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Mudlick Mail Unveils New Tool To Track Direct Mail Campaign Results

Direct mail provider Mudlick Mail has developed the "Mudlick Analytics Program" (MAP), a new tool designed to help automotive repair shop owners better evaluate their direct mail campaigns. The new reporting tool tracks the entire process of a campaign - from the mailing to customer conversion.

Shop Owner Staff
By Shop Owner Staff

Direct mail provider Mudlick Mail has developed the “Mudlick Analytics Program” (MAP), a new tool designed to help automotive repair shop owners better evaluate their direct mail campaigns. The new reporting tool tracks the entire process of a campaign – from the mailing to customer conversion.

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“The Mudlick Analytics Program provides us with an effective method of showing clients the return on their investment by revealing which customers actually visited a shop after receiving a postcard – even if those customers didn’t redeem an offer,” said Mudlick Mail Project Manager Ryan Monson, who created the tool. 

The Mudlick Analytics Program ties into a shop owner’s Point-of-Sale (POS) system and generates reports on such data as customer repair orders and the average spend per visit. The tool can then cross-reference that data to determine whether those customers came from areas where direct mail campaigns were conducted.  The information can help clients discover what percentage of its customers came from which zip codes, allowing them to make adjustments if certain zip codes or neighborhoods aren’t producing a strong response rate.

“This tool really gives shop owners an accurate snapshot of their campaigns. It’s about improving their experience and helping them identify those “great” customers,” said Mudlick Mail President Tim Ross.

The tool can also offer operators insight into their retention rates by examining the frequency of customer visits. Best of all, Mudlick Mail is offering the tool as a supplement to its existing services at no additional charge. Although only available to automotive repair industry customers, the company hopes to expand the use of the Mudlick Analytics Program to other markets in the near future.

Mudlick Mail’s campaigns are developed using in-depth market research, allowing clients to focus on customers by income, geographic area and other key demographic details. Once a client has identified its target market, Mudlick Mail provides a turn-key suite of direct mail services to reach customers, including postcard design, printing, listing services, postage and delivery for one flat fee. Mudlick Mail also offers customers access to an online “learning center,” where they can find strategies on how to maximize the effectiveness of their direct mail programs.

Founded in 2008, Mudlick Mail now counts nearly 900 customers in the United States and Canada. After posting a 37 percent increase in revenue in 2012, company officials are anticipating a more than 45 percent growth rate in 2013. 

For more information visit www.mudlickmail.com.

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Phone Shoppers Made Easy

Although there is no silver bullet that will allow you to bring in every first-time caller, there are a number of things you can do to get more appointments. In this article, I would like to share some of the best practices your advisors can use that will generate immediate results.

Shop Owner Staff
By Shop Owner Staff

By Bob
Cooper of Elite

With
vehicles being built better than ever before, and with service intervals
continually being extended, you are going to see your customers less often.
This means your service advisors are going to have to be razor sharp when the
phone rings. Although there is no silver bullet that will allow you to bring in
every first-time caller, there are a number of things you can do to get more
appointments. In this article, I would like to share some of the best practices
your advisors can use that will generate immediate results.
In order for
someone to buy from you, three things need to occur: They have to like you,
they have to trust you, and they have to view you as a credible expert. So when
your phone rings, the first thing your advisors need to sell is themselves; not
the service or repair. The best way of accomplishing this goal is with a
professional, courteous and upbeat greeting, such as “Thank you for calling
Elite Auto Care, this is Bob. How can I help you this morning?” By using these
words we’re showing appreciation, by volunteering the name of our company we’re
assuring the callers that they’ve called the right number, and by providing our
name we’re beginning to build personal relationships. By asking how we can
help, we’re asking a question that will allow us to control the conversation.
By being upbeat and using the right tonality, our likeability goes up, and the
customer’s anxiety goes down.
The second
thing your advisors will need to do is slow the conversation down so the
callers don’t feel rushed, and they’ll have to become good detectives by asking
a number of questions. By having the callers talk, it will take their focus off
of the price, and it will allow them to begin to feel more comfortable with
your advisors at the same time.
When it comes
to asking for the appointment, one of the best kept secrets I can share with
you is this: With rare exception, your advisors need to offer every caller a
choice of appointment times, and whenever possible, one of those options should
be for them to bring the vehicle in now. For example; “I can squeeze you in
now, or would 2:15 be better for you?”
When it comes to auto repair, customers love finality, which is why
providing the “now” option is a powerful sales tool.
Now here’s
the absolute best-kept secret for dealing with the tough first-time callers.
Every one of your advisors needs to be aware that many “price shoppers” are
asking for price just to start the conversation, and beyond that, with rare
exception, callers don’t know the questions they should be asking. This is why
it’s a good idea to ask your service advisors to write down a list of the
questions that they think an educated caller would ask. Once they have their
lists completed, and committed to memory, then it’s easy for them to respond to
price inquiries with a statement like, “Well Larry, I know price is important
to you, and it should be, but if you call five different shops today, you’ll
more than likely get at least five different prices. Some of the other
questions you might want to ask are how long they’ve been in business, whether
or not they have certified technicians and a drug-free workplace program, and
you might want to have them walk you through their diagnostic processes as
well. You might also want to ask them if they always explore all of the options
that are available to customers when it comes to any recommended repairs, what
kind of warranties they provide, and if those warranties are in writing.”  Ladies and gentlemen, I’ve closed hundreds,
if not thousands of tough first-time “price shoppers” using this technique, so
I know it will work for you.
 If you’re still not quite sold, then consider
this. If you take my recommendations, when those price shoppers start calling
other shops, you know as well as I do that they’ll more than likely ask some of
the questions your advisors suggested to them. Not only will your competitors
be caught off guard and struggle with the answers, but in each case, the
callers will be thinking of your advisors. This is when they’ll not only realize
how well your advisors handled the call, but they’ll trust your advisors, and
you bet; they’ll now view them as credible experts as well.
For help permanently
increasing your service advisors’ sales and CSI scores, learn more about the Elite Masters Service Advisor Training
Program.

Read Full Article

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