Many consumers have the perception that servicing at a dealership is more expensive than at independent service providers. Whether this applies to your service department or not, independents acquire customers through consistently advertising competitive prices. Unfortunately, this seems to be working well for them as they’re capturing more and more of your…

If you’re like most dealers, you may feel that you don’t want to inundate your customers with mail. However, the issue is that your competitors are most likely sending mail to the same customers that you’re trying so hard not to overwhelm.



It’s difficult to decide whether to mail regularly or spontaneously. You may be asking yourself: is there an equation to…

Do you shy away from giveaways and win-a-prize type mailers? If you’re like most dealers, you probably do. Giveaways are frowned upon for fear of attracting customers who are more interested in winning a prize than buying a car.

Customers come into your dealership daily. When asked if they need help, the normal response is: “No, I’m just looking.”…

When I consult with dealers about service mailers, I often find that their approach contradicts what they’re looking to achieve.

On one hand, dealers know how incredibly competitive the market is, so they send out service coupons to ensure customers don’t defect due to a competitor’s offer. But on the other hand, they don’t want to send service offers too often.…