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Know More, Sell More: 3 Factors That Sell Vehicles

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"Overwhelming response yesterday and today from the most recent campaign. At least 30 responses to me so far. Delivered one yesterday from a guest that came in with the campaign in hand. And sold two more additional yesterday from the campaign." – Stephen Aylward, General Manager, Lexus of Warwick, Warwick, RI THE NEW CUSTOMER JOURNEY You're probably pretty familiar with the usual methods of reaching out to customers: phone calls, emails, and mailers. In theory, connecting to customers directly should be effective, right? But the reality is beginning a relationship is more complex than sending a single message no matter the channel. The usual messaging in phone calls are becoming ineffective since customers have already made decisions that you don't know about. Connecting via email is also challenging since the average open rate for business emails is only 20%. Simply put, without data insights, dealers don't know if customers are ready to buy. How do you work with all that? A lot of brands and dealers try to work around new obstacles with traditional tactics: mass product advertising based on age brackets to reach as large an audience as possible. This includes generic direct mail with one message, or TV, radio, print/digital, and mobile advertising that eats up a large chunk of a marketing budget. To be precise, the industry average of advertising spend per sale is $632. But these communication methods were used before customer data was at our fingertips. Most importantly, these methods don't align with today's shopper journey. To get things right, automotive retail will have to shift from a product-driven to a customer-centric approach.

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