Recalls are easy money, right? Several dealers are already taking advantage of recalls as a means of up-selling other services. Including the sale of a new vehicle! If you are not currently taking advantage of open recalls here are some helpful thoughts & marketing ideas that will assist you!

Customer Information

When selling the vehicle - originally - or with a customer who came in for service should always give their email to the advisor. But if there is skepticism the advisor can always use the line “in the event there is a recall we can immediately notify you via email (even text) long before you will receive your letter in the mail," which allows you to quickly and efficiently communicate with the customers who have an open recall. Even including a coupon in the email offering a spring/summer/fall/winter package.

Marketing

If you have marketed via email, you should use a dedicated BDC rep or manager to call the customers who have opened/engaged with the recall email. Obviously not telling the customer that they’ve opened the email. Instead, offer “Mr. Customer I wanted to make sure you have received your recall notice? Are you available now or later today for us to address the recall.”

More often than not you will secure the appointment especially since you are not up selling on the phone saving that for the lane.

Internal Management

You want to make sure you have a manager or BDC rep keeping track of the “recall” campaign. Making sure that all of the customers have been called. Including keeping track of when the appointments are booked for the advisors ensuring that the customers will not have a longer than usual wait time (depending on the service demands).

Keeping track of the campaign will also - as you know - help assist in future campaigns as you will have a good idea on what the ROI was!

New Customers

There will most likely be a few new service customers! This is as good as receiving a golden egg! So be sure to offer them a complimentary “rewards” account - not saying give away hundreds of dollars worth of services. But perhaps offer them some coupons or even just one free oil change. This will assist in increasing in PMA or ACB (assigned customer base) customers.

How do you handle recalls? Join the conversation today!