The Most Important People
Wrong.
As with everything new model of vehicle, there’s always more to it. Once you understand the first layer, everything becomes more complicated, more nuanced.
Yes, you need to keep the customer at the centre of your process, but there is someone else you need to keep in mind; the sales staff.
That’s right. We don’t actually make marketing campaigns for the sake of having pretty pictures. Our goal is to convert our audience to paying clients and we do that through the sales staff. If we don’t do our job properly, then sales can’t do theirs at all. And as much as we tell ourselves, the sales staff does the heavy lifting, especially if we don’t do a good job supporting them.
Aligning the marketing campaign with sales

Learn the sales language

Bring Sales into the marketing meeting

Training
Once you’ve established your campaign, you need to show the sales staff what you’ve done. When the sales team knows what the clients know and what’s been promised, then they’ll have an idea where the clients come into the sales funnel.

Match the in-dealership marketing to the digital and conventional campaigns
An Epic Love Story
YUntil now, you’ve been creating your marketing campaigns as customer centric, but too often there is a missing element, your sales team. The person on the floor needs to deal with the customer so we need to support them as best we can. With that in mind, think of it less like taking your audience on a linear journey and more like an epic romantic journey. You want your audience and your sales staff to bond over their love for the vehicles you’re selling. You want to develop a relationship between the audience and the sales staff. Your campaigns need to be more three-dimensional, customer centric, salesperson-oriented and not a blanket approach.
Thanks for reading! Stay tuned for more content.
Cheers,
Jason Harris
Stay in touch with me

Be inspired through Jason’s Instagram

Build your brand with Jason’s Facebook.

Learn weekly from Jason’s YouTube

Get inside Jason’s head with Twitter.

Be inspired through Jason’s Instagram

Build your brand with Jason’s Facebook.

Learn weekly from Jason’s YouTube

Get inside Jason’s head with Twitter.
More