Posts Tagged ‘buy mail direct’

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Consumers and more specifically car buyers are callous to advertising messages, being exposed to over 3,000 every day from sun up to sun down, and who can blame them? The growth of the Internet has not helped  with more and more emails, mobile ads, search ads, social media ads, display ads, video ads, pop ups, re-targeting ads, preroll video ads, and on and on.

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This is why digital and direct mail marketing using complex variable data to be relevant to each customer is so important. Here are five tips to take your ROI to new heights:

1) Don’t use the word “sale.” Customers hear it everyday and its even a long standing joke (that they get) about car dealerships having a “sale” everyday. Yes, every day is a “sales day!”

2) Don’t use a bunch of colors, burst, and cute flashy artwork in your message. Again, its way overdone, it does nothing for anyone.

3) Replace cute art work with ways to save the customer money. Take relevant data that can be used to help your customers save money then show them how much they can potentially save each month comparing their current high interest rate car payment to a lower interest rate (and lower car payment) then total up the savings and present it in a simple easy to understand illustration.

4) Of course you want customers to reply or respond but let them do it their way. The more choices you give them to reply, the more leads you will get. Let them walk in, call in, or let them reply online by building each customer their own customized personal website. Make sure you capture them though, no matter how they respond.

5) Don’t send car buyers a letter from your dealership. In fact, don’t even make the letter or message from the dealership. Take the dealership out and create more of a third party message ending with your dealership location being the market area designated participating site. Like below:

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For more ideas contact Buy Mail Direct today!

Good selling,

Todd

From $3,999 Complete!

(No Commissions, No Overrides, No Bonuses, No Kidding!)

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Two dealerships that sell the same make, in the same state (but 200 miles apart); run an aggressive digital/direct mail event to the same criteria, same weekend, same message, same hours, same type of balloons, same data, same inventory count, everything is the same.

Even the response is the same, they both get 110 ups.

But one dealership sells 31 units and one sells three. Does this ever happen? Every weekend for 29 years that I know of.

Why? What is it? If you’re thinking salespeople and preparation, you are right.

There is an old saying that “If you just don’t insult anyone, you will sell 10% of the attendees.” That really means make sure your salespeople buy-in 100% and make sure you have no “rain clouds.”

In respect to the blueprint , the big question is, when customers arrive, what is the plan? What will their experience be? Walt Disney was one of the first to really dig into this. No your dealership is not an amusement park. But if you have a well thought out plan for customers after they park their car, that your salespeople execute flawlessly, you will notice happy customers having fun and that will sell cars big league!

The important steps are making sure each customer is married into your event from the get go. You want to bring them in, separate them from their trade, and start “the experience!”

Don’t find the company who can just give you the best price, find the company who knows the car biz and can give you the best preparation!

Good selling,

Todd Vowell

CEO, Buy Mail Direct Inc

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Would your car dealership earn a higher ROI doing “Test A” that is 10,000 pieces of direct mail for $5,000 or “Test B,” that is 5,000 pieces of Multichannel digital/direct mail for $10,000?

Obviously the less expensive mailer (Test A) with more pieces is going to be a “one channel only” direct mail piece.

The bigger investment (Test B) mailer will include several channels or as we call it “Multichannel digital/direct mail event.”

The closing ratio and an honest evaluation of your current management/salespeople is key.

Test A is going to get you more actual traffic and you will be relying more on your salespeople/management than the piece.

Test B allows you to lean heavier on the digital/direct mail technology rather than your salespeople/management. (Nothing wrong with that, think about your teams level of “event experience.” )

Unless your salespeople/management is so experienced with events, they could be a crew from one of these “staffed event companies,” you will sell more vehicles with Test B than Test A every time and twice on Sundays!

So let’s look at ROI:

Test A – 10,000 pieces for $5,000 one channel: 100 ups close 10% or 10 units. Let’s call it $3,000 a copy. (I know yours is higher but for arguments sake)   That’s $30,000 minus $5,000 investment for $25,000 profit.

Test B – 5,000 piece multichannel digital and direct mail event for $10,000. Traffic is traditionally a little lower. So call it 75 ups/replies. Closing ratio can double so close 20% or 15 units. Take 15 units x $3,000 a copy is $45,000. That’s $45,000 minus $10,000 investment for $35,000 profit.

Summary – Test B earns $10,000 more but let’s “put all the cars on the table.” The closing rations here are just estimates. Your actual event numbers could double these extremely conservative estimates.

Plus, we didn’t factor in the money you will earn from great trades or the fact that “Test B” uses only half the market of “Test A” so you can hit an additional 5,000 car buyers for another great multichannel digital/direct mail marketing event the next month without going back to the same people!

I will close with this. More times than not, “Test A” makes printers richer. “Test B” makes you richer…

My time is up, you been great! Good selling-

Todd Vowell

 

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When I was young, working my way through college, a friend of mine hired me to pick peaches and paid 50 cents a bucket. The bucket was a metal container with a strap you wore around your neck so you had two hands free to hit each tree.

I remember the first day well. With my first tree, I got like four or five buckets out that bad boy in 105 degree weather. I can still feel the scratchy peach fuse mixed with sweat on the back of my neck.

So I said, “OK boss, first tree done which tree is next?” He looked at me and said, “you sure you got all the peaches?” I said yes, absolutely. He just smiled, took my bucket and went over to the tree I just stripped of ALL PEACHES and proceeded to take me to school. I stood there and watched him get another 20 buckets of peaches off that tree I was sure had nothing left.

So yes, when we talk about salespeople and how most only get the low hanging fruit, it goes much further than just the optics. Getting more customers is an art form just like picking peaches. You have to have instinct, passion, tools, creativity and you have to be willing to get on a ladder and really do some hard work. (Work most are not willing to do)

Anyone can pick low hanging fruit. The best salespeople in the country no matter if its cars, real estate, direct mail, or even peaches, are the ones that really take it serious, don’t give up, and are just relentless. It becomes more than a job or even career. Selling becomes the DNA of who you are.

The best peaches (or customers) are the one’s way up in the tree, hidden behind branches and leaves. Those are the most valuable because they are hard to find and most folks have missed them, didn’t see them, didn’t even look. (They just walked on by, grabbed some low hanging, and kept going.)  Don’t let that be you…

Also, don’t let the Internet and all the new ways to reach customers fool you. Sales is still a people business. It is still all about building relationships based on trust. If customers trust you, and like you, they will do business with you. If they don’t then they won’t.

The Internet and many digital channels are just extra tools to help you (find all the peachpeaches) earn that much-needed trust in order to build the relationship. Use them all, the more the merrier!  Do that and life will be “peachie” I guarantee it! My time is up, you been great. Good selling –

Todd Vowell

They say car shoppers now only visit 1.4 dealerships before they buy. Make sure that is your dealership they visit! Free stuff generates traffic but a well prepared sales and management team is what sells cars!

Buy Mail Direct has the most powerful Digital/Direct mail events in the country and this new premium hook makes sure your lot is packed come “EVENT DAY!”

 

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If your customer doesn’t win the $10,000 no worries!

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EVERYONE WINS!

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Call Todd today for new summer 2016 samples and more information!

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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!