Big Time Advertising founder and CEO Terry MacCauley offered a variety of suggestions to help buy-here, pay-here and independent dealers secure an important resource to maintain profitability and success — repeat customers.

“Retaining customers is more cost-effective than acquiring new ones, especially for dealerships operating on tighter margins. For independent and BHPH dealerships, implementing the right strategies is essential for building customer loyalty,” MacCauley said in a recent industry message.

So how do operators retain customers? MacCauley began by recommending building trust through transparency.

“Transparency builds trust, which is crucial for customer retention,” he said. “A study by Label Insight revealed that 94% of consumers are likely to be loyal to a brand that offers complete transparency. For independent and BHPH dealers, this means being upfront about vehicle history, pricing, fees and any additional terms.”

Especially for dealerships that have technicians and facilities on site, MacCauley suggested that operators implement a strong after-sales service program.

“Providing exclusive discounts on services or future vehicle purchases for returning customers encourages repeat visits and boosts loyalty,” MacCauley said. “Even if a dealership does not have an in-house service department, they can partner with a trusted local mechanic or service provider and offer customers discounted service rates.”

Next, MacCauley described what he called a “Right From The Start” event. He said operators can welcome guests to their dealership once a quarter by offering something as simple as pizza and beverages.

“Provide a casual and friendly atmosphere where customers can feel comfortable and welcomed,” MacCauley said.

Finally, MacCauley touched on the place where many repeat customers are — online. He cited research from BrightLocal that indicated 90% of consumers read online reviews before visiting a business.

“Responding to both positive and negative reviews demonstrates that you value customer input and are willing to improve. Encourage satisfied customers to leave positive reviews and offer incentives for doing so, like a discount on their next visit,” MacCauley said.

For more ideas about how to retain customers or other marketing strategies, visit Big Time Advertising online at https://www.gowithbigtime.com.