Matching The Lot With Promotions
You put a lot of time, resources and effort into publicizing your promotions – but how’s your follow-through?
By that, I mean, let’s say you’ve blasted out news of a big crossover sale online, via automotive direct mail and even via SMS. This draws a whole slue of interested customers to your lot. What’s the first thing they see when they roll up or walk into your showroom?
Unless you’ve got all of your crossovers on display and ready to be bought the moment your potential customers arrive, you haven’t done your job. Customers attracted by your promotion are expecting to be bowled over by kept promises – and it’s your responsibility to deliver on those expectations.
And, if you really want your customer to perceive you as a serious promoter, you have to follow through in other, more subtle ways too. If your auto direct mailer makes mention of specific cars and has depictions of them in a certain color, make sure those specific cars are front and center.
Once you move all of the automobiles you’ve promoted so that they’re the center of attention, it’s also a good idea to label each one with the same offers you promoted in your auto direct mail and overall promotional campaign. Keep the language, colors and font consistent so that it really looks like you mean business. And, don’t change the promotion or pricing once you’ve committed to it in writing. The customer will notice and it will degrade their trust in you.
Bottom line, it’s important to realize that the customer who was attracted to visit your dealership was attracted by the specific vision that you created in your auto direct mail, your commercials, your print ads and your television ads. If what they were expecting is ready to greet them when they arrive, that makes selling the vision that much easier. And, by advertising prices and keeping them consistent on the lot, it makes negotiating with the customer that much easier for sales reps and it helps to ensure they’ll earn consistent commissions.