Every Sales Person, in Every Market, Should Have a Car Dealer on One of Their Digital Billboards
Do You have a CAR Dealer as Client? Its Too Easy Not too.
HOW TO SIGN AUTOMOTIVE ACCOUNTS QUICKLY
by Tom Pilotti,
President and CEO
The truth is, you are not getting traction with automotive accounts because you are not speaking their language. Car dealers are ego driven. They are concerned with one thing and one thing only: New & Used units delivered monthly, period, end of story.
Typically used cars is the most profitable department in most dealerships.
They will not talk to you because they have seen it all and done it all.
Content is king. Yet most plants are still selling empty #OOH space.
The car business moves at a lightning pace. If you cannot communicate your idea in a neat tidy package in less than 9 minutes, you will be shown the door.
They do not care about you…or your silly signs.
They are desperately looking for a razor-sharp marketing rep to show them a great NEW IDEA on how to increase sales.
This is the script that I use consistently in markets I manage Digital assets as well as teach all my reps. This script below closed these 3 deals in the last 3 weeks.
Each time I presented this script I walked out with an order.
You can do it as well, if you follow this proven and time-tested formula.
Let’s start with a sales fundamental which seems to have been lost the last 12 years.
THE COLD CALL!
The idea of walking in to an office unannounced, without appointment may scare the beejeebees out of you, but its a process which should be part of your skill set. To be clear: phoning or emailing in advance to set an appointment is preferred. However, if results are put offs or delay tactics by the prospect, i.e. an appointment within 7 days doesn’t happen, abandon the appointment process and walk in the door face to face. And do so every day until the decision maker provides you the 9 minutes you need to pitch your plan. I will spare the details, but understand, every car dealer is over the top impressed with your ‘moxie’ persisting for a face to face meeting via a cold call.
Read the plan below.
Joe, I am here today to present an idea that will allow you to sell an additional 30 used cars a month, using my high-profile Digital Outdoor Advertising program.
Imagine a digital billboard, if you will…… as a TV station on a stick.
Digital #OOH offers unparalleled efficiency in content delivery, allowing me to change messaging by the hour , by the day or by the week.
I will create a “ Car of the Day “ campaign dedicated to used cars. Each day you and I will identify a pre owned unit that car be sold at least $1000 behind book value.
Because we will begin to teach the community that YOUR dealership is a GREAT place to shop because you offer great prices.
PRICE SELLS CARS. WE MUST BE AGGRESSIVE IN OUR APPROACH TO THIS CAMPAIGN.
As well, we assume the vehicle and price are so good, that the car will be sold by end of business that day. And if it is sold by noon, our sales people simply convert that walk in traffic to additional sales.
IMAGINE THIS PROGRAM AS A NEW AUTO TRADER CLASSIFIED AD BEING SEEN BY 55,000 POTENTIAL CUSTOMERS…PER DAY.
And because digital OOH commands such a high readership because of the changing content ( people like you and me are bored to tears when we drive, and we know people are looking at them why? Because people read signs by nature.)
I will handle all the content management, all done with ad proofs to be approved by you.
I will create a kick ass ad design.
I can make changes to this campaign on the fly for you.
Also, we will run one slide for new cars so you can submit for coop to be able to fund the entire campaign.
Follow this script and you will close deals.
Because you will appear to be an expert by speaking their language.
PROSPECTS WILL ALWAYS MAKE TIME AND MONEY AVAILABLE FOR A GREAT IDEA.
If you have questions , need help or want to see my creative, simply send me an email at firstname.lastname@example.org , or visit my website, www.tompilotti.com and order a free copy of my new book “ Shut Up & SELL “
The Outdoor Advertising Sales Academy programs have been helping plant owners dramatically increase top line billing for over 20 years.
by Tom Pilotti,
President and CEO