Professional Community for Car Dealers, Automotive Marketers and Sales Managers
It’s no secret, most people hate going to a dealership to buy a car. They fear paying too much, being lied to, or being ripped off. Many car dealerships have changed their tune and treat the customer right but that “reputation” still exists for car dealerships as an industry. It will be a slow process but it can change.
One new challenge many dealers face is all the rants, complaints and false accusations from the Internet. Some are valid but most are just a competitor or customer who want the impossible and no matter what a dealership tells them, they think it’s a rip off. If you drop the extremes on both sides of the curve, most customers are good, rational people who just want to be treated fair and with truth.
It’s important to note that events should be founded, created and inspired by a desire to not do what all the other dealerships are doing at the time (with success), believing 100% that for true success, you must separate yourself from everyone else or you become like everyone else.
Today, we have a similar circumstance. We have a situation where dealerships are sending out mostly High Traffic, Cash Give-a-way, Buy Backs, or some type of Pre-approval piece. There is NOTHING wrong with these mailers. There is a segment of people who will respond every time. But there is a bigger segment that does NOT respond and never will. DEALERS WANT THAT SEGMENT!
Imagine sending a direct mail piece out to people (in the market for a vehicle), that had not one word about any “Super Red Tag Sale” or “Match this and Win $10,000 Cash”, and so on. You get the picture?
This is a direct mail piece like no other. No where should you try to sell a car. All YOU do is educate the car buyer (but make it interesting) and keep them engaged. Also make sure you brand your dealership throughout the piece.
You are saying to the 5 mile radius around your dealership, “We know the purchase of a new car will be your family’s biggest investment (outside a house) in your life time. We don’t take it lightly and we want you to know that we are here and we are ready to do business, when you are ready. We don’t want you to be uncomfortable when you arrive. We want this to be an exciting POSITIVE event for you and your family. We have put together some important tips on everything from selling your current vehicle, to financing, picking out the right car that is affordable, and everything in between”.
Here is a sampling of what the piece might look like:
Each piece should be customized but you get the idea. There are so many dealerships right now that do so much for their communities, it’s amazing. They put some information on their website but that’s about it. Car dealers are some of the most generous people in the country. They are leaders in their communities and have incredible stories to tell.
This piece should be loaded with so much information and value; you don’t even have to ask for their business. The dealership is willing to say to customers, “We are not in the business to trick you into over paying for that new car. We sold your parents a car and we want to sell your kids a car. We know if we treat you right, you will tell your friends and neighbors”. Plus, you will hopefully bring your vehicle back for service. When it comes time to buy another car or an additional vehicle like a truck or Sport Ute (as your family grows), you will come back where everyone knows your name and you are comfortable doing business”.
What about legalities? How about “Peace of Mind”… With so many rules, lawsuits, shake downs, wouldn’t it be refreshing to send out a Direct Mail Piece that doesn’t need disclaimers and is just good solid branding and building relationships? Isn’t that what its all about anyway?
Affordability… Since this piece is not Time Sensitive, you don’t need to pay a premium in postage. With postage being the most expensive part of any direct mail piece, that’s good news as well.
The best part is this information can all be formatted for email, social media, and a host of other digital marketing strategies! Great Selling!
By Todd Vowell, Copyright 2013
All Rights Reserved