Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
If you are asking whether customers are satisfied with your service—you’re asking the wrong question. If you are measuring and trying to increase your customer satisfaction—you’re measuring the wrong thing. Eighty percent of satisfied customers will still shop around to your competitors. So don’t grow your number of satisfied customers. Grow…Continue
If you were able to increase your monthly sales from last year by 30% without increasing advertising costs, how would that affect your bottom line? Would it make you happy? If that increase happened in January, would it make you happier? If your answer is "Yes!", you've just been "incentified." Read on, grasshopper, to learn the art of being "incentified."
Everyone knows that in the car business, January is a dog for vehicle sales. Most of the…
Added by Paul N. Long on March 3, 2011 at 8:00am — No Comments
Many dealers ask me for help in retention measurement, and statistics surrounding Customer Loyalty Indicators.
Two important indicators of Automotive Dealership customer loyalty are the purchase of additional service after the sale by Members and multiple vehicle purchases.
In the automotive dealer sector, these are also sources for the greatest margin, so they’re critical not just as indicators of customer satisfaction but as profit…
Added by Paul N. Long on February 28, 2011 at 2:57pm — No Comments
Rat: Press on the bar, get some food.
Human: Buy or service your car at a dealership with a rewards program, earn some points.
One of the most influential behavioral psychologists of all time, B.F. Skinner, discovered in his groundbreaking radical behaviorism experiments that the rate with which the rat pressed the bar depended not on any preceding stimulus (as Pavlov had insisted), but on what followed the bar…
If you stuck around for the final General Session at the 9th Digital Dealer…Continue
Added by Paul N. Long on February 1, 2011 at 8:06pm — No Comments
Added by Paul N. Long on July 16, 2008 at 6:38pm — No Comments