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Transcript
The Evolution of Relationship Marketing Sean Stapleton Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] You Have One of These… Doctor Dentist Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] …How About One of These? Car Salesman Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Revenue vs. Relationships When is the last time you sent a marketing piece that was focused on relationships and not revenue? Why is this difficult? Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] TRUST Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Revenue vs. Relationships Who is more likely to refer a customer to you: First-time Buyer? Long-time Customer? Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Revenue vs. Relationships Customer Type Most Likely To… Be more profitable… Refer business… Less expensive to market to… Service vehicles with dealership… New Repeat • • • • Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Start by Embracing this Idea: To be successful in the long-term, we need to build relationships built on trust. We need to strive to be the car person that our shoppers rely on no matter where they are in the Buying or Ownership Cycle. Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] What Does that Mean? Redefine Prepare Relate Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Redefine What Success Means for Your Dealership Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] How Does Your Dealership Define Success? • Is it direct cash in the pocket? • Immediate monthly profit? • Units sold? • Relationship nurturing for repeat business? Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] How Does Your Dealership Define Success? Think beyond the new customer acquisition to repeat customers, referrals, brand evangelists. Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] How Does Your Dealership Define Success? Service Purchase Referral Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Relationship-Building Campaigns Show a Return Over a Longer Time Period Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Prepare for Success in Today’s Environment Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Look at Where You’re Spending Money Conquest Relationships Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Look at Where You’re Spending Money If you just retained the majority of the customers you have today, you wouldn’t need to spend as much on acquiring new customers. Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Your Database is Your MOST Valuable Asset Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Your Database is Your MOST Valuable Asset Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Create Relationship-Building Campaigns Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Focus on Every Phase of the Buying Cycle Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Targeted Database Marketing Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Targeted Database Marketing Use Behavioral Data to: • Know when they are shopping and when they are not • Know what they are shopping for • Know how they like to be contacted Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Targeted Database Marketing Look for relevant events to build campaigns around: • • • • • • Recalls Seasonal Maintenance Triggers Mileage Equity Warranty Timelines Lifestyle Changes Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] EXAMPLE: Greg Jensen, Kocourek Chevy Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Today’s Market is Very Different than just a couple years Ago Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Today’s Market is Noisier Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Today’s Market is ULTRA Competitive Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] But, Today’s Environment is Full of Opportunity for YOU Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] When you are equipped to listen to and leverage the voice of the customer—across all communications channels… • You quickly uncover opportunities where their wants and needs are not being met. • You can fine tune service processes and procedures, segment effectively, and get more mileage out of your marketing, web content and ultimately build stronger trusted relationships. • Build stronger and more targeted promotions to further sales efforts. Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] What’s the benefits to doing this right? • Better communications • You get to know your customers better! • Less likely to be persuaded away with discounts • Relationship nurturing for repeat business? • Profit! Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Closing Thoughts Having the capabilities to gather, analyze and act on insights provided through all interaction channels is paramount. Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Final Thoughts With a finger on the pulse of your customers. You can fine tune service processes and procedures, segment effectively, and get more mileage out of your marketing, web content, and promotions to further sales efforts. Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] THANK YOU! Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected] Contact Info Full Name: Sean Stapleton Company: VinSolutions Job Title: Vice President of Sales & Marketing Email: [email protected] Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad.
