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Prepare to Win

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Prepare to Win

Now I know that managers in dealerships today wear many hats. You have to worry about everything from staffing to closing deals. Things can get overwhelming.

But I want to share a mistake I see all the time with managers across the country. As we all know it costs a lot of money to market your dealership these days.

Plus, you’ve got all these vendors that want your money. There are a lot of decisions to be made.

Pick the right vendor, pick the right message and keep it within budget. – because it’s all on you to make sure everything comes together and makes money.
Before you spend another dollar, don’t forget the most important step of all; PREPARE YOUR PEOPLE. I can’t tell you how many managers forget to do this.

I’ve been in dealerships that are getting phone calls and customers walking in with a direct mail piece and the salesman has no idea they were even doing a mailer. The first time they see the mail piece is when a customer hands it to them. That’s not good!

Listen, you can spend as much money as you want on advertising, but if you forget this step you’re doing a disservice to your staff and your store. Have a meeting. Get everyone on the same page and get them excited. When you do this, I promise you will get a better return on every ad dollar you spend!

Geoffrey Wise

Geoffrey Wise has created thousands of highly successful direct mail campaigns for dealerships across the nation. His ability to integrate traditional direct mail and today's technology has produced high quality leads and ultimately more sales for his dealer client's.