One of the things I have discovered after speaking to hundreds of dealer principals; is that every dealer thinks their particular dealership is different. Well, they do have one thing right. In fact, every dealer out there has something different or special about their store. But the mistake you all make is keeping your "specialties" quiet. You all have a great opportunity to promote yourselves and your dealership and the best part is that you can do it for the cost of a stamp.
That’s right – learn how to write a simple 1-page release and send it out in a #10 envelope. Your local papers and media are hungry for your story. But they can’t run it unless you give it to them. Making the mistake in your thinking that they will seek you out is simply – a mistake! In fact, over 80% of all local news stories are a result of a simple press release.
Study Donald Trump…
Love him or hate him, there’s probably no one on the planet better at "Shameless Self Promotion" than Donald Trump
Tuesday, March 22, 2011
Thursday, March 17, 2011
Not Understanding The Importance Of Marketing In Your Dealership - Mistake #8
This is a question that I ask many of my clients over the years. And they really have no clue as the importance of properly marketing their dealerhsip.
The best way that I can describe the importance of marketing is:
Develop marketing strategies - Determining exactly where your dealership wants to be in a say 1-5 years and developing a strategy that will help your dealership to get there. Marketing strategies need to be tailor made for your store and should be a simple document, produced in a manner that will allow your staff to implement all your chosen strategies
.
From my own experience, a good marketing strategy encompasses a wide range of subjects including identifying a business’ current:
strengths
weaknesses
opportunities
threats.
It makes recommendations on the business’ promotional material, advertising, corporate image, public relations activity, internet strategy and levels of customer service.
For information on marketing your own dealership, have a peak at
The best way that I can describe the importance of marketing is:
Develop marketing strategies - Determining exactly where your dealership wants to be in a say 1-5 years and developing a strategy that will help your dealership to get there. Marketing strategies need to be tailor made for your store and should be a simple document, produced in a manner that will allow your staff to implement all your chosen strategies
.
From my own experience, a good marketing strategy encompasses a wide range of subjects including identifying a business’ current:
strengths
weaknesses
opportunities
threats.
It makes recommendations on the business’ promotional material, advertising, corporate image, public relations activity, internet strategy and levels of customer service.
For information on marketing your own dealership, have a peak at
Tuesday, March 8, 2011
Working ‘IN’ Your Dealership Rather Than ‘ON’ Your Dealership - Mistake #7
Dealer Principals, you started your business because you were good at being a sales man, orgainizer, financer or leader etc. Most every schoooling or college programs do not teach you how to properly market your dealership, so you have to learn it on your own; or find someone who does know marketing to help you.
The typical answer of “I’m TOO BUSY to worry about marketing” is said by almost every Car Dealer in North America. This is the worst excuse you could ever use.
As the owner of your dealership one of your most important duties is to properly market your store. This is in addition to leading your company. If you completely third-party this to someone else, or even worsel, ignore marketing completely, your dealership will suffer sales and high Retern-On-Investment profits. The real money is in the marketing of your dealership and not in the vehicles you sell or services you provide.
Take the time to gather an understanding so that when "typical" sales people are trying to sell you advertising you can choose to spend your dollars more wisely on higher ROI items. This will also give you the knowledge to find the best companies to help your dealership out to achieve better profits.
The typical answer of “I’m TOO BUSY to worry about marketing” is said by almost every Car Dealer in North America. This is the worst excuse you could ever use.
As the owner of your dealership one of your most important duties is to properly market your store. This is in addition to leading your company. If you completely third-party this to someone else, or even worsel, ignore marketing completely, your dealership will suffer sales and high Retern-On-Investment profits. The real money is in the marketing of your dealership and not in the vehicles you sell or services you provide.
Take the time to gather an understanding so that when "typical" sales people are trying to sell you advertising you can choose to spend your dollars more wisely on higher ROI items. This will also give you the knowledge to find the best companies to help your dealership out to achieve better profits.
Wednesday, March 2, 2011
MISTAKE #6: "Believe That You Are Your Customer."
Does the title make sense to you? Far too many times business owners have told me their customers are "too smart" for "this" or "that" marketing or advertising.
This type of "thinking" in your dealership is very bad for your sales and profits. In fact I have been a student of marketing for many long years now and the most successful marketing piece I have come across of was a simple hand written letter on yellow lined paper. It has been used with all types of businesses and did not matter whether who the customer was.... Great reults came from every style of customer - including yours.
There is a lot more than simply using yellow lined paper. There were proven strategies and techniques used.
What you should pay attention to is this - the simple fact that just because YOUR or YOUR STAFF might not respond to something, it doesn’t mean your prospective customers won’t. You need to test new ideas all the time within your store. There is no such thing as failed results - but rather testing until you see the results you are look for.
That is it. Now go test, test test…
This type of "thinking" in your dealership is very bad for your sales and profits. In fact I have been a student of marketing for many long years now and the most successful marketing piece I have come across of was a simple hand written letter on yellow lined paper. It has been used with all types of businesses and did not matter whether who the customer was.... Great reults came from every style of customer - including yours.
There is a lot more than simply using yellow lined paper. There were proven strategies and techniques used.
What you should pay attention to is this - the simple fact that just because YOUR or YOUR STAFF might not respond to something, it doesn’t mean your prospective customers won’t. You need to test new ideas all the time within your store. There is no such thing as failed results - but rather testing until you see the results you are look for.
That is it. Now go test, test test…
Tuesday, February 22, 2011
Mistake #5 - No Lost Customer Activation Program For Your Car Dealership
If getting a referral customer into your dealership is the second easiest way to sell, then what type of customer do you thing is the third easiest to sell to?
Give up? Well every dealer faces losing customers each month and year. These customer are your answer.
95% of car dealers ignore or avoid attempting to do business with customer from years ago. I don't know why because it is they people that already know and trust your store and are far quicker / easier to get back into your dealership and close....
Make sense?
This is a large mistake far too many businesses and car dealers make. Make up for this by adding a Lost Customer Activation Program into your dealership.
This will take some planning and organization, but is well worth it. There is no limit of the success and profits you can get using this strategy.
Don’t worry if your store falls victim to the last 5 mistakes. Over 95% of every Car Dealer is making these mistakes! Now, what is your dealership going to do about it? Get your staff together and get into gear.
Give up? Well every dealer faces losing customers each month and year. These customer are your answer.
95% of car dealers ignore or avoid attempting to do business with customer from years ago. I don't know why because it is they people that already know and trust your store and are far quicker / easier to get back into your dealership and close....
Make sense?
This is a large mistake far too many businesses and car dealers make. Make up for this by adding a Lost Customer Activation Program into your dealership.
This will take some planning and organization, but is well worth it. There is no limit of the success and profits you can get using this strategy.
Don’t worry if your store falls victim to the last 5 mistakes. Over 95% of every Car Dealer is making these mistakes! Now, what is your dealership going to do about it? Get your staff together and get into gear.
Friday, February 18, 2011
Mistake #4 - Not Having A Referal System At Your Car Dealership
Do you know the 2nd easist way to sell your vehicles? A great Ad? NOPE. The answer is through a Rreferral. Unfortunately, most dealerships are living with the ideal that if they have great vehicles, happy staff and treat their customers well, these customers will tell just about everyone they know and get all their contacts into your store... This is far from the truth.
The “No Referral Program At Your Car Dealership” is a marketing mistake you need to take notic of. The last thing your customer thinks after they sign on the bottom line: “Whom can I send to this fantastic dealership so that they can get sell more cars...?”. Now, this is not because they don't like you... . It’s because we all live in a very busy time with no time to think about it. For this reason what you need is to have a “Customer Referral Program” in place, which will give your existing customer the push they need to promote your dealership.
When it comes to referrals, we have a system in place; month after month. The most inexpensive form of marketing and advertising is when your current customers tell others about your dealership. Invest in a Referral Program to increae slaes and service at your dealership.
Interested to know more? Have a look at these Automotive Marketing Books to set your dealership apart!
The “No Referral Program At Your Car Dealership” is a marketing mistake you need to take notic of. The last thing your customer thinks after they sign on the bottom line: “Whom can I send to this fantastic dealership so that they can get sell more cars...?”. Now, this is not because they don't like you... . It’s because we all live in a very busy time with no time to think about it. For this reason what you need is to have a “Customer Referral Program” in place, which will give your existing customer the push they need to promote your dealership.
When it comes to referrals, we have a system in place; month after month. The most inexpensive form of marketing and advertising is when your current customers tell others about your dealership. Invest in a Referral Program to increae slaes and service at your dealership.
Interested to know more? Have a look at these Automotive Marketing Books to set your dealership apart!
Wednesday, February 16, 2011
Mistake #3 - Not Looking At Diversification Advertising For Your Dealership
I’m continually amazed at how many car dealerships still are NOT aware of the vast number of different types of advertising and marketing media that they can “cost effectively” use to market their vehicles and dealership services. Let me prove it to you…have you ever heard of an advertising media called Voice Broadcast? Well, let me tell you one thing about this powerful media EVERY one of you, I don’t care what vehicles you are selling – either high price or bargain beater vehicles – you should be using this automated technology.
Voice Broadcast is just one of several types of media that you should be using in your deaerlership as part of your multi-step marketing campaigns. Marry just one type of advertising media in your marketing and adversting and you will suffer from ‘mediocrity’ to 'none' in your marketing results.
Voice Broadcast is just one of several types of media that you should be using in your deaerlership as part of your multi-step marketing campaigns. Marry just one type of advertising media in your marketing and adversting and you will suffer from ‘mediocrity’ to 'none' in your marketing results.
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