Effective Data Mining Generates New Sales
 
 
 

Effective Data Mining Generates New Sales


Data Mining is one of the most advantageous ways to reactivate opportunities. Car dealers are already one step ahead of other businesses because most dealers have two very large components of their databases to pull from.

Dealers have a customer database that includes both sales and service customers and the average dealer has thousands of contacts in this list. This customer database includes a large percentage of customers who did not purchase a vehicle from the dealership but are currently service customers.

We have seen that for some dealerships this group of "orphan owners" can be over 50% off the total service customer database. What I recommend is that you identify your dealership's current orphan service opportunities and set up customized alerts sharing incentives and deals with these customers. Alerts should be based on search criteria such as customers who have made at least 18 payments and who have at least 6 remaining or those who have been in for service and own model years within a specific date range. Satisfied service customers are more likely to return to that dealership to make a purchase. In fact, 62% of buyers attribute the influence of their next car purchase to customer service quality at their current dealership, including customers who are service-only customers.

Turn your orphan service customers into loyal, repeat sales opportunities with targeted marketing control and service lane mining. If you would like to learn more, contact us today, and tune in for our next tip where we will provide more information on Data Mining your unsold internet leads.
 
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