Thursday, January 29, 2009

I stayed home from NADA and made $100,000.

Well you did it. You made the trip to New Orleans. You partied hard. You had fun. You walked those aisles of vendors. You sat through seminars on many different topics. Tell me you learned something. If you tell me yours, ill tell you mine. Ill tell you about my weekend at the dealership.

We held a good ole fashion service clinic. We said to all our customers “Spend 30 Minutes with the Car Doctor”. And on Saturday they did. The dealership with some help put on an event that is nearly unprecedented. Let me share a few statistics.

2650 Invitations
125 Completed Reservations
15 Walk Ins
140 Completed Inspections

10 Cars Left in the Dealership
15 Appointments Made
$1,000 Average Repair Order Estimate

$25,000 Generated and sitting on my lot by Monday night

$6,500 Mailer and Food and Gifts
$3,000 Reimbursed by sponsoring vendors attending the event
$3,500 Net Cost

Lets talk about these statistics. I sent out 2650 invitations to my current customers. We used James Kennedy and AIM Productions for mailers. They have a custom piece that has proven itself over and over to drive traffic to this type of even. Each piece was hand addressed to the customers. AMAZING!

125 customers called in for reservations. 15 additional customers walked in through out the day. That gives me 140 total inspections. My technicians had one appointment every half hour. The customer response was tremendous. Customers loved getting under the car and seeing their vehicle in the air and spending 30 minutes with my mechanics. It was fun for everyone. During the recap and beer session I had with my mechanics at the end of the day, they loved it too.

The customers could see the car; see the oil leaks and the other issues on the vehicle. They could feel them too. It was quite an event. And I submit the customer satisfaction that we will derive will be off the hook as well. My general manager mingled all day with the owners. We generated $25,000 worth of revenue for Monday and a priceless amount of goodwill.

We also provided gift bags with our company t-shirts and gave away free Nitrogen caps. This is another call to action for our customers. When they return for the services that we noted, they will receive free nitrogen for their tires. I make my own nitrogen.

And I sold spots to the event to my vendors. They paid for one half of the event. And they helped entertain the customers during the paperwork process. They were required to give away gifts and prizes too. This was a win for everyone.

My service advisors have over 100 customers to call early next week to schedule appointments for work that they know about and want to have completed.


Overall, I expect to generate $100,000 in parts and labor sales from my event. How did NADA work out for you?

Steve Shaw,

Comments or suggestions?
e-mail Steve Shaw @