Automotive Digital Marketing

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If you’re tired of your J.O.B. (just over broke) or you’re new in the business and you want to build a career, I am here to tell you, if you build it, they will come.

In order to really succeed in this business as a sales person your goal is not to just sell cars. Your goal isn’t even to just follow-up with your customers. To really succeed in this business, you must create raving fans.

Have you read the book, “Raving Fans: Satisfied Customers Are Not Enough,” by Sheldon Bowles and Ken Blanchard? In Canada in the 1970s when gas stations went to self-service, he went with full-service, right over the top. When you pulled into his gas station, someone started pumping gas, someone looked under your hood, another person served you coffee and handed you a newspaper to read while they vacuumed out your car. He blew away the competition because he created raving fans, customers that told everyone else about his gas station. You see, once they experienced his service, everything else was second-rate.

You can create raving fans and blow away your competition. If you build a followup process like no other, really wow your customers, everyone else will be second-rate.

In eight years of selling cars, I created raving fans. Do you know how I broke all the sales records at the dealership I worked at and became noticed by DaimlerChrysler? I created raving fans. I had specific things I did throughout my whole follow-up process. Customers that would never think of going anywhere else. If they did, the competition would make me look even better. Once they had dealt with me, whether they purchased a vehicle or not, everyone else was second-rate. Most sales people do not do a good job, so when you take things to the next level — over the top — you create raving fans.

My wife always gave me a hard time about it. She would say, “What is it that you do for your customers?" I think she said that when a customer who had bought 15 vehicles in 5 years from me gave me a deer rifle. Or maybe she said it because every year when one of my customers comes back from Lake Michigan, he brings me a bunch of vacuumed-packed salmon fillets. I know she said it one winter when it was 30 below and my customer took delivery of his new car and then drove to my place to help me unthaw my pipes after he had heard that they froze. I can give you story after story about my raving fans.

I created a customer base that not only showed their loyalty by purchasing all their vehicles from me but sent their friends and relatives in to purchase from me as well; and, more important, they respected me as a sales person, considered me a friend and truly cared about me, my family and our well-being.

When you make a new contact, make sure that everything you do is over the top. When you gain a customer, you need to do the same. They are yours to lose.

Don’t sell yourself short. Your customers do not want to shop around for vehicles. Throw yourself out there and lay it on the line. I’m not talking about giving lots of free stuff away. I’m talking about a process, specific things you do all through your sold and unsold process.

If you have been selling cars for a while and you want to create a customer base so strong that no one can take it away from you, if you want to create raving fans but you don’t know where to start, please e-mail me and let’s get you started. I have a system that you can put into place to get you on the right track. Don’t just sell cars and follow-up, create raving fans.

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Tags: fans, follow, raving, up

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Comment by Chris Hanson on February 28, 2009 at 12:19pm
Funny you should say, "apply a little digital" because I was thinking the sale thing. I wrote that a few years ago and could write another one that added some digital, just like you say.

Just like I give the difficult customer the benefit of the doubt (why are they acting this way and how can I get through to them), I always give the salesperson the benefit of the doubt as well. Do they have it in them?? Many do but need to be shown (and this my friend, is your job :-) that not only is there another way, but it is better, less stressful and much more fulfilling. And yes of course more money.

Most cannot and/or will not, but many salespeople want to, they just need to be shown how....because if shown, they will take it and run with it. I've seen it many times before.
Comment by Wendell Dossett on February 28, 2009 at 11:56am
You are as always right on Chris. This a lot of what my conference at DD6 is all about. Just apply a little digital to it and wa la! Today with all we have at our disposal, it really is easy. But do the salespeople have it in their hearts. In my previous business way too many years ago you could measure this by quality standards. It passed or failed, sometimes by millions of an inch. High quality got paid on, bad didn't get anything. In this business you could in the past get paid for so so efforts. And some still do. But to get to that level where you make Raving Fans, you are doing the quality job. You go the extra mile, even when no one would expect it. You don't ask in a way that would get a decision when asked. You state what you will do because you are professional and expect to do this for your customer. You push and push and push for the excellent job. Not because they will say it was excellent, but they will know in their servo driven mind that you are the trick. Your the one. They may not be able to put words to it, understand why they feel it. But you did the job well for them both consciously and sub- consciously.
You can tell your way to a great sale - you attack all modalities of input. They feel it, they hear it, they see it. They come in and ask for you, they wait for you, they come back because you are too busy.
In this Social and Digital world - It is even more paramount to do what you are suppose to do, to do it right. How can you possibly think you could survive and thrive without putting forth your best effort. Putting out an effort that is continually being added to with learning and teachings of leaders in our business. I learn something literally every hour. Why because I am looking and I'm a little possessed, maybe. But there's no more hiding. You need to interact in many ways that are just to revealing for most. But this is just perfect for those who take advantage of all it offers us. Get your website going, your STAN the Man social going, like you say, put yourself out there.

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