NATDA Dealership Performance Training program includes online modules and documented processes , so dealers can improve every aspect of their dealership – from the parts department to trailer sales . For more information and to sign-up , please contact NATDA at 727-360-0304 .
One way to generate new customers , while maintaining your current customers , is through a customer loyalty program at your dealership . Think about how many stores have a “ shopper card ” or a “ preferred customer ” program . These stores are marking up prices on items to be able to give discounts on other items . We all understand that , but it makes the customers feel like they are getting a perk for doing business at the store .
We encourage you to create a similar program for your dealership . While a customer loyalty program may not be right for every dealer , it is a program that we have found customers will get excited about and actively participate in . So , what does a customer loyalty program include ?
1 . First , have plastic cards printed with your logo on them and have “ preferred customer ” somewhere across the middle . These cards can be purchased inexpensively from companies like Vistaprint . They make designing them easy and once you have them , you will give them to those customers who sign up for your loyalty program .
2 . Decide on the benefits of your program . We encourage dealerships to set their posted labor rate for nonpurchasing customers and then to discount some percentage off the labor rate for customers that purchase their equipment from you . As an example , if your posted labor rate is currently $ 80 per hour , move it to $ 90 for non-purchasing customers and then , through your preferred customer program , give purchasing customers a $ 10 per hour discount . You may also want to create a volume bonus program for your municipalities or commercial customers . With your customer loyalty program , they can earn additional discounts on parts based upon their volume of purchases as the year progresses .
3 . Train all members of your staff to recognize these cards and be able to answer questions on the benefits . When starting a new program , customers will need ample amounts of information before enrolling .
4 . Keep a log of who has enrolled . This can be done through a drop-down menu in your Business Management Software or simply in a notebook .
An effortless way to make customers aware of the program is by putting up a sign in the sales area that says , “ ask about the benefits of being a preferred customer !” That kind of marketing generates more revenue because customers are willing to spend more on the equipment for the perks they receive from the customer loyalty program .
10 NATDA Magazine www . natda . org