Each year, automotive dealers invest large amounts of money on “mailer/super sales” – sometimes as much as $15-20,000 to mail up to 30,000 direct mail pieces.
Whether these sales events meet/don’t meet expectations is generally based on a number of factors including coordinating Point of Purchase (“POP”) materials.
At the end of these sales, the outside sales team sent in to manage these sales leaves your dealership – but their reputation stays. Accordingly, if you’re hiring an outside sales team to work these events, please check out their reputation as it will become YOUR reputation.
Here are a couple of ideas to make your “Mailer/Super Sale” successful:
1) If you must adjust pricing on a vehicle, do it at least 2 days BEFORE the sale starts, and ensure that price is reflected on ALL web sites and print ads and where your inventory is listed. Many customers spend time researching your vehicle inventory before they actually arrive at your dealership.
2) Match you POP supplies to your mailer colors -if it’s a red, white, blue sale and those colors are on the actual mailer, use red, white and blue balloons, flags, dancing men, hot air balloon shaped Inflatables, hangtag’s, etc. Customers need to recognize it’s YOUR STORE having the event.
3) If you are giving out gift cards to induce customers to visit your store, you may want to consider giving a $5.00 VISA gift card with your dealership logo on the card. Why give free advertising to another retailer?
4) Have an official greeter – not the salesperson – to help manage the traffic flow, as these events often promote sales people “cherry-picking” customers.
5) When greeting customers, make sure to request the customer’s email address so you can give them your Facebook or Twitter page. Customers are more likely to contract with someone they know, and this is a perfect way for them to get to know you. You’ll want these customers to remember you tomorrow, long after the outside sales team has departed your dealership.
My name is Rhonda Lindsay and automotive dealerships are my expertise. I come with 14 years of automotive experience as well as owing and operating a premier point of purchase merchandising adviser and suppler, RD Distributing, Boise, ID.I can be reached at 877-378-9226. www.autodealerspromotions.com or info@autodealerspromotions.com.
Article Source: EzineArticles.com/expert/Rhonda_Lindsay/557066
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