Archive for April, 2016

 

8Pager front cover women8Pager inside women

Everything went great. The salesperson was informative. The test drive was exhilarating and fun. They have good credit. They just are not buying today. We have to let them go. We can do the half gallon of ice cream but let me propose an older trick in the book. (I say trick sarcastically because it is just a good idea really that has been lost in the new era of speed, internet and “now or never,” cultures. )

Have an 8-page four color well thought out custom dealership brochure ready to give them to take. This “story” is your best message, personality, flavor, history, and information that will not be thrown away.

 

 

 

If the customer goes home to make a decision on where and what to buy, this brochure needs to be the “scale tipper.” The 100% transparent story teller. The brochure is filled with what matters most and answers many questions because if they didn’t buy, we need to give them “peace of mind.”

When someone clicks on most dealerships website “About” button, its almost sad. No real thought, no passion. Just a canned, “We are 100% committed to your satisfaction bla bla bla! (Yawn…)

What is your story? Who are you?  Who are your employees? What charities are important to you?  What else is important to you? What makes you different?  How about tips on how to save money? The pros and cons to selling your car. Do we lease or buy?  Safety first so what are the stats?  Service coupons. Maybe a incentive to get them back in? Where to take their first trip.

In fact, this brochure that has been put together piece by piece is something you would want your salespeople to take with them when they go out on appointments. It is the “tell all” to connect your entire dealership in an easy to understand, fun, and gravitating presentation. Something cyber could never accomplish.

This is something your customer can feel, read, cut coupons, crossword puzzle maybe, take advantage of offers, all kinds of cool things. I would make sure copies are placed in the Service waiting area, Brochure racks, the bathrooms, local restaurants, etc. I would even mail out at least a couple thousand bi-weekly.

But this brochure takes time to put together. Time you don’t have. Find a Digital/Direct mail marketing company that will slow it down, do the homework, create a masterpiece for you and your dealership.  Don’t tell customers how different the dealership is, show them.

Writing content is not easy. Its hard work. But when you are shaking that customers hand, giving them this brochure that is the heart and soul of your store, you know they are coming back! Good selling!

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