Despite the whirlwind of a year we’ve had, many dealers are still reporting record-breaking sales in recent months. Along with the rest of the auto industry, we breathed a sigh of relief when we finally saw business continuing as usual. Well, as usual as can be expected, that is.
To wrap-up 2020, and help you see even more success in the months to come, we wanted to share with you our top 5 tips to drive sales coming into the new year.
#1 | Brainstorm: What worked?
Take out an old fashioned pen and paper for this one. Brainstorm everything you tried to boost your sales in 2020. Jot down everything that comes to mind, even if it was a huge flop.
Next, you will mark the things that worked. How can you repeat these in the new year? How can you build on them? Take what was a success, and make it your goal to expand that success past what you think is possible. This is the shoot-for-the-moon mentality, and it works!
#2 | What didn’t?
Go over your list a second time, and note which efforts failed. The things that bombed so badly, you’re embarrassed to even write it down. Don’t bury your head in the sand when it comes to your failures, or you risk repeating them. Suck up the pride, analyze what didn’t work, and why.
#3 | Close the gap between Sales and Marketing
Different departments, but not really. These systems feed off one another, and only thrive when they work in harmony. So how can you accomplish this?
First, everyone must be in agreement that these departments work hand in hand.
Marketers work to understand buyer personas, and create brand awareness. Salespeople understand buyers on the individual level, but only after Marketing has attracted them to your store. Both jobs are necessary, and both hold tremendous value.
According to digital marketing experts, most North Americans are exposed to around 4,000 to 10,000 ads each day. For an industry as competitive as automotive, you won’t survive unless your messaging stands out. Creating brand awareness, communicating clearly and effectively, and gaining the trust of your customers are the basics of a successful marketing team. So what will this look like in 2021?
Better online presence: Familiarize your audience with your store and the people in it. Modern buyers are looking for the face behind the product. They want to feel as if they know and trust the people they are buying from.
Improve your emotional intelligence: Communication is more than just speaking from a script. You need to be able to read between the lines, and make accommodations for your customers’ individual needs.
#5 | Nurture your leads
It’s a fact that it takes an average of 8
points of contact to book an initial meeting
with your lead. So why do most salespeople stop after the first 1 or 2 messages? Don’t be afraid to be annoyingly persistent with a good lead, because these numbers don’t lie.
Even through a national pandemic, many dealers have found incredible success. Imagine what would happen if you put the same hard work, passion, and drive into your sales during normal circumstances.
What does 2021 have in store for you?
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