Outmarket Your Competition

Transcription

1 Outmarket Your Competition Presented by Don Cooper The Sales Heretic

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3 What is Marketing? Marketing is everything you do to generate sales Marketing is everyone s responsibility Marketing is a process not an event Marketing is an investment not an expense

4 Goals of Marketing Build awareness Build desire Build confidence Marketing must communicate both logically and emotionally

5 5 Emotional Buying Triggers 1. Pride 2. Love 3. Greed 4. Fear 5. Guilt

6 Supercharging Your Marketing Target your markets Focus on what matters to them Avoid clichés

7 What Is Your Dealership s Uniqueness? Our dealership is the/has the:

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9 22 Marketing Tools

10 1. Business Cards All employees should have their own cards Use photos

11 2. Brochures Communicate as much as possible about your dealership Turn it into a reference piece

12 3. Buyer s Guide How to find the right boat for you and your family How to choose a boat dealership Getting service after the sale Questions to ask yourself Questions to ask salespeople

13 3. Buyer s Guide What s the best value Checklist Worksheet Quiz Reference information

14 4. Classes & Seminars Continuing education Scouting and youth groups Your dealership Topics:

15 5. Web Site Fast loading Easy to navigate Invest in continual SEO Add fresh content frequently Google Adwords Respond to leads immediately

16 6. Newsletter, e-zine or blog Informational, not promotional Ask manufacturers for content Ask customers for content Establishes you as an authority

17 7. Social Media Facebook Twitter YouTube Pinterest Instagram

18 8. Craigslist & ebay Great for used boats Also good for accessories

19 9. Publicity & PR Media needs What s your story?

20 10. Boat Shows Select the right shows Plan your sales incentives Invest in an inviting exhibit Recreate dealership experience in your exhibit

21 10. Boat Shows Recruit your booth staff and train them ahead of time Talk with your manufacturer reps about show support

22 10. Boat Shows Pre-show promotion Gather names for your mailing list Post-show follow up

23 11. Direct Mail Most important element: the list Prospects Customers Rented

24 11. Direct Mail Make sure the envelope gets opened Postcards Use benefit copy Create a compelling offer Make the call to action easy

25 12. Newspaper Ads Headline is crucial Make an offer Test several headlines and offers Always include your address, phone number and web site

26 12. Newspaper Ads Best sections: Sports, Travel and Business Frequency is much more important than size

27 13. Magazine Ads Boating and fishing publications Local lifestyle magazines Big-name national publications Buy ad only for your region

28 14. Cooperative Marketing Possible cooperative partners:

29 14. Cooperative Marketing Cooperative marketing tactics: Display each other s products Signs Brochures Coupons Newspaper ads

30 14. Cooperative Marketing Cooperative marketing tactics: Contests In-house events Trade shows Referrals Gift cards

31 15. Radio Commercials Best times: morning and evening drive Five seconds Professionally produced Mention dealership name at least five times

32 15. Radio Commercials Commit to only one or two stations Repetition is critical Use live remotes

33 16. TV Commercials Show boats in action Use manufacturers stock footage Best channels:

34 17. Billboards Best locations: roads leading to the dealership Six words Communicate visually Two most powerful words: Next Exit

35 17. Billboards Three costs to be aware of: 1. Site rental 2. Production of the display 3. Installation and break down

36 18. Events Examples:

37 19. Sponsorships Events Organizations Clubs/teams Examples:

38 20. On-Hold Message 85% will listen for two minutes Answer common questions Highlight new products or services Mention current or upcoming promotions Change it frequently

39 21. Referral Program Best source of new customers is your existing customers Five times as likely to buy Your customers want to give you referrals

40 21. Referral Program Ask Who else do you know... Acknowledge and reward referrals

41 22. Sales Training Best return on investment Frequent and ongoing Send salespeople to seminars Bring them to MDCE

42 22. Sales Training Include your techs as well Hire a trainer Build a library

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44 Our Marketing Plan 1. What are our marketing goals? 2. Who are our target markets? 3. What is our marketing message? 4. Which marketing tools will we use?

45 Our Marketing Plan 1. What is our marketing budget? 2. What steps are we going to take and in what time frame? 3. How often will we review this plan?

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47 Thank You! For free articles, tips and more, visit