Customers hate being bombarded with service reminders, right? Not always.
At Ron Tonkin Toyota in Portland, Ore., service business in 2010 was starting to rebound after the Great Recession.
But the comeback was slower than service director Steve Jewell thought it should be. So he made some marketing changes, and in the nine months after the changes were instituted, the dealership's service income increased 18 percent and the daily vehicle count rose 5 percent.
"We realized we had to do something different to get customers in," says Jewell, 49.
Working with GS Marketing of Houston, the dealership started sending more frequent reminders to its service customers. Instead of sending the reminders through the mail, it gave customers the choice of e-mail, text messages, automated phone reminders or mail. And it adopted a softer selling approach.