SYRACUSE, New York — When it comes to introducing itself to the community, Maguire Nissan of Syracuse has chosen the personal touch.
Open for just a month, the franchise was purchased from Bill Rapp by the Maguire Family of Dealerships, which operates 18 new car franchises in eight locations throughout central New York.
To ease the transition, General Manager Frank Vanderpool is writing 6,000 customers directly, hand-signing and addressing each note for that personal touch, Business Development Manager Jennifer Kingston told Edmunds.
"Frank wanted to personally let them know where we are located and what this means for their warranties and their future service visits," Kingston said.
The response from the first batch of letters mailed was immediate, with several customers stopping by to say hello, service their car or check out the 2016 Maxima or 2015 Rogue Select in the showroom, she said.
"The phone calls really picked up, too," Kingston added.
Customers wanted to hear more about the non-commissioned sales team, the no-haggle policy and the "5Gs and the keys" price guarantee, which is designed to beat any other upstate New York dealer's advertised price or the dealership gives the customer $5,000 and the car is free.
"While 6,000 letters is a lot of mail, Frank is finding out the personal approach means a lot to people," Kingston said.
Edmunds says: A low-tech solution packs a powerful punch in helping a dealership to make a connection with customers.