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Recently, we listened to a twenty seven hour-long selling seminar recorded back in 2000 that reminded us of a very necessary, yet extremely overlooked car dealer marketing strategy that would literally mean the distinction between going into the red and record-breaking sales for your store this year.
At this seminar they were solely scratching the surface of this idea… because in 2000 the technology wasn’t as cheap or easily accessible as it is now. However these days it is essential, and if you aren’t doing this one factor, you need to start immediately if you wish to work out additional leads, prospects and referrals returning into your store.
So what are we tend to talking regarding that may quickly and effectively maximize your dealership’s marketing efforts and ultimately your bottom line?
We're talking regarding systematically collecting contact info for every prospect or client that deals with your store.
Most individuals who market on-line understand this concept. In fact, it’s how they create a living. But so many small dealers we tend to encounter don't get the ability of this. You wish to be actively creating & using a database. You’re database is GOLD! In fact, it’s higher than Gold--- it’s like acres of diamonds simply waiting to be mined by someone who knows the potential of what’s hidden in the world beneath him.
I’d say 50% of dealerships collect contact information when a customer buys one thing…and maybe 15% do nice job at keeping it current and in a usable state. Yet the sad part is that solely 2% collect any data from prospects and leads before the sale…which may be a HUGE mistake on the dealer’s part.
The ability is in the follow-up. Yes, it’s great to own the contact info of customers who purchased from your store to remind them of referral opportunities or future deals…however what regarding the flexibility to consistently and frequently follow up with those inquiring regarding or even considering buying a car from you?
The opportunity is priceless.
But once more, we’re not talking about catching a client’s contact information on the fly or just when it involves your attention. No, we’re talking regarding having a full blown automated system that’s used consistently and without fail to make sure contact info is being collected from leads, prospects and customers 100% of the time.
At the very least you want an opportunity’s email address and their permission to send stuff within the future. It's imperative, will quadruple the effectiveness of your promoting and considerably impact your bottom-line. At best, you wish full contact info so you mail, email and phone them.
So here’s the large question…
How does one get all that info?
Easy. You incentivize the exchange. You supply one thing of value in return. And I’m not talking about a magnet or a t-shirt or one thing that's of price to YOU. No, this needs to be something of high worth to the client if you expect them to fork over the goods their private contact information) and truly welcome communication from you within the future.
And let me be perfectly honest in saying that while there could be an initial time or money investment on your half in making this “item of value”, giving the customer something they want in exchange for an email address could be a deal HEAVILY skewed in your favor.
That’s because you’ve now gotten their permission to form relationships and woo them into becoming customers for life. That’s how raving fans are born who recommend and speak regarding you to others. That’s how you get more referrals then you'll be able to handle and that’s how you can harness the ability of that each one elusive, best-marketing-on-the-planet-because-it’s-free Word Of Mouth Advertising.
But it all starts with aggressively pursuing and making it a TOP priority to gather the contact data (particularly email) of all the prospects you encounter every day. With email you can market to them free in the longer term…and what type of marketing is better than free?
At this seminar they were solely scratching the surface of this idea… because in 2000 the technology wasn’t as cheap or easily accessible as it is now. However these days it is essential, and if you aren’t doing this one factor, you need to start immediately if you wish to work out additional leads, prospects and referrals returning into your store.
So what are we tend to talking regarding that may quickly and effectively maximize your dealership’s marketing efforts and ultimately your bottom line?
We're talking regarding systematically collecting contact info for every prospect or client that deals with your store.
Most individuals who market on-line understand this concept. In fact, it’s how they create a living. But so many small dealers we tend to encounter don't get the ability of this. You wish to be actively creating & using a database. You’re database is GOLD! In fact, it’s higher than Gold--- it’s like acres of diamonds simply waiting to be mined by someone who knows the potential of what’s hidden in the world beneath him.
I’d say 50% of dealerships collect contact information when a customer buys one thing…and maybe 15% do nice job at keeping it current and in a usable state. Yet the sad part is that solely 2% collect any data from prospects and leads before the sale…which may be a HUGE mistake on the dealer’s part.
The ability is in the follow-up. Yes, it’s great to own the contact info of customers who purchased from your store to remind them of referral opportunities or future deals…however what regarding the flexibility to consistently and frequently follow up with those inquiring regarding or even considering buying a car from you?
The opportunity is priceless.
But once more, we’re not talking about catching a client’s contact information on the fly or just when it involves your attention. No, we’re talking regarding having a full blown automated system that’s used consistently and without fail to make sure contact info is being collected from leads, prospects and customers 100% of the time.
At the very least you want an opportunity’s email address and their permission to send stuff within the future. It's imperative, will quadruple the effectiveness of your promoting and considerably impact your bottom-line. At best, you wish full contact info so you mail, email and phone them.
So here’s the large question…
How does one get all that info?
Easy. You incentivize the exchange. You supply one thing of value in return. And I’m not talking about a magnet or a t-shirt or one thing that's of price to YOU. No, this needs to be something of high worth to the client if you expect them to fork over the goods their private contact information) and truly welcome communication from you within the future.
And let me be perfectly honest in saying that while there could be an initial time or money investment on your half in making this “item of value”, giving the customer something they want in exchange for an email address could be a deal HEAVILY skewed in your favor.
That’s because you’ve now gotten their permission to form relationships and woo them into becoming customers for life. That’s how raving fans are born who recommend and speak regarding you to others. That’s how you get more referrals then you'll be able to handle and that’s how you can harness the ability of that each one elusive, best-marketing-on-the-planet-because-it’s-free Word Of Mouth Advertising.
But it all starts with aggressively pursuing and making it a TOP priority to gather the contact data (particularly email) of all the prospects you encounter every day. With email you can market to them free in the longer term…and what type of marketing is better than free?
Triple Your Automotive
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Reviewed by Pakar Pupuk Tanaman
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12:18 AM
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