Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
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.
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: