One of our biggest success techniques is promptness. We’re always chasing after it. More speed equals a lot more action that generates more results. But speed does not each time indicate doing things faster. Sometimes the most speed can be acquired from opting the best place to focus your time, energy and dollars. We call this… looking for the Closest Money.
We are regularly working and refining success strategies and advertising thoughts like these to help our private clients and members get more done and have a business and life that more ESP – Enjoyable, Simple and Prosperous. Now we don’t hope for you to spend all your time immersed in marketing and refining success strategies the way we do on a daily basis. BUT we do expect you to get the opinion we give you because we’re boiling it down for you and hopefully making you think about things you wouldn’t have thought about otherwise, challenging you to do things you will not normally do and making your brain work in ways it doesn’t naturally.
The Closest Money Strategy is something so simple and so critical to your marketing and sales success but we don’t know if we’ve mentioned here in this column before. We at least know we haven’t made a BIG enough deal about it here. We are only going to be scratching the surface of this concept here… but today it is essential and if you aren’t doing this you need to start immediately leveraging this opportunity for speed!
What we’ve identified recently is a honey-hole for dealers that quite possibly could be the closest money for you. So I’m sure you’re asking yourself…”Jim & Travis, what are you talking about??”
We’re talking about efficiently and systematically collecting your prospects’ and customers’ contact information-including email address and leveraging it fully. That means the meaningful communications that are sent so frequently with which you will be able to build a genuine relationships with your clients.
Many of the people who market over the internet understands this concept. But many sellers we encounter do not get the power of this. You need to be actively creating & using a database. Your database is GOLD! Most dealerships collect their customers’ contact info when they buy something and some do a good job at keeping it in progress and in a usable state but most don’t even do that. But just as significant as taking care of your customers’ data you also need to keep your prospects’ information.
If a lead calls up on the phone or an up shows on the lot you must have a system that collects their information. Ever notice how whenever you buy no matter what at RadioShack they always ask for your full address? They collect the information vigorously. At the very least you want a prospect’s email address and their permission to send them stuff in the future… It is imperative and can quadruple the effectiveness of your marketing and considerably impact your bottom-line. At best, you want full contact information so you can mail, email and phone them.
So here’s the big question…
How do you get all the info? You need to have a method that allows you to get at least the email of every prospect that calls, comes into your location or that you run into in public. You need something to exchange for their authorization to market to them in the nearby future… No one is really going to give you their most precious possession (their attention and time) for nothing.
So if you are going to have a opportunity at getting them to give you their contact info and in turn their attention and permission to create an open dialogue and relationship you better have something they want. We advise using valuable information and the concept of giving value first. We’ve all heard of added value after the transaction right? We think that is NONSENSE… You are rewarded for the value you deliver to the marketplace in conjunction with what you do potentially better than anyone else. And you have to deliver that value FIRST – Before a sale is ever made.
That’s how you get individuals’ attention and permission and create relationships and customers for life. That’s how you create raving followers that recommend you and talk about you to others. That’s how you get more referrals than you can handle and that’s how you can harness the power of that elusive, best-marketing-on-the-planet-because-it’s-free, Word Of Mouth Promoting. But it all starts with aggressively pursuing and making it TOP priority to collect the contact info (especially email) of all the prospects you ever come in contact with. With email you can market to them for free in the future.
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 Auto Motive 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