Joe,
Could you describe those custom solutions? What did you do when you managed those departments at the dealer?
Don't sell them a car, sell them an fantastic experience. Send an auto-responder with an exclusive invite:
...If you register, you'll love our free non-commission Concierge services, you'll get
PRE SALE
-Shopping Assistant (Non-commission)
-Price Guarantee
-Member only Trade-in services (we come to you!)
-Finance Rate Guarantees
-Express Delivery
-Open till 9pm
POST SALE
-Service Concierge
-Shuttle services
-Loaner services
-Express Service
Have this teaser email link off to a custom landing page. Create a great members benefits display. Include a personal video invite from the GM/Dealer Principal. Ask them to register. If they register, turn this lead over to a product & customer service specialist who can deliver on this "high touch, soft sell vision" (to start it off, I'd pick a sales rep with a personality that fits this need).
If they don't register, Cookie them and deliver custom messages (onsite, emails and retargeting) to invite the shopper to experience "the freedoms" this service provides.
The service needs member reviews to make it real. To jump start the game plan, add rich incentives to those that register.
If you look at this from a high level, THIS IS A PRIVATE TEST. Before it goes public, Management can watch and listen to calls and
evaluate if shoppers really like this service. Management must work hard at giving the shopping assistant all the support they need to get the shoppers wishes done.
Lastly, if this is successful, use your service lanes as an entrance into this program.
If they didnt buy (x months pass), move them into the service marketing side (retargeting and emails).
