The Other Side: The Parts Dept moved? (Yeah 4 years ago)

0 replies
As many of you know I do in house internet marketing for a large RV Dealership. That means that when people pitch web marketing services they are pitching to me. I try to share my advice from being on The Other Side. These posts are directly about my experiences. The pitches that worked, those that didn't, and just what is getting my attention.

A few minutes ago I was sitting in my office and overheard two of our customers talking. The wife said, "Oh they moved the parts department?" And I wanted to scream out, "Yeah back in 2008."

After they continued on..... and no I didn't yell that out.... I stopped and thought about my time here at the RV dealership. I started in late Dec of 2007 right after I finished the Xmas season in my last retail management position. At that time this company was in the middle of a massive remodel. A remodel that would be completed in the first half of 2008.

During that remodel we moved the parts and service departments into the new part of the building which caused some confusion with long time customers. I laugh about it now but I suspect I would direct 3 people to the new parts and service area for every customer I sold a camper to.

I know what you are thinking. Aaron what does this have to do with offline consulting. Well the idea is simple. Many of the consultants here sell services like SMS, email marketing, direct mail, and social media marketing that is targeted at existing customers. And I am sure many of you hear things like this.....

"Why should I spend $*** sending out messages to my regular customers? I want you to focus on getting us new customers. I pay my staff to take care of my existing customers."

Today and the last four years of working here are classic examples of why their customers lists are such powerful marketing tools which so many offline businesses overlook. Think about it, this couple literally had not been in our parts department since at least early 2008 and likely before that. They clearly are loyal to us since they stopped in today. And I bet many of the clients you take care of have hundreds of customers just like them.

These customers stop in when they need something. They are loyal and will not go to the competition but are these businesses maximizing them?

Had we used our list to mail out a coupon for a free item to any customer who had not visited in the last year or two years do you think we could have gotten a lot of them in the door? Of course. And IMO we actually do a great job of keeping our name in front of our customers. Anyone with an email address gets our newsletter unless they opt out. Anyone within the local market will get our various flyers at least 4 times a year. And even with that I still find people who come in and don't know that parts and service moved to the new part of the building over 4 years ago.

And this can benefit any business.

With a lawyer you can do a direct mail piece where every customer who refers a new paying client to them gets $100. Or a mail piece for a discounted Will service. Etc etc.

A resturant can start up a VIP text and/or email club so they can turn their once a month customers into once a week raving fans.

A bar can use a VIP text club to send out deals at 3pm on Friday and Saturaday nights that way they know they will be the place to be this weekend. Already packed on the weekend? Why not text midweek specials. To parapharse a song "It's the weekend somewhere."

A comic book shop could use Free Comic day along with their customer list to bring people back into the shop with a post card direct mail piece.

Most of the business that you will be talking to are not thinking about this. Many have no marketing department just an owner or manager trying their best. They need your help. Everyday they are leaving dollars on the table. Your job is to help them grab more dollars and in return they will share those dollars with you.

So next time you are out and about stop in that resturant you haven't been to in years. Have a great meal and when you are done eating talk to the manager or owner. Tell them you are glad you stopped in. Explain how it has been years since you have ate there. And use that conversation to show them how you can help them capture more customers like you. I have a feeling that they will listen. Sometimes the biggest wake up call we can have here on The Other Side is when we hear a customer amazed at a change we made years ago that they are just now seeing.
#ago #dept #moved #parts #side #yeah #years

Trending Topics