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I’ve written about this before, but there are only 2 types of dealers:

2. Marketing-Driven Dealers. This type of dealer controls (and therefore creates) their own success by marketing to their buying base with the right media and good message every single month.  I’ll jump into the buying base subject below.

While there’s no denying a great economy, a great location and a hot OEM make a difference, being a Marketing-Driven dealer is still the way to go. In fact, the best combination is to be a Marketing-Driven Dealer with a hot OEM when the market is booming!  The challenge is you can’t control the economy. There are peaks and there are valleys. And no dealer can impact the national popularity of the OEM they sell. You can hope these things work in your favor, but hope is not a strategy. 

Have you ever read Stephen Covey’s book, “7 Habits of Highly Successful People”? 

My favorite of the seven habits is the first one… Be Proactive. It’s all about taking responsibility for your life. You see, life doesn’t just happen. Whether you know it or not, your life is completely designed by you. The choices, after all, are yours. You choose happiness. You choose sadness. You choose decisiveness. You choose ambivalence. You choose success. You choose failure. You choose courage. You choose fear.  Every moment, every situation, provides a new choice. And in doing so, it gives you the perfect opportunity to do things differently to produce more positive results. 

Unsuccessful people really struggle with that concept. I mean, they would never choose to be unhappy or unsuccessful, so it must be something or somebody else’s fault. Business is like this too… we get to choose our actions, good or bad, but our choices have consequences, good or bad.  All of the problems, challenges, and opportunities we face fall into two areas. The Circle of Concern and the Circle of Influence.

The Circle of Concern represents all the things over which a person has little or no control, but yet impacts their life. Unsuccessful people focus their time and energy here. They must find something to complain about!  Again, they’d never choose to be unhappy or unsuccessful, so their ‘bad luck’ could never be their fault.  Here’s a word to the wise… if you can’t change it, MOVE ON!

The Circle of Influence represents all the things in your life that you CAN do something about. This is where successful people focus their time and energy. It just so happens that marketing falls in this area. That’s why you’ve got to make the decision to consistently market to the right people using the right media with a good message, and this is being a Marketing-Driven Dealer. 

It starts with your buying base. As a refresher, these are the folks who live close to your dealership and fall into 3 buckets:

1) Active Customers – these guys have spent money with your store in the last 12 months.

2) Inactive Past Customers – they’re past customers, but they haven’t spent money with you the last 12 months. 

3) Conquest Prospects – these are the enthusiasts who live in your top-performing zip codes, but they’ve never spent money with your dealership. 

The majority of your sales over the next 12-months will come from these 3 groups, and the key is consistently staying in front of them, so YOU earn their business when they begin to shop.

Our new Bullseye program is designed to scientifically go after these folks and give them a reason to respond, provide their name, email address, phone number and tell you what they’re most interested in purchasing right now. Then, our staff picks up the phone and calls to set appointments for your sales team so you can sell more units and make more money!

We also utilize our Onboarding System to identify which customers are viewing inventory on your website, email them an approved buy-back offer, and our internal Call Center makes live calls to these folks too. 

I’ve got more to share with you about our Bullseye program and how it predictably grows your sales. For more information give me a shout at 1-877-242-4472 or visit www.psmmarketing.com.  

- Tory

Have you heard about our new Bullseye program?  

Most marketing is ‘spray and pray’ that’s designed to get your name out there and build your brand, and targets everyone. Instead, our Bullseye program only goes after the people who are most likely to buy from you. After all, only 5 to 6% of the population are powersports enthusiasts. That’s it. So, the best way to grow your dealership is to target enthusiasts who ride what you sell, buy the stuff you sell and who live in your backyard. 

The Bullseye program goes after 3 groups of people… 1) Active Customers – These are the guys that have spent money with your store in the last 12 months. They’re already active, so our job is to keep them engaged with your dealership because let’s face it, your competitors are trying to steal them from you.  2) Inactive Past Customers – While these ARE past customers, they haven’t spent money with you the last 12 months. They’re lost, and our job is to reactivate them.  3) Conquest Prospects – These are the people who ride what you sell, live in your top-performing zip codes but have never spent money in your store. Our job is to grow new customers for your dealership by getting them to give you a try.  Between these three groups, this is where the vast majority of your sales are going to come from over the next 12-months. 

So, we have the right list of people to go after, now let’s look at how we reach them. We start by targeting folks on Google and social media. We’re able to show ads specifically to the customers and prospects in the 3 groups mentioned above, so as they’re browsing the web, searching on Google and checking out social media they’ll see your ad. 

We also send out 3 Programmatic Emails during the campaign to increase results and drive additional traffic to your website. Programmatic email means that once a customer has opened or clicked in the email, we can track every page of your website they visit, forever. With this technology we’re able to create more leads by monitoring who views inventory pages on your website.  Then, our system automatically sends them a 1-to-1 email with a buy back offer from your Sales Manager. 

In addition, we add a web banner to your website, activate our lead generation pop-up, and provide you with signage and fliers for promotion in the dealership.   

Our in-house call center will make live calls to the leads we generate, and we also call the prospects who view inventory pages from all the additional traffic we drive to your website. We set appointments for your sales team to knock down, and generate Hot Leads, which are prospects interested in buying, but for whatever reason they can’t commit to a specific appointment time. 

So, to recap, the Bullseye program puts your dealership in-front of thousands of your most viable prospects by utilizing several online and offline strategies.  We boost traffic to your website. We get prospects to self-identify if they’re interested in buying something from you right now. We automatically send your website inventory visitors a buy-back email. Then our internal call center picks up the phone and sets appointments and generates Hot Leads for your team. 

- Tory