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Answer Upon - Maximize Your Retail Customer Profits
Ever wonder why some marketing tactics work for some businesses but not others? Maybe you heard about a business that paints their company website’s URL on the top of their delivery trucks and increased sales by 25%, yet when you try the same tactic, sales remained flat.The reason most marketing tactics fail is that they are not part of a comprehensive marketing strategy. A comprehensive marketing strategy helps you to choose which tactics will work for your business and keep the sales coming in like clockwork no matter what the economy.Defining Marketing Strategy
2. Stay in touch
This is where most sales consultants drop the ball. We are so busy dealing with ups that we
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If you've worked on the Internet for any length of time, then you probably realize how important it is for websites to offer valuable information. Many companies offer free information products to grab a targeted audience. There's no doubt that Web surfers are seeking information, and the Internet is often called "The Information Highway." So, what's the key to success for your Web business? Offering valuable information about your niche market!Why Offering Free Information is So ImportantThere are several reasons why offering free information is important to your online b
1. Build Value
A Purdue University study showed that when the customers perceived value exceeds the
price (meaning that customers feel that they are getting more than they are paying for),
eight out of ten will buy. So where and how do we build value? Look to build value in
each of the three Ps…Product, Place and Person.
PRODUCT
Know your product inside and out. Find the interesting details that customers might not
be aware of. When doing your walk around, don’t just spout off features. Make sure you
tie features to your customers’ hot buttons. Use the phrase (or something like),”And what
that means to you is…” It is best to talk about an average of three features per walkaround
position. It may seem like more is better, but studies show that customers tend to
get overloaded and can have a negative reaction if too many features are presented.
Spend at least 15 minutes a day on boosting your expertise, learning something new
about your product, reading owners manuals and articles about your product, walking the
used car lot, or talking to a mentor in your dealership. Do what it takes to be an “expert.”
PLACE
Ask yourself what sets your dealership apart. “Have we been in business for 40 years?”
“Are we a family business?” “Are we a “no hassle” dealership?” “Do we have more
inventory than our competitors?” In other words, how are we distinct? Once you have
answered that question, make sure your customers know how your dealership is different.
Does your dealership have a mission statement? Do you know what it is? Learn it and
talk about the goals of your dealership with pride.
PERSON
The most important element of the three Ps is to build value in doing business with you.
First of all, you are the only thing that you have to offer that they can’t get anywhere else.
Your willingness to go the extra mile, be patient, and be well informed, will help the
customer buy a vehicle, rather than having you “sell them” one. These practices will go a
long way towards setting you apart from your competitors.
The world is changing fast. Make sure you are aware of new technology that will help
you stay connected to your customers.
Check your negative attitude at the door. Your customer is making a decision about you
in the first 90 seconds that they spend with you. Your smile, eye contact, warm
handshake and enthusiastic greeting will prove to them that you are someone that they
want to do business with over and over again.
2. Stay in touch
This is where most sales consultants drop the ball. We are so busy dealing with ups that we
f
When we lose our jobs, no matter the reason, we lose a big part of our identity. Think of the last several times you met new people. After names are exchanged and polite comments made on whatever event you are attending, the question quickly arises: "What do you do?"It's a pleasant starting point for conversation and usually gives rise to many questions or a lively discussion. It also allows us to measure and preliminarily judge each other. Until we really start to know someone as an individual, we tend to deal in broad generalizations and stereotypes. By learning what work a str
PRODUCT
Know your product inside and out. Find the interesting details that customers might not
be aware of. When doing your walk around, don’t just spout off features. Make sure you
tie features to your customers’ hot buttons. Use the phrase (or something like),”And what
that means to you is…” It is best to talk about an average of three features per walkaround
position. It may seem like more is better, but studies show that customers tend to
get overloaded and can have a negative reaction if too many features are presented.
Spend at least 15 minutes a day on boosting your expertise, learning something new
about your product, reading owners manuals and articles about your product, walking the
used car lot, or talking to a mentor in your dealership. Do what it takes to be an “expert.”
PLACE
Ask yourself what sets your dealership apart. “Have we been in business for 40 years?”
“Are we a family business?” “Are we a “no hassle” dealership?” “Do we have more
inventory than our competitors?” In other words, how are we distinct? Once you have
answered that question, make sure your customers know how your dealership is different.
Does your dealership have a mission statement? Do you know what it is? Learn it and
talk about the goals of your dealership with pride.
PERSON
The most important element of the three Ps is to build value in doing business with you.
First of all, you are the only thing that you have to offer that they can’t get anywhere else.
Your willingness to go the extra mile, be patient, and be well informed, will help the
customer buy a vehicle, rather than having you “sell them” one. These practices will go a
long way towards setting you apart from your competitors.
The world is changing fast. Make sure you are aware of new technology that will help
you stay connected to your customers.
Check your negative attitude at the door. Your customer is making a decision about you
in the first 90 seconds that they spend with you. Your smile, eye contact, warm
handshake and enthusiastic greeting will prove to them that you are someone that they
want to do business with over and over again.
2. Stay in touch
This is where most sales consultants drop the ball. We are so busy dealing with ups that we
f
or Ten Ways to Effortlessly Become More Media Aware.1. Let’s start by making a list of all that you usually read (and you can do this as a team if there are more than one of you). Include things that you read for fun as well as business, things that you regularly read whilst sitting outside your client’s/MD’s office, and websites that you usually visit.2. Now go through that list and cross out anything that you wouldn’t want your business to be seen in, wouldn’t do your business any good to be seen in anyway (but do include places where you already have a media presence as
PLACE
Ask yourself what sets your dealership apart. “Have we been in business for 40 years?”
“Are we a family business?” “Are we a “no hassle” dealership?” “Do we have more
inventory than our competitors?” In other words, how are we distinct? Once you have
answered that question, make sure your customers know how your dealership is different.
Does your dealership have a mission statement? Do you know what it is? Learn it and
talk about the goals of your dealership with pride.
PERSON
The most important element of the three Ps is to build value in doing business with you.
First of all, you are the only thing that you have to offer that they can’t get anywhere else.
Your willingness to go the extra mile, be patient, and be well informed, will help the
customer buy a vehicle, rather than having you “sell them” one. These practices will go a
long way towards setting you apart from your competitors.
The world is changing fast. Make sure you are aware of new technology that will help
you stay connected to your customers.
Check your negative attitude at the door. Your customer is making a decision about you
in the first 90 seconds that they spend with you. Your smile, eye contact, warm
handshake and enthusiastic greeting will prove to them that you are someone that they
want to do business with over and over again.
2. Stay in touch
This is where most sales consultants drop the ball. We are so busy dealing with ups that we
f
“Half of any job is having the right tool” was one of the earliest lessons I learned from my father growing up on a farm in Nebraska. As an organizing and productivity consultant, it continues to serve me well.As a business owner for over 20 years, one of the principles it took me too long to learn was that the reason for owning a business is – or should be – to develop something of value that you can one day sell to someone else for a profit.Unfortunately, many entrepreneurs have a service or product that is, or could be, of great value to others, but their lack of busin
PERSON
The most important element of the three Ps is to build value in doing business with you.
First of all, you are the only thing that you have to offer that they can’t get anywhere else.
Your willingness to go the extra mile, be patient, and be well informed, will help the
customer buy a vehicle, rather than having you “sell them” one. These practices will go a
long way towards setting you apart from your competitors.
The world is changing fast. Make sure you are aware of new technology that will help
you stay connected to your customers.
Check your negative attitude at the door. Your customer is making a decision about you
in the first 90 seconds that they spend with you. Your smile, eye contact, warm
handshake and enthusiastic greeting will prove to them that you are someone that they
want to do business with over and over again.
2. Stay in touch
This is where most sales consultants drop the ball. We are so busy dealing with ups that we
f
I was recently the fly on the wall at a negotiation. The negotiation itself is a result of longterm planning in most cases. This article details what to do before entering a business negotiation.Step One:Do your homework. That means research anything that may come up in advance of the business negotiation. Absolutely, have a few notes there to back up your viewpoint. If you don't have that research, you are at a disadvantage.Step Two:Consider jotting down notes of what you intend to get out of the negotiation. Include things like points that are absolut
2. Stay in touch
This is where most sales consultants drop the ball. We are so busy dealing with ups that we
forget that our most valuable and easiest customers are the ones who have already bought
from us. Get a customer management program such as ACT and use it. Call your customers
within 24 hours after the purchase to make sure everything is ok. If there is a problem, move
heaven and earth to fix it immediately.
Write a handwritten thank you note, then check in (with their permission) via a phone call,
email or newsletter at regular intervals. Make that contact personal. Use the information you
learned previously to continue building rapport. Ask how Johnny did in little league.
Congratulate them on Becky’s graduation. The more personal the conversation, the more
effective it will be.
Some sales consultants make their clients’ service appointments. The goal is to add value and
have your name be on the tip of their tongues. You want to assure that they will come back to
you when they buy their next vehicle.
3. Ask for Referrals
Your happy customers are your best salespeople. Let their great experience be a story that
they tell over and over. If you have done an exceptional job, don’t hesitate to ask them to
recommend you to their friends, co-workers and family. If you explain that you build your
business with positive word of mouth, they’ll be happy to help you out. Don’t forget to thank
them for their referrals. Again, a hand written note is essential. Some states allow birddogging,
even if yours doesn’t, you can “thank them” in a variety of other ways. A dinner at a
local restaurant, or a free oil change will show them that you are grateful.
If you follow these three simple steps you will maximize the profit you will get from your customers! Work smarter, not harder.
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