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Marketing: Taking the biscuit

Dealers are being offered a new way to market themselves and increase customer referral and satisfaction levels following a car sale.

Within three days of a customer taking delivery of a new car, Completely Satisfied will send a dealership-branded tin of handmade cookies to either the customer’s home or place of work.

“The idea is that the tin becomes a great talking point,” explains Kevin Johnson, managing director of Completely Satisfied. “Also included in the package is a personal letter to the customer from the salesperson and a referral chequebook containing five vouchers each worth £50.”

Johnson, who worked in the motor industry for many years, starting as a mechanic and most recently holding the post of sales manager at Peugeot Templegate, Bristol, says that through the vouchers dealers can easily measure the success rate of the marketing tool.

“A recent survey of 1,500 dealers by eGoodManners showed that referrals and repeat business accounted for only an average 6% and 17% of sales. Using our product is a great opportunity to increase these figures and know who has been doing the work for you,” he says.

To register with Completely Satisfied, dealers pay £299 and the cost of each tin thereafter is £14.99. Initially dealers will be asked to choose a set number of tins to sign up for.

“There is no minimum or maximum limit that dealers must adhere to. This makes our product accessible to even the smallest independent automotive businesses,” says Johnson.

So far Johnson has got orders from Elton Garages, a Peugeot franchise, and Five Oaks Audi. “We’re also in talks with a number of other dealers and manufacturers including Audi and Škoda, and we have the infrastructure to cope with 750 customers,” he says.

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