Today, customer engagement is the key to everything.
Just ask Facebook’s Mark Zuckerberg or BuzzFeed’s Jonah Peretti. Online content providers, social media engineers, game designers, app creators and the like use every tool in the psychological playbook (conflict, nostalgia, hyperbole) to keep your attention for just one more moment, one more click, one more visit.
They are literally fighting for nanoseconds of your attention.
Why? Advertising dollars.
Of course, you want to engage your customers as much as possible, too.
That’s why I’ve created “Mark’s Engagement Progression,” which works in any communication environment. Start in the lower-left corner with the least effort and least amount of customer engagement, and make your way toward the upper-right corner, where customers are the most engaged.
Mark’s Engagement Progression
Customers may glance at a headline your wrote, or take the time to read a message, listen to a voicemail, watch a video, have a conversation with one of your people, or visit the store, make a purchase and even take the time to provide you with feedback about how you might improve your store or your overall efforts.
As you move up the progression line, each step involves a bit more time and creates a bit more engagement between you, your dealership and the customer.
Knowing this spectrum of possibilities is instructive, as you now can create a plan.
You need to engineer reasons to put yourself (and your salespeople) in touch with your customers. And that reason shouldn’t be an awkward “Do you want to buy a motorcycle?”
Most of you have mastered the “event invite call.” But, too often, that’s it. Which is like being a musician and only knowing one chord.
So, here are some additional reasons for you to stay meaningfully in touch with your customers, thereby keeping them engaged with you:
- New motorcycles in? That’s a reason to engage. New jackets in? That’s a reason to call. New accessories available? That’s a reason to reach out.
- New person working in store? New promotion?
- Addition to your store’s bike collection?
- Consumer-friendly policy change?
All of these are reasons to text, call, tweet, DM, email, snap or leave a voice message.
These communication methods are easy, cheap and a great way to continually engage and improve relationships with your customers. Your team should be in an almost constant communication mode.
Text/DM/Email Example: Hey Steve! Mark Rodgers, Firebrand H-D here. The new bikes are in! Everybody is talking about them. I know you’re not in the market, but you should see them! Wicked cool. Hit me up, and we’ll set a time. Or stop down whenever. It’s been forever, man. Don’t be a stranger!
Call Language: Hey Steve! Mark Rodgers, Firebrand Harley-Davidson. No need to return this call, but I just want to let you know that the new bikes are here. I know you just got yours, so you’re not in the market. You still should see them, though. They are wicked cool. Hit me up, and we’ll set a time, or just stop down whenever you want. It’s been too long since we’ve seen you. Don’t be a stranger!
Start with these simple skills. Next time, I’ll cover ways to take customer engagement to the next level.