What is the best way to market to dealers?

Megan Barto
Quite honestly, as a marketing director, phone calls long, uninvited annoy me. Especially when you don't know how to pronounce the name of my dealership (pet peeve) - or if you've clearly not taken 5 minutes to research my dealership. A vendor called me the other day & asked if I had a Facebook page or a Twitter account...... REALLY? Did you even GOOGLE the name of my store before you called? I swear, it will only take about 30 seconds (unless you're a REALLY slow typer), do a bit of research before you call. A good way is probably a QUICK phone call, followed by an informational e-mail followed by a phone call a few days later asking to set up a demo. The first phone call will let me know your e-mail is coming, the e-mail will give me an idea of what your product/service is, the 2nd phone call will allow me to schedule a webinar/follow-up call with you if I'm interested in the product. The first phone call should be quick "I'm Shawn from ABC Company, I have a product I think you'd be interested in, mind if I send you an e-mail with some information about our product? No, great, thanks - & your e-mail address is? I'm going to call you in a few days to make sure you received it and see if you have any questions - or feel free to reply to my e-mail." Second phone call should be even shorter "Are you interested in our product?" No - "Okay, great thank you for the opportunity and if you decide down the road you would like more information, please let us know." "Yes, great - when is a good time in your schedule we could have an more in depth phone call and I could show you some details? It will only take about 15 minutes of your time." For me - 15 minutes is the threshold - I start to get antsy on the phone withe a vendor if it's longer than 15 minutes. Hope this helps! :-)

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