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How many orphaned owners does your dealership have? If you know, then it is a problem and if you don’t know, that is a problem as well. First, let’s take care of the definition of an “Orphan”: A dealership customer that no longer has a sales associate assigned to him/her and that no one at the dealership is in contact with anymore.
There are dealerships where more than 40% of their customer base has been orphaned. In this day and age, with the overabundance of data available to dealerships, why would a customer ever become “orphaned”? The hundreds of thousands of dollars dealerships spend each year, and track on a daily basis, including the cost of new customer acquisition through advertising, is staggering. Yet once they have the customer, they let him/her walk out the door, never to return? Why isn’t anyone using their data to hold on to their customers and putting a stop to the orphan process? Better yet, why isn’t anyone using their access to data to get their orphans back?
Utilize your orphaned owners. They already know about your dealerships, they bought from you once, and know how you do business, so access them! Getting back in touch with your orphans is simple and the cost of reacquisition is small compared to the cost of acquiring a new customer!
Here is a simple Action Plan: