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Part 3: Car Dealership Referral Strategies

December 25th, 2011

If you sell new or used cars and you have never heard of Joe Girard I recommend reading up on him. No one has sold more automobiles than Mr. Girard. I’m about to tell you his secret to success. It’s so elementary you won’t believe it – or will you?

Mr. Girard would send all his customers multiple hand-written cards every year. Cards to say Happy Birthday or Happy Anniversary or Happy New Year. Inside the cards he wrote how much the friendship/business relationship meant to him. Nothing emotional. It was plain and simple.

Imagine the next time you call your customer to see how they are doing…to see if there is anything you can do for them…to see if they know anyone who could use your services. Your call will not be rejected. You will get through just like Mr. Girard did, all because you sent a Birthday card every year.

Birthday Cards

You don’t have to get too creative here. Don’t reinvent the wheel. Do what Mr. Girard did. Your customers will never forget you or the gesture. That’s the secret sauce Mr. Girard used to sell a world-record 13,001 automobiles during his career in Michigan.

As stated throughout his numerous books, Mr. Girard points to this low cost way he used to stay in touch with his customers. Direct mail is personal and effective. Show your customers you care about them and they will reward you by sending business your way.

Don’t Just Send a Card

How would you feel if you received a birthday card with a small gift attached to it? The small gift can be anything that fits inside an envelope – like a gift card. Or better yet, what if you could brand yourself with the gift card? What if you could add your dealership name and your custom artwork to the card? Well, the good news is you can – all because of digital reward cards.

Free Movie Ticket

Movie ticket cards and other digital reward cards (everything from songs to hotel rewards to magazine subscriptions) show customers they are appreciated. These universally accepted cards also go along way toward building loyalty towards the company. Best of all, they don’t cost anything to mail.

Relevant thank-you gifts will always have a place in generating new customers. For years, banks have given away toasters and other electronics to those who opened accounts. This generates conversations and can spark word of mouth referrals.

Call (866) 751-PROMO to see how digital reward cards can help you build referrals.

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