales in the future.
And how should you go about building fixed operations revenue? Easy. Institute marketing strategies aimed at new movers by giving them a reason to try your services and encouraging them to return.
Fishing for New Movers
New movers are individuals and families who have recently moved to a new location, most likely after experiencing a lifestyle change (such as a new marriage, divorce, or employment opportunity). New movers typically arrive in their new homes with an open mind, ready to establish new routines and to try out new services offered in their communities. In fact, recent research has found that 62% of new movers buy a new car within the first year after their relocation.
This open-minded mentality, and their relative unfamiliarity with their new surroundings, makes new movers the perfect target for a well-planned strategic marketing plan. So how can your business effectively target these new movers? Easy–through a tailored direct marketing campaign. Here’s how to do it:
Every time an individual or family relocates to your town, make sure they receive a gift certificate in their mailbox offering free services from your business. Not discounted services, not a “buy-one-get-one free” offer, but a certificate valid for the amount of your business’s most popular service–let’s say a routine oil change. Include a letter with the gift certificate that welcomes the new resident to your community and outlines your dealership, automotive services, and location.
Why give away $20-30 worth of services when you could just as easily have offered a substantial discount on your business’s oil change service? Simple. Customers understand and appreciate the word “free.” Almost everyone offers discounted services at one time or another, but when was the last time you received a $20 or $30 gift certificate in the mail from your local automotive dealership? Can’t remember? Exactly.
The point is that irresistible offers get the maximum rate of response. Make a powerful impression, and you will draw the customer to your store. After all, new movers are anxious to establish new routines with local businesses. By making an attractive service offer, your business immediately becomes a prime candidate for the person’s future business.
One caveat, however. You must ensure that every time a customer presents a new mover gift certificate, that person is treated with the highest level of courtesy, customer service, and professionalism. If you treat new movers well on their first visit, chances are they will return to your business again and again.