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This idea was submitted by:
Wes Finch Auto Plaza
Grinnell, Iowa
Each month most dealers receive a cross sell report. This report shows new cars and trucks sold in his or her area or responsibility.
At a management meeting, we decided to try to make another use of this report. We decided to send each customer that did not purchase a vehicle from our dealership a letter welcoming them to use our service center for any and all of their service needs.
Our dealer felt that his name needed to be on the bottom of this letter to show the customer our total dealership interest. Just because we missed the sale, why should we pass up the service opportunity, not to mention the possibility of making him a future sales customer.
Since the original letters went out three months ago, we are servicing four out of five of these customers that bought elsewhere.
Sample letter:
Dear Customer,
Congratulations on your recently purchased Chevy pickup, it is truly a fine automobile. I am sorry that we did not get to help you with your decision, but I know you will be very pleased with your selection. I do want you to know you are welcome to use our service center for your oil changes, warranty work or any other necessary repairs or questions you may have. Enclosed is our service menu of factory recommended maintenance.
Please call our service center for an appointment. Your first oil change should be done at 3,000 miles. Thank you for your consideration and happy motoring. We look forward to seeing you.
Sincerely,
Wes Finch
