We're all missing out on the "Spontaneous customer"

"Spontaneous customers break most all the data pick logic rules; They make rapid decisions based on emotion, they may owe more on their car than what it's worth, they're not in market, and they're starving for auto-attention or someone to pay attention to them."

As I attend the latest workshops and roundtables I see most vendors and subject matter experts chasing after fragmented opportunities of what is left of social media and the internet, I'm glad that I stayed with white paper and see-through envelopes, and custom gift cards. One of our larger clients, mails out over 500 million mail pieces a year. What can one learn from that? Spending that kind of money on marketing you'll be anxious to get it right, everytime.

Most companies focus on great logic credit equity or in the market customers and chase after them. Leaving one the greatests groups to go after; Spontaneous customers

Spontaneous customers are inside your database and are willing to take your recommendation on any new or different value-propositions that you may present to them. They just need some loving.

I know Lexus stores here in the US that believe in this magic as well. Their best sales people hire personal assistants that go through their database looking for the right people to call, and out of the blue, invite them down for a visit. One team of two women that I know of sold almost 40 cars in one month chasing spontaneous customers.

Nothing wrong with credit equity customers as well, but you have everyone chasing them. Spontaneous customers break most all the data pick logic rules. They may owe more on their cars than it's worth, they're not in market, and they're starving for attention or someone to pay attention to them.

On the other end of the spectrum, if I wanted to sell more Prius customers, I would be focusing in on customers that are not in market but fall into spontaneous categories that made sense and are starving for attention. Why did they buy the car in the first place? By driving one, didn't they want to send a message to the rest of us?

Focus on the people that need the most attention and romance them back to the dealership when they are "not in-market"according to repurchase logic. The results will support my theory.