DOSSETT AUTOMOTIVE

Personal

Automotive

Marketing and Expanding your Influence

Be PositiveBelieve you will succeed

Be OptimisticLook for the best in people and expect good things to happen

Don’t believe in luckSuccess is the result of discipline

Have the right Mindset

Keep your funnel full of prospects

If you are not keeping in front of Prospects and previous customers you are wasting time and energy.And that’s what prospecting is all about- Action & Energy.

You must continue to:

•add to your circle of influence

•widen your net to find customers

•Have customers referred to you

•Keep in front of your existing herd

Most obvious ways to find Prospects are:

• Individuals on the lot

• Service Customers

• Orphan Owners

• INTERNET LEADS

• Phone Ups

• Family & Friends

• Social Media activities

Long Term Value building Marketing

Marketing not only means getting in touch with new prospects to put in your funnel.

It means:

•Keeping in touch with your existing Customers

•Continually building Long Term Value Relationships

1) Prospects who are being Converted to First Time Customers

2) First Time Customers who are being Converted to Lifetime Customers

Benefits of Marketing

Profitability - getting the most business possible from those with whom you secure business

Long term customer referrals-

This value added strategy is the most profitable, and the makes the most sense

Keeping in touch and in front of people

You must have a Goal of being the point of contact for a new vehicle purchase.

You constantly need to let people know that:

You are the go to person for their next new vehicle!!

•Develop a standard system to organize data•Store it for quick retrieval•Create a digital reminder to stay in touch•Use emails, Links, letters, industry updates, etc

Specific Ways to keep in touch or in front of Prospects

• Business cards• Newsletters• Service reminders• Referral reminders• Mailers• CRM Email hellos• Email Marketing• Social Media

Specific Ways to keep in touch or in front of Prospects cont……..

• Voice messaging• Referral Programs• VIP Memberships• RSS Feeders• Text Messages• Video Email

It’s your Choice!When you have a relationship that develops into a sale you have two choices after the sale:

To have a :

Shallow Relationship Result:

Continual infusion of New Prospects – top of funnelPutting in too many hoursStress

Deep RelationshipsResult:

Repeat BusinessLess StressLess prospects need to go into the funnel

Lifetime monetary value of a Customer

As an Ultimate salesperson you must understand the long term value of having a customer for life.

This will have a dramatic impact on your sales business and the rewards you will have as a salesperson.

How much is a Value Driven High trust Ultimate Salesperson relationship worth?

• a) Average Vehicle sales amount $22,000

• b) Number of sales every three years per buyer 1

• c) Revenue per year (a /3) $7330

• d) Customer life cycle 20 years

• e) Customer cycle Value $140,660

Indirect Referred business by happy customers

• f) Customer refers 10 people (e x 10) $1,406,600

• g) Referral Revenue @ 25% (2.5 out of 10) $351,650

• Total Value of a Customer ( G + E ) $492,310(1 customer & 2.5 referrals)

Thoughts about Lifetime Customers

It’s just good business!!

Why would you not want to Prospect & follow-up

The Excuses

Will miss Lot-Up

Takes too much Time

No one will notice or Care

I will do it later

Salesperson's

Reality about Marketing

• Fear of rejection

• No Discipline to get started and do it

• No goals beyond today

• Really don’t know how

• Don’t see and understand the value

Lets take a look at the difference this can make:

Relying on new BusinessMaintaining your herd

Looking for new drive in ups Making appt for repeat customerNew clients are income Existing customers are incomeRely on dealership marketing No marketing needed- no timeMore hours need to be worked Less hours workedHigh stress, new relationships Less stress, already knownPlay within the rules Make your own rules

Marketing – Long Term Satisfaction

Let your customer know the Value you find in them as your Customer:

• Let them know how much you appreciate them

• Show them you are willing to invest time in them

Let them have special access to you

• Keep them up to date with constant follow up

Example of Marketing Schedule

• 1 Email per month

• 1 Video Email every 90 days

• 1 personal call every 90 days

• Personal Visit every 6 months

• Newsletter every month

• Info articles every 2 months

• Service or User Clinics, reminder by mail

• Customer appreciation night or Event

Example of Marketing Schedule

• Mail gift coupons Quarterly

• Promotional items, pens, scrapers, cups

• Seasonal Cards

– Customer’s Birthday

– Super Bowl Sunday

– Anniversary

– Halloween

• Create your own special day (vehicle birthday)

Example of Relationship Activities

• Send a picture of you and your family

• Personal letters that are signed and personalized

• Send info articles that are personal Branding

• Send a personal CD with a thank you

• Send a DVD with a Video Thank you

• Send a Link to your personal website

• Send an invite to your Dealership facebook page

• Send a Smilebox.com video hello!

• Send a link to your YouTube channel

Example of Daily ActivitiesDaily

4 Postcards10-30 Phone CallsBlog postingAdd to your YouTube channelFacebook postAdd a business contact to your Linked-In accountMake a How-To video to add to your website or YouTube channel1 Personal VisitWrite a few lines for your next email articleSend a fax to a company you work withVisit a Company and give info on productsSend an invite to your Dealership Community site

Very Important

Use Humor in your message

Use pictures, Video

Be you, don’t be perfect

Act like a celebrity

Take advantage of all the mediaDon’t get generic

Don’t be boring

Wendell Dossett

DOSSETT AUTOMOTIVE

InternetReadySalespeople.com

317-946-4912

Education

Seminars

Marketing

15 years Automotive7 Years Training