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sara callahan

sara callahan Owner/President

Exclusive Blog Posts

Car Sales Data Worth Celebrating

Car Sales Data Worth Celebrating

It should come as no surprise that new car sales are up significantly from March 2020 to March 2021, but that doesn’t stop me from celebrating. …

[Podcast] Create a Dealership that Your Employees Won’t Want to Leave - with Guest Clint Pulver

[Podcast] Create a Dealership that Your Employees Won’t Want to Leave - with Guest Clint Pulver

In this episode of the Dealership HCM podcast, Bart and Jason sit down with employee retention expert Clint Pulver to discuss tactics that dealers can use …

The First Step: Identify Your Customer

The First Step: Identify Your Customer

With each phone call that we make, the goal is the same: get the customer on the phone, then get them to come in and buy a car.&nb…

WEBINAR RECORDING - A Squad of Smooth Talkers: Prioritizing Phone Calls Beyond Sales and Service

WEBINAR RECORDING - A Squad of Smooth Talkers: Prioritizing Phone Calls Beyond Sales and Service

In today's webinar, we had a great discussion with Amanda Knowlton, Director of Channel Partnerships at CallRevu. She talked …

Automotive Email Marketing: 5 Tips To Boost ROI On Emails

Automotive Email Marketing: 5 Tips To Boost ROI On Emails

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Customers Don’t Care What You Have Until They Care About You

Whether you’re a dealership or a vendor, I’m sure you want to gain the attention of your audience. The problem is that everyone is screaming at the top of their lungs how great their products are… regardless of it’s the newest Chevy or the newest website widget.

And, chances are nobody will listen. Why? Because unless they care about you or what you’re selling, if they don’t need your product or service right now, they simply have no reason to pay attention in the first place.

That’s where content marketing comes in.

So, how can content marketing help? Well, the whole purpose of content marketing is to build an audience that WANTS to do business with you. An audience that listens to your advice, pays attention to your messages and relays those messages and advice to their friends.

Perhaps they aren’t currently in the market for that new Silverado or website widget. That doesn’t mean they will never be. However, most marketers are so focused on “buy right now!” and low-hanging fruit that they forget there are plenty more customers who are in the consideration mode, at the top of the funnel. These customers will eventually naturally work their way towards the bottom. And, when they get there, they’re aren’t going to remember the companies whose messages have gotten lost in the noise, but they will remember those that have connected with and continue to engage them.

To most shoppers, the constant price messages are meaningless. If you’re a Chevy dealership shouting how you have $12,000 off MSRP, chances are that your competitor is also shouting the same message. If you’re a vendor shouting “a free month of service” for something the dealer may not need right now, it’s the same thing.

Connecting with and engaging your audience is imperative in today’s world where consumers are constantly inundated with sales messages. With everyone shouting the same thing, most will not really listen until they need your product or service. So, what WILL give you the edge?

Quality content that people want to become engaged with.

Content marketing is an excellent way to break the ice, engage with an audience and make them connect with your company. Then, when they do need your product or service, you’re the first company that pops into their mind. Not because you have $12,000 off MSRP, or offer a free month of service, but because your content has helped them become familiar with and interested in you as a source of expert advice and good useful information, rather than in-your-face marketing messages.

Content marketing IS marketing. It’s simply another way to spread your message to your audience without being intrusive, pushy or salesy.

A proper content marketing strategy can help convince and motivate your potential customers that they should give YOU the first chance at their business.

Tell your story. Help educate your audience. And they will repay you with their business.

"An audience that listens to your advice"  BINGO!

sara callahan

Yes, exactly Scot!

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