We're joined today by Steve Zanlunghi of Absolute Results to discuss how dealerships can mine the gold in their customer databases and build lasting loyalty. Steve has years of experience running private VIP sales events and shares his insights on what makes them successful. A key takeaway is that events should be an integral part of a dealer's marketing strategy, not just one-off promotions. Steve explains how to leverage your database to target customers who are in-market to buy and prime them for an event with tailored messaging. This creates an audience excited to attend and buy. He details the differences between dealer-run events versus having a company like Absolute Results handle it. Their expertise in organizing and promoting events generates higher turnout and sales. But regardless of who runs it, Steve stresses the importance of follow-up and nurturing attendees after the event to build loyalty. Valuable insights are shared on understanding buyer behavior between brands and integrating the sales team seamlessly into the event. Steve emphasizes that while driving sales is crucial, ensuring guests have an enjoyable experience is equally vital. This mix of commerce and entertainment is at the heart of any thriving private sale. The knowledge Steve imparts equips dealers with strategies to maximize their database's value and turn events into a sustainable sales channel. His blend of marketing savvy and human insights makes this a must-listen for dealers and managers aiming to grow their business.