Here's What Works
Frank J. Lopes
I will help you sell more cars, win more customers, and make more money! All things car sales, car sales marketing, leadership in car dealerships, and growth & success. Multiple #1 Dealer Partners To Prove It.
New client presentations are one of the most challenging aspects of my profession. Presenting a set of new beliefs, ideas, and strategies in a way that gets the message through has always been exciting, demanding and to me, fun. Any entrepreneur will tell you: presentations are always challenging and enjoyable.
The best part is the informal Q&A session that always seems to take place after the last slide. They generally yield questions like…
What’s the best "hook?"… What’s new and exciting?… What is everyone else doing?
A client presentation early last week produced a great one:
“What works?”
My response?…
“Everything.”
“Everything works. Everything prepared, developed and recommended will work. It is not a question of if you will see an increase in engaging activity on your website and a significant increase of leads to your sales department. Let’s together, ask the real question…
Do you work?
Let’s together, evolve from good to great by asking… Do you work?
Do your people believe in and thrive in a culture that builds value for customers? Can they sell that value to new prospects and leads?
Better yet, do you even have a value to sell? Or are you just pushing price to move product or providing a basic service in a way that everyone else is?
Marketing Ideas are only as effective as the people, processes and products they promote.
I'm sorry, but the factory that makes silver bullets never existed and the best marketing campaign in the world will not turn your "not unique product" into gold. Price is a great motivator, but selling strictly on price alone without value is not a good idea these days.
If management is weak and does not reinforce your value proposition; only dropping price to try to close deals... No Sale.
Lack of, or wrong inventory… No Sale.
Receptionist leaves a call on hold for too long… No Sale.
Customers now have alternatives at their fingertips and do not have to deal with YOU or your shoddy customer service.
Before asking “what works” or even worse, saying that something doesn’t work, ask yourself…
Do I work? Would I honestly (big emphasis on “honestly”) buy from myself? Why would you or why would you not?
A new marketing campaign may be the best thing for your business. That spark of energy and enthusiasm could be the start of a momentum run that brings you to the next level. Combine it with a tune-up (or overhaul if you feel necessary) of your people, procedures, or product and
THE RESULTS CAN BE AMAZING.
Even better yet, take a play out of Steve Jobs' playbook and jump a curve. Don’t just think about being a little better- go way out there. Go for being 10x BETTER! Move from “Your Business: Version 1.0" to “Your Business: Version 3.0" and build your new campaign around the new "you".
I did this myself about 2 years ago when we jumped a curve from a traditional automotive advertising agency to a full-service auto dealer marketing company… and were still jumping curves every day.
The true answer to “What Works?” is… Everything works. Some marketing messages better than others. Some media, better than others.
But nothing will truly work... unless you work.
Enjoyed this article? Man, I Hope So! Go ahead & click the like button and feel free to leave a comment. Don’t forget to scroll to the top and connect with me here on LInkedIn, friend request me on Facebook or follow me on Twitter if you don’t already do so.
Frank J. Lopes is Vice President of Forrest & Blake Marketing/Advertising. His nearly 20 years of marketing experience is focused on Automotive Dealership and Retail Marketing.
I will help you sell more cars, win more customers, and make more money! All things car sales, car sales marketing, leadership in car dealerships, and growth & success. Multiple #1 Dealer Partners To Prove It.
10yThanks so much for the "like" Bobbi Schneider, Kenneth Alves, Maria Okun, Desiree Serrano, Derek Wynne, Daniel Comeau, Elvis Lindsay, Dave Marek, Michael Haege, Matthew Carnaghi, Chad Hall, Carolyna Zarate, Tom Esposito CFO, Juan M., EYAD HAMMAD, Dustin Postma, Bill Tompkins, Jennifer Del Bosco, Ron Fizer, Cesar Mori, Jon Hankins, Dr. David Berkower, Erick Espin, Wendy Rinehart, Marc Stein, Melanie Borden, Jack Leonard, Ryan Green, Jennifer Carter
Moas Automotive Consulting
10yGreat article Frank, I totally agree a cohesive message built around your value proposition and clearly articulated by your sales force is the most effective marketing.
New Home Sales Consultant at Ryan Homes
10yFrank, my question is....you can be honest, extremely hard working, have innovative ideas, but how do you even get the opportunity to present to the "you's" of the world these days? The days of just cold calling my Auto dealers or any clients for that matter, are essentially over & even thought rude & inconsiderate; phone calls are not taken, email attachments aren't opened. We have worked really hard at being innovative and on the forefront of technology & research with OOH, and my problem is not being passionate about what I sell because I so believe in my products....it is rather how to secure the ten minutes of time so others can hear what I have to say....suggestions?? THANK YOU!
Small Business Owner at Posicraftivity, LLC
10yvery insightful and as long as there is respect within employees, they will give loyalty back! I feel nowadays most companies don't value their employees as much as they used to and then they wonder why they have employees who have lost that passion they had when they started!