Business Services Industry
Dream opportunity; Woodward businesses use cruise to show off.(Woodward Dream Cruise)
Crain's Detroit Business, August, 2006 by Begin, Sherri
Byline: Sherri Begin Businesses are capitalizing on the Woodward Dream Cruise by hosting customer and employee parties or ticketed events for the public rather than renting out their cruise route property. For some, the events will bring in immediate revenue, but most are hoping for longer-term payoffs.
"Selling cars these days is all about developing relationships,'' said Ali Haji-Sheikh, general manager of Fred Lavery Co., a Porsche, Range Rover and Audi dealership in Birmingham. "You have a certain customer base out there and you always want to make sure you keep in touch with them and have opportunities to bring them in that aren't sales-related.'' There's no way to effectively track the financial payoff of the annual party that runs the...
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