The Lost Leader – “One Hit Wonder” or “Future Gold Nugget?”

When it comes to prospecting I personally use direct mail that is extremely targeted.  I have to market from coast to coast so I have found this method works best for me. It gives me a better chance of getting “gold nugget” customers because I am able to pick and choose exactly what I was looking for.

Referrals are a great way to get new customers too. Sometimes those referrals just want my “lost leader” or our Mystery Gift Cards. I am happy to oblige because I am so thankful my current customers think enough of my company and our Mystery Gift Cards to tell others about them with enthusiasm.  I am glad they work!  It is also a means to offer the new customer the opportunity to experience News Works Marketing for the first time.  They usually come back for more Mystery Gift Cards and/or try our other services and products so I feel the experience for them was good.

I know several of my customers tell me that their oil change is their lost leader.  When they get a customer to try them for the first time it is often just for an oil change at the special website price for first-time customers.  The customer found them doing an organic search.  The customer comes in, gets the oil change, and to the shop owners’ dismay, they never come back again.

Don’t take it to heart too much…and don’t give up!  I’m sure your counter staff gave them a wonderful experience. Many times those responding to a special offer will only go to places where they have an amazing coupon…then next time they need an oil change they do the search again for yet another coupon somewhere else.  When the economy gets “normal” again they may remember you for the great experience and return.  Meanwhile, keep in touch with them now and then.  Send them a “thank you” and perhaps enclose a coupon for the next time.  Send them a text message now and then or an email if you have it.

Meanwhile, do like I do.  Be happy they found you and be happy they tried you.  If they were referred to you by another customer, be very happy your customers think enough of you to refer you!

I also feel that one day, when you least expect it, that one-hit wonder may be a gold nugget customer!  Hang in there…it can and does happen!

Rhonda Hiltbrand
CEO
News Works Marketing Group


Reward Your Customers!

One of our customers, John Zadrovitz or as we like to call him, Johnny Z of South Trail Tire and Auto in Florida has come up with a great idea to engage his customers! He said I could share this with all of you in case you want to try it too!

Each time he uses his credit card he builds up “rewards.” He said instead of rewarding himself he uses the cards to reward his customers instead. Look how he has rewarded them so far…and he already has a great idea for Labor Day…a smoker and a rack of ribs! He says they appreciate this so much more than pulling out a card to swipe to build up points or taking endless surveys.

Take a look at what he has done so far:

samples

If you are rewarding your customers in a fun, engaging way, please let me know and I’ll share it with others too!

Thanks,
Rhonda Hiltbrand
CEO
News Works Marketing Group


Tell & Sell

We all know the economy is tough right now.  We all know everyone is looking for ways to save money.  We all know that everyone wants value!  Value is the key to the “tell and sell” concept.

Value:  Equivalent worth or return in money, material, services, etc. To give value for value received.

One of the ways consumers are saving money right now is by keeping their cars longer.  They understand that the cars will need to be serviced and that this costs money.  They chose this method because it is still a lot less expensive than buying a new vehicle.

Your key role as a service advisor right now is to sell value!  85% of the time you will be required to sell value over the phone because most consumers will call you first to ask about pricing and or to schedule an appointment.  What they hear from you on the telephone will determine if you make the sale.

Try this:

  • Talk about features
  • Talk about benefits
  • Talk about advantages
  • Ask for the appointment
  • Focus on what is best for the customer
  • Focus on the needs of the customer

Highlights:  We have trained certified technicians here to service you, we use quality parts, and we will top off fluids and check tire pressures between services just to keep your car in top shape.  Yes…brag a bit!  Be proud of the company that employs you!

Don’t:

  • Blurt out prices
  • Rush the call
  • Focus your attention on hours per repair order
  • Focus your attention on your needs over the customers (such as meeting your quota)
  • Recommend additional services before checking on the vehicle service history

When blurting out prices and rushing the call it makes the customer/consumer feel like you just want to hurry them along and you don’t really care if they come in or not.

When asking for the appointment, invite the caller to come in for service.  “Let me see what time we have available that works best for you?  Would today or tomorrow be more convenient?  Will you need a ride to work (or wherever)?

These are just some suggestions and I will be sending these monthly for the benefit of the service advisor.  Feedback is always welcome.

Thanks!
Rhonda