Fighting The “Car Salesman” Stereotype In Your Automotive Direct Mail Campaign
You know your customers expect you to try and sell them something whenever they receive a piece of automotive direct mail. You are, after all, “car salesmen” (and saleswomen!). This stereotype is one that’s loomed large over the industry for years and it’s one you have to work twice as hard to overcome. So, how DO you battle the notion that you’re not credible and will do anything to make a buck?
Well, for starters, you’ll have to do what you can to boost your credibility and trustworthiness.
Ask For Feedback
One of the easiest ways to do that is to ask for customer feedback in your mailers. You can conduct a survey via a QR code, for example. By asking them about their needs and expectations, you’re setting up the premise that you actually care about such things.
So, ask questions about their buying habits, what they want out of a vehicle, whether they’re interested in a newer car with service deals built into the purchase or more reliable and more affordable new and used cars.
Deliver On Customer Requests
Then, in your next direct mail piece, call back to that survey and share the results with your targets. Better yet, tie in an offer or incentive to the survey results. For instance, if your survey results revealed that customers are looking for all-in-one purchase and service deals, offer up free oil changes for life with the purchase of a new car. And, be sure you say something to the effect of, “You asked and we delivered!”
Offer Incentives For Repeat Business
Loyal customers must be rewarded. This helps to establish a two-way sales and customer power structure. Make sure your direct mail piece points out that repeat customers are treated favorably (ie: discounts on inventory or service for every new purchase).
This accomplishes two things:
1. It establishes your expectation of repeat business.
2. It demonstrates that you value your customers.
It’s not easy to come out from under the smarmy “car salesman” stereotype, but it’s more than possible if you consistently put the customer first – and communicate that fact in your direct mail and other marketing modalities.