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Marketing Dealers

Marketing Dealers. Every good recommendation begins with a good Client Needs Analysis. Do Your Homework. Research the dealership Internet Yellow Pages Other advertising Walk the store Research the dealer. Client Needs Analysis. Standard CNA questions Industry/dealership specific.

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Marketing Dealers

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Presentation Transcript

  1. Marketing Dealers Every good recommendation begins with a good Client Needs Analysis

  2. Do Your Homework • Research the dealership • Internet • Yellow Pages • Other advertising • Walk the store • Research the dealer

  3. Client Needs Analysis • Standard CNA questions • Industry/dealership specific

  4. Client Needs Analysis • Standard CNA questions • Industry/dealership specific It 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?

  5. Client Needs Analysis • Standard CNA questions • Industry/dealership specific Do 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?

  6. Client Needs Analysis • Standard CNA questions • Industry/dealership specific How 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

  7. Competitive Media: Internet • Factory sites • Internet managers and Internet salespeople • 3rd party generators • eBay Motors • Auto Trader • Edmunds • MSN • Kelly Blue Book • Toyota • Primedia Automotive Net • AOL Auto • Honda • AAA

  8. Competitive Media: Internet • Factory sites • Internet managers and Internet salespeople • 3rd party generators • Dealer sites • Perception of “must be there” • Consumers are researching • Competition is there

  9. Competitive Media: Internet Advantages • Penetration • Consumer researching behavior • Engagement • Direct Response

  10. Competitive Media: Internet Disadvantages • Little branding • Doesn’t drive people into the buying cycle • Doesn’t drive traffic to your site

  11. Competitive Media: Internet Plus Broadcast • Move consumers into the buying cycle • Brand your dealership • Drive traffic to your website

  12. Competitive Media: Newspaper Advantages • Visual • Detailed • Tangible • Widespread reach • Consumer action step

  13. Competitive Media: Newspaper Disadvantages • Declining circulation • Low readership • Increased costs • Poor results

  14. Competitive Media: Newspaper Plus Broadcast • Create awareness, interest and desire • Increase reach • Increase frequency

  15. Ten Tips To Deal With Dealers • Sell by price, die by price • Take dealers strategies, not just tactics (a package) • Do not talk Radio language. They may not let you know, but they don’t know what you are talking about anyway. • Don’t start the ticket machine

  16. Ten Tips To Deal With Dealers • Work for the dealer’s best interest and you and your station’s best interests will be met • Spec spots work • Move dealers slowly out of the newspaper • Remotes don’t work to drive traffic

  17. Ten Tips To Deal With Dealers • Be aggressive – meet dealers head on • Internet without creating top of mind awareness doesn’t work

  18. 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

  19. Ideas For Dealers • Slogans (strategies) • Campaigns • Scripts • MP3s • Branding • Event

  20. Notes

  21. Notes

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