Automotive Sales Personal Marketing

DOSSETT AUTOMOTIVE
Success is Your Business

Personal
Automotive
MARKETING

Marketing and Expanding your Influence
Get Personal

First
Have the right Mindset
Be Positive
Believe you will succeed
Be Optimistic
Look for the best in people and expect good things to happen
Don’t believe in luck
Success is the result of discipline

Keep your funnel full of prospects
If you are not keeping in front of Prospects and previous customers you are wasting time and energy.
And that’s what prospecting is all about- Action & Energy.
You must continue to:
add to your circle of influence
widen your net to find customers
Have customers referred to you
Keep in front of your existing herd

Most obvious ways to find Prospects are:
Individuals on the lot
Service Customers
Orphan Owners
INTERNET LEADS
Phone Ups
Family & Friends
Social Media activities
I Sell Cars!!

Long Term Value building Marketing
Marketing not only means getting in touch with new prospects to put in your funnel.
It means:
Keeping in touch with your existing Customers
Continually building Long Term Value Relationships
You must always strive to have a Balance of:
Prospects who are being Converted to First Time Customers
First Time Customers who are being Converted to Lifetime Customers

Benefits of Marketing
Profitability - getting the most business possible from those with whom you secure business
Long term customer referrals-
This value added strategy is the most profitable, and the makes the most sense
& Less Obvious

Keeping in touch and in front of people
You must have a Goal of being the point of contact for a new vehicle purchase.
You constantly need to let people know that:
You are the go to person for their next new vehicle!!
Or they WILL FORGET!
Stay in Touch
Develop a standard system to organize data
Store it for quick retrieval
Create a digital reminder to stay in touch
Use emails, Links, letters, industry updates, etc

Specific Ways to keep in touch or in front of Prospects
Business cards
Newsletters
Service reminders
Referral reminders
Mailers
CRM Email hellos
Email Marketing
Social Media
Give them a way to say “Hey I'm ready to buy”

Specific Ways to keep in touch or in front of Prospects cont……..
Voice messaging
Referral Programs
VIP Memberships
RSS Feeders
Text Messages
Video Email
Give them a way to say “Hey I'm ready to buy”

Customer Retention
It’s your Choice!
When you have a relationship that develops into a sale you have two choices after the sale:
To have a :
Shallow Relationship
Result:
Continual infusion of New Prospects – top of funnel
Putting in too many hours
Stress
Deep Relationships
Result:
Repeat Business
Less Stress
Less prospects need to go into the funnel

Lifetime monetary value of a Customer
As an Ultimate salesperson you must understand the long term value of having a customer for life.
This will have a dramatic impact on your sales business and the rewards you will have as a salesperson.
How much is a Value Driven High trust Ultimate Salesperson relationship worth?
Lets take a Look!!

a) Average Vehicle sales amount $22,000
b) Number of sales every three years per buyer 1
c) Revenue per year (a /3) $7330
d) Customer life cycle 20 years
e) Customer cycle Value $140,660
Indirect Referred business by happy customers
f) Customer refers 10 people (e x 10) $1,406,600
g) Referral Revenue @ 25% (2.5 out of 10) $351,650
Total Value of a Customer ( G + E ) $492,310
(1 customer & 2.5 referrals)

Thoughts about Lifetime Customers
Why does Follow-up Marketing work!
People love to feel like they are appreciated
No one else will take the time – or Cares!
Customers like having a contact in the business
It’s just good business!!

Why would you not want to Prospect & follow-up
The Excuses
Will miss Lot-Up
Takes too much Time
No one will notice or Care
I will do it later

Salesperson's Reality about Marketing
Fear of rejection
No Discipline to get started and do it
No goals beyond today
Really don’t know how
Don’t see and understand the value

Marketing – Long Term Satisfaction
Lets take a look at the difference this can make:
Relying on new BusinessMaintaining your herd
Looking for new drive in ups Making appt for repeat customer
New clients are income Existing customers are income
Rely on dealership marketing No marketing needed- no time
More hours need to be worked Less hours worked
High stress, new relationships Less stress, already known
Play within the rules Make your own rules
Keep your Herd of Customers YOURS!

Let your customer know the Value you find in them as your Customer:
Let them know how much you appreciate them
Show them you are willing to invest time in them
Let them have special access to you
Keep them up to date with constant follow up

Example of Marketing Schedule
1 Email per month
1 Video Email every 90 days
1 personal call every 90 days
Personal Visit every 6 months
Newsletter every month
Info articles every 2 months
Service or User Clinics, reminder by mail
Customer appreciation night or Event

Example of Marketing Schedule
Mail gift coupons Quarterly
Promotional items, pens, scrapers, cups
Seasonal Cards
Customer’s Birthday
Super Bowl Sunday
Anniversary
Halloween
Create your own special day (vehicle birthday)

Example of Relationship Activities
Send a picture of you and your family
Personal letters that are signed and personalized
Send info articles that are personal Branding
Send a personal CD with a thank you
Send a DVD with a Video Thank you
Send a Link to your personal website
Send an invite to your Dealership facebook page
Send a Smilebox.com video hello!
Send a link to your YouTube channel

Example of Daily Activities
Daily
4 Postcards
10-30 Phone Calls
Blog posting
Add to your YouTube channel
Facebook post
Add a business contact to your Linked-In account
Make a How-To video to add to your website or YouTube channel
1 Personal Visit
Write a few lines for your next email article
Send a fax to a company you work with
Visit a Company and give info on products
Send an invite to your Dealership Community site

Very Important
Use Humor in your message
Use pictures, Video
Be you, don’t be perfect
Act like a celebrity
Take advantage of all the media
Don’t get generic
Don’t be boring

Wendell Dossett
317-946-4912
InternetReadySalespeople.com
Education
Seminars
Marketing
15 years Automotive
7 Years Training
DOSSETT AUTOMOTIVE

Automotive Sales Personal Marketing

by wendelld on Jul 01, 2009

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Automotive Sales Personal Marketing Presentation Transcript