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FRANCHISE
DEALERS - CAR OWNERS VIP CLUB
To promote Franchise Dealers commitment to improve
customer service
"We want your business and are prepared to earn it" - by providing
for:
* New Car Customers
* Used Car Customers
* Service Customers
A series benefits, including:
* National 24 hour roadside assistance
* National 24 hour breakdown/towing
BENEFITS TO DEALER - OVERVIEW
New Car Sales
Currently when a franchised dealership sells a new vehicle, the customer
is at liberty to visit any number of service departments representing
that particular manufacturer. If the customer becomes comfortable
with another dealership through service then there is a possibility that
any current or future sales that the customer be involved in, or have
influence on, could go to a rival dealership.
The objective obviously would be have them return to your dealership 3-4
years or more for service, and additional benefits, therefore enhancing
your dealership chances for continuing sales.
Used Car Sales
Traditionally, dealerships have found it very difficult (and many don't
even try) to convince used car buyers to return to their dealership for
service. This seems strange when one considers the amount of money
spent on advertising and promotion to attract used car buyers to the dealership,
and the amount of income that can be generated by servicing and replacing
parts on used vehicles. Also used vehicle buyers are always interested
in upgrading more often than new car buyers, so it should be in the forefront
of the dealer's mind to lock these customers in for service over an extended
period.
Service Department
Across New Zealand, franchised dealers have found it difficult to convince
customers to remain in the service department longer than the manufactures
warranty period. Many methods have been tried, discount clubs, maintenance
clubs, etc.,
The customers tend to leave and go to "independent land" for
a number of reasons. Some of these are they perceive it to be too
expensive and inconvenient to drive across town to a franchised dealer,
the independents also provide non-genuine parts at cheaper prices.
The service department's other problem is that there maybe no major benefits
available that would really have the power to stop the customer from changing
to another dealer with the same franchise.
Major
Benefits of Franchise Dealers Car Owner's VIP Club.
1. All New &Used Car Customers and Workshop Customers are issued
with "Franchise Dealer's VIP Customer Card", offering benefits
free to their customers such as:
* 12 Months Roadside Assistance
* 12 Months Towing Service
The major proven benefit of this breakdown and towing service is that
generally the Franchise Dealer will be the only dealership that benefits
when one of their registered car owners runs into difficulty; it may be
a minor problem such as a flat battery, but in many cases major mechanical
work is required, and once the vehicle has been delivered to the dealer's
workshop, then obviously they would do the repairs. Customers registered
by the dealership are returned only to their service department from within
a specified km radius. The average repair bill that results from
our towing service is in excess of $200.00
2. The "VIP" free service can be featured in Dealer's promotional
material for:
* New Car Sales
* Used Car Sales
* Service Department promotion etc., and
becomes another powerful "Closing Tool" at point of sale.
3. Customer Service Reminder Letters and follow up material including
the free 24 Hour Roadside Assistance availability provide a customer
with a positive reason to return their vehicle for maintenance and
repairs.
4. Customers enjoying the benefits of the free service will talk to others,
providing valuable source of referral sales.
- Telephone
0800 717 877
- Postal address
PO Box 83
- Morrinsville NZ 3340
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- Email
- General & Sales Information:
admin@nationalmotoring.com
Customer Support: tiffany@nationalmotoring.com
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