Out of focus spending advertising money.
All the big money is from repeat and referral customers. So why do most dealers spend zillions each month looking for new customers and very little on keeping there old customers?
Most dealers send out birthday cards. Most have a bird dog or referral program if allowed in their state. Most dealers do not have a prospecting system that generates sales each month. I keep asking dealers, why not. Curious what your answer would be.
Replies to This Discussion
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Permalink Reply by Fran Taylor on
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Just finished the first week of training with a dealer today. He is going to take $2500 out of his advertising budget and spend it on promoting his sales force instead of all on the dealership. Watch this dealer go. I guarantee he will sell 40 plus cars from doing this.
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Permalink Reply by MANNY LUNA on -
Great Post Fran!
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Thank you Mr Luna. I can't wait until one month is up and I go back to see the results. Best of luck.
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Permalink Reply by Craig Darling on
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I have no answer to that Fran. You are correct. Imagine if a dealer could handle their entire advertising budget for about a thousand a month. If you can't imagine that, check out this video: http://www.adinhand.info
It can be done, it is being done and dealers that recognise this are finding that business is much better than they thought. Social media for Sales people to prospect and and expanding digital presence will bring muh more solid business than a million spent on radio, newspaper and television combined.
Thanks for the platform Fran... Good Luck and Great Selling. Craig Darling
http://www.viralmarketplace.com or http://www.viralminers.com
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Thank you Mr Darling. Your info is the truth. Dealers will have to change or spend a lot more money on advertising that isn't working. This is like mailing letters and using stamps. I still do it but not as much any more.
Some people still have a phone in there house but very few. Most people have a cell phone of some kind because it is better. Repeat and referral customers is the way to go and so is new technology. Thank you sir.
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Thank you Jim.I guess it's safe to say you know what you are doing by the results you get. Prospecting advertising is different from conventional advertising. The average dealer does radio, tv, news paper and so on. He has to do it every month and hope it works. With a prospecting SYSTEM you pay one time a year and is guaranteed to work all year long and more. There are ways to get the sales persons mane seen several million times a year withoug going to a computer. Sales people sell cars not dealerships. It is better to promote your people in the long run compared to just the dealership. Cheaper with better results.
Thank you for your comment.
Jim Washam said:Fran, you are spot on. Spending that money on making your people better would be a wiser investment. I was turning around a Ford store that was averaging less than $100 parts and labor per repair order. The Techs weren't making any money. They wanted me to advertise. Why? Why spend $1,000 if we aren't going to do anything once they are here.Once we got over $195 per ticket we ran some things just to keep our name out.
Fran Taylor said:Thank you Mr Darling. Your info is the truth. Dealers will have to change or spend a lot more money on advertising that isn't working. This is like mailing letters and using stamps. I still do it but not as much any more.
Some people still have a phone in there house but very few. Most people have a cell phone of some kind because it is better. Repeat and referral customers is the way to go and so is new technology. Thank you sir.
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