For New Customers, Start With Your Current Customers

Feb 05, 2016 | | 8482 |

For New Customers, Start With Your Current Customers

By Kris Denos

We all know it’s more expensive to acquire a new customer than to get an existing customer to come back. Nevertheless, you still have to acquire new customers if you want to grow your business. But how do you do that without dropping thousands of dollars?
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Take advantage of the least expensive and most influential marketing you can get – word of mouth. How likely would your customers be to recommend you to a friend or colleague? If you don’t know the answer to this question, perhaps you should.

Numerous studies have found a correlation between customers who are willing to recommend your company or “promoters” and the growth of their brand. Likewise, they found a strong correlation between low scores and business decline.

So how do you boost your score?

1. Ask for reviews
The age-old survey may seem monotonous, but it’s one of the best ways to gauge what your customers think of you. You can also take a more modern approach by asking for reviews on Yelp or other social media sites.

2. Follow up
When you get reviews, put processes in place to turn passives and detractors into promoters. Take advantage of your CRM to continue to interact with your customers. Get your employees involved and make the results known to everyone in the dealership. If everyone feels ownership in turning customers into promoters, they’ll be more likely to improve the experience for your customers.

Promoters are the cheapest advertising, but are also the most effective advertising. Give your customers a reason to brag about you.

Featured Solution


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Need solutions as reliable as the motorcycles, ATVs and UTVs you sell? CDK Global Recreation works closely with dealers to create high performance Powersports dealer management solutions (DMS) that help increase profitability, improve customer retention and speed efficiency throughout your operation. As the leading Powersports DMS provider, we work with you to maximize performance in every department.


About the Author
Kris Denos is the VP/GM of CDK Recreation. Once described as a “Drake Executive” (Started from the Bottom), Kris has performed just about every job in the company in his 20+ years with CDK Recreation. He has a passion for customer service, problem solving, learning, teaching, and winning. Outside of work he enjoys coaching and playing football and basketball, and spending time with his #1 priority – his family.

Kris Denos