Consistent and robust marketing is the key to every successful business. In today’s episode of Inside Automotive, Sean Gardner, instructor and sales trainer for Joe Verde Group, shares the secrets to unlocking the gold mine through personal marketing techniques and customer retention.
The first key to stepping up a dealership’s marketing game is by utilizing personal marketing techniques. About 71% of customers are more likely to buy and remain loyal if they have a positive relationship with their salesperson. By encouraging sellers to market themselves, they’re not just establishing trust and rapport with potential prospects. They’re also unlocking a powerful tool for future growth. Sellers must communicate to potential prospects who they are, what they offer, and where they can be found, creating a more personal and effective marketing strategy that sets them apart from the competition.
The second piece of advice that Garner gives is to leverage social media to extend marketing’s reach. Platforms such as YouTube, TikTok, and Facebook Marketplace are excellent for engaging both new and existing prospects. The key to maximizing social media is consistency and creating engaging, meaningful content. For instance, a salesperson could share a video of a happy customer driving off in their new car or a post about a special promotion.
Dealerships must also realize that they have thousands of dollars in opportunities in their CRM systems. Gardner recommends that sales teams review all unsold customers in their database over the last 30 days. Salespeople and sales managers should work closely together to review the unsold leads and develop an incentive that could close those deals.
Developing customer loyalty is the key to accelerating sales and maintaining momentum. Consistently marketing to previous customers and creating rapport will secure their future business, especially since most customers will purchase multiple cars throughout their lifetime.
The most successful businesses and salespeople seek creative ways to market themselves and do so consistently. Creating an effective personal marketing strategy will significantly impact sales. Gardner’s excellent tips will help dealerships accelerate their short-term and long-term results.
"As salespeople, we’re in business for ourselves. And what’s one thing all successful businesses do? They market." - Sean Gardner
