In a highly competitive market, the struggle for exposure can be difficult and expensive, and sometimes your own resources aren’t available for a costly campaign blitz. This is why commercial dealership success requires a nimble-minded ability to think outside the box and develop advertising solutions that don’t break the bank. In other words, commercial dealers need to learn how to be scrappy in marketing without spending a dime — or at least, spending very few dimes.
It’s important to keep in mind that being scrappy with resources doesn’t mean a dealership’s marketing strategies should suffer. Even on a tight budget, commercial dealers can maximize exposure, cultivate a sterling reputation, develop a leading voice, and become a powerhouse in sales. In Part 5A of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers recognize the Benefits of Dynamic Emails. Continue reading “Scrappy Marketing on a Budget: Benefits of Dynamic Email Campaigns”
Here’s a fun fact: bottlenose dolphins and “false-killer whales” (which happen to look like orcas) are distinct species, but often form interspecies “super-pods” to coordinate hunting, with dolphins eating first and making way for the false-killers to prey upon smaller mackerel schools that hide among larger fish. In fact, dolphins and false-killers not only hunt together, but socialize, travel, rest, and even babysit in groups, forming lifelong bonds that occur over many years and great distances. At first glance, there’s no reason for these separate species to interact, but they’ve learned that together — in numbers which can reach into the hundreds — they can accomplish complementary goals. That diverse groups provide opportunities for mutual gain is a lesson commercial salespeople should learn as well. Continue reading “Sea of Opportunity: Tips for Organizational Networking”
Technology. Websites. Internal Metrics. Social Media. We live and work in a rapidly evolving world with more online tools than ever before. While some sales principles will always remain constant, success in our competitive industry requires commercial dealerships and salespeople who adopt the digital tools that help sell more inventory.
Welcome to Part 1 of our commercial dealership Successful Selling blog series, produced through a partnership between Commercial Web Services, Commercial Truck Trader, and Equipment Trader. As leading providers of innovative solutions that connect buyers and sellers in the equipment and trucking industries, we’re committed to using this blog series to help dealers reach more customers. To that end, today we’re talking about internal metrics that maximize website data to help dealers understand, approach, and capture the attention of customers. Continue reading “Successful Selling: Internal Metrics That Help Maximize Website Data”
There are many ways to develop leads and connections, from growing your networking leverage and building a sphere of influence to advertising through emerging technology and bold marketing strategies. Personable relationships and attention-grabbing campaigns are certainly effective and lead to a great deal of sales. However, these are only two parts of a strategic, connection-generating trifecta. What is this third, final piece of the puzzle? We’re glad you asked, because today we’re talking about Generating Leads Through Content Development!! Continue reading “Generating Leads Through Content Development”
Webster’s Dictionary defines leverage as “a mechanical advantage gained by the use of a lever.” Applying that definition to dealerships, leverage is a sales advantage gained by creating and exerting influence over an intended target. I think the key to successful sales, therefore, is knowing how to develop and apply leverage over current and new customers. And the most effective way you can create and exert that influence is by building positive and productive relationships!
Continue reading “Leverage”
NASA (National Aeronautics and Space Administration) was a newly formed organization in 1958 with the expectation of doing great things beyond the bounds of earth. They were embarrassed when the Soviet Union launched the first orbital satellite, Sputnik, in 1959. The leadership of NASA had set goals they wanted to achieve, in fact they had set eight major goals. One of them stated, “The development and operation of vehicles capable of carrying instruments, equipment, supplies and living organisms through space.” The Soviet Union had one goal, to be the first country to launch an object into orbit around the earth. Goals are interesting, inspiring, and motivational, if (and I do mean if) they are structured in a way that can lead to viable results. That’s where great leaders come into the picture. Continue reading ““Man on the Moon” Goals”
There’s no question that while some areas of building construction and maintenance have seen recent expansion, other sectors continue to be stagnant. The Great Recession is largely over, but recovery has come somewhat slower for our industry than others and the economy, even as it grows, will have normal cycles with ebbs and flows. The smartest dealerships can actually continue to grow market shares during down times. You can, too!! Continue reading “Thriving During a Market Slowdown”