When it comes to identifying leads, turning those leads into customers, and retaining those customers over the long term, there are certain strategies or tools that every dealer needs to put in place. Those strategies are identifying website visitors, regularly sending out emails, and conducting customer satisfaction surveys to understand where you need to improve your operation. At Winsby, we put all three of these tools in place for you, and the results are pretty remarkable.
Identifying website visitors
The vast majority of your customers will visit your website before they contact you. Research shows that if you call someone within five minutes of visiting your website, they are 100 times more likely to purchase than if you call them an hour later. We tag your website with a program that monitors visitors, so you’ll know exactly who is coming to your website and which pages they are visiting.
If those visitors are already in your database, then your sales reps will be alerted when that customer or prospect is looking at your site. They can then reach out to that person and ask them about their equipment, parts, or service needs while they are still actively thinking about it.
Email marketing
Distributing emails regularly to your customers and leads is a critical touchpoint. At Winsby, we research topics, develop a calendar, build a distribution list, write, design, program, and send the emails, and then send the client a key metrics report for each email after it goes out. Here are the results of our email program for a subset of our equipment dealer clients:
- ROI: 4,416X
- Revenue: The average customer emailed spends $84,451 more each year than customers who aren’t emailed
- Transactions: The average customer emailed makes 15 more transactions per year than customers who aren’t emailed
Customer satisfaction surveys
Winsby’s customer surveys reveal areas of a business that require improvement. Whenever a score is low, we ask for details about why they’re unhappy and how to fix the problem. We create the survey script, the client approves it, and then we start conducting the surveys over the phone with their customers. Here are results of our customer satisfaction surveys for the same subset of equipment dealer clients:
- ROI: 2,395X
- Revenue: The average customer surveyed spends $74,823 more each year than customers who aren’t surveyed
- Transactions: The average customer surveyed makes 13 more transactions than customers who aren’t surveyed
Together, these three strategies make the job significantly easier and more efficient for your sales reps. Identifying website visitors provides more leads to call, emails keep customers and prospects engaged with your company, and the surveys help you constantly improve all of your dealership processes.
Contact Winsby today to start increasing your purchase frequency and customer retention.