Introducing the re:member group Prepaid Maintenance platform

If you’re like most of the dealerships I’ve talked to, you have a few struggles:  Paying an insane amount of cash to some finance company, manually entering in your packages, low penetration numbers, and/or not having a choice of the packages you’re selling to your customers.

We’ve heard those struggles, and responded.  The re:member group Prepaid Maintenance platform is finally here!

  • Customized packages – want to award 4 oil changes?  State inspection?  Tire rotation?  Totally up to you.
  • Integrated with your DMS, packages automatically awarded.
  • You manage the cash, do whatever you want with it – after all, it’s yours and they’re your customers.
  • A package of benefits in the community, managed by us worth thousands of dollars to your customers, allowing you to close the PPM packages at a MUCH higher rate.

Take control of your PPM destiny.  Give me a call today for a quick demo.

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I bought a car yesterday

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Well, I didn’t. My girlfriend did. But, as I am simultaneously a GREAT boyfriend and also an auto marketing guy, I jumped at the opportunity to help her/observe the car buying experience first-hand..

I had the privilege of observing not only the deal happening at our desk, but we also dropped in during the middle of negotiations at the desk next to us. The sales guy was getting beat up pretty bad. Back and forth he went with the customer. “That’s the lowest price, I can’t go down any lower.” The customer wasn’t having it and kept pressing for a lower price.

The salesman huffed and puffed. He comes back, sits down, more arguing with the customer. Up from his desk, off to see the manager. He comes back, sits down, more arguing with the customer.

Over, and over again. I lost count how many times this salesman went off and came back.

How much were they arguing about? $100. ONE. HUNDRED. DOLLARS. You read that right – on a $27k vehicle purchase, the customer was arguing over a 0.3% price difference.

Finally, the customer caved. The salesperson reaches out his hand, and exhaustingly says, “congratulations” and shakes the customer’s hand.

By Contrast, our deal was far different. After my girlfriend picks out her car, we go to close the deal. The salesman comes in about $500 higher than we wanted, even after coming down in price. She’s not having it, and she’s a tough negotiator. So our salesman says, “How about if I throw in 2 years of oil changes and car washes?” She’s no dummy and does the math, and it made sense. She agrees. We drove out of there in a 2015 Accord. We left that dealership with smiles on our faces. She’ll return to get her service done there, and will probably buy her next car there too.

So what happened? Same car, same dealership, two vastly different customer experiences. Salesman Grumpy sold the car on price. Our guy sold on value. He closed at a higher gross, made a higher commission, and had a happier customer.

So how are you selling cars? If you’re selling solely based on price, you’re probably handing yourself a pay cut and the relationship with your customers probably isn’t great either.

When it comes to closing that deal, my advice is this: talk about what kind of value your dealership brings. Are you offering car washes? Free oil changes? How about discounts in the community or gas? If you’re offering these things and not talking about them at the point of sale, you may as well not offer them at all.

Need help presenting value to your customers? I’ve got a ton of ideas. Give me a call or shoot me an email.

Click here if you liked this story and are considering a loyalty program

Why you need to focus on your “Why Buy”

As most of you may be aware, the automotive buying behavior is changing and it is critical to make sure you stand out from your competition. According to Google’s research study, the average consumer has 24 research touch points prior to buying a vehicle, while only visiting 1.4 dealerships before making a purchase decision. Nate Sieveking discusses these changes and why it is critical to separate your dealership from the pack. True automotive customer loyalty begins by offering customers real value that the competition cannot match. re:member group helps dealers truly differentiate themselves from the competition, give customers relevant and compelling reasons to choose your dealership and close more deals at a higher gross.

[youtube https://www.youtube.com/watch?v=M7QdClSp3sc&w=560&h=315]

Visit our website or call us at 866-414-CLUB to make your dealership stand out by adding value.

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