For many marketers, most consumer messages have long been based on some sort of sense of urgency. Take dealerships, for example. Even when the customer is in the dealership, everything is about the “big sale” and the threat of “buy now or lose this deal.”
The problem is, it is no longer effective. Consumers have become numb to these messages; the simple reason being that they don’t believe them! There’s always a big sale and consumers fully expect that, if they come in next weekend, or a month from now, there will still be a big sale and a good deal to be had. They believe this because they have all the information needed to confirm it through the many Internet resources available to them.
But what does this have to do with customer loyalty?
First, by continuously throwing out these messages, you thoroughly destroy whatever credibility you may have built prior to them coming in. Rightly or wrongly, consumers are already jaded when dealing with car dealerships. This is simply exacerbated if they come in only to be met with high-pressure salespeople extolling how the dealership only wants to earn their business “right now!” Not in the future. Not for life. Not even for another day.
Imagine going on a first date and telling them that tonight is the only chance they get to have a relationship with you. You’d probably get laughed at right before your date gets up and leaves you standing there with a disbelieving look.
Relationships with your dealership are no different. In fact, it’s much harder for a business to build a relationship with a customer than it is on a personal level. And, by beginning the relationship with a message of “this is your one and only chance,” you send a message contrary to the one you should be sending.
Customer loyalty is built on emotion. That’s why we spend our money on brands we love and that make us feel appreciated. Those brands don’t focus on immediacy, or messages of “right now!” Rather, their message is focused on long-term customer relationships by catering to emotions.
Think of the last commercial you saw that brought tears to your eyes. What about that business involved in philanthropic efforts that you care about? Or, if nothing else, the one that always delivers excellent customer service and fulfills its brand promise? Those are the businesses which build loyalty organically and enjoy a stable base of loyal customers built on a strong foundation.
The next time your dealership is tempted to push a customer into deciding “right now,” consider how that will affect the long-term relationship you have yet to build. If lifetime customer value means anything to you, and you would like to see hundreds of thousands of dollars flow into your dealership from repeat, service and referral business, you may want to reconsider your tactics.
Of course, if you are only interested in the immediate gross profit and don’t care about the future, you may find yourself in an eternal search for the next date. And that may be a lonely journey.