Lately, we listened to a 27 hour-long selling seminar recorded back in 2000 that reminded us of an extremely crucial, but extraordinarily overlooked car dealer marketing method that would mean the distinction involving going into the red and record-breaking sales for your shop this year.
At this seminar they had been solely scratching the surface of this thought… since in 2000, the technologies wasn’t as cost-effective or simply accessible as it is now. But lately, it is critical, and for those who aren’t doing this 1 factor, you’d prefer to commence right away in case you want to see many leads, prospects, and referrals coming back into your retailer.
So what are we tend to speak concerning that may quickly and proficiently maximize your dealership’s marketing efforts and in the end your bottom line?
We’re talking regarding systematically collecting make contact with information for every single prospect or client that bargains together with your retailer.
Most folks who marketplace on-line comprehend this concept. In truth, it is how they make a living. Even so countless tiny dealers we tend to encounter do not get the ability of this. You’d prefer to be actively making & using a database. Your database is GOLD! The truth is, it is higher than Gold— it’s like acres of diamonds just waiting to become mined by somebody who knows the potential of what’s hidden in the planet beneath him.
I’d say 50% of dealerships collect contact information when a client buys something…and maybe 15% do a great job at keeping it current and in a usable state. Nonetheless, the sad part is that solely 2% collect any data from prospects and leads before the sale…which could be a HUGE mistake on the dealer’s part.
The ability is in the follow-up. Yes, it is nice to have the get in touch with info of consumers who purchased from your retailer to remind them of referral opportunities or future offers…even so what regarding the power to consistently and often follow up with those inquiring regarding or perhaps considering buying a car from you?
The opportunity is priceless.
Nevertheless, once more, we’re not talking about catching a client’s contact information on the fly or simply when it involves your attention. No, we’re talking regarding having a full-blown automated system that’s used consistently and without fail to ensure get in touch with information is being collected from leads, prospects, and customers 100% of the time.
At the least, you’d like a break’s email address and their permission to send stuff in the future. It is imperative, will quadruple the effectiveness of your promotion and significantly impact your bottom-line. At best, you’d like full speak to info so you mail, email and phone them.
So here’s the massive question…
How does 1 get all that data?
Easy. You incentivize the exchange. You provide something of value in return. And I’m not speaking regarding a magnet or a t-shirt or something that is of price to YOU. No, this desires to be something of high worth to the customer in the event you expect them to fork over the goods their private contact info) and welcome communication from you within the future.
And let me be perfectly honest in saying that while there could be an initial time or cash investment on your part in creating this “item of value”, giving the customer one particular thing they want in exchange for an email address may well be a deal HEAVILY skewed in your favor. That’s simply because you’ve now gotten their permission to create relationships and woo them into turning into customers for life. That’s how raving fans are born who suggest and talk concerning you to others. That’s how you get additional referrals than you’ll handle and that’s how you can harness the potential of that every single one elusive, best-marketing-on-the-planet-because-it’s-free Word Of Mouth Advertising.
