RVBusiness, July/August 2020

DealershipBEST Practices BY B A R B R I L E Y Post Sale Engagement is Key to Developing Customers for Life 80 RVBusiness J U L Y A U G U S T 2 0 2 0 Moix RV Supercenter hosts Camp Moix a gathering of its customers for a weekend of camping Consider this studies have shown that people once theyve dipped their toes into the RV lifestyle will own as many as seven RVs in their lifetime Its the goal of every RV dealer of course to develop the type of customer loyalty that earns their repeat business time and time again As far as best practices in that regard it starts before the sale While the end goal is all pretty much the same move them to the post sale column certainly the process should include matching a customer with a unit that best fits their needs After all a happy camper will logically keep coming back for more As you know however the customer relationship has really only just begun when the sale is complete When youre building a customer for life closing the sale doesnt close the book on future revenue opportunities Whatever form it takes successful dealers strive to make ongoing engagement pleasant and profitable for both parties Most post sale procedures often include a customer satisfaction survey but it shouldnt stop there Other outreach opportunities range from return visit incentives to info gathering to just plain showing appreciation and engendering goodwill that most intangible yet golden of commodities According to Kathleen Tews at Affinity RV Sales Service in Prescott Ariz a thank you packet survey is just the start of constant contact both scheduled and impromptu that goes well beyond the sale including a weekly to monthly call to find out how theyre enjoying their purchase Our salespeople call their customers 30 days after the sale and then every 90 days to ask about their adventures she said Plus the president calls or visits with random customers daily to be sure our level of service is as expected and any questions are being answered Thats all supplemented by a long range appreciation campaign We send customers a card 13 times a year one for the anniversary of their purchase and then 11 for the monthly holidays said Tews The one in August is sent as a birthday card because August has no holidays It always generates several calls from amused customers Initiating return visits ventures into marketing the basic rule for which is Know your audience Whats said to pre sale prospects isnt always relevant to post sale customers so Acton Calif based All Valley RV Center sends customized information to both Our marketing department creates two separate emails each week and each email targets customers differently said Melissa Gomez All Valleys marketing director The email sent to potential customers highlights RVs we have for sale and the RVing lifestyle while the emails sent to customers who have purchased already highlight the services we offer and parts and accessories they may be interested in Loyalty programs have a proven track record and the proliferation of punch cards grocery discount cards and credit card rewards speaks for itself theres value to be found in value seekers Still dealers who put one in cant put it on auto pilot Buyers at Modern Trailer Sales in Anderson Ind are granted Very Important Camper VIC status on the day of purchase Originally VIC members earned points for both referrals and every dollar spent in parts and service and could cash in accrued points for Modern Money But about 10 years into the program management noticed a downturn in ROI The majority of customers werent utilizing the points It became more of a situation where we reminded them and it seemed like we were giving out Modern Money without them really trying to earn it explained Christy Kirk one of Modern Trailers owners and GMs So they revamped the VIC program by dropping points earned and putting more into delivery day only incentives including a doubled parts and labor discount and 50 Modern Money gift voucher It works great because it really does incentivize the customer to add aftermarket items while theyre having the orientation done no need for an additional trip back to the dealership and it applies to both the accessories and the labor costs to add it she said Afterward buyers receive an ongoing discount on parts and service which is still appreciated even without points earned When ringing customers out we remind them about the discount they just received And I do think even labeling a discount and referrals program still gains some momentum with repeat buyers and continues to bring them back These retention programs have been great for us she said adding that 36 of 2018 s sales were from returning customers Other dealers customer clubs are more experience based such as Camp Moix at Moix RV Supercenter MRV in Conway Ark Members are invited to four campouts annually according to Michael Moix owner and operator with attendance ranging from 100 to 150 people When we host a campout we take two to three technicians along for the weekend to provide basic repairs and adjustments at no charge said Moix who reaps additional benefits from the outings Camping with your customers and getting to know them and their families is the best marketing we do Camp Moix has provided some of the best information and has been Moix RVs single most effective advertising medium More importantly he added theyve built relationships with our customers that transcend the commodity Camp Moix has brought together not only our team with our customers but also our customers have forged friendships Another deep dive into post sale customer interaction is found at Steinbring Motorcoach in Garfield Minn Whereas Camp Moix is openmembership though its still comprised mostly of buyers Moix said Steinbrings annual Quartzsite North Rally QNR is exclusively for purchasing customers According to Jon Steinbring owner and president about 50 coaches pull into the dealership for an action packed agenda that includes local tours outdoor activities evening entertainment with sit down meals events like a doggie beauty pageant and a sneak peek at newly introduced coach models There are also factory personnel here for the weekend and service work is performed by our service department as well as outside vendors for satellite service and windshield repair Steinbring said While its is a sizeable investment and major undertaking he said its well worth it on several fronts most years they get a sale during the Rally though he underscored that isnt the reason we hold it each year as its also formed bonds amongst everyone involved All of our employees are involved from repairing coaches to serving food to helping with the activities Theyve also become friends with our customers Steinbring said Plus many of the couples attending the Rally have made good friends over the years and now travel together through the year It has been a very successful event for our customers and I know it helps create loyalty to our dealership RVB Dealer Best Practices is a regular feature of RVBusiness that draws on the expertise of those dealerships that have been recognized through the RVBusiness Top 50 Dealer Awards Program The program is administered by Barb Riley and BJ Thompson of BJ Thompson Associates