The 3 Automotive Marketing Conquest Fatal Mistakes - And How To Avoid Them

SELLING CARS
TO CONQUEST
VEHICLE SHOPPERS

www.turbomarketingsolutions.com
As a car dealer, you need to sell cars to NEW CUSTOMERS.
When was the last time you spent money on a
conquest program THAT ACTUALLY WORKED?

Discover ONE SIMPLE THING you
need to know to boost your sales

20
deals
Have to be worth
A few minutes
of your time?

Hi, my name is Sean Cassy…
• I’m the co-founder of Turbo Marketing Solutions
• Over the last 12 years I’ve helped hundreds of dealers
of all sizes and makes across North America;
• I have created over 1,800 automotive sales funnels;
• Edited more than 2,500 automotive videos;
• Worked with Josh Towbin, the King of Cars;
• I curate automotive marketing content to over 4,000
automotive professionals on LinkedIn, Twitter,
Facebook and Instagram daily
• I’m the #1 pro-designer on Wix.com, a publicly traded
company worth 2.25 billion dollars with over 100
million Websites in over 180 countries in the world;
• And I’m the host of the podcast 30 Days To Sell Cars.

THE 3 AUTOMOTIVE
CONQUEST FATAL
MISTAKES

To treat conquest as an event
instead of a process…
The first fatal mistake

Conquest prospects will
require between
9 to 15
different points of
contacts with your
dealership’s content
before buying from you.

If you’re thinking about conquest
as a 3 to 4-day sale or even a
week-long event, you’ll never be
able to allow conquest prospects
the time to find, engage, and
digest the information from the 15
required touch points.

CREATE AN
INCEPTION:
Plant the idea so deep in the
subconscious mind of the
target that they would believe
the idea was their own.

But that takes time; at least
a few weeks.
And that’s why conquest
should not be an event, but
an ongoing process.

Can you see now why thinking about
conquest as a 3 to 4-day sale or a
week-long event is, somewhat
ridiculous?
Does thinking about automotive
conquest as an ongoing process
makes more sense with the
information I just shared with you?
Do you see how it could help you sell
more vehicles to conquest vehicle
shoppers?
REVIEW QUESTIONS

To try to deliver your 9 to 15 points of contact
through only one medium…
The second fatal mistake

Trying to move a conquest prospect into action only
by phone calls might by irritating and could get
your phone number blocked by the prospect...
Generating leads from a conquest prospect by
sending multiple direct mail pieces could work but
might be expensive…

Using only 1-2 medium exposes your inception.

Example of a Natural Sequence of Touch Points Delivered Through
Multiple Content Style
 Seeing a few ads on Facebook that spark an interest.
 Watching a video that provides a bit more information.
 Getting a ringless voicemail that can be listened to when convenient.
 Reading an interesting post on a Facebook newsfeed
 Seeing retargeting ads while surfing the Web.
 Chatting with a bot to request more information.
 Receiving a mail piece that provides more insight on the opportunity.
 Seeing a video on Instagram.
 Getting a phone call to make sure the mail piece was received and offering to answer any questions.
 Reading a post on LinkedIn on the advantages of selling your trade in the current seller’s market.
 Requesting an online trade appraisal.
 Watching a lead nurturing video explaining more about the appraisal process.
 Getting a phone call to schedule the visual inspection of the trade at the dealership

Did you notice how the content from these 13 different touch points
naturally flowed in the life of the prospect?

REVIEW QUESTIONS Can you see now how trying to
deliver your 9 to 15 points of
contacts through one medium,
could feel very repetitive and
irritating to the prospect?
Can you see how spreading
your 9 to 15 pieces of content
over multiple media can
provide a more natural
sequence of indoctrination and
help you generate more leads
from conquest prospects?

To stop once you’ve experienced
some success…
The third fatal mistake

Albert Einstein is said to have called
"the power of compound interest the
most powerful force in the universe."

The power of compounding can also be applied to your conquest
efforts to help you generate unbelievable results providing
revenues multiple times over your investments.

The power of compounding your conquest efforts will allow you to
convert conquest prospects much faster because they would require
less “new” touch points, which could dramatically lower your cost per
lead and explode your sales over time.

Every conquest
campaign should stand
on its own two legs and
provide
a profitable ROI
EXAMPLE:
$10,000 investment
50,000 people reached
300 leads
70 appointements
25 deals @ $2,800 gross
$60,000 profit

You’re now branding your dealership for free as a bi-product of
your direct response efforts and accumulating touch points
with prospects that will eventually move into the market as
intenders which will help you capture prospects in the earliest
stage of the shopping cycle.
Can you see the power of compounding your conquest efforts?

Most dealers apply the same mindset to conquest as they do to loyalty
marketing when communicating with their existing customers
THE PROBLEM

Advertising platforms like Facebook, Adwords, Messenger and Adroll
will allow you to build a conquest list of interested prospects who have
engaged with your content

Customer journey spans over a few months.

REVIEW QUESTIONS Do you see how ludicrous it
would be to stop and take your
foot off the gas pedal once you
experience success with your
conquest efforts?
Can you see how staying top of
mind and tip of tongue with the
conquest audiences you’re
building in Facebook, Adwords,
Messenger, and in the real
world can compound your
conquest marketing efforts?

Quick Recap
MISTAKE
#1
MISTAKE
#2
MISTAKE
#3
Don’t treat
automotive
conquest marketing
as an event, it’s a
process.
Don’t try to
deliver the 9 to 15
points of contacts
through one
single medium.
Don’t stop
once you have
success

ONE SIMPLE THING you could do to avoid these three fatal mistakes

THE QUEST FOR TRADES
PROGRAM

The Premise

FOCUS YOUR EFFORTS
ON THE
91%+
OF THE POPULATION
NOT IN MARKET.
The easiest conquest target your dealership can go
after to increase your sales is non-intenders.

The car business is
the most beautiful business in the world

The misperception of non-intenders regarding these 5 ELEMENTS
makes them think they can’t change the vehicle.
PRICE PAYMENT
CASH
REQUIRED
CREDIT
TRADE
VALUE

Non-intenders don’t believe:
1. It’s the right time to get the best price;
2. The new payment will fit in their budget;
3. They have enough cash on hand to do the transaction;
4. They will qualify for credit;
5. They will get enough for their trade.

YOUR GOAL: Create
content that changes
non-intenders beliefs…

THE OFF-MAKE
CHALLENGE:
If the initial vehicle prospect
have in mind is not part of
the vehicles you sell, there’s
very little marketing can do,
at this stage, to influence
the prospect’s mind, while
he or she is thinking about
the PRICE, PAYMENT, CASH
required, or their ability to
qualify for CREDIT for the
model they desire.

The fifth point of friction, THE TRADE, is your key to conquest success.

Find a way to provide
prospects with an easy way
to get an exciting offer for
their current vehicle, and you
will be talking to more
conquest prospects than
your heart desires.

How The Program Works

Our Quest for Trades program puts the spotlight on your dealership’s
ability and willingness to pay aggressively for trades of all makes and
models in your trading area

The Quest For Trades program is
displayed on a simple but elegant micro-
site that eliminates the usual distractions
inherent to a dealership’s Website and all
the banners and numerous links.
 a video presenting the trade appraisal
opportunity,
 a video presenting your manufacturer’s
incentives so you can get your coop,
 a call for action leading prospects to a lead
capture page

The micro-site tracks
everything and sends
the data to your Google
analytics, Facebook
pixel, Adword Audiences
or other services you
may use

What’s Included

full-length videos uploaded to your YouTube channel to
reach 15,000 conquest vehicle shoppers.
800-word posts for your dealership’s blog,
email scripts that you can use for email conquest
campaigns
social posts and promotional images for your Facebook,
LinkedIn, and Twitter channel.
social media images with life-inspiring quotes placed on
your manufacturer’s model for Instagram and other
channels
2
2
4
4
30

These pieces of
content will allow you
to generate over 200
digital footprints for
your dealership, and
allow every vehicle
owner in your town to
stumble on the Quest
For Trades
opportunity

We even have an available
Chabot that can help you
generated hundreds of
conquest leads by allowing
people to engage with the
campaign directly on the
Messenger app.

…and your sales team will be busy selling cars!!!
People will be consuming
the 9 to 15 pieces of
content, moving down
your opportunity pipeline,
you’ll be generating leads…

Now is the time for the digital blitzkrieg!

Our powerful digital blitzkrieg package
This option will
allow you to
target all your
competitor’s
Website traffic,
reach people in
the market for
a vehicle, and
run a YouTube
takeover.
This package
will make it
impossible for
anybody to go
to YouTube in
your area
without seeing
your ads 6-7
times a day!

Now it’s at the height of the
digital and social frenzy
generated by the first half
of the Quest For Trades
campaign that we like to
introduce you to our “real-
world” tactics.

Use our data to send a ringless voicemail drop,
Use our automotive call centre program to call
each of the prospects on the list
Use our automotive direct mail program to send
a beautiful mail piece designed specifically
around the Quest For Trades theme

prepare the ground with a
ringless voicemail
leverage our call centre program
to reach everyone on the list at
least twice
send the direct mail piece in the
fertile ground created by all the
other preceding content
To maximise the effectiveness of these powerful add-ons
1.
2.
3.

Don’t get fooled by the traditional aspects of the call centre and the
direct mail piece components of the Quest For Trades campaign

Keep in mind that we’ve
strategically placed these two
content components
at the tail end of the 9
to 15 touch point
sequence.

Without giving too many trade
secrets, we’ve also digitally
enhanced as much as possible
our call centre program to allow
your dealership to digitally send
the Quest For Trades content by
email and by text message to
people intrigued but not yet ready
to give up their trade information
over the phone

And that’s how you do conquest and sell cars without
making the three fatal mistakes!

Now obviously, this is only the tip
of the iceberg.

REVIEW QUESTION
Can you see how our Quest For
Trades program could help
your dealership sell an extra 20
to 30 deals from conquest
vehicle shoppers around your
dealership?

If you’re running a
dealership, you’re already
spending money to
generate conquest sales
this month, and again next
month, and again the month
after.
If you don’t get it right, your
job or your business could
be on the line, right?

Why take a risk like that when you can launch our
Quest For Trades program, and the only thing you’ll
need to worry about will be to keep your sales team
excited about selling cars, while we keep the leads
flowing in and your showroom full.

We’ve been helping dealers of all
makes move metal for over 12
years, and we have dealers using
our programs every single month
for more than 7 and a half years!!!
12 years
Serving
Dealers!

Why keep your fingers
crossed hoping the money
you're investing in conquest
automotive marketing is
going to bring you the
traction you need when you
can use a program that will
deliver 20 to 30 cars for your
dealership?

Try something different to sell some cars to people outside of your database

WE UNDERSTAND…
You’re not interested in a sales pitch, and
you’re not interested in wasting your time!
We have one shot with you, so we're not
going to fumble with the opportunity to work
with your dealership.

Make the call, book the Quest
For Trades program now for
your dealership!
Call me now:
1 800 262-0081

MAKE AN EXCEPTION
FOR AN EXCEPTIONAL PROGRAM

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