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Jared Hamilton
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Grant Gooley

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The Days of Spray and Pray are OVER!

007c97984ae7a695dda766cffee78d1e.jpg?t=1I execute digital and traditional marketing initiatives for 30 dealerships. It’s my job to roll out campaigns that improve sales results and most importantly, SAVE the dealership money. In order to do that, I need to be very selective in my actions.

A part of my marketing mix and "eco-system" is working with customer data. This is a sacred piece of the dealership. In my opinion, customer data is the most important asset of a dealership other than the Sales Staff and obviously the product. That being said when it’s time to engage with previous buyers, execution is crucial.

Most of us have all worked with 3rd party, private event companies.

The regular process is as follows:

  • Call the company.
  • The company rolls out the event for you.
  • You wait for the leads.

EASY, except one thing… it’s expensive! As an entrepreneurial-minded person, I’ve always wanted to put these events on in house. If you are like me and have tried… it’s NOT EASY! By the time you have the creative layout/(graphics) and letter completed, the OEM incentive has come and gone.

Recently I came across a system that allows for me to upload an “in market” data segment; literally press a few buttons and WHAMO! 7 days later the Sales Team is booking appointments. (Check out the Infographic below)

ONE PROBLEM…

Once you receive leads from in market buyers, how do we trust our Sales Staff to take control and book the appointment? Sales professionals are paid on “Walk in traffic”, not an email that comes in with a name and phone number. What tends to happen is the lead doesn’t get nurtured the way it needs to be, so we hire an outside source to make the calls. Will there ever be a time when we can take care of the entire process front to back without outsourcing? I believe so. Here is what we need:

  1. Technology that can get the letter, creative and mail posted quickly and effectively! (See Below)
  2. Sales Managers that are LEADERS. Manage a team with an appointment-based culture to optimize lead-to-appointment conversion.
  3. Sales Staff that can make effective outbound calls and emails.
  4. Sales Staff that can nurture a warm lead into a hot lead through engagement over a period of time.

So, I am reaching out here. Anyone have insight on how to generate a stronger follow up process with a sales team? Ensuring lead nurture and follow up?

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