First up,One dealer had started doing newsletters to his existing customers.  He actually brought it all in house, got a printing system that would allow him to input a mailing list, send out letters to any list he wants.  So he sent out letters to his existing customers several times a year, and he got responses almost immediately.  In fact, he said he would get calls from customers telling him it was a great newsletter.  He would ask how he could be of service, they would say  they didn't need anything, just really liked the newsletter.  OK, so did not happen that much,  many would call in to schedule service, ask questions about new systems, accessories, all kinds of stuff. 

Second thing he did was commit to a training program for every employee.  Install, service, sales, even the office staff got regular sessions on how to work with customers, what to say, not to say.  He replaced his yellow pages advertising with pay-per-click through his web site.  He also spent some money to improve the website presence, made it interactive, made it user friendly.  Put in coupons, FAQs, videos, things that people want to see. 

He also worked on system pricing, putting together system pricing on entry level systems as well as the highest efficiency units they wanted to sell.  Gave the customers more options, and did not cannibalize the high end sales, just added entry level.  So business grew, profits are up, everyone is happy.

Second dealer, Same meeting, had great results, sales were up 25% over 2008.  He credited it to several ideas.  First, he had put together a set of procedures for every part of the business.  Dispatch, installs, sales, service calls, everything.  He micro-managed each customer transaction, to improve the results and try to avoid the mistakes that happen when they are doing what they do on a daily basis. 

He spent lots of time working on referrals, gave them his full attention last year.  His installers started a program where they set a hand-written note to each install customer, thanking them for the chance to be involved.  That worked so well, he now sends a hand-written note to each service customer over a certain amount, started at $1000, then moved to $750.  Referrals are at an all time high, techs are setting leads at record rates.  Possibly due to the twice weekly training sessions he conducts.  Maintenance agreements are also getting a new focus, paying attention to one of the most important sales opportunities on the planet.  He also tracks each aspect of the customer experience: close rate, average ticket, call-backs, leads set and sold, everything.  Posts the results where everybody can see them, an open book.