Marketing dealers
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Marketing Dealers. Every good recommendation begins with a good Client Needs Analysis. Do Your Homework. Research the dealership Internet Yellow Pages Other advertising Walk the store Research the dealer. Client Needs Analysis. Standard CNA questions Industry/dealership specific.

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Marketing dealers

Marketing Dealers

Every good recommendation begins with a good Client Needs Analysis


Do your homework

Do Your Homework

  • Research the dealership

    • Internet

    • Yellow Pages

    • Other advertising

  • Walk the store

  • Research the dealer


Client needs analysis

Client Needs Analysis

  • Standard CNA questions

  • Industry/dealership specific


Client needs analysis1

Client Needs Analysis

  • Standard CNA questions

  • Industry/dealership specific

    It seems like most dealers are carrying about 60 days of new inventory. Is that about right for you?

    And most dealers like about 30 to 45 days used inventory. About the same for you?

    Are you getting all of the vehicles you want?

    Most dealers are about 50/50 new and used. About the same here?

    How is your variable gross?


Client needs analysis2

Client Needs Analysis

  • Standard CNA questions

  • Industry/dealership specific

    Do you punch everyday? (register sold vehicles with the manufacturer)

    How has CSI been for you?

    I know absorption is variable based on expenses in the front end, but how is your absorption rate?

    What’s the tower (sales managers) think of your current advertising?

    Can you share with me your goal for advertising costs per car?


Client needs analysis3

Client Needs Analysis

  • Standard CNA questions

  • Industry/dealership specific

    How many Internet vehicles are you selling a month?

    Do you have an Internet manager/staff?

    Are you buying leads?

    From where do you get your best leads?

    How’s your closing ratio on Internet leads?

    How’s internet closing ratio compared to walk-ins


Competitive media internet

Competitive Media: Internet

  • Factory sites

  • Internet managers and Internet salespeople

  • 3rd party generators

  • eBay Motors

  • Auto Trader

  • Edmunds

  • MSN

  • Kelly Blue Book

  • Toyota

  • Primedia Automotive Net

  • AOL Auto

  • Honda

  • AAA


Competitive media internet1

Competitive Media: Internet

  • Factory sites

  • Internet managers and Internet salespeople

  • 3rd party generators

  • Dealer sites

  • Perception of “must be there”

    • Consumers are researching

    • Competition is there


Competitive media internet advantages

Competitive Media: Internet Advantages

  • Penetration

  • Consumer researching behavior

  • Engagement

  • Direct Response


Competitive media internet disadvantages

Competitive Media: Internet Disadvantages

  • Little branding

  • Doesn’t drive people into the buying cycle

  • Doesn’t drive traffic to your site


Competitive media internet plus broadcast

Competitive Media: Internet Plus Broadcast

  • Move consumers into the buying cycle

  • Brand your dealership

  • Drive traffic to your website


Competitive media newspaper advantages

Competitive Media: Newspaper Advantages

  • Visual

  • Detailed

  • Tangible

  • Widespread reach

  • Consumer action step


Competitive media newspaper disadvantages

Competitive Media: Newspaper Disadvantages

  • Declining circulation

  • Low readership

  • Increased costs

  • Poor results


Competitive media newspaper plus broadcast

Competitive Media: Newspaper Plus Broadcast

  • Create awareness, interest and desire

  • Increase reach

  • Increase frequency


Ten tips to deal with dealers

Ten Tips To Deal With Dealers

  • Sell by price, die by price

  • Take dealers strategies, not just tactics (a package)

  • Do not talk Radio language. They may not let you know, but they don’t know what you are talking about anyway.

  • Don’t start the ticket machine


Ten tips to deal with dealers1

Ten Tips To Deal With Dealers

  • Work for the dealer’s best interest and you and your station’s best interests will be met

  • Spec spots work

  • Move dealers slowly out of the newspaper

  • Remotes don’t work to drive traffic


Ten tips to deal with dealers2

Ten Tips To Deal With Dealers

  • Be aggressive – meet dealers head on

  • Internet without creating top of mind awareness doesn’t work


What drives dealers nuts

What Drives Dealers Nuts

  • Ill-prepared salespeople

    • Don’t know the automotive business

    • Don’t know the right questions to ask in an initial fact-finding meeting (CNA)

  • Salespeople who waste their time


Ideas for dealers

Ideas For Dealers

  • Slogans (strategies)

  • Campaigns

  • Scripts

  • MP3s

  • Branding

  • Event


Notes

Notes


Notes1

Notes


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