How To Re-engage Past Customers

Consider your dealership's highest spenders - are they repeat customers? More often than not, dealers find that past customers are the most likely to buy a new unit, and research shows that your dealership is WAY more likely to resell to a current customer than make a completely new sale. Tempted as you may be to focus on bringing in new business, don't forget about your past customers!

How did you draw a past customer to buy in the first place? Was it your inventory listings shared on social media? The billboard on your state's busiest highway? The event you held for a holiday weekend sale? Not all customers are the same - find out what brings yours in (there will be different answers customer to customer) and keep those methods in practice that work to promote repeat purchases.

Mix it up when it comes to your strategy in advertising. This is not a one-size-fits-all situation; different customers have different motivating factors and choose to buy for a wide variety of reasons. Market new units, product specials, and sales promotions using content on social media, through email campaigns, and on traditional advertising such as flyers.

Educate and empower your dealership staff to be expert resources for your customers. Make sure employees know everything there is to know about your units and products. When it comes to service and repairs, make sure customers know that your service department is best equipped to take care of their bike, and consider providing them with some sort of incentive to do so. If past customers see you as the most helpful and knowledgeable resource in their passion for riding, they are much more likely to think of you when it's time for their next purchase.

Other ways to promote expertise and knowledge as a powersports authority: Share articles and tips about riding on social media; run a blog on your website that covers the latest updates and trends; send educational materials about your units to your email subscribers.

Contact past customers on your own behalf and ask about their purchase. Are they happy with their bike? Do they need help with anything? How was their experience at your dealership? This can go a long way in re-engaging your past customers and turning them into repeat buyers - maybe not right away, but with proper follow-up you will stay on top of mind. Keep your business right in front of them!

According to Marketing Metrics research, you have about a 65% chance of selling again to a past customer, but only about a 13% chance to convert a prospect into a sale. So it is very much worth your time and investment to re-connect and/or keep engagement going with those customers who have already purchased from you.