Sell the sizzle not the steak. A phrase that though well turned is still every bit applicable today as when it was first coined.
As with any business our goal is to accentuate the positive of a given situation and find somewhere within the public mass a chord of commonality upon which to build value rapport, and ultimately a lasting business relationship.
With the CARS Program, we could choose to wait on the sidelines as the belle of the ball hoping our dance card would fill or make sure the DJ is spinning the platters that will keep the dance (sales) floor “hoppin”!
So we at the Tim Dahle Nissan in Sandy Utah chose to take Cash for Clunkers into an event with no equal.
Since the premise of the program was to stimulate new car sales, we emphasized the fact that by removing from circulation and recycling so many gas-guzzling older vehicles the economic and environmental impact is extremely beneficial to all. In addition, the monthly payments on a yearly basis often are equal to or less than the expenditure they pay for up-keep on their current auto.
Next in identifying the key target markets and current banking restrictions, we determined that in most cases the cars allowance would allow us to put even first-time or credit challenged buyers into equity loans and procure financing. Lastly, for those customers whose cars did not qualify, we were able to work out enhanced trade values with our local wholesalers, who are naturally experiencing a shortage of inventory, to step up on trade values so that in most cases we are able to reflect C.A.R.S. comparable trade values against retail values on used vehicles as well.
With those principles in mind we set out a simple inexpensive marketing plan:
1) From our DMS and CRM plan base we garnered approx. 4,000 names of customers that within the last two years had either attempted to trade-in, purchased or serviced a 2002 model year or older vehicle and set our call center personnel to calling and at least leaving a message with all that had current numbers and our receptionist stuffed mailer envelopes for the remainder.
2) We sent out a 10,000 piece e-mail blast through City Twist with multiple links to www.utahcashforclunkersprogram.com website designed with Frank Davis of www.tulsawebsitesandseoservices.com.
3)We rented a huge dumpster, and after spray painting "Clunker" and” $4500”all over the cars, placed them in it on our front pad. Also we shot short informal "RAW" footage off cell phones and uploaded them (with our link in the description) to YouTube (http://www.youtube.com/watch?v=4ROtWquM2oU&NR=1 ) and other free sites .
With sales and gross both up and spending less than $3500 on the entire campaign, a sense of fun and the unequivocal confidence on the sales floor that every customer who comes in can be helped,
the "SIZZLE" is selling!
Bryan Armstrong email@example.com New Car Manager Tim Dahle Nissan Sandy, Utah