Marketing DealersEvery good recommendation begins

with a good Client Needs Analysis

• Research the dealership– Internet– Yellow Pages– Other advertising

• Walk the store• Research the dealer

Do Your Homework

• Standard CNA questions• Industry/dealership

specific

Client Needs Analysis

• Standard CNA questions• Industry/dealership

specificIt seems like most dealers are carrying

about 60 days of new inventory. Is that about right for you?

And most dealers like about 30 to 45 days used inventory. About the same for you?

Are you getting all of the vehicles you want?

Most dealers are about 50/50 new and used. About the same here?

How is your variable gross?

Client Needs Analysis

• Standard CNA questions• Industry/dealership

specificDo you punch everyday? (register sold

vehicles with the manufacturer)How has CSI been for you?I know absorption is variable based on

expenses in the front end, but how is your absorption rate?

What’s the tower (sales managers) think of your current advertising?

Can you share with me your goal for advertising costs per car?

Client Needs Analysis

• Standard CNA questions• Industry/dealership

specificHow many Internet vehicles are you

selling a month?Do you have an Internet manager/staff?Are you buying leads?From where do you get your best leads?How’s your closing ratio on Internet

leads?How’s internet closing ratio compared

to walk-ins

Client Needs Analysis

• Factory sites• Internet managers and

Internet salespeople• 3rd party generators

Competitive Media: Internet

– eBay Motors– Auto Trader– Edmunds– MSN– Kelly Blue Book

–Toyota–Primedia Automotive Net–AOL Auto–Honda–AAA

• Factory sites• Internet managers and

Internet salespeople• 3rd party generators• Dealer sites• Perception of “must be

there”– Consumers are researching – Competition is there

Competitive Media: Internet

• Penetration• Consumer researching

behavior• Engagement• Direct Response

Competitive Media: Internet Advantages

• Little branding• Doesn’t drive people into

the buying cycle• Doesn’t drive traffic to

your site

Competitive Media: Internet Disadvantages

• Move consumers into the buying cycle

• Brand your dealership• Drive traffic to your

website

Competitive Media: Internet Plus Broadcast

• Visual• Detailed• Tangible• Widespread reach• Consumer action step

Competitive Media: Newspaper Advantages

• Declining circulation• Low readership• Increased costs• Poor results

Competitive Media: Newspaper Disadvantages

• Create awareness, interest and desire

• Increase reach• Increase frequency

Competitive Media: Newspaper Plus Broadcast

Ten Tips To Deal With Dealers

1. Sell by price, die by price2. Take dealers strategies,

not just tactics (a package)

3. Do not talk Radio language. They may not let you know, but they don’t know what you are talking about anyway.

4. Don’t start the ticket machine

Ten Tips To Deal With Dealers

5. Work for the dealer’s best interest and you and your station’s best interests will be met

6. Spec spots work7. Move dealers slowly out

of the newspaper8. Remotes don’t work to

drive traffic

Ten Tips To Deal With Dealers

9. Be aggressive – meet dealers head on

10.Internet without creating top of mind awareness doesn’t work

What Drives Dealers Nuts

• Ill-prepared salespeople– Don’t know the automotive

business– Don’t know the right

questions to ask in an initial fact-finding meeting (CNA)

• Salespeople who waste their time

Ideas For Dealers

• Slogans (strategies)• Campaigns• Scripts• MP3s• Branding• Event

Notes

Notes