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Dealer Success: Direct, Tangible, and Valuable Communication

three illustrated figures holding up a bullhorn with an text icon coming out of it
Article Highlights:

  • Our customer database is the most valuable asset of our store.
  • We want communication to be direct, tangible, and to have value behind it.

Letters from happy dealers are our favorite reading material. Find a comfortable seat, fill up your coffee, and read on.


Dear Reynolds,

We started working with Targeted Marketing to do direct mail campaigns specifically targeting customers who declined service recommendations. They used a fantastic looking piece of registered mail to reach these customers. Our service manager has been receiving a lot of positive feedback – people thanking him for the reminder and even apologizing for not coming in to get the work done earlier.

We’re not in the business of selling air. When we recommend work, it’s because we have awesome techs, awesome advisors, and we want what is best for our customers. We want to push the idea to customers that a car is a significant asset, they are invested in it, and we want them to easily maintain that value. Reynolds has a fully-baked process where we can accomplish this automatically.

Our customer database is the most valuable asset of our store. Combining our data and theirs, Reynolds knows what we should do to make sure our customers get the most out of their cars. They show us open and closed opportunities, recurring customers, and even customers that we have not seen in three or four years. Reynolds has provided us a full spectrum of marketing options to reach out to each customer, whether it be through direct mail or email service reminders.

As a customer, we want communication to be direct, tangible, and to have value behind it. Reynolds is able to wrap their arms around all of that without any issue.

John Keohane,

Vice President of Operations
Temecula Valley Buick GMC

Temecula, CA

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Mollie Swygart is a marketing communications professional at Reynolds and Reynolds. She is an expert on Reynolds’ suite of cutting-edge marketing products, their functionalities, and how they can be utilized to improve dealership success. Mollie received her Bachelor’s Degree in Studio Art and English from Marietta College. She also obtained an Associate’s Degree in Marketing from Rhodes State College.

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