Is Your Dealership Optimizing Sales with Women Customers? Really?

OK Anne, now you asked for it! As to my current 20+ year career, I do "project development" at Archer-Profit Associates, located in Fullerton, CA. My business is "Relationship Centered Marketing," and if you Google it, you'll find our links are the first three on the 1st page. (In fact, every search engine has two or three of our links on their 1st pages.) No SEO here, though, as I'm too much of a novice to incorporate it. Manny Luna, our resident SEO pro on ADM, looked at it and told me it was because my writing is "content rich." I've been told I'm kind of an anomaly, as I'm a sales person who can write.

What separates my marketing is that it focuses directly on how important the customer is to the rep, as opposed to nearly all other marketing that focuses on how "important" the dealership or rep is, or should be, to the customer. It’s not about pricing, services, products, facilities, etc. It’s about the admiration the rep feels for their customer. It works, too…just like it works when you tell someone you want to get close to that you love, like or care for them, rather then telling them why they should love, like or care for you. Hopefully Anne, If you're really interested in what I do, you'll visited our Archer-Profit.com site. Below is part of the "History" link on our site so you can see where I'm coming from....

First, Relationship Centered Business, then RCM

In the beginning there was relationship centered business.

It was a blisteringly cold afternoon, accented by gray skys and a light but continuous snowfall from the previous night’s blizzard. In a small clearing next to a dense wood, two animal-skin clad Neanderthals sat together in front of a crackling fire pit. One opened a large pouch to show his wares; several pounds of salt. Rather than the usual nod of approval from the other, he was greeted with a frown of rejection. After a spirited exchange with much arm waving and grunting, the “salt man” gradually began to understand that his services were no longer needed. A member of the other’s tribe was now doing salt collection.

“Relationship centered business…nearly impossible to overcome.”

It was the ice age, and even then, relationship centered business was not only prevalent, it was powerful and nearly impossible to overcome. While his salt was as good but no better than the “salt man’s,” the tribe member-collector’s “new business” was assured solely by his relationship with the tribe.

RCM: the most effective, least expensive way to relationship centered business.

Ever since man has bartered goods and services, there has been relationship centered business. And, because of it, relationship centered marketing exists to enhance it. While RCM might not be as effective with a buyer who has a family member or close friend selling the same (or a competitive) product or service as you, that scenario is highly unlikely. The vast majority of your buyers don’t have a “tribe member” you’ll have to compete with, so you can effectively employ your own RCM to personally communicate your friendship and the value you place on their friendship, systematically “bumping-up” and bettering all of your existing and potential customer relationships.

HEY ANNE, one final note. When I use to sell, I always believed in quickly discovering something admirable about the prospect I was talking with, be it something about the way they looked or what they told me they were interested in. With just your small photo to go on, it would still be easy, as those blue eyes of yours are nearly "electric," and I'd be hard-pressed not to compliment you on how enticing they are. Now, don't you like me just a little bit more than you did because I admired them?

Comment by Anne Fleming on March 9, 2014 at 5:24pm: Brian -- got it and thanks for the further explanation. Very excellent stuff.

Comment by Brian Bennington on March 8, 2014 at 10:40pm: Just a P.S., Anne, I would never want you to think I'm "flying under false colors" as I'm not a trainer of any kind. (Much too old, crotchety and preoccupied for that.) When I work for a dealer, we deliver our "Relationship Centered Marketing" for them "turn key" ready. We plan their RCM strategy, then produce every aspect of it. It's ghostwritten customer contact that both management and reps love to have their signatures on. (We handwrite their exact sig., too.) Most reps and dealerships don't do successful follow-up because they don't actually know how. They inevitably end-up talking money, and they don't see the profit fast enough in relationship development. But, as has been proven for 1000s of years, profit is there, big time!

In your Women's Wednesday Blog, I hope you'll ask your readers to possibly participate, maybe by relating any instances or methods they've used to achieve success selling to women. And, thanks for understanding that my noticing your strikingly attractive blues eyes was a point lesson about admiration. As quaint as it may sound, we believe everyone enjoys hearing nice things said to them, and we genuinely love helping people say them.

Comment by Anne Fleming on March 8, 2014 at 3:07pm: Chris -- my pleasure. There will be more-- much more content and tips forthcoming.

Comment by Anne Fleming on March 8, 2014 at 3:06pm: Brian -- well, you are spot on, 100%, Brian. We are not in the car business, we are in the human interaction business. You are speaking to the choir here, brother (so to speak). Seriously! Keep making a difference with each individual you are coming in contact with and training.They in turn will be touched or impacted, and it will make a difference to someone they are selling a car to or just having a conversation to at their store.

Thank YOU, Brian Bennington! I am very glad to meet your aquaintance and know how you are contributing: throught Relationship Centered Business. What Else is There?

Comment by Chris Saraceno on March 6, 2014 at 8:27pm: Anne thank you for sharing with the dE team

Comment by Brian Bennington on March 6, 2014 at 7:36pm: OK Anne, now you asked for it! As to my current 20+ year career, I do "project development" at Archer-Profit Associates, located in Fullerton, CA. My business is "Relationship Centered Marketing," and if you Google it, you'll find our links are the first three on the 1st page. (In fact, every search engine has two or three of our links on their 1st pages.) No SEO here, though, as I'm too much of a novice to incorporate it. Manny Luna, our resident SEO pro on ADM, looked at it and told me it was because my writing is "content rich." I've been told I'm kind of an anomaly, as I'm a sales person who can write.

What separates my marketing is that it focuses directly on how important the customer is to the rep, as opposed to nearly all other marketing that focuses on how "important" the dealership or rep is, or should be, to the customer. It’s not about pricing, services, products, facilities, etc. It’s about the admiration the rep feels for their customer. It works, too…just like it works when you tell someone you want to get close to that you love, like or care for them, rather then telling them why they should love, like or care for you. Hopefully Anne, If you're really interested in what I do, you'll visited our Archer-Profit.com site. Below is part of the "History" link on our site so you can see where I'm coming from....

First, Relationship Centered Business, then RCM

In the beginning there was relationship centered business.

It was a blisteringly cold afternoon, accented by gray skys and a light but continuous snowfall from the previous night’s blizzard. In a small clearing next to a dense wood, two animal-skin clad Neanderthals sat together in front of a crackling fire pit. One opened a large pouch to show his wares; several pounds of salt. Rather than the usual nod of approval from the other, he was greeted with a frown of rejection. After a spirited exchange with much arm waving and grunting, the “salt man” gradually began to understand that his services were no longer needed. A member of the other’s tribe was now doing salt collection.

“Relationship centered business…nearly impossible to overcome.”

It was the ice age, and even then, relationship centered business was not only prevalent, it was powerful and nearly impossible to overcome. While his salt was as good but no better than the “salt man’s,” the tribe member-collector’s “new business” was assured solely by his relationship with the tribe.

RCM: the most effective, least expensive way to relationship centered business.

Ever since man has bartered goods and services, there has been relationship centered business. And, because of it, relationship centered marketing exists to enhance it. While RCM might not be as effective with a buyer who has a family member or close friend selling the same (or a competitive) product or service as you, that scenario is highly unlikely. The vast majority of your buyers don’t have a “tribe member” you’ll have to compete with, so you can effectively employ your own RCM to personally communicate your friendship and the value you place on their friendship, systematically “bumping-up” and bettering all of your existing and potential customer relationships.

HEY ANNE, one final note. When I use to sell, I always believed in quickly discovering something admirable about the prospect I was talking with, be it something about the way they looked or what they told me they were interested in. With just your small photo to go on, it would still be easy, as those blue eyes of yours are nearly "electric," and I'd be hard-pressed not to compliment you on how enticing they are. Now, don't you like me just a little bit more than you did because I admired them?

Comment by Anne Fleming on March 6, 2014 at 11:27am: Jeff, sorry about that-- try this: http://www.women-drivers.com/dealer_addition.aspx

Comment by Jeffrey D Inskeep on March 6, 2014 at 11:21am: Click on the sign up but could not connect!

Comment by Anne Fleming on March 5, 2014 at 10:57pm: Brian -- appreciate your comments. I am curious to learn more about what you do now - do tell!

It sounds to me that you figured out the formula down pretty well in selling -- to definitly pay as much, of more, attention to women, when selling to couples. And -- yet, as you said -- well, its different for each couple, and its different for each person. Paying attention to the ques given -- verbal and non- verbal take alot of intentionality. We will be touching on alot of things around selling and what works -- and, what doesn't.

The Women Wednesdays are going to start out twice a month -- so the first and third Wed of the month. Thanks so much for tuning in, Brian.

Comment by Anne Fleming on March 5, 2014 at 10:49pm: Marsh -- that's great you listened to the AutoSuccess podcast; we have this great data and analytics and so its a privileged to share it back with the industry. Glad you find it of value to share with your team; it really makes a difference!

‹ Previous
1
2
Next ›

Is Your Dealership Optimizing Sales with Women Customers? Really?

You need to be a member of DealerELITE.net to add comments!

First, Relationship Centered Business, then RCM

In the beginning there was relationship centered business.

“Relationship centered business…nearly impossible to overcome.”

RCM: the most effective, least expensive way to relationship centered business.