GOSO

By: Chris Garrett Co-Author of Best Seller of ProBlogger, our celebrity blogger, Chris has helped thousands of individuals, non-profits, small businesses and blue chips make the most of the web.

Gather everyone you know under the age of, say, 50. Ask them how they communicate with their friends and colleagues. Also ask their preferred methods of communication from companies, services and brands.

Be prepared for a whole bunch of answers, but I can guarantee none of them will say “letter, post card, telephone call while eating dinner”.

It’s a proven fact that we deal more often, and more gladly, with people who we know, like and trust.

OK, it might be a tough call for an auto dealership to become a friends, but some of the qualities can be applied. Essentially your company needs to be as familiar and approachable as you can possibly make it.

Return trade is super important for any company, but when you are relying on routine maintenance, servicing, oil changes and the like to pay for your fixed operations, then you need to be communicating with your customers on a regular basis and in a way that will not annoy them.

Your clients have so many distractions that it has never been more true that “out of sight equals out of mind” than today.

First you need to ask your customers how they like to be communicated with. Mobile is increasingly becoming the communications tool of choice for not just the youngsters but for the general population. More and more people are seeing their phone as a device that allows them access to Twitter and Facebook, along with the likes of SMS text, emails and calls.

Are you alerting customers when their service is due using their preferred communication medium?

Once you have that figured out, you need two different approches to compliment your direct “alert” type communications:

1. Awareness content – What are you going to provide that keeps you top of mind, while not irritating the customer? How are you going to win over new customers who might currently prefer a competitor? Perhaps you can provide top tips, videos, and car-related news?
2. Offers – What are you sending out that could tip the balance in your favor when it comes to their wallet? Are you targeting customers, groups and seasons with offers? Could your offers spread via word of mouth, or mouse? Free oil change if you tell three friends? Half price winter package offer to your soccer team?

Most of all, while you are sending stuff out, you need to listen. Do not broadcast, open up conversation!

You need to be a proactive company that shows care and attention more than any competitor. The accessible friend that is there for advice, and has timely, relevant offers.

Don’t you want to be thought of as the friendly, expert, attentive dealership that offers great value?

Put yourself in your customers place – Why would you choose one company over another?