A great mailer still gets great results.

It seems to me that in all the hoopla of Social Media that some dealers are drifting away from direct mailers. The main reason I get from dealers is “well I tried a mailer and sold only 4 vehicles. However when I dig into how the dealer handled the mailer I find out that they did not have their sales staff prepared nor the managers prepared for the mailer and its content. You have to train everyone how to handle the phone calls, and the internet leads and the walk in’s as well. You can’t just mail out thousands of pieces and then set back and wait.  It is sad too because most mailer companies offer support to make sure the mailers are successful because they want the dealer to do another mailer with them. Let me do a disclaimer here, I do not work for or own a mailer company.

Now I am not a fan of the gimmick mailer and I am not a fan of over fishing the dealers own data base, but good mailers put together with real eye catching no bull content with a combination of conquest names and addresses with the dealers own data base of unsold customers, well they work wonders.

I believe that we are giving up too quickly on the tried and true methods of the car business way too quickly. How do some of you feel about mailers?

I still believe that it all boils down to have proper processes for everything, even mailers