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
Bob has served
the Mailing, Fulfillment and
Packaging Industries for
over 35 years.
He can be reached at: