Consider This By POTRATZ

Today I was meeting with a dealer and we were discussing how much advertising has changed in such a short period of time. 

We then started talking about traditional advertising and how the days of only radio, broadcast TV (before cable), direct mail, billboards, and Yellow Pages covered all the staples of advertising. 

He then proceeded to tell me that he canceled his Yellow Pages Advertising.

 

WHAT!!!!!  You are doing WHAT I said as I picked up my notebook that I dropped in all the excitement.

He said "yes we canceled it no one goes to the phone directory any  more"

You can’t do that… canceling the Yellow Pages is like leaving Old Yeller on the side of the road and the Yellow Pages has been around since 1883.

He laughed and said come on Mr. Connected iPhone, Goog411, Google Map Gadget Guy.

I know many of you would agree with this dealer and this definitely not the first time I have heard a dealer make this statement and it won’t be the last time but let me provide some background since this thought also crossed my mind when I became a Google Groupie some years back.

Background: We work with dealers in the Northeast, Midwest, and South and I can lay fact to one thing.  THE BIG YELLOW DRIVES CALLS!  In fact big yellow is a lot of times the 2nd to 4th leading source of call traffic into a dealership.  WE TRACK IT!

Back to my story: I asked how did you determine the Big Yellow has to go?

His Reply: No one uses it

My Reply: You mean you don’t use it

His Reply: Our agency said it was a waste of money and we should cancel

My Reply: You mean you said that and they just repeated it back to you since they felt that’s what you wanted to hear.

The Bottom Line: Don’t cancel advertising that you "feel" no one uses.

Track and record your phone calls to know the facts.  Is Big Yellow driving Sales Calls or Service Calls and once you know these facts you can cut back on headings.

Granted advertising in 8 directories for the same area does not make sound financial sense so pick the biggest and oldest and invest in some 800 tracking numbers to have the real facts.

Also don’t fall into the mindset you need the biggest page, color, and 27 different headings….now that is a waste and I say this based on Fact

 

Paul Potratz

 

POTRATZ | www.ppadv.com | Follow me on Twitter | Be a Fan on Facebook   

Technorati Tags: Advertising, Auto dealer advertising, automotive marketing, car dealer advertising, Directory Advertising, paul potratz, Potratz Partners, Telephone Directory Advertising, Yellow Page Advertising

 Why is it every time I speak of Social Networking or Social Marketing as being part of a dealers marketing mix, the response I receive is a crinkled forehead and the conversation goes something like this…

Dealer: "ummm do you mean like Facebook or MySpace?"

Me: "Yes that would be an example but there are many others"

Dealer: "that’s a bunch of kids not car buyers"

I think the answer is simple to understand why so many dealers think Social Marketing is  for kids.

1. They associate Facebook and MySpace with kids since they have seen their children on these sites.

2. They don’t really understand what it is and how it works

3. They are making a big mistake by assuming everyone else thinks like them or has the same interest.

I want to start off by asking a simple question. Do people buy from their friends faster than they will from a stranger?  Of course they do!  

Social groups and clubs were huge years ago e.g. Rotary, Junior Chamber Of Commerce, Kiwannis, Local Country Clubs, Elks, and Lions to mention a few.  The years have gone by and many of these groups are struggling to find members if they even still exist.  I use to belong to a few of these groups and trust me these guys were really marketing, face to face networking, pressing some flesh, or Old Fashioned Social Networking.  

Just mention you were in the market for a new vehicle and you could be assured Bob would direct you to Sammy then Sammy would direct you to his brother Frank that worked at Hometown Ford then Frank would direct you to Dean that could provide insurance.

Well nothing has changed except we are now able to do the same thing online and yes on sites like Facebook, MySpace, Blogs, Twitter, Google Groups, Yahoo Groups, Forums…wooo I am getting carried away so I will keep it simple so you can get started in baby steps.

 

Is Social Networking for Kids?  YES WITHOUT A DOUBT but it’s also for guys like me who are 40 years old…ok 39.  I have over 500 people in my networks and they are all within my age group.  In my office my Art Director is 26 and has 700 personal contacts in his network and my wife of 29 (not really) has her Aunt’s in her network and they are XX well let’s just say older than me.  I think I made my point so let’s get started in setting up a Social network and working it.

1. Find 2-3 people that are on Facebook and MySpace in the dealership.

2. Have them show you how it works and help you set up your account.

3. Invite everyone you went to school with, worked with and INVITE ME "Paul Potratz"

4. Next sales meeting make it a training meeting and show everyone how to set up an account and encourage them to do it and explain the benefits to them and the dealership… everyone at the dealership from service, parts, office…. everyone needs to participate.

5. Set up the dealership as a group and ask everyone to join the group.

6. Post specials, Videos, Pictures, Sales Person of the Month, Service Writer of the Month, Awards, Special Dates in the Group, Interact Write on Walls, WORK IT.

7. Ask Customers to Join the Group in email blast, direct mail, print ads, post a link on your website, include the group in everyones email signature.

Once you start using Facebook it is habit forming and so cool!  You will find several other ways to create buzz in your network and group with applications, bling, and gifts.  You can even have your own custom application built and put into play on Facebook …now we are talking Viral Marketing which is for another post coming.

Think of it like this: If you have 100 employees and the average person will know 400 people that is a lot of people that will receive your brand from someone they know personally.  This is real word of mouth advertising.  

Oh and did I mention it is free!

Paul Potratz

POTRATZ | www.ppadv.com | Follow Me On Twitter | Be a Fan on Facebook

Technorati Tags: automotive marketing, behavioral marketing, blog marketing, car dealer marketing, facebook, facebook applications, free advertising, free marketing, friendship marketing, google groups, lead generation, leads, myspace, network marketing, paul potratz, Potratz Partners, socail marketing, social marketing, Social Networking, viral marketing, word of mouth advertising, yahoo groups

Saturday Morning, I was reading the news when I received an IM from a client telling me traffic was good today and it was already a good day… I asked what did he attribute the increase in traffic to and when he said his sales staff I was really pleased and reminded of a sales meeting where I was asked to speak to the sales staff and it went something like this:

I presented this question to the sales staff. "Are you the CEO of this Dealership"? When I looked around the room many looked confused and no one answered. So I started singling people out and each one replied "NO"…Think again I said!

I believe to be successful you must have a CEO mentality. All successful sales people view themselves as a business within a business.

Never forget that the dealer principal writes and signs your check, but you fill in the numbers.

Always take responsibility for everything!

You are the CEO of your own business! You do have control of your income and success if you are willing to plan it and work it!

How do you get your business? Walk-ins, in-bound phone calls, repeats, prospecting, networking, referrals, affiliate marketing programs, database mining, database swapping, niche marketing, seminars, websites, email blast, craigslist, oodle, olx, backpage, ebay, Facebook, YouTube and one of my favorites… working a couple hours on Sunday if your store is closed. Do you have at least one strategy for utilizing each one of these? Many people may not even know what many of these items are. The good news is that the majority of your co-workers don’t either. You can catch up and pass the most seasoned and productive sales people with dedicated strategy and smart actions.

Top sales people gain and maintain their results through many avenues beyond walkin traffic. When you are new, you spend 80 percent of your time gaining new customers and 20 percent maintaining them. As each month goes by, your goal will be to reverse the time used to 80 percent maintaining current customers and 20 percent gaining new ones. To do this, you must develop a process with multiple streams of lead generation. Lead generation = dollar creation.

If floor traffic dries up, you still have to sell vehicles. From now on, excuses are not allowed. What is your strategy for walk-ins? Do you have a process? Does anyone besides you follow up with unsold customers? Does your dealership utilize a call tracking program like Whoscalling?  If so ask for access to it so you can follow up lost calls and you will be amazed how many opportunities were lost due to poor phone skills but can be had if you work it. 

Are you utilizing monthly planners or productivity software that allows you to automate your followup of sold and unsold customers by phone, mail and email? Do you have a monthly newsletter or, better yet, an email newsletter that reaches your customers unobtrusively and at zero-cost? 

Here is a few free CRM’s ZOHO.COM, Longjump.com, Sugar

If you let your mind expand, your wallet will follow.

You have choices, you can use excuses like, “My managers won’t let me do anything,” “I don’t have the time,” “I have to make money right now,” or the market is down. Or, you can think of your business as a business and become the CEO with a long-term, committed strategy to grow expeditiously.

 I Promise You people are buying cars, look on ebay at ending auctions and you will see this fact.

Now Go Sell,

Paul Potratz | Potratz Partners | www.ppadv.com

FOLLOW ME ON TWITTER: http://www.twitter.com/potratz

 

 

Technorati Tags: CEO, crm, marketing, marketing ideas, prospecting, sales, sales ideas, sales meeting, sales process, Sales Professionals, staff meeting, success