Unlocking New Customers Through Recalls
Unlocking New Customers Through Recalls
Are you turning recalls into relationships, even with customers your dealership has never interacted with? Every dealer today is looking to increase service traffic, grow customer pay revenue, and expand their market share. But what if we told you that one of the biggest opportunities to achieve this is already out there – sitting in your own PMA?
The secret? Recalls. But not just any recalls; recalls on vehicles that were not purchased from your store, and are now owned by 2nd, 3rd, or even 4th-generation owners who may have never heard of your dealership.
Why This Matters:
- Vehicles change hands often. As ownership shifts, the connection to the selling dealership is broken. But the recall remains, and that’s your opportunity to step in and serve as the solution.
- People move. Your PMA is filled with vehicles that were bought in other cities or states. The OEM does not know they’re in your area. You won’t either – unless you go looking for them.
- Every recall repair is a gateway. Once they come in for recall work, they’re on your turf. That’s your chance to win them over with a great experience, offer additional services, and even start a new sales relationship.
What You Can Do:
- Start thinking beyond your DMS. Your system doesn’t have their info, that doesn’t mean they’re not in your market.
- Treat recalls as conquest opportunities. These aren’t just safety repairs – they’re prospective long-term customers.
- Make recall communication a marketing priority. Think about your outbound messaging, your landing pages, and how you can make it easy for these “unknown” owners to connect with your store.
About the Author
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Sean Reyes oversees all marketing efforts at Recall Masters as Chief Marketing Officer. Sean also serves as the host of the FixedOps UX, a “minicast” that revolves around the fixed operations ecosystem and the tactics that build a better user experience for customers, dealership staff and other stakeholders. Sean’s experience spans more than 35 years of business development and strategic marketing experience, having developed go-to-market products and solutions for the automotive, healthcare, insurance, finance and technology industries to serve Fortune 1000 clients like American Express, Toshiba, Western Digital, Cox Communications, Novartis, Microsoft, IBM, Compaq, HP, National General Insurance, MyCustomer Data, DigniFi and several automotive affiliates and dealerships. Sean lives in Napa, CA with his wife Kathryn and spends his free time hiking, kayaking, playing guitar, going to concerts, rebuilding project cars and helping his kids embark on adulthood. |
