The Unhappy By-Product of Record Sales
Open up your Google Analytics and check a couple numbers for me real quick. I’m willing to bet 80% of your website traffic are customers and prospects looking at inventory pages, 15% homepage and 5% ALL other pages combined. Am I right?
Now check how many leads you’re generating per month. I’m guessing it’s somewhere between 1-2% of your total website traffic. When we first started thinking seriously about jumping into the website space, we started with this data. We asked ourselves, ‘How can we use the 80, 15, 5 Principle to help dealers increase unit leads from their website visitors?’
Every other website provider has somewhere between 3-20 conversion points (some will even give you the ability to leave and go to 180+ social media sites…seems like a good idea, right?). As direct response marketers, we know a confused mind won’t respond…meaning, give the customer too many options to respond and they won’t choose any!
Even worse, most other providers show the price of the unit right next to ‘Get A Quote’ or ‘Make Me An Offer’ which tells your customers to ask you for a discount, because obviously you can do better on price.
As I sit here to write this, the world seems to have gone completely nuts. There’s a pandemic that has shaken up the entire planet, we’ve hunkered down and isolated ourselves, and yet I keep hearing about dealers who have had record months.
A recent study showed that 87% of Americans experience anxiety when answering a call from a business or calling a business… that’s why customers don’t answer the phone anymore. And it’s not just anxiety stopping folks from answering. Not too long ago I called my 19 y.o. son. He didn’t answer, of course, but as I was going to his voicemail he sent me a text that said, “What’s up?”
Dealers have a real love-hate relationship with Facebook. They know they should post customer pictures at the time of purchase, but when they do, it often only gets a couple of likes, so it’s an awful lot of work for very little return. Now, the reason dealers don’t get many likes or comments is because Facebook only shows a business’ posts to people who have liked, commented or shared one of their posts in the past. Customer Connections gets customers to engage with your social media automatically and grows your overall Facebook presence. Over time, your engagements grow in a big way.
Plus, the app features an Employee Leaderboard that recognizes your dealership’s top-rated staff. It increases competition among your staff to use the app more frequently because it shows the number of conversations, review requests, and the number of Photo with Purchases each team member has sent.
If you’d like to increase your business in every department, you’ve gotta see a demo of Customer Connections. Call or text us at 770-692-1750, or visit www.customerconnections.io for more information.
Last month I was talking to an OEM rep strong in the UTV segment who said they were actually running out of product because their rural dealers were so busy. Shannon Brown and her team at Road and Track Powersports have been absolutely killing it during April. I’ve spoken with Keith Johnston at Bobby J’s Yamaha and those guys out in New Mexico just keep on grinding and figuring out a way deliver units despite a closed showroom. And Curtis Sloan up at Sloan’s Cycle in Tennessee and his team are still rolling units, as are dozens and dozens of other dealers we speak with daily in nearly every corner of the country.
Check out this video that shows you how simple this powerful feature is to use: https://youtu.be/x1kpxqen-e0
There’s a good chance 70% of your database (or more) didn’t give you a penny in 2019. Alarming isn’t it? The biggest reason for this is most dealers typically rely on Facebook & email only to communicate with their customers. Let’s look at some math on this to show you why this is such a challenge:
This is one of the biggest challenges of marketing in the Powersports Industry; getting a message in the hands of the right folks. This is where the Sharp Shooter Program shines. We use up to 12 different, direct marketing strategies to guarantee your message isn’t getting delivered once, but multiple times per campaign. By simply giving customers more opportunities to respond, we drastically increase response.
That’s the secret formula to the Sharp Shooter Program in creating predictable growth for your dealership…grow your active customers and increase your average, annual customer value.
Many marketers think the only way to reach Millennials is through digital advertising; however the opposite is true. Many Millennials are fatigued from the constant bombardment in digitals ads, which leads to more then 50% of them ignoring digital ads. Because direct mail, which comes only once a day, has become a novelty to this audience, studies show Millennials enjoy receiving mail even more than non-Millennials. Millennial or not, consistently mailing customers will reactive them and increase the frequency in which they visit your dealership, leading to an increase in annual customer value. Consistency is key.
Check out the case-study below on a southern H-D dealer we worked with over 4 campaigns:
Campaign #4 The results were so strong, they decided to market to only the 5,000 conquest customers in May (and remove the 5,000 past customers).
Remember, these are customers who had never purchased from the dealership. The Sharp Shooter Program drove 1,125 leads, resulting in a 22.5% response rate.
For more information on how PSM can help you reactivate your lost customers and increase frequency of visits from your present customers so they spend more money with you in 2020, call me on my direct line at 877-242-4472 x 112. Happy selling.
There are two types of Email Deliverability…
1. Emails being delivered from one server to another without bouncing.
2. Making it to the inbox instead of the SPAM or Promotions folder.
I wanted to say thank you for 2 days well-spent learning a higher level of marketing know-how than any OE dealer meeting seminar, 20-group, or media consulting firm that we've been exposed to in recent years! The venue, food, and time-away-from-the-store were excellent as well. It was especially worthwhile not only meeting the PSM team members that we interact with by phone and email, but the interaction with other dealers was priceless. At Sloan's, one of the pillars of our success is relationship-building with customers and co-workers, and PSM consistently demonstrates that same core value. I look forward to the next Boot Camp so we can send other members of our management team! -curtis sloan-
Regardless of whether you’re a current client, previous client, or not a client at all our goal was to build a live event that was relevant, beneficial, and interactive for all. We’re very different than the other website, technology, and marketing companies in this industry and wanted to showcase that during this boot camp.