Business Scenario
Kiamarie is recently promoted sales manager of a Honda car dealership in Memphis, Tennessee. As a salesperson, she’s consistently been at or near the top of the sales team for over 10 years and has built a large repeat business from her client list.
Now that she’s in the position of sales manager, the owner of the dealership has given her a goal to increase year-over-year sales by 20 percent. Kiamarie intends to roll out a new strategy which is similar to the one she used when she was a salesperson.
Research by the Honda Dealership Network (HDN) indicates that most new car buyers trade-in and/or buy a new car every 3-4 years. Based on this statistic, the owner wants Kiamarie to create a Customer Relationship Management (CRM) plan and asked her to present it him at the end of the month.
Questions
-What engineered strategies might Kiamarie use to capture repeat sales from the past customers of the dealership?
-What CRM strategies do you think are most effective?Which should be avoided?
