Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
Understand that, no matter your PPC or SEO or anything, NOTHING you do is going to change the size of that sales pie, nationally or even in your market. You have no control over that. However, what all of your advertising, digital or classic, will do is alter the size of the PIECE of the TRAFFIC pie you get. Because advertising generates traffic. Which you can convert to sales, and that will get you more of the sales pie.
So, what’s my point? Traffic is more important than processes this year. You need to focus on gaining in your processes, yes—but what I mean is do NOT wait your traffic efforts for the “perfect” processes.
I liken it to my sawmill example: A gleaming, sharp blade at a sawmill in a field empty of cut trees is nothing. A rusty blade that I can sharpen as I go in a sawmill with acres of cut trees is EVERYTHING.
In our world, the processes (sawblade) only grow the sales what you convert from the traffic you get. If your advertising generates 400 visitors (traffic) and you improve your processes to get from 15% to 20% sales conversion ratio, good for you! You went from 60 sold to 80.
Now double the traffic but don’t move the processes. You would go from 15% of 400, which is 60, to 15% of 800, which is 120. More trees for the sawmill! And I’ll fix the blade with the money I make from the sawing. Which will increase to 20%, or 160 units, and THEN I'm really cooking! Only I needed the traffic first, not perfect processes.
Starting to get my drift? My good friend Scott Falcone of World Hyundai said it succinctly: “We don’t set the size of the market, we just steal with our advertising what market we can from our neighbors.”
And what steals the most “trees” to your lot from your competitors? Renders best chance at your biggest piece of the 2012 sales pie? It’s not your processes.
It’s your TRAFFIC.
Traffic 2012: The Year You Advertise Like Crazy!!
by Keith Shetterly, firstname.lastname@example.org
Copyright 2012 All Rights Reserved