New Vision Sales Automobile Dealer Sales Training – Article Series

Technology in Business
Development

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We can’t wait for success to come to us. We have to go after it,
and technology can help in a lot of ways. Technology can enhance
communication with prospects, target certain segments of past
customers, locate new customers who are in the market for a
vehicle and simplify certain BDC processes.

While e-mail communication was a great byproduct of the digital

revolution, a customer’s perception of the message sent is
limited because body language and tonality are taken out of the
equation. With enhancements in video technology, business
development representatives (BDRs) can now send video e-mails to
prospects instead of just static text e-mails, adding tonality
and body language back into e-mail marketing.

In addition to allowing the customer to put a face with the

business development representative’s or salesperson’s name, when
the video includes a product presentation tailored to that
customer’s needs, it also enables the customer to invest more
into that emotional bank account and become more attached to the
vehicle.

While not a new technology, SMS text messaging is becoming more

widely used by auto dealers and it’s become a successful way to
increase appointment show rates. While calling someone to confirm
an appointment is best, I’ve found that sending a text message to
people who don’t answer the confirmation call is more effective
than just leaving a voicemail. It can lead to a six- to eight-
percent jump in show averages, not to mention engage the customer
in a conversation.

An increasingly popular way to generate more business is by

finding sales opportunities in your existing database—also known
as organic lead generation or data mining. Your dealership may
already be using a DMS and CRM product with the capability to
search for past customers who will be re-entering the buying
cycle soon. Why not take advantage of the functionality?

Recently, many campaigns have been focusing on CARS, or “Cash For

Clunkers,” but taking different marketing angles. Some focus on
taking advantage of the program, while others aim to let
customers know they’ll still be around when the program runs out
of money.

Other campaigns take the “Law & Order” approach. The show pulls

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ideas from the headlines to create storylines, just as dealers
can pull ideas for campaigns. For example, when the news
headlines read about stimulus packages, some dealers ran
campaigns promoting their own versions of stimulus packages for
customers.

The BDC can also do more to drive traffic to the service drive
beyond making appointment-reminder phone calls. A lot of your
marketing efforts can be done through a BDC, so if you’re making
cutbacks, why not do the work in-house if you’ve got the people
and technology? In addition to generating sales leads organically
through your database, you can generate organic service leads.
Imagine how much more money you could make if you got more
aggressive at getting all your sales customers and out-of-
warranty customers to return as service customers. A couple
examples of successful ways to drive traffic to the service
department organically include promoting extended service
contracts to customers whose warranties recently expired or to
customers who haven’t been to the dealership service department
in the past 90 days.

Locating new, in-market customers can be a challenge, but

sometimes a technology company will come out with something new
and useful in this department. One new product my company has
beta-tested which is now widely available alerted us in real-time
when an auto accident was reported. It included detailed
information to let you know if anyone was hurt, whether the car
was totaled and phone numbers of people involved—all public
information and available by visiting the local police station.

Of course, I wouldn’t try to sell a car to someone in the

hospital, but if no one was hurt, you can scrub the involved
parties’ names against the Do Not Call list and call them to see
if they need your assistance in replacing their vehicle. Look at
it as a service to a customer who needs a new vehicle and has
plenty to deal with already. By helping them, you’re lessening
the headaches they have to deal with.

Another method several dealers are utilizing to locate new

customers involves creating a presence on popular social media
channels. Whether using Facebook or creating your own Ning.com
social network, management should monitor the ongoing activity to
ensure it presents your dealership in the light you want it
presented.

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Technology can be your best friend or your worst enemy. For
example, some lead management software seems like it requires a
Ph.D. to operate. There are many options available so it need not
be that complicated or your staff won’t use it. Training is
another area that has been enhanced by technology. Beyond
Webinars, video phones with broadcast capabilities allow
interaction between trainer and employee without paying to bring
the trainer in or send the employee offsite.

Twitter: www.twitter.com/NewVisionSales

Facebook: www.facebook.com/NewVisionSales

YouTube: www.youtube.com/user/NewVisionSales

LinkedIn: http://www.linkedin.com/in/grodean

New Vision Sales Inc.

1670 Hwy 160 West Suite 206
Fort Mill, South Carolina 29708
803-802-2124
Toll Free: 866-532-2827
Info@NewVisionSales.com

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