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I get asked this a lot when I talk about it. Everyone knows the 10 step sales process in the industry, or at least I hope they do.
1. Meet & Greet
2. Establish common ground
3. Select a vehicle
Ect… ect… if you don’t know it and you want to post a comment here and I’ll send it to you. What does this have to do with Post-Click-Marketing? Well it has the same characteristics both have the same goal…the sale. For Post-Click-Marketing that sale is a conversion or lead.
Go to a few local car dealerships (not yours) you need a completely unbiased subject. Now pay close attention to how your conversation goes with the salesperson. When you get a real salesperson – not some reject from the past 5 dealerships they couldn’t make it at – meaning they know how to sell and have practiced their craft, he or she will find your hot buttons in the course of seemingly innocent conversation, and they’ll also ferret out how serious you are about buying. All of this will happen in natural course of short conversation, and if your salesperson is a good one it will be conversation you are happy to engage in because they’re offering you valuable information in your search for the car you want. Over the course of those few important minutes they will increase your desire to buy and build your trust that they are the people you should be buying from and this is the dealership to buy at. Hopefully for the salesperson and the store even if you don’t buy then and there they will have built enough rapport with you that you’ll remember them as the people I want to buy from when I am ready to do it.
Study good auto salespeople this is the offline equivalent of Post-Click-Marketing.
When you walked onto the lot and looked at the vehicles: that was the click (from a banner ad, an email or a search keyword ad). The subsequent conversation the salesperson struck-up with you was the Post-Click-Marketing conversion path. Every time they prodded your motives and gave you information in return was the post-click segmentation and trust cycle repetition within the conversion path. As they ferreted out how serious you were: that was the post click grading or “lead scoring”. When they asked you to buy and you said no, they made sure to give you their business card anyway, that was a conversion for your remarketing bucket and of course if you bought that was the full-on conversion.
Post-click applies basic selling methodology to what happens after the click, and although I used an automobile sales model here it really doesn't matter, it has little to do with what you are selling. Treat what happen after the click as a conversation…it works, and what happens there is more important than anywhere.
Hope this helps.