The options are limitless for our customers in today’s marketplace.
Their buying habits, how they shop, and the methods used to get your message out to potential customers are changing. As you head into the fall and winter months, having the right plan to promote your aftermarket programs should be a top priority.
Our marketing teams work tirelessly to put together the right parts and service programs for your customers. There are numerous methods to get your message out, from posters and flyers in your dealership to direct mail or email campaigns and even social media. Ensuring the people in your area know all the great things you have to offer is a real challenge. Equally important is that your staff is well-versed in your marketing efforts and are ready to handle any leads that come their way. Whether it’s parts or service, your staff are expected to close the sale from all the marketing work. But if they’re waiting for someone to call or walk through your front door, we’re missing the most crucial piece of any marketing campaign – asking for the sale!
Share your marketing plans with your staff early and make sure everyone knows the goals and who we will target. So often, marketing information goes out to staff through an email that we assume they read. Sorry to say, but a majority of them will not. We also assume the department manager will review the programs with their staff, but this is not always the case. At the beginning of every parts and service campaign, take the time to introduce this properly so that you know everyone is on board with the goals ahead. Provide them with a target customer list of who you know owns the equipment being targeted in the area and have a way to track when calls are made to each of these potential sales. Finally, every department manager should have clear timelines for the program and follow up with them. Parts and service managers can live in a whirlwind of activity, and they will appreciate the support you provide.
Finally, get the staff to make phone calls and ask for the sale. For most people, making these calls can be very intimidating. However, with practice, they can become more confident and empowered. Give them a list of Frequently Asked Questions and the answers they will need. A call script is also a very helpful tool to help them ease the anxiety of making a sales call. Have the department team build the script together or work as a team to make your provided script their own. Encourage them to practice with each other making a sales call. Have someone volunteer to be the customer and do a mock call right at the dealership where everyone in the department can see it happen and support and coach each other.
I have watched this activity several times in training sessions, and it is amazing to see people get more comfortable as they watch others and try for themselves. Making a sales call is right up there with public speaking; it is very scary for most people. Practice is so important to ease those fears. Don’t let the hard work and money invested in marketing programs go to waste. Develop a plan to get the front line staff engaged and involved in making those sales calls. If you don’t ask for the sale, your chances of getting it go way down, so get staff engaged and committed to building relationships with your customers one call at a time.
SCOTT BRIGDEN is a trainer with NAEDA’s Dealer Institute. Prior to joining DI as an aftermarket specialist and trainer, Scott held various training and leadership positions across several dealerships in Canada, and he currently manages a truck repair shop. He looks forward to helping dealers succeed by improving their parts and service operations.
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