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Phil DuPree

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Exclusive Blog Posts

Tips for Selling More Small Cars at Your Dealership

Tips for Selling More Small Cars at Your Dealership

If you own a car dealership, you might have found that a lot of people who come in are looking for trucks, sports utility vehicles and roomy sedans. Ev…

Stocking & Pricing Inventory: Interview With Brian Finkelmeyer

Stocking & Pricing Inventory: Interview With Brian Finkelmeyer

Brian Finkelmeyer, Direct of Business Development at vAuto, discusses the dos and don'ts of pricing and stocking inventory. …

How to Engage "Ready to Buy" Shoppers

How to Engage "Ready to Buy" Shoppers

The stakes are high: sales are slipping, your competition is stiff, and today’s shoppers are the most savvy yet. But there’s good news – there are a…

Upcoming Webinar: Use Your Showroom to Show, Not Sell

Upcoming Webinar: Use Your Showroom to Show, Not Sell

Ecommerce is on the rise, and today's customers walk into your showroom better-informed than ever before. 9 out of 10 customers are more likely to…

Interview with Shannon Crane: Building a Successful BDC

Interview with Shannon Crane: Building a Successful BDC

When Shannon Crane, founder of BDC PowerConsulting, started out as a BDC Manager at a local dealership, she was “as green as it gets.” Not only…

If Location Is A Problem, Try These Three Tips

 

When you’re planning your dealership’s online marketing strategy, is location a factor? Maybe you’re located near a river, mountain or near the border of a state with no sales tax. Maybe you know there are desirable customers who come from a zip code near you, but those customers have to drive by another same-brand dealership in order to get to your store. Or maybe your OEM program doesn’t give you the flexibility to target certain areas that you’d like to target — but you know your biggest competitor is getting those leads.

The good news is, location doesn’t have to be a problem. If you know where your customers are but you’re not getting the amount of leads you’d like from those locations, there are a few things that you can do:

 

1) Work with your independent lead provider to come up with a custom, geo-targeted territory that will produce leads from the areas in which your customers live. Drawing a radius around your dealership is not always the best marketing strategy; especially if there’s a geographical obstacle like a river or mountain near you. This is also a major advantage that an independent provider can give you over your OEM; with independent lead providers, you are not restricted in the areas that you can target!

 

2) In every single e-mail template or phone call, give customers a reason to visit you. Tell your brand story. Does your service department have a great reputation and good user reviews? Tell that story. Are your sales people friendly and honest? Tell that story. Is your dealership involved in your community and does it support local charities or the Little League team? Tell that story. Customers will drive out of their way to shop somewhere if they feel good about the people, the store, the reputation, or the product.

 

3) Consider an incentive marketing program. Have you ever received a gift card for a restaurant or retail outlet? Chances are you’ve redeemed it, even if you had to drive across town to a place you normally don’t frequent. Gift cards provide real incentive for customers, and they will drive right past a same-brand dealership in order to redeem them at your store. Yet the nominal amounts are not incentive enough to attract people who aren’t in the market for a vehicle. Incentive marketing programs like ShowPro are producing great results for many dealers, and may be worth trying. Here’s how it works: http://youtu.be/_fMVwduSe5Q

 

If you’re attending Digital Dealer, stop by Booth #801 for a demo!

 

Is location a challenge for your store? What other best practices or tips do you have for attracting customers?

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