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Black Horse comment: Give customers long-term peace of mind

Dealers spend thousands of pounds on advertising in their quest for new customers, yet often fail to substantially improve profits by not seizing an opportunity that is at their fingertips.

That opportunity is selling longer warranties, a benefit for dealer and customer.

Research by Car Care Plan, our partner in the successful Black Horse Motor Warranty, has revealed that only 10% of dealers sell 24- or 36-month extensions within the programme.

This means that an astonishing nine out of 10 dealers are content with providing a 12-month, or even shorter, warranty, so missing the opportunity to sell longer-term cover and thus achieving the double hit of boosting profits whilst increasing the customer’s peace-of-mind motoring experience.

To those 10% of dealers who have grabbed the opportunity with both hands, it is, to use a modern expression, a ‘no-brainer’. Customers are in effect paying for being loyal to the dealership.

That loyalty comes about as any repairs under the warranty are usually carried out by the dealer’s own workshops, and – as long as the customer is happy with the service he or she receives – probably servicing as well.

And then, as the end of the 24- or 36-month warranty comes into sight, that satisfied customer will return to the dealer to replace the vehicle.

Of course, this scenario only works if the warranty is a top quality product and provides good value – a phrase that describes the Black Horse Motor Warranty to perfection.

To find out more about the range of warranties available through Black Horse and Car Care Plan, please call Fiona Robertson, PR manager on 0131 311 2127

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