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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…

Five Tips for Selling Used or Certified Pre-Owned Vehicles

Five Tips for Selling Used or Certified Pre-Owned Vehicles

Selling used or certified pre-owned vehicles can be daunting task. With prices, laws, and competition varying across the country selling a pre-owned car fo…

What Motivates Your Employees to Perform?

What Motivates Your Employees to Perform?

Sorting through resumes, you find applicants who show potential. There are some with experience to walk on the job and set your service department abla…

How to Recruit the Best Talent for Your Dealership

How to Recruit the Best Talent for Your Dealership

Employee turnover can cost a dealership approximately $400,000 per year through lost sales, service offerings, new hire search, and training expenses even …

Drive End-of-the-Year Sales by Targeting Current Customers

Up next in OneCommand’s Holiday Marketing Guide is an easy way to drive end-of-the-year sales to your dealership. We all know marketing to current customers to keep them coming back is significantly cheaper than going out and conquesting for new business. Although bringing in new business is extremely important, try these three ideas to put current customers into your sales pipeline.

Find Pre-Owned Opportunities
Chances are you have several pre-owned vehicles in such high demand that they are sold before they ever hit your lot. Look into your database to determine if any of your current customers drive one of these desirable vehicles. Then, reach out to them to see if they are interested in selling their vehicle. If so, you have a win, win; you’re able to stock your pre-owned inventory lot with desirable vehicles and potentially sell a new vehicle.

Find Equity Opportunities
Another way to find potential sales for an end-of-the-year push is to look into your database and find customers who are in a positive equity position. Typically customers find themselves in an equity position on their vehicle around three to five years after purchase. This also happens to be the time when the new models start to catch their eye and they think about trading their vehicles in for a new one. If you catch them at the right time, you’ll be able to capture their trade and sell them a new vehicle.

Find Ready-to-Buy Opportunities
Consumers are holding on to vehicles for longer and longer periods of time. Many speculate about the reason for this, but what’s important to you is that the average new car owner will keep their car for 6.5 years, according to IHS. Think about targeting customers in your database who have owned their vehicle for more than 5 years. These are the folks who are going to be looking to sell their vehicle, statistically speaking, in the next year or so.

If you’re looking to drive end-of-the-year sales to your dealership, now is the time to decide which current customers you will target to get the most return for your marketing.

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