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automotive marketing
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The One Question That Can Triple The
Response Of Your Automotive Marketing
Recently, we have a tendency to listened to a twenty seven hour-long selling
seminar recorded back in 2000 that reminded us of a very important, nonetheless
extremely overlooked car dealer marketing strategy that could literally mean
the difference 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 simply accessible as it is now. However
today it is essential, and if you aren’t doing this one issue, you need to start
immediately if you would like to see more leads, prospects and referrals coming
back into your store.
So what are we talking regarding that may quickly and effectively maximize your
dealership’s marketing efforts and ultimately your bottom line?
We're talking about systematically collecting contact information for every
prospect or customer that deals along with your store.
Most people who market on-line understand this concept. In fact, it’s how they
create a living. But so many tiny dealers we encounter don't get the power of this.
You need 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 just waiting to be mined by
somebody who knows the potential of what’s hidden in the planet beneath him.
I’d say 50% of dealerships collect contact info when a customer buys
something…and maybe 15% do nice job at keeping it current and in a usable
state. Nevertheless the sad part is that only 2% collect any data from prospects
and leads before the sale…that may be a HUGE mistake on the dealer’s part.
The power is during the follow-up. Yes, it’s great to have the contact info of
consumers who purchased from your store to remind them of referral
opportunities or future deals…but what concerning the power to consistently and
regularly follow up with those inquiring regarding or maybe considering shopping
for a car from you?
The chance is priceless.
But again, we’re not talking about catching a client’s contact data on the fly or
just when it comes to your attention. No, we’re talking about having a full blown
automated system that’s used consistently and without fail to confirm contact
data is being collected from leads, prospects and customers 100% of the time.
At the very least you would like a possibility’s email address and their permission
to send stuff in the future. It's imperative, will quadruple the effectiveness of
your marketing and significantly impact your bottom-line. At best, you want full
contact information so you mail, email and phone them.
So here’s the large query…
How do you get all that information?
Easy. You incentivize the exchange. You offer something of value in return. And
I’m not talking about a magnet or a t-shirt or something that is of worth to YOU.
No, this desires to be one thing of high price to the client if you expect them to
fork over the goods their personal contact information) and really welcome
communication from you within the future.
And let me be perfectly honest in saying that while there might be an initial time
or cash investment on your half in making this “item of value”, giving the
customer one thing they need 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 make relationships and
woo them into changing into customers for life. That’s how raving fans are born
who suggest and talk regarding you to others. That’s how you get a lot of referrals
then you'll 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 info (especially email) of all the prospects you encounter each day.
With email you can market to them free in the future…and what sort of marketing
is healthier than free?