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MAY 2014

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Educate Your Customers And Build Relationships That Last!
by Bob Licari, Devlex International

Customer loyalty is hard to replace once established between vendor and customer. It takes effort and patience from both parties to create this beneficial relationship. Don't forget its importance to the long term survival of your dealership. There are many ways to establish this relationship with your customers; we have talked about some of these ways in past Dealer Communicator articles. For this month we will talk about education and its value in establishing long term customer loyalty.

In our business the United States Postal Service plays a big part in setting the regulations which dictate the types of equipment that will be needed for mail processing and attaining desirable postage discounts. The USPS requirements on accuracy and other factors can bring commonly used equipment to extinction over night. So lessons have been learned to stay up on what's going on at the Post Office. You must be educated in matters that are critical in your industry, just as your customers need to be. Creating an educational outlet for your customers to keep up on postal procedures and other pertinent facts relating to regulation changes and need to know postal information will keep your customers and potential new customers focused on your dealership as the provider of the knowledge. You will also see that when new requirements arise, your dealership will be there to make the new sale or upgrade on existing equipment before anyone else.

Maintaining accurate opted-in email databases of your customers and prospects will give you an effective vehicle to combine with a well designed and consistent direct mail program. Your email and direct mail campaigns should not always be 100% sales. Part should be dedicated to keeping your customers and prospects current with today's mailing requirements and procedures. In this way your dealership will be sought out as the authority when it comes time for them to buy. You should utilize people's thirst for knowledge in part to build that connection.

Being in the position as the educator will allow you to promote your products with greater authority to your buyers. In many cases the customer may already have been sold on new system upgrades because of the information you have provided to them. Well educated customers will also more often provide your sales person with the opportunity for the sought after "1 Shot Close" to a deal they did not expect to come in.

LicariBob has served
the Mailing, Fulfillment and
Packaging Industries for
over 35 years.
He can be reached at:
boblicari@devlexintl.com.

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