IRVINE, CA – Using a unique “pattern-interrupt” telephone marketing strategy and powerful customer data-analytics software from AutoAlert®, a California Acura dealership is boosting monthly service labor and parts revenue by more than $80,000.
John Goodrich is service director for both Acura of Fremont and Acura Authorized Service of Sunnyvale, which is Acura’s first-ever Authorized Service Satellite. The key to Goodrich’s success lies in patented software that uses multi-dimensional data analysis to identify existing customers who are hot prospects for dealership marketing. AutoAlert mines his data to isolate ideal candidates for pattern-interrupt calling based on vehicle mileage, age, and service history.
Initially, Goodrich assigned a cashier and warranty administrator part time to call service customers who had been inactive for six months. Scripted calls brought in customers who were interested in offers to improve the reliability, safety and economy of their vehicles.
“We came up with a ‘Welcome Back Special’ to entice customers to come in for service,” Goodrich notes. “My favorite success story is a woman who purchased her car here and had never been in for service over the previous 48 months. She came to us only because of these Alert calls. Her repair order totaled $1,667.91 and when contacted by Acura, she gave us a 100% CSI rating.”
Goodrich reports that 14 days of such calls generated 68 confirmed appointments for the dealership, producing an average RO of $489.78 parts and labor. “That’s additional sales of $33,305 in just two weeks,” says an excited Goodrich.
In the following two weeks, 84 verified appointments converted to nearly $42,000 in parts and labor revenue. Based on these results alone, Goodrich hired a telemarketer to make these profitable service calls full time.
“Many dealers are enjoying significant additional parts and labor sales from existing customers that they most likely wouldn’t know about except for deep mining software like this,” says Boyd H. Warner, CEO of AutoAlert®, Inc.
“While dealerships use this strategy to drive additional fixed operations revenue, their sales associates are making scripted calls to seed the same pattern interrupt “purchase” desire in current customers and this can increase vehicle sales by five to 100 or more every month,” he adds.
Dealers will be able to view the complete AutoAlert® solution at NADA ’12 in Las Vegas, February 3-6, 2012, at Booth #752, or email the contacts below for a demo.
AutoAlert, Inc. was established with the intent of providing the automotive dealership industry with products and services designed to improve new and used car sales, vehicle service contract sales, service conversion sales, client retention and loyalty, and increase profitability.
For an in-depth perspective on how dealers are using this strategy to sell and service more customers, click to download the new eBook, Sell an Extra 50 Vehicles Every Month with Client Portfolio Management & Pattern-Interrupt Strategies. (http://www.autoalert.com/AutoAlert_WhitePaper.pdf)
Certain aspects of the products and services described may be covered by U.S. Patent No. 7,827,099 / Patent No. 8,005,752 / Patent No. 8,086,529 and Patent No. 8,095,461. Additional patents are pending. “AutoAlert®” and the AutoAlert Logo® are registered trademarks of AutoAlert, Inc. and are protected under # 76487358 IC 009. US 021 023 026 036 038.