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Automotive Newsletters

Automotive Newsletters: Cure for the Wandering Customer

JKRAdvertising / Automotive Newsletter /

March 25, 2014

Automotive newsletters are the cure for customer affairs. Let’s be honest … customers have a definite propensity to let their eyes wander. They can be fickle, and are often taken in by the latest and greatest things on the market. If they’re not your latest and greatest things, you could be a victim of a customer affair.

Any person responding to your dealership’s media message – whether they come to your dealership or visit your Web site – is, at that moment, your customer. Will they remain yours? That is entirely up to you!

Automotive Newsletters Help Prevent Flings

What’s the best way to help prevent a fling with your competition? Automotive newsletters! Keeping in touch regularly with your customers using an automotive newsletter lets them know you care about them even after the sale. That’s the kind of thing that creates loyalty! JKR clients such as Orlando Kia enjoy high customer retention as a result of their regular, quarterly customer automotive newsletter program.

What’s more, automotive newsletters are an excellent way to entice customers to come to you. Money-saving service specials will keep them from going elsewhere, which naturally makes your sales department’s numbers rise. If you are willing to give your customers a meaningful coupon or two, they’ll respond by coming back to you – meaning the newsletter very well could pay for itself in the form of increased service business!

Automotive newsletters are the next-best thing to personally speaking to each one of your customers, and over time your customers will look forward to receiving them.

When you provide customers with content that is informational and educational, they’ll read it – and because they receive it in their mailboxes, they’ll touch it, examine it and open it.

When you consider that it costs about 10 times more to secure a new customer than it does to retain a current one, doesn’t it just make sense to communicate with your current customers? By doing so, you and your customers will have a happy and healthy relationship for years to come.

FREE Automotive Newsletter Marketing Consultation

Call JKR Automotive Advertising at (321) 397-0777 today and get all the details on how easy and cost-effective automotive newsletters can be.

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Post-Pandemic Dealer Gross Profits are Down – But They Don’t Have to Stay There!
March 13, 2024
It is no secret that dealer gross profits per vehicle are down sharply in the post-COVID automotive world. According to a recent article in Automotive News, gross profits of the six largest publicly traded dealership groups plunged significantly from Q4 2022 to Q4 2023. One of them was actually down 35% per vehicle!

The article explains: High interest rates, more expensive vehicles and a steadier post-pandemic supply chain continue to soften demand and bring it closer to pre-pandemic levels. Still, new-car buying has remained strong overall …

This means that, while sales volume is similar, overall bottom lines are lower for many dealers due to the reduced gross profits. What about your dealership?

Being Realistic
It’s time to turn the page! The time for dealers to simply be order takers for people willing to pay MSRP for a vehicle (and in some cases more) has passed and dealers have to work hard once again to achieve acceptable gross profits.

Selling a high volume of cars doesn’t control gross profits, no matter how much you wish this was the case. Correct processes and menu pricing – and strict adherence to them – do!

What kind of processes?
∙ Slow down the transaction! Your sales staff has to once again sell the customer on the features and benefits of every new and pre-owned vehicle on your lot.

∙ Your salespeople and managers should devalue the customers’ trade-in value (politely, of course) as much as possible. After all, if the customer expects you to lower your price, shouldn’t you be able to do the same on their trade? Remember, you’ll have to fix it up, put your name on it and resell it to someone else with all the tenacity you would a brand-new car. So make sure you buy it right … because the profit is made when you buy it, not when you sell it!

∙ To that end, management should be ready and willing to leave the desk and do thorough walk-arounds on each trade to ensure the best outcome for the dealership.

The Cure for Low Gross Profits
If you are like a lot of dealers these days, you could use some good news. Here it is: while you may not have the capability to achieve profit margins similar to those you enjoyed during the pandemic, they could likely be improved. JKR’s clients enjoy the benefit of attracting not only more customers, but better ones, too!

If meeting and exceeding your sales goals (and increasing gross profits at the same time) sounds great to you, you need to call us. Don’t settle for reduced gross profits when help is out there to get you closer to where you’d like to be.

Want to know how we do it? Reach out to Senior Partner Richard Brauns (407) 701-4233 or Partner/Vice President Jon Albert (407) 718-2494 today.

JKR Automotive Advertising: We Move Cars.

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