By Duane Sprague
Even
a small volume store in a small market can make big waves.
This dealer is in a small rural market, with limited growth,
and a tight advertising budget for 6 franchises.
Given the situation, the dealer has decided to be far more
effective with each and every selling opportunity. No potential
sale can be left to mere chance. And a 20% close ratio just
won’t make the grade anymore. Every advertising investment
must be tracked for ROI and leveraged. Every opportunity
must be worked from several angles.
To begin with, they are making every salesperson a data
collection expert by arming them with a simple, but very
effective up-ticket. Next, they have created a team of two
people, situated right on the showroom floor, to monitor
all floor and phone traffic, collect the up-tickets, enter
them into a specially designed computer tracking program,
and personally follow-up with each and every be-back and
phone-up within 24 hours.
By using these simple but effective methods, every person
who has contact with the dealership will be surveyed as
to the advertising source that brought them in, what they
are looking for, and when they will be in the market to
purchase. Additionally, the up-ticket will track how far
the up went in the selling process, and what the next step
is.
Before any up leaves the dealership, the sales person is
required to introduce them to a sales manager or F&I
manager to make sure there is nothing else that needs to
be explored or discussed. The up will be thanked for coming,
and will be given a nice little and useful gift with the
dealerships name printed on it.
The up-ticket will then be handed over to the specialized
marketing team that will follow-up by phone within 24 hours,
to see where they are in the buying cycle, and if they can
schedule them for an appointment to come back and pick-up
where they left off.
No matter what, the up will be sent a thank-you letter
within 24 hours of their visit.
Next, the specialized marketing team will personally call
each and every past customer, in order to set an appointment
to see the new models, and look at the current incentive
pricing.
Every person with an expiring lease contract will be phoned
to set an appointment to discuss their end of lease options.
Every company, governmental body, and educational facility
within a 30 mile radius will be contacted to discuss their
fleet, corporate vehicles, and service needs.
Every repair and body shop will be contacted to discuss
wholesale parts, delivery, and value added services.
Every insurance appraiser will be contacted to discuss their
needs for competitive, professional, guaranteed body repair.
Now that they have a tight data collection, tracking and
follow-up system, they are ready to be pro-active in the
advertising arena.
Every single household within the designated market area
will receive a “Catalog of Cars” on a monthly
basis, which will provide current pricing, incentives, rebates,
interest rates, lease payments and photographs of every
model from 6 franchises. And every used vehicle will have
a photograph, price, payment, and complete description.
There will be information, articles and testimonials about
sub-prime financing opportunities. There will newspaper
style articles about service and body repair. There will
be coupons, photographs of happy customers, and reprints
of testimonial letters from the community.
Imagine the potential from tracking, surveying, and following-up
with every single floor and phone-up, every single past
customer, and every potential customer in your community.
Imagine being in control of who receives your advertising,
when they receive it, and have no time or space limitations.
Imagine knowing what and when people in your market will
be buying or leasing.
