NetForum - Message Replies

Forum: Idea Exchange

Topic: Marketing Yourself Outside the Dealership

Posted by: Randy May (dickscountrydodge@yahoo.com )
Organization:Dick's Country Dodge
Date posted: Tue Aug 28 22:48:39 2001
Subject: Marketing
Message:
I have focused on marketing mainly to my previous customers and through them. I keep myself in front of my previous cust through my newsletter and I cultivate referrals through keeping intouch with my customers and asking. This did not net much in the beginning. Once they realized I am for real and I am going to be here more than a month or so, it really started to work. My third newsletter resulted in 5 phone calls, 3 appointments and 2 sold within a week of it going out. I slacked off with a recent position change and I can see it in my paycheck. I am going back to what worked.

Subject: Marketing outside the dealership
Reply Posted by: Donna Wilson
Date Posted: Sun Jan 12 10:04:32 2003
Message:
This was posted in a Mgr. forum. It need to be here too.

I'm not a car salesman. I'm a VP for a major NYSE firm. While I have a fancy title and my job description is Financial Advisor, essentially I'm a salesman. I sell financial products. I tell you this to let you know that I'm not in your situation myself and so that you can weight what I'm going to tell you.

First, as a new salesperson you haven't been in business long enough to build a referral base. That will change in time with excellent customer service and follow up. Without a referral base to feed you new business you are mostly dependent on walk in business. If there are not enough people walking through the doors whose fault is that? Getting new people on the lot is management's job. So the first thing to realize is, don't beat yourself up for their failure.

Second, note that I said you are mostly dependent on management for business. However, you are not completely dependent on them. In my business I have to develop my own prospects. My sales process starts with a cold contact. What are you doing to develop your own prospects? There are many ways to build your prospect list. Here are some ideas:

1)Cold call every home and business within a five mile radius of your dealership. Invite them to your dealership for a test drive or just a cup of coffee. Offer them information. The goal of this call is to start a dialog, nothing more. Be friendly, act professional. Most importantly, regardless of how they treat you BE POLITE! Here is an example of a cold call: Hello Mr. Jones this is Anon Salesguy at Best Motors here in Town. I have some information on the new Ford F150 pick up trucks. Could I send it to you?

2)Cold walk. Walk to every business and home within a few blocks of the dealership and say "Hello, my name is Anon and I sell Fords" or whatever you do sell. Give them your card and ask when they'll be in the market for a another car. The only thing you should carry is a notebook and your business cards.

3)If you sell a highline car or SUV call local business owners and offer to take them to lunch in one of these cars.

4) Do lunch and learn workshops. This can be done off site or on site. Invite people to learn about a topic of interest. For example: Leasing vs Buying. Feed'em lunch.

5)Offer to do a product safety demonstration for local PTAs. use a Minivan. Show parents the correct way to strap in a car seat and how to belt junior in. Of course your van will be the star of the show.

6)Do you have a high performance car to sell? If so I'd take it down to the local gym and show it off. Gym membership lists and men's softball teams have got to be the best Vette/Cobra prospecting pools in the world. I've obviously belabored the point. Which is, you can't depend on management to do all the heavy lifting. Go to management with some business development ideas and see what happens. If you can't do this during floor time, then work double shifts. Do it on your own time. It's your future. Most newly minted financial advisors work 70 hours a week.

Best of luck

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