Retention Deficit Disorder - Danny Benites - Innovative Dealer Summit 2015
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Transcript of Retention Deficit Disorder - Danny Benites - Innovative Dealer Summit 2015
Retention
Deficit
Disorder
Danny Benites
General Manager Greg Lair Buick GMC
@Danny_Benites
806.433.4424
Retention Deficit Disorder (R.D.D.)
Retention
Deficit
Disorder Brag-O-GraphicStats that will hopefully make you listen for a few minutes.
Sales Increasesince 2011
Parts & Service Increasesince 2012
Sales Effective GMC4th in the State of Texas
362%
244%
211%
Retention
Deficit
Disorder
Net Advertising CostPer Car Sold in 2014
Of Current Used InventoryIs less than 29 Days Old
Service Retention Rate21% over National Avg.
$97
78%
94%
Retention
Deficit
Disorder Obligatory Retention Stats
60-70%
Stuff I found on the interweb.
Likelihood of selling
NEW CUSTOMERS
increase in retention has the same
effect as decreasing costs by
Likelihood of Selling
REPEAT CUSTOMERS
5-20%
2% 10%
Leading on the Edge of Chaos, Emmet Murphy & Mark Murphy. Marketing Metrics.
Retention
Deficit
Disorder
01 ONE
CUSTOMER
MINDSET
02 LOYAL EMPLOYEES
LOYAL CUSTOMERS
03 PROGRAM
CUSTOMERS
FOR LOYALTY
04 INWARD -VS-
OUTWARD
MARKETING
Keys to an Insane Retention Culture
Retention
Deficit
Disorder Breaking Down the Walls..between Sales and Service.
Retention
Deficit
Disorder
01 What
We
Say
02 How
We
Pay
03 The Way
We
Play
Breaking Down the Walls..between Sales and Service.
Retention
Deficit
Disorder
01 ONE
CUSTOMER
MINDSET
02 LOYAL EMPLOYEES
LOYAL CUSTOMERS
03 PROGRAM
CUSTOMERS
FOR LOYALTY
04 INWARD -VS-
OUTWARD
MARKETING
Keys to an Insane Retention Culture
Retention
Deficit
Disorder
Satisfied Employee
Creating AmbassadorsCultivate believers.
Level of employee engagement must match customer engagement.
AMBASSADORAMBASSADOR
Engaged CustomerEngaged Employee
Satisfied Customer
Retention
Deficit
Disorder
Retention
Deficit
Disorder
Robert QuinnAmbassador
Retention
Deficit
Disorder
01 ONE
CUSTOMER
MINDSET
02 LOYAL EMPLOYEES
LOYAL CUSTOMERS
03 PROGRAM
CUSTOMERS
FOR LOYALTY
04 INWARD -VS-
OUTWARD
MARKETING
Keys to an Insane Retention Culture
Retention
Deficit
Disorder Customer Loyalty ProgramsMeet Cocoa. She’s loyal.
Retention
Deficit
Disorder
Trade Reimbursement
Bonuses - Fix It Right
the First Time
$300
Conflict Resolution
Drive a Car for FREEActually
Used
8
LOYALTY
Memberships
18
Customer Loyalty ProgramsAre your customers loyal to you or your punch card?
Retention
Deficit
Disorder
01 ONE
CUSTOMER
MINDSET
02 LOYAL EMPLOYEES
LOYAL CUSTOMERS
03 PROGRAM
CUSTOMERS
FOR LOYALTY
04 INWARD -VS-
OUTWARD
MARKETING
Keys to an Insane Retention Culture
Retention
Deficit
Disorder
Equity Mining Service BDC
1st/2nd Service
Visit Bonus50% of Ad Budget
Your sitting on a friggin’ goldmine.Quit focusing only on price-conscious shoppers.
Retention
Deficit
Disorder
Retention
Deficit
Disorder
Retention
Deficit
Disorder
Danny Benites
Twitter: @Danny_Benites
806.433.4424
