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 2 of our Scrappy Marketing on a Budget series, we’re discussing how that success can be achieved when dealers Grow Social Media Influence!! Continue reading “Scrappy Marketing on a Budget: Grow Social Media Influence”
2018 has so far been a breakthrough year. Our commercial sales training program has had more telephone calls in the last two months from dealerships who suddenly want to get into commercial sales than in the last five years combined. Over the last few years, sales have hit records as an improving economy, rising wages, and low interest rates have driven consumers to invest in new machinery. Continue reading “10 Equipment Dealership Tips for Working Smarter”
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”
It’s so easy for a team to lose points if there isn’t someone keeping an eye on the ball. And it’s easy for a dealership to lose leads and sales if there isn’t a manager position dedicated to growing absorption rates and expanding fixed ops. Okay, that moved from baseball analogy to technical jargon pretty quickly, so let’s take this a step at a time. Continue reading “Keeping Your Eye on the Ball: Retention & Fixed Ops”
The movie “The Right Stuff” was the story of the early jet test pilots and the first seven astronauts selected by the NASA space program for the Mercury project. The courage and tenacity of these pioneers is a testimony to the human urge to go beyond danger and fear to reach what is often believed unreachable. I look at the sales profession in the same light. No, you don’t face the danger that a test pilot or astronaut would have faced, but you do need the courage and belief that you can reach new heights by becoming a true “sales professional.” I want to define the term “sales professional” in this article. I come across numerous sales people who want to be successful but struggle, often through no fault of their own. Do you have “The Right Sales Stuff?” Let’s find out! Continue reading “The Right Stuff!”