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Are you marketing the Brands within your Brand?

The Question: What do Pepsi, Mountain Dew, Sierra Mist, SoBe, AMP Energy Drink, Propel, Mug, and Aquafina have in common with your Sales Team?

The answer: They are all Brands within a Brand! It doesn’t matter to PepsiCo, the parent company, whether your Sales Manager grabs a Mountain Dew or an AMP Energy drink on their way to the dealership.  Some people “Do the Dew” and others prefer to get “AMPED UP,” PepsiCo has a brand for both and makes a sale either way…

As a dealership you are PepsiCo and your Sales team members are your brands within your brand. How well are you marketing YOUR BRANDS to assure that you get a shot at every sale?

Consumers do a surprising amount of research before making a vehicle purchase. They research the vehicle they are interested in, they research the dealer they are interested in purchasing from, but would it surprise you to know that they now research the sales team member that they want to work with before coming to the dealership?  It’s true. Nothing about the internet era changed the fact that this is a people business so it shouldn’t really surprise us that the people that represent you to the consumer have become a very real part of your online marketing effort. People will always buy from people, not a business, right?

One very important thing however, HAS changed... An effective greeting may no longer occur on the lot; the greeting may occur ONLINE!

 

If you want to be truly competitive in the research phase of the buying cycle and improve your lead-to-appointment ratio, your Salesperson’s online greeting needs to be as polished as their lot greeting. Here are a couple thoughts to help you effectively market your brands within your brand.

  • Your Staff page must include more than a fuzzy picture and phone number.
    • Encourage your staff to sell themselves in the bio section of your staff directory page and link prospects to their information. Make it light, fun and engaging. Video is a terrific medium for an introduction. If you don’t have a bio, you don’t have a brand.
  • Differences make the difference!
    • Do you speak 3 languages? Do you rally race the same models you sell on the weekends? Do you personally own the model I’m interested in buying? What makes you different that should make me want to work with you? Tell me your story.
  • Show me your Stars!
    • What have your previous customers said about working with you? What will I find if I Google your name? Digitize your "Why Buy Book" or "Evidence Manual" and use it to win the appointment AND the sale. I can buy from a lot of sales people, convince me you are better than the rest?

 

Remember, some customers want to “Do the Dew” and others are really craving a quality bottle of water. If you are helping your staff to be the brand within your brand you can be all things to all people!

PS. Here is a GREAT example of this concept in action from a store that is North of the Border. Click on any of their sales team members on their DealerRater Page:

http://www.dealerrater.ca/dealer/Davis-GMC-Buick-review-34356/ 

Views: 589

Tags: introductions, pages, reviews, staff, video

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Comment by Jeffrey Bonnell on November 8, 2012 at 2:04pm

Hi Ryan... we've named the offshoot of our copany transparentdealer.com and the "managed social media" publicity sites we do for the people at dealerships do exactly this.  The effect, both in terms of online ROI and in the dealership is palpable.  Our biggest problems is that dealership management is still mostly against spending even  1% of advertising budgets promoting their people.  I can demonstrate 20% increase in form leads and 30%+ increase in Google referrers and knock competitors into the next county when dealers do this program, but the adoption rate is still dismal because dealers still insist it's still all about price.

Comment by Roosevelt Gist on November 8, 2012 at 10:41am

Our new proprietary location based advertising system can now network all your dealerships yet each can individually post brands in real time 24/7 365. Keep the shopper in your dealer group.

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