Ford Motor Company is doing their due diligence to retain happy customers on your behalf. Are you helping the cause or dropping the ball?
If you’re unaware, the manufacturer is sending out “Ford Private Offers” to targeted Ford owners in your area with additional discounts. This direct mail piece involves information on current models, along with a card offering an additional discount on any new offer above and beyond the manufacturer’s regional incentive. In other words, it is an opportunity for prospective buyers (that are already Ford owners) to trade up and receive a second discount above the rebate (and before any markdown the dealer is offering).
Simply put, you need to reinforce this messaging and offer on behalf of the OEM. When signed up, Ford provides you the list of the customers that have received a Ford Private Offer, along with any contact information they have for them. If Ford is drumming up interest for your inventory, in your market, you need to have your own contact strategy to emphasize the value of this deal. DealerKnows has been implementing a contact process inside all of our Ford dealers and have seen excellent results converting these customers into new sales.
This process includes calls and emails to use in conjunction with the direct mail offer from the OEM. As an example…
Ford Private Offer Phone Script
Retaining customers is a key element to long-term profitability so don’t count on the manufacturer to do it all for you. Ford dealers must get involved in making Ford Private Offers a part of their own team’s marketing efforts. The email template and phone script provided above are just the tip of the iceberg to the 140+ marketing messages and call guides we implement in the CRMs of our dealer clients. If you want to incorporate a new process, and train your team to actually use it correctly, don’t hesitate to contact DealerKnows.