There is strong competition from other dealers and independent service shops. With all the money distributors spend to attract and retain customers, a gift is a small, highly effective investment that speaks directly to your customer base on an individual level that is not easily forgotten or ignored.
Many new car dealers know that a gift basket or present for a new buyer makes sense. It’s a nice introduction to your company and enhances your overall experience. However, there are other opportunities to use the gifts to build relationships. Some examples: a service customer who had a bad experience, a sales customer celebrating their annual purchase anniversary, and your twenty most loyal owners who spend a lot over a long period of time. The latter are a group that is already spending money on their store. They don’t need huge discounts to keep coming back, but they will appreciate and respond well to a small token of your appreciation. Disgruntled customer service is likely to complete a customer satisfaction survey. Why not surprise and delight with an unexpected gesture of goodwill once your problem is solved? Product problems or mishaps may be out of your control, but you can fix the relationship. As for the sales customer who already owns the car, maintaining that relationship will increase the likelihood that that customer will purchase their next vehicle from her store. Even a good wholesale parts shopper could be rewarded for going to the dealer instead of ordering parts online or independently in the future.
The gifts you choose don’t have to break the bank to be effective. For a new shopper, an elegantly decorated congratulations gift basket or champagne bucket with flutes of champagne and a bottle of sparkling cider, cheese and crackers, and some delicious truffles can be found for between $50 and $75. include promotional items or even a “gift certificate” that says your first oil change is complimentary. This is an opportunity to make sure your customer comes back to you for service. Your gift provider can make recommendations to fit both the occasion and your budget. The ribbons can be printed with your company name and logo to keep your name in front of the customer. Some low-end items might include: molded chocolate to say “thank you from ABC distributor” or a gourmet cookie or cake tin with your company name and logo on the cover.
A small, local gift business, rather than a large chain or discount store, may serve you better for several reasons:
- Giving an outdated or poorly presented gift will have the opposite effect.
- Best service and face-to-face meetings as needed
- Personalized gifts and fresh ideas
- These are creative people who use giveaways to market their own business: ask them for ideas on how to use themes, slogans, tie them into your advertising, giveaways for local marketing events, or how to use unusual holidays like Valentine’s Day. say “We love our customers”
- Unique products created just for you
- All the extras that make a gift special: hand-tied bows, personalization, beautiful wrapping
- You will save on shipping and delivery costs
If you have questions about this topic, feel free to email me.
