Outmarket Your Competition Presented by Don Cooper The Sales Heretic
What is Marketing? Marketing is you do to generate sales Marketing is responsibility Marketing is a not an Marketing is an not an Goals of Marketing Build Build Build Marketing must communicate both and 5 Emotional Buying Triggers 1. 2. 3. 4. 5. Supercharging Your Marketing your markets Focus on what to Avoid
What Is Your Dealership s Uniqueness? Our dealership is the/has the: only #1 ranked largest smallest longest shortest most least fewest fastest highest lowest strongest oldest newest est est
23 Marketing Tools 1. Business Cards employees should have their own cards Use 2. Brochures Communicate as much as possible about your dealership 1. 2. 3. 4. 5. 6. 7. 8. Turn it into a reference piece 1. 2. 3. 4. 5. 6. 7. 8.
3. Buyer s Guide How to find the right boat for you and your How to choose a boat Getting after the sale Questions to ask Questions to ask What s the best? information 4. Classes & Seminars Continuing and groups Your Topics: 1. 2. 3. 4. 5. 6. 7. 8.
5. Web Site Invest in continual Add fresh frequently Google Optimize for Respond to immediately 6. Newsletter, E-zine or Blog, not Ask manufacturers for Ask for content 7. E-mail Must get, but still 8. Social Media 9. Craigslist & ebay Great for Also good for
10. Publicity & PR Media needs What s your story? 1. 2. 3. 4. 5. 6. 7. 8. 11. Boat Shows Select the shows Plan your sales Invest in an exhibit Recreate dealership in your exhibit Recruit your booth staff and them ahead of time Talk with your manufacturer reps about show Pre-show Gather names for your list Post-show up
12. Direct Mail Most important element: the Prospects Customers Rented Make sure the envelope Use copy Create a compelling Make the to easy 13. Newspaper Ads is crucial Make an Test several and offers Always include your, phone number and web site Best sections: Sports, Travel and is much more important than size 14. Magazine Ads Boating and publications Local magazines Big-name publications Buy ad only for your
15. Cooperative Marketing Possible cooperative partners: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Cooperative marketing tactics: Display each other s Newspaper In-house Trade cards
16. Radio Commercials Best times: morning and evening Five Professionally Mention dealership name at least times Commit to only one or two is critical Use live 17. TV Commercials Show boats in Use manufacturers stock Best channels: 18. Billboards Best locations: roads to the Six Communicate Two most powerful words: Three costs to be aware of: 1. Site 2. of the display 3. Installation and
19. Events Examples: 1. 2. 3. 4. 5. 6. 7. 8. 20. Sponsorships / Examples: 1. 2. 3. 4. 5. 6. 7. 8.
21. On-Hold Message % will listen for two minutes Answer questions Highlight new products or Mention or upcoming promotions Change it 22. Referral Program Best source of new customers is your customers times as likely to buy Your customers to give you referrals Ask Who do you know... Acknowledge and referrals 23. Sales Training return on investment Frequent and Send salespeople to Bring them to Include your as well Hire a Build a
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? 5. What is our marketing budget? 6. What steps are we going to take and in what time frame? 7. How often will we review this plan?