Recently, we have a tendency to listened to a twenty seven hour-long selling seminar recorded back in 2000 that reminded us of a terribly vital, yet extraordinarily 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 reasonable or easily accessible as it is now. But nowadays it’s essential, and if you aren’t doing this one factor, you wish to start immediately if you want to determine a lot of leads, prospects and referrals coming back 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 about systematically collecting contact info for every prospect or customer that deals with your store.
Most people who market on-line understand this concept. In fact, it’s how they create a living. But so many small dealers we encounter don’t get the ability of this. You would like to be actively making & using a database. You’re database is GOLD! In fact, it’s better than Gold— it’s like acres of diamonds just waiting to be mined by somebody who is aware of the potential of what’s hidden in the world beneath him.
I’d say 50% of dealerships collect contact information when a client buys one thing…and maybe 15% do great job at keeping it current and in a usable state. Nonetheless the unhappy part is that only 2% collect any info from prospects and leads before the sale…which is a HUGE mistake on the dealer’s part.
The power is in the follow-up. Yes, it’s nice to possess the contact info of consumers who purchased from your store to remind them of referral opportunities or future deals…but what regarding the ability to consistently and frequently follow up with those inquiring about or even considering buying a car from you?
The chance is priceless.
But again, we’re not talking about catching a client’s contact info on the fly or simply when it involves 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 want a possibility’s email address and their permission to send stuff within the future. It is 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 big query…
How does one get all that info?
Easy. You incentivize the exchange. You offer one thing of worth in return. And I’m not talking regarding a magnet or a t-shirt or one thing that’s of worth to YOU. No, this wants to be something of high price to the client if you expect them to fork over the goods their private contact data) and actually welcome communication from you within the future.
And let me be perfectly honest in saying that whereas there could be an initial time or cash investment on your part in creating this “item of value”, giving the customer something they need in exchange for an email address is a deal HEAVILY skewed in your favor.
That’s because you’ve now gotten their permission to form relationships and woo them into turning into customers for life. That’s how raving fans are born who advocate and speak about you to others. That’s how you get additional referrals then you’ll be able to handle and that’s how you can harness the power of that every 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 collect the contact data (particularly email) of all the prospects you encounter every day. With email you’ll be able to market to them free in the longer term…and what sort of marketing is best than free?
Jimmy Vee and Travis Miller are the nation’s leading experts on attracting customers and the co-authors of Gravitational Marketing: The Science of Attracting Customers. Get important automotive advertising tips for FREE by requesting their FREE video training called The New Rules Of Automotive Marketing created especially for Car Dealers and Managers by visiting www.RichDealers.com
