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Car Dealer Gifts – Using Gifts To Build Relationships With Your Customers
There is strong competition from other dealers and independent service shops. Of all the money dealers spend to attract and retain customers, gifting is a small and very effective investment that speaks directly to your customers on a personal level that isn’t easily forgotten or overlooked.
Most new car dealerships know that it makes sense to offer a gift basket or gift to a new buyer. It’s a pleasant introduction to your company and improves their overall experience. However, there are other opportunities to use gifts to build relationships. Some examples: a service customer who had a bad experience, a sales customer celebrating their annual purchase anniversary, and your top twenty most loyal owners who spend a lot over a long period of time. The latter is a group that is already spending money in your store. They don’t need deep discounts to keep coming back, but they will appreciate and respond well to your small tokens of appreciation. Dissatisfied service customers are more likely to fill out customer satisfaction surveys. Why not be surprised and delighted by the unexpected goodwill after their problem is solved? Product problems or accidents may be out of your control, but you can repair the relationship. Maintaining a relationship with a sales customer who already owns a car will increase the likelihood of that customer purchasing their next vehicle from your store. Even the best wholesale parts buyer can be rewarded for coming to a dealership or ordering independently off the street rather than ordering parts online.
The gifts you choose don’t have to break the bank to be impressive. For the new buyer, a beautifully decorated congratulatory gift basket or champagne bucket with champagne glasses and bottle of sparkling cider, cheese and crackers and some mouthwatering truffles can be found for between $50-$75. You can also include a promotional item or “gift certificate” that complements their first oil change. This is an opportunity to ensure that your client will return to you for service. Your gift provider can make recommendations to fit both the occasion and your budget. Ribbons can be printed with your company name and logo to put your name in front of clients. Some lower end items might include: chocolate molded to say “Thank you from ABC Dealer” or a gourmet cookie or cake tin with your company name and logo on the cover.
A small, local gift company can serve you better than a large chain or discount store for several reasons:
- Giving stale or poorly presented gifts will backfire
- Better service and face-to-face meetings as needed
- Custom gifts and new ideas
- These are creative people who use gifts to market their own business – pick their brains for ideas on themes, tag lines, additions to your ads, gifts for local marketing events, or unusual holidays like Valentine’s Day. Saying “We love our customers”.
- Unique products created just for you
- All the extras that make a gift special – hand-tied bows, personalization, beautiful wrapping
- You will save on shipping and delivery costs
If you have questions on this topic, please email me.
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