Big Purchase Anniversary

 In Create Loyalty, Marketing Plan

About a year ago, I bought a new car. Well, it was “new” to me, at least! At this particular dealership, I had an exceptional customer service experience from start to finish, so it should come to no surprise to me that I received the following email from the man who sold me the car this past weekend:

Dear Savannah,

As time has passed, I am sure that you have observed that I am a firm believer in keeping in touch with all of my customers.

An entire year has gone by since you purchased your 2008 Lexus RX 400h . On this special occasion, I want to wish you a ‘Happy Anniversary.’ I hope that you are enjoying your RX 400h more each day and that you will continue to experience driving pleasure in the coming years!

Best Regards,

Mickey 

This email couldn’t have taken more than a few minutes to put together, but it really made quite an impact on me. As far as Mickey knows (and hopes), I’m enjoying my “new” car, and will continue to do so for the next 5-10 years. I won’t need to buy a new car for awhile, so selling me another car right now is not his aim. Rather, this little note shows that he and the dealership are interested in the well-being of their customers for the long haul, and that they’ll be here to take care of me when I am ready to buy a new (or “new”) car.

Plus, it makes me feel good (even one year later) about the big financial commitment I made in purchasing a “new” car.

Could you institute this sort of “anniversary” policy with your customers? If you own an electronics store, how about checking in with customers on their big-screen TV purchases, one year later? Or, if you recently helped someone build their wine cellar, why not email (or call) and ask how they are enjoying it?

Even if an immediate sale is not likely, this type of communication with your customers helps keep you front of mind. They’ll be more likely to return, and more likely to refer you to friends and family. In fact, since receiving the email, I’ve already recommended the car dealership to two friends looking to purchase new cars!

Do you communicate with your customers post-sale? Let us know in the comments section below!

 

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