It is more than just a word

We throw a lot of words around when we get into a discussion of Customer Retention. Words like loyalty, rewards, benefits, marketing, communication, value, etc. The word we do not spend enough time on is Culture! Having assisted dealers over the past 10 years with...
The Realistic Expectations

The Realistic Expectations

You are thinking that you need a retention program to move your business model to the next plateau but you are not sure of what to expect? I have been training and installing retention programs for dealers for close to 10 years and here is what I know. A Golden Rule...
Factory Rewards Programs Versus Dealer-Owned Rewards Programs

Factory Rewards Programs Versus Dealer-Owned Rewards Programs

Customers like to be rewarded and the more you reward them, the more loyal they become. One of the OEMs has an new loyalty program in which their dealers will soon need to decide whether or not to sign up for it. I commend the OEM for recognizing how important it is...
How to Build a Public Relations Position to Grow Customer Retention

How to Build a Public Relations Position to Grow Customer Retention

“How would you create a ‘wow’ buying experience for the customer after they purchased their car? How would you set up a brand new profit center by developing a public relations manager?” I have had a few calls from people about last month’s article about using the...
Loyalty Versus Retention

Loyalty Versus Retention

Every business wants a loyal customer. Who doesn’t want a customer who is unswerving in their dedication to your business? Who doesn’t want to do business with someone who is as faithful to you as a customer that they would never think of...
Focus on How Your Customer Can Get More, Not How They Can Pay Less

Focus on How Your Customer Can Get More, Not How They Can Pay Less

Is it even possible for customer to get more and not pay less? I’m not talking about the services most dealerships offer to their customers, such as shuttle service, complementary beverages, Wi-Fi and snacks. I’m talking about offering something unique — something...