How do you get your dealership's existing customers to buy a new car?

The short answer.

A car dealership gets existing customers to buy a new car by knowing the right moment, staying in personal contact beforehand and then making a concrete offer. The right moment comes from the end of a lease, the end of financing, a service appointment and the age of the vehicle. If you only write before the sale and never again after, you'll lose the customer to the next dealer.

When is an existing dealership customer ready to buy?

An existing customer is ready to buy when something is coming up that makes them think about their car. Examples are the end of a lease or financing, a major repair, a new family member or a vehicle that has been on the road for many years. Note these events for every customer. The list below is a recommendation from practice, not a statistic.

How do you build up a list of your existing customers?

You build the list by recording the name, vehicle, purchase date and next reason every time a customer is in touch with your dealership. Ask for their mobile number in the workshop, at pickup and during test drives, and explain what you need it for. A simple spreadsheet is enough to start with. What matters is that every entry has a reason and a date.

How do you stay in touch without being annoying?

You stay in touch by making sure every message gives the customer something: a reminder about an appointment, a tip about their vehicle or an offer that fits their situation. Keep it short, use their first name and say clearly what you're offering. My recommendation: rarely and relevant is better than often and generic. And always give the customer an easy way to say no.

What belongs in an offer that triggers a new purchase?

A good offer names the vehicle, the reason to switch and the next step. Offer a no-obligation test drive or a valuation of their current car. Only mention prices and terms that actually apply. A customer who has their old car valued has already taken a step towards buying a new one. All details in the example are made up.

Sample text, all details are made up.

How does follow-up work without phoning around?

With SmartChat, it runs through WhatsApp marketing. Customers agree first, SmartChat confirms this automatically, and after that follow-ups in SmartChat keep going automatically without you having to phone around. The inbox collects all replies in one place. Messages are only sent via WhatsApp, and outside the 24-hour window as a template approved by Meta. Find out more on the page Follow-ups and for your industry under Car dealerships.

What do you start with today?

Start with the customers whose lease or financing ends next. Write down the reason for each one, put together a short offer with a test drive and get their consent before you send anything. After a few weeks, check which reasons led to appointments and build on that.