Reaching the right people, at the right time, with the right message is key to
successful marketing. Because of this, understanding the life cycle of your
customers is an important part of your overall marketing strategy. Would you
send a sales message to a customer who recently purchased a car? Or…would you
send a service message offering a discount on their first service visit? Those are
rhetorical questions, but mapping out this communication strategy, for all profit
centers, can help maximize your margins.

The automotive industry has many profit centers, and it’s up to dealerships
to incorporate awareness opportunities in its marketing on all of them. Why
would you leave the success of your collision center up to insurance companies?
There are many ways to reinforce, throughout the customer journey, that you
should be afforded first consideration when in the need of body shop work.
Whether it’s new, used, acquisition, F&I, service, and yes…even collision, no profit
center should be neglected. Think of each of these profit centers as your children
that all need to be cared for in order for them to flourish. When all of your profit
centers flourish, so do your margins.

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