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Focusing on whom you can influence and doing so with a focus on customer service, retention, and upgrading your customers to a new vehicle as early as possible is imperative in today’s advertising-noisy automotive market.
Here’s the truth, at most only 1% of your opportunities are in the market to buy a car today and that buying process includes a 90 day research phase primarily online where they visit on average 10 dealer or automotive sites. 50% of that 1% will defect to another brand. Considering those stats and all of the noisy-advertising that those limited opportunities are exposed to, the dealership that is present first and most often is at an advantage. Not the one that has the best product or best offers or on TV the most. It’s the dealership that is present FIRST and MOST often long BEFORE that opportunity gets into the sales funnel. Any marketing strategy with a real sales expectation, with opportunities that are across every segment of the purchase funnel should market to those opportunities first, relevantly, and frequently. With so much parity on vehicles and confusing advertising (in the mind of the consumer) today’s game is “persistent influence” not “peddling incentives.”
A dealership has to communicate often with a targeted message to their customers, their DMS, the people they can influence the most. According to Maritz Research Center 75% of consumers are never contacted by their dealer when they are thinking about a purchase. If communication is too little from a dealer 20% WOULD NEVER buy from that dealer again. It is a huge mistake marketing wise to chase new customers without protecting and harvesting your database for all its worth. Again… “focusing on customer service, retention, and upgrading your customers to a new vehicle as early as possible is imperative” and you must do so persistently.
Here comes the sales pitch relative to what I just said in this article:
At PureInfluencer we have the most efficient/cost effective and proven way to leverage a specific message (influence) towards each person in your DMS like you’ve never been able to in the past. We help you grow your market-share through effective online marketing that wins the mindshare of your customers. We’re not talking “clicks,” “calls,” or “leads” – we’re talking real and incremental sales and service business. We literally condition them to think of you first for any new vehicle or service need they have. You first, you always!
Shoot me a message or an email and I’ll walk you through how we can help you drive more sales and service profitably.
Have a spectacular day!
ronmorrison@pureinfluencer.net
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