Seeing the same old faces coming in at your dealership? That alone isn’t a bad thing in itself except car ownership lifecycles are getting longer and you cannot rely on existing customers to sustain your business. You want to build relationships with your existing customers that encourages them to keep coming back to you for their business. But if you aren’t growing your customer base, it’s only a matter of time before your competition grows and your business loses out.
How do you know if this is you? Run reports from your DMS or CRM that show you prior customer history of your most recent sales. Work with partners who are equally effective in marketing to and influencing previous sales and service customers as well as brand new customers.
And the next time a potential new customer comes into your dealership, pay attention to what kind of customer exactly has discovered your business. If you aren’t seeing much of the younger crowd come in, for example, it may be a good sign that you need to increase your social media presence on platforms that age demographic is using. And the right partners can help you craft a different strategy.