One of the most important aspects of my sales style is a constant and never-ending desire to help our clients' customers improve their sales. Focusing on solving your clients' problems is a good strategy but helping them solve their clients' problems is even better! Why does it work so well? Because they bring better ideas to their clients, who sell more products, they give you the credit and want more ideas from you so they can go back to their clients and sell more! This is very effective because people love to buy and hate to be sold! Who doesn't love to buy things that their clients LOVE to buy?!!
So how do you do it in an effective way? I start with the single most important client category for my clients and this is without a doubt #automotive. Automotive is no longer the biggest, that honor now belongs to healthcare, but it is a top 5 category. Combine this ranking with access to dealer principals, general managers, sales managers, service managers who all control budgets and make decisions at the store level.
There are also multiple budgets that include marketing, advertising and lead generation that add up to hundreds of thousands of dollars each year for even small new car franchise dealerships. So how do you shift dollars to your stations? The worst way is to tell the local dealer about your new "digital" program. They will tell you everyone has a program and its covered for now.
What is your best strategy?
Helping your local dealer navigate #digital with sound advice that will help them with 3 key areas:
Getting entire inventory online so customers can shop EVERY car new & used!
Have them in a custom video format that is NOT stock footage from the manufacturer!
Provide info about the anonymous website shoppers NOT in their store's CRM!
If you can do these three things effectively you will instantly become a dealer's best friend and open-up several new revenue streams to your stations! First you must understand that #BOPIS is taking every product category by storm! Bought online, picked up in store will be offered by 87% of retailers in 2019. 67% of consumers have already purchased a product this way in the last 6 months. If you don’t believe it works with the auto category, #Carvana just debuted as the number 8 retailer of used cars this week!
Why is video so important for the entire inventory? First you need to understand that the internet was designed to show a dealer’s entire inventory online and it must be updated nightly in real time! If you are a Toyota dealer with a used F-150 that fits a buyer lo