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Jared Hamilton
From: Jared Hamilton
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Bryant Gibby

Bryant Gibby Used car manager

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Good Christmas cards

     We are at the time of the year where we are doing our Christmas cards for our customer base. I think the cards are really important as we need to make sure that our customer base knows we care about them enough to wish them happy holidays. The problem we have is that we have tried various cards/letters not really knowing what is the best route to take to ensure that we get a positive response from our customers.

 

     To save money we have gone to a bulk card that we are all sending to our customers. While I agree with cutting costs wherever we can, I don't think this is the best place to cut costs. I wonder what the customer is going to think when they open the card. I wonder if they will really feel like we care.  Basically all we are sending is a card that says "Happy Holidays" in a nice font included with a signature from the salesperson and a business card. Some people here at the store think that this card is sufficient and there is no need to do more. I personally think they are just too lazy and don't want to put forth any more effort than they have to!

 

     Anyway, I think it is important to do more but other people disagree with me. I'm not suggesting we break the bank or anything, but I think it is important to show the customer that you really do care about them and it is totally appropriate to invest a little bit more money to do so. What do you guys think? Is there anything that you have tried that is effective, relatively inexpensive, and still shows the customer that you care?

I've seen a wide range of cards sent - from the ultra-basic bulk, to highly customized. The top sales people seem to usually send a customized card - even if it's only in the message they write inside. If the message is specific enough, it let's the custom know you really where thinking of them and are truly wishing them a happy holiday. So my advice is put your effort into the message you write in each card - make it specific enough the person knows you really where thinking of them. A few years ago a dealer sent me a holiday card that mentioned his family was adding a golden retriever and how it'll always remind him of seeing mine riding in my convertible loving life. The next time I needed service, I made certain to go in and stop by to see how his new dog was doing. While in SoCal I purchased 2 BMWs from him.
Bryant Gibby
Good point James. I like the idea of getting a more customized card for the guys that have been around for a while. I guess I need to get my guys to spend more times on these things!

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