Recently, we listened to a 27 hour-long selling seminar recorded back in 2000 that reminded us of a very important, 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 affordable or easily accessible as it’s now. But these days it’s essential, and if you aren’t doing this one thing, you would like to begin immediately if you want to see a lot of leads, prospects and referrals coming back into your store.
So what are we have a tendency to talking concerning that may quickly and effectively maximize your dealership’s marketing efforts and ultimately your bottom line?
We’re talking concerning systematically collecting contact data for each prospect or client that deals with your store.
Most individuals who market on-line understand this concept. In fact, it’s how they make a living. However so many tiny dealers we tend to 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 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 data when a client buys something…and maybe 15% do 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’s nice to have the contact info of consumers who purchased from your store to remind them of referral opportunities or future deals…however 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.
However 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 contact information is being collected from leads, prospects and customers 100% of the time.
At the very least you want a break’s email address and their permission to send stuff in the future. It is imperative, will quadruple the effectiveness of your promoting and significantly impact your bottom-line. At best, you want full contact info so you mail, email and phone them.
So here’s the massive question…
How does one get all that data?
Easy. You incentivize the exchange. You provide something of value in return. And I’m not talking concerning 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 if you expect them to fork over the goods their private contact info) and actually welcome communication from you within the future.
And let me be perfectly honest in saying that while there may be an initial time or cash investment on your part in creating this “item of value”, giving the customer one thing they want in exchange for an email address may be a deal HEAVILY skewed in your favor.
That’s 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 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.
However it all starts with aggressively pursuing and creating it a TOP priority to gather the contact data (especially email) of all the prospects you encounter every day. With email you’ll be able to market to them for free in the long run…and what type of selling is best than free?