Triple Your Automotive Marketing Now

Recently, we listened to a 27 hour-long selling seminar recorded back in 2000 that reminded us of a very important, yet extraordinarily overlooked car dealer marketing strategy that would literally mean the distinction between going into the red and record-breaking sales for your store this year.

At this seminar they were solely scratching the surface of this idea… because in 2000 the technology wasn’t as affordable or easily accessible as it’s now. But these days it’s essential, and if you aren’t doing this one thing, you would like to begin immediately if you want to see a lot of leads, prospects and referrals coming back into your store.

So what are we have a tendency to talking concerning that may quickly and effectively maximize your dealership’s marketing efforts and ultimately your bottom line?

We’re talking concerning systematically collecting contact data for each prospect or client that deals with your store.

Most individuals who market on-line understand this concept. In fact, it’s how they make a living. However so many tiny dealers we tend to encounter don’t get the ability of this. You would like to be actively making & using a database. You’re database is GOLD! In fact, it’s higher than Gold— it’s like acres of diamonds just waiting to be mined by somebody who knows the potential of what’s hidden in the planet beneath him.

I’d say 50% of dealerships collect contact data when a client buys something…and maybe 15% do great job at keeping it current and in a usable state. Nonetheless the sad part is that solely 2% collect any data from prospects and leads before the sale…which could be a HUGE mistake on the dealer’s part.

The ability is in the follow-up. Yes, it’s nice to have the contact info of consumers who purchased from your store to remind them of referral opportunities or future deals…however what regarding the power to consistently and often follow up with those inquiring regarding or perhaps considering buying a car from you?

The opportunity is priceless.

However once more, we’re not talking about catching a client’s contact information on the fly or simply when it involves your attention. No, we’re talking regarding having a full blown automated system that’s used consistently and without fail to ensure contact information is being collected from leads, prospects and customers 100% of the time.

At the very least you want a break’s email address and their permission to send stuff in the future. It is imperative, will quadruple the effectiveness of your promoting and significantly impact your bottom-line. At best, you want full contact info so you mail, email and phone them.

So here’s the massive question…

How does one get all that data?

Easy. You incentivize the exchange. You provide something of value in return. And I’m not talking concerning a magnet or a t-shirt or something that is of price to YOU. No, this desires to be something of high worth to the customer if you expect them to fork over the goods their private contact info) and actually welcome communication from you within the future.

And let me be perfectly honest in saying that while there may be an initial time or cash investment on your part in creating this “item of value”, giving the customer one thing they want in exchange for an email address may be a deal HEAVILY skewed in your favor.

That’s because you’ve now gotten their permission to create relationships and woo them into turning into customers for life. That’s how raving fans are born who suggest and talk concerning you to others. That’s how you get additional referrals then you’ll handle and that’s how you can harness the ability of that each one elusive, best-marketing-on-the-planet-because-it’s-free Word Of Mouth Advertising.

However it all starts with aggressively pursuing and creating it a TOP priority to gather the contact data (especially email) of all the prospects you encounter every day. With email you’ll be able to market to them for free in the long run…and what type of selling is best than free?

Automotive Tools – Starting Your Tool Kit

The Automotive tools market is vast with 100’s of specialised tools used for specific tasks like drive shaft wrenches, fuel injection sockets and valve spring compressors. And while specialist tools are very useful and necessary in many occasions there are basic hand tools that are required by mechanics and service technicians.  Below is a brief description of the basic hand tools that should start your tools collection.

Spanners / Wrenches

Spanners and wrenches are available in different sizes and come in standard and metric. It’s advisable to have both in your tool collection.

Standard imperial spanner sizes are:

10 – 12 – 13 – 14 – 17 – 18 – 19 – 20 – 21 – 22mm

Standard metric spanner sizes are:

1/4″ – 5/16″ – 11/32″ – 3/8″ – 7/16″ – 1/2″ – 9/16″ – 5/8″ – 11/16″ – 3/4″ – 13/16″ – 7/8″

may more sizes are available but you should buy a good set of the standard sizes and if extra sizes are needed buy them separately.

Sockets

Sockets are probable the most widely used tool by mechanics and come in to forms ether standard or deep. Used to undo and tighten bolts sockets are usually sold in sets of verifying sizes and are available in both metric and imperial. It is advisable to have both sizes available as cars do not have standardised bolts and you never know what size of bolt you will find next. Sockets are categorised by the fitting size for ratchets, torque wrenches ect. And are available in 1/4″, 3/8″, 1/2″, 3/4″ and 1″ the most popular are 1/4″ and 1/2″ but there are many multi drive socket sets available that will give you a range of sizes and fittings that are ideal if you are starting out.  

Screwdrivers

There are many types of screwdriver available including specialist drives such as Tri-wing, Torq-set and Hexalobular however you are unlikely to come across most of the specialist drives unless you are working in very specific industries. The two standard screwdrivers are Philips and flat or straight head. It’s advisable when buying screwdrivers to go for “impact screwdrivers” they have the shaft running all the way through the handle and allow much more torque to be applied.

Tool Box / Cabinets

What about keeping your tools? Tools can last a life time if you buy quality and look after them. And the biggest reason for having to re-buy tools is misplacing them. To start with a tool box or case will suffice and most tool sets come in storage cases but one your collection begins to grow its advisable to invest in a tool cabinet, they can become quite costly but if you buy a quality they will last your career.

When starting out you will probably be budget sensitive but try to but quality tools that will last rather than a set from a supermarket and over time build up your tool collection as you go.

Automotive Marketing Solutions – Getting To Know Your Customer

In any mechanical workshop, profitability is helped by getting your Labour to work as many hours as they are paid and making sure that these hours are billable hours, by that I mean, that they can be charged directly to the customer and recovered in full.

To help bill more hours you need to know your customer well.

One of the best ways to achieve this is to collect data and store it in some type of database.

Originally databases were simple pads, notebooks or 3 x 5 cards and details such as Name, Address and details of the vehicle were all that was needed.

But in today’s high tech world where the customer is viewed as King or Queen, it is vital that workshops not just collect as much information about their customers’ needs but also to have the ability to analyze this information.

Databases nowadays have moved from simple notebooks and 3 x 5 cards to software packages like Act and Goldmine with even more sophisticated programs being custom built in SQL and Microsoft Access.

So what does this mean to the average Automotive Repairer?

Well lots, if you don’t know your customer, you cannot anticipate their needs!

If you can’t anticipate their needs, then you will not be at the Top of Their Mind when they have a need to think about their car.

Being Top of Mind is about collecting and analyzing the right data so that you are able to put an action plan together – a ‘Marketing’ Action Plan.

Given the reliability of vehicles and the continuing reduction in operating costs surrounding vehicle ownership, it is becoming more and more difficult to sustain a business based on Parts Failure or Vehicle Breakdown.

Even the move towards building a business based on vehicle servicing is now less viable, given the length of time now recommended by manufacturers between services.

And when this is coupled to the relative cheapness of vehicle ownership in real dollar terms, it is obvious that being in business today is not about just repair and maintenance it is about – the relationship.

Now I hear you asking “ok, so what information do I need to collect and how do I use it?”

Grab a pen and let me suggest some automotive marketing ideas:

  • Their First and Surname separated so that you can personalize their letters or any mail merges that you wish to send
  • Their vehicle make, model and registration number so that you can mail them any articles that relate to their vehicle, perhaps a vehicle safety recall, or advise them about any valuations that they may have asked for as they may have been thinking of trading in their vehicle.
  • Perhaps you can collect the date that their Registration sticker expires. Post them a reminder say three weeks before it expires and include the address of their nearest Licensing Center. Or you could advise any BPay or Direct Credit facilities that the Government Department has.
  • You could also collect the name of their spouse and find out if he or she owns a car. You’re obviously looking at ways that you can get this other car in for servicing as well.
  • What about storing the year, make and model and getting a quote for insurance.
  • Write to them a few weeks away from when you want to get their car back for servicing and give them a range of insurers and some indicative quotes. Naturally you would do well to confirm their age and no claim bonus track record and any relevant history, if that is at all possible.

So, as you can see. There is more to getting to know your customer than just saying “Hi, how ya doing?”

Well, till next time remember that “The Power of an Idea is in its Implementation”. It is no good just listening to these ideas. It is about applying them.

If you are getting the same results year after year, then consider getting a coach or meet with your accountant on a regular basis.

Currently I work with clients across Australia, in the UK and in the USA. So distance should not be viewed as a barrier.

The most important thing about your business adviser is that they help you – get your business to its next level.

If this means that they are demanding then view this as a good sign, if they are pushy then again this is a good sign.

Before I go, ask yourself two questions:

1. “Could my business be more profitable?” and if the answer is Yes, then the second question is

2. “What do I need to do to get it there?”.

If you want to know about the Business Doctor or the automotive marketing solutions and coaching that I provide please visit my website and hear what some of my clients say about what it is that they have gotten from engaging a business coach.

So, till next time – I wish you all the success that you can handle whilst holding a genuine smile.