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10 September 2024
Maintaining Contact with Customers: Why is it Extremely Important for a Dealership?
EUROCOC team
Maintaining contact with previously purchased customers is often an underestimated process for many dealers. However, it is worth considering that this practice can lead to considerable benefits both in the immediate and in the long run.
In this article we will therefore see why it is so important to stay in touch with buyers even after a sales process has been concluded.
Before going into the details of the topic, it is important to note that in your showroom you might also consider offering vehicles from other European countries for sale. However, in order to ensure that you can circulate them in Europe indefinitely with these vehicles, you need to start a new registration procedure, which requires the submission of a certificate of conformity to the registration office.
Our online EUROCOC platform allows you to obtain this document quickly and efficiently. Providing your customers with this certification as an integral part of the purchasing process guarantees a comprehensive service and improves their overall satisfaction.
1. Word-of-mouth marketing
By maintaining constant contact with customers who have previously purchased from your dealership, you can greatly increase your chances of receiving referrals and new contacts through word-of-mouth marketing.
In fact, if customers are satisfied with their buying experience and recommend your dealership to a family member or friend looking for a new vehicle, you are likely to find new potential buyers without incurring high advertising costs.
2. Future buying opportunities
Many dealers may not realise it, but staying in touch with people who have already been customers can provide an opportunity to acquire new inventory.
In fact, if you are looking for a specific car to sell, you might consider contacting old customers with whom you have a previous relationship and see if they are interested in selling their vehicle or if they know someone who might be interested in this offer.
The advantage of buying a car from a previous customer is that you usually have the possibility of completing the purchase at a lower price than you would get by participating in an auction, thus also avoiding long bidding processes.
3. Up Selling
Another major benefit associated with maintaining contact with previous customers is the possibility to implement remarketing and upsell strategies.
When a dealer introduces a new promotion, such as, for example, a discount on a certain vehicle, an add-on or a warranty extension, he may contact people who have already made purchases from him in advance in order to present them with this opportunity in advance before proposing it externally.
Since these people have already had a positive buying experience with your showroom, they may be even more motivated and inclined to make a new purchase.
4. Savings on lead acquisition costs
Another advantage of maintaining customer relations is that you can significantly reduce lead acquisition costs by saving even thousands of euros in advertising costs.
As mentioned above, if an existing customer recommends your dealership to a friend or close contact, you will receive practically a high-quality lead completely free of charge.
This practice can have a significant positive impact on a dealership’s profits as it considerably reduces advertising costs and funds previously allocated for this purpose can be reallocated in order to use them more efficiently for other purposes.
5. Increasing future buyers
Customers who have already purchased at your car showroom are likely to become future buyers again. Keeping in touch with them gives you the opportunity to regularly show them the new vehicles that are adding to your inventory and, if they are interested, they may decide to buy a new car simply because they have already had a good experience with your dealership.
Conclusion
Customers who have already made purchases from your showroom represent a great opportunity that should not be underestimated. They may turn into future buyers or they may recommend your car showroom to friends, relatives and acquaintances, thus generating leads without any advertising costs.
Maintaining contact with customers is therefore an extremely important action for the success and growth of a car showroom.
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