How car dealership Group Ghistelinck made cross-selling work
Group Ghistelinck finds a full solution for every transport need, with the right Mercedes vehicle and the right service.
Industry: Automotive - Motor Vehicle Manufacturing
Company Size: 250-500
Location: Belgium & France
Extra: Group Ghistelinck is the only private automobile distributor in Belgium with complete retail coverage of the national territory.
Group Ghistelinck has been a leading Mercedes-Benz concessionaire in Belgium since 1950. As a company that puts the needs of their customers first, they develop a deeper bond that results in repeat business over the years. Dealerships are quite used to the old ways of selling to their customers. That’s why Sunday entered to change the game. To boost their cross-selling strategy, Sunday created branded gift boxes filled with fashionable socks to send to their customers in Belgium. Through the Sunday Wardrobe™ we made it super easy for Ghistelinck to warehouse, handle and ship the gift boxes in just a few clicks. Read the full case study and unravel the secrets of cross-selling.
Businesses in all industries share a common goal — generate and continually increase their revenue stream. Since you cannot rely on merely selling and leasing vehicles along with the added income from the repair sales, cross-selling at car dealerships comes into the picture.
Because Group Ghistelinck is much more than just a Mercedes-Benz garage, they focus on solutions for the customer, and therefore want to enhance their customer journey, whether you are a private individual or a company manager.
In this case study you’ll discover everything about the importance of customer experience in order to engage in cross-selling.
Group Ghistelinck: concession holder Mercedes-Benz.
Group Ghistelinck has been a leading Mercedes-Benz dealer in Belgium since 1950. With the headquarters in Waregem included, the company currently has 9 branches spread over Flanders and the North of France. Ghistelick's vision is supported by the company's culture, which is based on four values; passion, respect, discipline and integrity. The result of those core values is of course the appreciation of a strong relationship with customers based on mutual trust, responsibility and ownership.
Positive customer experiences can influence customers buying habits. This is especially true when cross-selling techniques successfully present the buyer services that align with their needs. For the automotive industry, cross-selling is key. So Sunday helped Ghistelinck’s vision “Don’t sell a product, sell an experience” transform into reality by implementing company fashion within their sales process.
100% action, 0% hassle
When you buy a car at Group Ghistelinck, you will be given a lead time (= the amount of time your project will take); however, this is subject to change. Once the car is bought the excitement is at its highest. That peak is not matched until several months later when the car is delivered. To create a second peak of excitement, a branded customer gift is sent.
According to the book Marketing Metrics, the probability of selling to a new prospect is 5-20%, but the probability of selling to an existing customer is 60-70%. Once you’ve sealed the deal with someone, keep them in the loop at your dealership. When customers are updated on service deals like car insurance, they’re also sent a gift. This action provides opportunities to sell, upsell, and create a relationship that may just lead to constant referrals.
We designed and produced a gift box containing azure colored socks with a pattern of darker blue cars. The Ghistelinck logo was deliberately put on the sole of the sock with the goal of keeping the branding subtle. The cardboards create two different QR codes. One takes you directly to the car insurance service page and one links to the car maintenance page. This way, Ghistelick’s consumers receive the message: "While we take care of your car, you can already take care of your car insurance."
Ghistelick didn’t want the hassle that comes with stocking company fashion at HQ and getting the products shipped out to the correct addresses, so of course, they were immediately on board with our SaaS-platform the Sunday Wardrobe™. Through our platform we made it super easy for Ghistelinck to warehouse, handle and ship the giftboxes to their customers all over Belgium. Everything is automated through our platform, so the sales have a clear overview of the shipping status of each package.
Branded gifts are the key to cross-selling
The gift serves to spike the customer’s enthusiasm before receiving the new car, but it’s also the perfect moment for sales to reconnect with clients. At this time, with the new car within reach, the customer is ready to take up the conversation about additional services offered by Ghistelinck, like insurance.
Cross-selling techniques should not only be used, but they should also be encouraged and developed by dealership management. By directing the customer to other relevant products or services, Ghistelick provides massive value, while simultaneously boosting their revenue.
Admit it, everyone loves gifts, right? As an ambassador of Ghistelinck, Evi Gruyaert was one of the first to receive a package. And? Happy customers often share their experiences on social media, which of course sparks the conversation about your brand. Conclusion? Branded gifts are the key to cross-selling in the automotive industry.