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Selling and Marketing Brand X – Automotive Digital Marketing Professional Community

Selling and Marketing Brand X – Automotive Digital Marketing Professional Community

When you are selling and marketing a brand x product, there are many
challenges that you face. These challenges range from questions on
product reliability to a lack of brand recognition.

One of the first things that I would handle is product reliability.
This comes from the product development and engineering side of your
business. The product has to be developed and tested to insure that it
works properly. Nothing will destroy your credibility like under
delivering on promises that you make about your product.

In terms of addressing questions on product reliability, I would
offer a free trial of your product to both the end users and industry
experts. If your product delivers on its promises you should be able to
earn testimonials and endorsements. This will not only address product
reliability but will also go a long way toward creating brand
recognition for your product. Remember one of the most important things
that a brand can cultivate in its customers is trust and advocacy. It is
your job as a brand to turn your customer base into advocates.

In terms of building brand recognition, I would create a story for
your product. This story should demonstrate how the product helped to
solve a problem. As I said earlier, using testimonials from industry
experts and end users alike will help build trust and get people to take
that first step to try your product. One of the most valuable marketing
tools is�word of mouth.
Social Media channels such as blogs,�Facebook,�LinkedIn,
Twitter,�Google,�YouTube,�Pinterest�and others help to spread your
products story to the masses. I would also have a company website that
integrates all of these channels. Exhibiting at industry�trade shows�and
conferences is also a great way to get the word out about your product.

I was an outside sales rep in the dental industry with an equipment
distribution company. Many of the product lines that I carried were not
name brand. In the beginning many people I called on were reluctant to
try products that they did not know. They would waver and say things
like “I don’t know, I have never heard of this product”. After assuring
the customer that it was reliable and comparable to their name brand
product; I took on the role of brand ambassador by convincing customers
to try just one or two items. After these customers tried the product,
they switched from a name brand product to my off brand product! I
turned skeptics into believers. I was able to use these customers to
tell the story about the off brand product through testimonials and
referrals.

I had an impact at the distributor level. For a really big impact,
all of this needs to be done by the manufacturer. Product development,
engineering, Sales and Marketing teams needs to work together to make
sure that the product launch and market adoption take place. If you work
with distributors you need to provide them with support to help them
succeed.

This is how to sell and market a brand x product.

via Selling and Marketing Brand X – Automotive Digital Marketing Professional Community.

Richard Bustillo on Customer Retention – Automotive Management Minute

Richard Bustillo on Customer Retention – Automotive Management Minute

When you watch this video you will be amazed at all the services and amenities being offered at Rick Case Honda… They are the epitome of a “Destination Dealership” where automotive consumers can do everything from buy gas at cheap prices, pay parking tickets… and even get married! 
See why Richard Bustillo is widely acclaimed as one of the best General Managers in the auto industry, and be sure to leave Richard a comment about his video.

via Automotive Digital Marketing Professional Community.

5 Tips To Grow Your Business by Grant Cardone – Automotive Digital Marketing Professional Community

5 Tips To Grow Your Business by Grant Cardone

Whether you are a salesperson in a car dealership, a supplier to the auto industry or consultant, Grant’s guidance is relevant and key to your success and ongoing survival.  This video is definitely a recommended “watch” and a great use of 3 minutes and 19 seconds of your mental focus and attention!

via Automotive Digital Marketing Professional Community.

Digital Advertising: Math Plus Magic is the Future – Automotive Marketing

Digital Advertising: Math Plus Magic is the Future

Math and magic are essentially polar opposites, but share two similarities. The first is that they are both a much more hands-on approach to digital media. With magic, that means creating new experiences. With math it means managing programs on a daily basis, constantly evolving and improving. The second similarity is that math and magic are both underdeveloped skillsets in the industry. They were nice to haves in the past; it was enough to have a handful of people who had these talents. But from here on out, they’re the two skills that matter most.  Click the link provided to read the article…

via Automotive Digital Marketing Professional Community.

Why ZMOT is BS – According to Larry Bruce

Why ZMOT is BS – According to Larry Bruce

Larry Bruce points out: “It is all too easy today for consumers to just cut you out of the buying process for you not to be ultra-transparent and more importantly HELPFUL. The bottom-line the consumers web shopping experience when it comes to automotive is more of a process of elimination not one of inclusion” Use the link provided to see Larry’s entire article and the comments that have resulted from his controversial statements…

Source: Automotive Digital Marketing Professional Community

 

The 5 WORST Questions to Ask a Phone Up

The 5 WORST Questions to Ask a Phone Up

Melissa Roberts, has written a great article that will help all of us to stop making the mistakes that cost dealerships a lot of money in lost sales and service profits from not handling phone calls properly.  Sometimes, knowing what NOT TO ASK can be as, or more important than knowing what to ask.  Too many people in dealerships are fumbling these opportunities to do business that come through the phone.  As a marketer, it pains me to see so much interest from customers get driven away from people saying the wrong things, and asking inappropriate questions when people call the dealership.  Check out the entire article with the 5 things you should never ask people over the phone by using the links provided…

via The 5 WORST Questions to Ask a Phone Up – Automotive Digital Marketing Professional Community.

Facebook Marketing Tips For Automotive Professionals

Facebook Marketing Tips For Automotive Industry Companies

FACEBOOK FAN ACQUISITION; This video is refreshingly loaded with the truth and devoid of the BS that is too often heard about acquiring Facebook Fans for car dealers… It’s all about using Facebook Advertising the right way; Engagement Ads! Use the link provided to view this video…

 

 

 

 

Social Media Importance to Car Buyers by Site Type; J.D. Power and Associates

Where Have All the Leaders Gone? – Automotive Digital Marketing Professional Community (ADM)

Where Have All the Leaders Gone? – Automotive Digital Marketing Professional Community (ADM).

Hoss Devine

Where Have All the Leaders Gone?

When was the last time you worked with a manager and said, “that person is a great leader”?

Early in my career, I can honestly say I learned more about what kind of leader I didn’t want to be rather than the kind I do want to be. Unfortunately, I found myself learning and practicing management traits of those poor leaders. It wasn’t until someone cared about me enough to tell me “you’re a prick to people at times” that I realized I needed to do something about it.

Needless to say, it wasn’t the first time in my life I had heard that statement, but I had never heard it from someone I respected. This gentleman modeled what it means to be a truly great leader, and I respected him because of his leadership. We don’t agree on everything, but we do agree on core leadership principles.

Over the years, I have consulted many stores and have to say that I have yet to see great leadership initially. I remember a line in the movie “Remember the Titans”: “Attitude reflects leadership.” If your business isn’t doing what you think it should, then you should probably look in the mirror. The speed of the team is the speed of the coach. When you look at any great team or business, leadership is the key to their success. We all have heard “it’s all about people” and that saying will ring true forever.

You can beat yourself up and make excuses for your people by saying, “they learned it from me; it’s not their fault.” But now it’s time to get over it and do something about it.

I hear people say they need better people, processes, inventory, traffic, advertising strategies, etc. and it might be true.

You may need all of those things, but without great leadership none of those things will create a business model with any longevity.

Now that we’ve talked about some of the problems we have, let’s talk about some solutions. Don’t hire or promote people to do a job unless you are committed to training them how to do that job.

It is criminal to put someone in a position to fail. Why do we have one of the highest turnover rates of any business in the country? Do you really think its because all of those people are unqualified or incapable of doing the job? No! It’s because we don’t prepare people to be successful.

Think about it for a minute. We hire a salesman because he interviews well, then we sit him in front of a TV watching videos for 2 days on how to sell a car and then 3 days on product knowledge and tests. Then we spend a couple of hours on how to fill out paperwork, turn him loose and then say, “Go out there and get’er done.

Is that really preparing the person to be successful? The real irony is that if the person we did that to happens to be successful, we promote him to management and say, “Alright – get these guys going and sell some cars!”

In our industry the number of dealerships that actually train their managers to be great managers is very slim. You have a multi-million dollar business, and the only people who have any real training on how to do their job is the office manager (who more than likely has a college degree) and the service technicians. But the least trained people in the company are customer-facing employees that you depend on, not only for your business but also your long-term reputation.

We need to wake up!!! We can’t simply rely on the walk-in customers anymore. You have to have skilled salespeople and managers in order to have any type of success today.

Your people have to love what they do, love the game, be proficient at it, and play for keeps. Managers need to learn how to manage people individually.

No longer can you berate people and M-F them in order to get the desired behavior or result. I’m not saying to coddle them or not hold them accountable, but it is possible to hold people accountable without belittling them or browbeating them; you just have to change your approach.

In order to have any success in the new automotive industry, we must be more scientific about how we manage our business, and that should start with our people. People are not thick-skinned like we were growing up in the business.

We have more generations in the work place today than ever before, and each one of those generations has to be managed differently. If you’re not profiling people before you hire them, you can expect to have a lot of turnover and generally unproductive people.

There are tools out there today to help ensure the success of people, tools that teach how to manage people on an individual level so they can be the most productive.

Over the last couple of years I have read a lot of articles about how to increase business and profit, but nobody is talking about the most important thing when it comes to increasing your business and profit: PEOPLE.

If you really want to make a difference in your dealership, begin training your people everyday and in daily one-on-ones. Take the time and invest in their future. The return on investment will be greater than you ever imagined.

via Where Have All the Leaders Gone? – Automotive Digital Marketing Professional Community (ADM).

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