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Mike Gorun

Mike Gorun Managing Partner/CEO

Exclusive Blog Posts

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

5 Ways to Upsell Without Sounding Like a Pushy Car Sales Rep

One of the keys to making a profit is the upsell. If you want to claim a heftier commission, upselling is a necessity. However, upselling is an art that sa…

Most Valuable Insight Finalist - Jim Roach

Most Valuable Insight Finalist - Jim Roach

Using Artificial Intelligence to Prioritize Customer Engagement If only one salesman came to work today, what is the first opportunity he should act upo…

Stop Looking at CRM Lead Duplication Negatively

Stop Looking at CRM Lead Duplication Negatively

During some recent conversations, I’ve discovered that dealerships continue to mistakenly perceive CRM lead duplication badly. I strongly believe we …

Don’t Just Sell, but also Retain CPO Buyers

Don’t Just Sell, but also Retain CPO Buyers

By Ryan Williams, president, Fidelis PPM Customer loyalty does not necessarily translate into repeat business for your auto dealership. What drives meas…

2017 Presidents Club Insights - Patrick McMullen

2017 Presidents Club Insights - Patrick McMullen

Listen to what Patrick McMullen from MAXDigital has to say about the future of automotive, what dealers can do today to prepare, and how DrivingSales Presi…

Using Customer Loyalty Data to Reward with Relevance

 

Developing meaningful relationships with clients requires you to connect with them on a personal level. The more you know about a customer, the easier it is to sell them services and/or products that meet their individual needs. It also helps you determine which type of marketing the customer will be most receptive to.

Effectively engaging customers through direct marketing channels hinges on several key principles:

  1. Start with the customer data.

Knowing how customers have responded to communications in the past allows you to better target them with your next communications. Use data to tailor your marketing to fit the individual needs of your customers.

  1. Recognize and reward your best customers.

If your redemption rates are low, you are not giving the customers what they truly want or need. Find out what customers want and tailor your rewards accordingly.

  1. Remain communication channel agnostic.

Combine the information you receive from customer data and your personal knowledge of the customer to choose the right communications channel. The best channels to use are the ones that are most effective.

 

How have you used your customer loyalty data to better target and reward your best customers?

Source: Excerpted from DrivingRetention.com and Direct Marketing Guide magazine, January 2012.

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