Opposing views on cold calling have been boldly expressed online and even in books. Some say that cold calling is no longer effective and that businesses should stop doing it. Others say that although it is a traditional lead generation technique, it remains effective despite being overpowered by Internet marketing strategies. Nevertheless, cold calling is still used by some businesses, including dealerships, today. However, you have to understand that some adjustments should be made when doing cold calling in today’s context.
Don’t Really Sell
Yes, it’s true especially on the first contact with an auto sales lead. Cold calling is no longer used that much to convince prospects to buy. The approach is different now. Rather than being an irritating sales person at the other end of the line, be a sincere car dealer who wants to help auto sales leads with their concerns, making the contact personal and interactive at the same time. It is your chance of making yourself appear credible and reliable to your prospects.
Don’t End There
It is less likely that auto sales leads are ready to buy immediately at first contact. It would normally take several calls or emails before they make a decision. Thus, when you have made the first contact already, make a follow up immediately by sending them an email. Make the message personal by doing it yourself. Provide them with all the necessary information and you can also make an irresistible offer if possible. Do not forget to put a link to your website.
You can also make another phone call with a reasonable time difference from your first call. There have been debates on how many times should leads be called. Even if in most cases, leads get irritated with so many sales calls, some marketing experts say that as many as 6 phone calls in almost 2 weeks is optimal. However, others protest by saying that there are many other lead generation and conversion techniques available now which can be used as alternatives to cold calling.
Don’t Expect Immediate Results
As has been mentioned, it will take time before auto sales leads make a decision or even turn into sales. Try to understand them: Cars are expensive and with the global economic crisis today, buying one is not financially easy. It is also a major decision where car buyers need to take time choosing the right car model, dealership, and loan provider. While waiting for auto sales leads to make a decision, be productive by sending them promotional and informative emails. Keep them interested and never lose contact with them.
In closing, train your sales team to be aggressive and efficient in order for you to be successful in converting auto leads into sales through cold calling. You can also hire the services of a lead generation company like Approved Auto Leads which can also provide training for your sales staff.
Your prospects are not in their homes anymore watching your TV commercial or listening to your radio ad. They are now in the online community where many car dealers have already gone to as well. If you haven’t realized this trend yet of promoting your dealership online, you’re definitely missing out on a lot of opportunities of generating car leads and making more sales.
One of the best places in the world wide web for you to promote your dealership is social networking sites like Facebook. Facebook is a relatively new marketing tool. Nevertheless, it has been proven to be an effective tool in reaching millions of prospects and generating leads. Here are some tips on how you can effectively use Facebook to generate car leads for your dealership.
Getting into Facebook to establish the online presence of your dealership is not like building your dealership website. In Facebook, it’s all about interaction and conversation. The key is to get in touch with real prospects who have real opinions and interests. Therefore, always have the time to answer their comments and wall postsâ€”even the negative ones. Just keep them engaged in conversations and get them to participate in your online community always. It is by this that you will be able to build a relationship, as well as trust, with your prospects.
Photos do a spectacular job in making your Facebook fan page interesting and fun and add to its interactivity. Post relevant photos like of your recent sales events, happy customers who just bought a car from your dealership, new car models available at your lot, and your happy staffs. Photos also add color and liveliness to your page.
Put also some value on your Facebook page. Do not just post boring updates on your wall. Share also links of useful information such as news, helpful blog posts, and car reviews. Give your prospects something that they can get out of liking your page. Again, establishing your presence in social networking sites like Facebook should be more of interaction than advertisement.
Lastly, do not be afraid to be a bit experimental on your marketing techniques. As has been noted, Facebook is a new marketing tool and so is other social media platforms. Businesses who are using it still need to discover these platforms more and come up with a standard effective social media marketing plan. Therefore, you have all the chance to be creative and innovative in capturing the interest of your prospects and in turning them into car leads.
One of the most important things you should know about when choosing a lead provider is the lead generation techniques they use to generate quality leads for you. Lead generation techniques basically involve marketing auto dealership; thus, your lead providers must be knowledgeable in using various auto dealership marketing strategies. Moreover, how they use these techniques affects the kind of leads that they generate. As a car dealer, you have to ensure that you will only be getting quality leads from them. You should also know at least some of the most effective marketing strategies in generating quality leads.
Some of the traditional lead generation techniques like direct mail marketing remain effective until today. Direct mail marketing involves printing postcards, letters, invitations, flyers, magazines, and newsletters in bulk and sending them out straight to the mailbox of your prospects. It is one of the most cost-efficient marketing strategies that yields measurable results. Putting up car ads on billboards and creating TV commercials still capture the interest of leads today. However, they are not as effective as before especially that Internet marketing strategies have dominated the automotive marketing industry.
One of the most effective Internet marketing strategies is search engine optimization or SEO. It is a strategy geared toward improving the visibility of a website in search engine results pages to have more chances of being viewed by visitors and of gaining more prospects. It is used by many businesses today to capture the attention and interest of their prospects. SEO marketing involves blogging, web content writing, directory listing, link building, and the social media. Your lead provider should be knowledgeable in employing various SEO techniques to effectively generate quality leads for you.
Quite similar to SEO is PPC or pay-per-click marketing. The difference of PPC, though, is your lead provider has to pay to boost traffic to your website. In this strategy, the advertiser communicates with a website owner to put ads, usually text ads, on his or her website. The website owner will be paid by the advertiser for every click that his or her ads get. PPC marketing has been proven as one of the most effective strategies in driving traffic to a website and increasing its revenue.
In marketing auto dealership, it is important that marketing strategies are pulled off well and precisely because they can gain or lose leads. Therefore, do not forget to ask your lead provider about how they promote your dealership to generate leads for you. You can also shop around and compare lead providers before settling with one.
Car dealers before were setting up tarpaulins and balloons in their lot as part of their marketing strategy. However, tarps, balloons, billboards, radio and TV ads, and the like no longer work that effectively anymore. Car dealers have turned to the Internet to spread the word about their dealership. They even have become social, using social networking sites to reach their potential customers. If you are not on it yet, you should consider starting your automotive dealership marketing campaign through social media already. The following guidelines will be helpful.
You should understand that social media marketing is not just all about advertising your dealership online; it is also about interaction. Many car dealers make the mistake of trying to sell online. No wonder they have been losing prospects. More than selling, you should be establishing connection with your prospects. Interact with them by participating in conversations in forums, question and answer websites, and the like. Respond to their comments and messages. When doing social media marketing, you can perhaps deviate from your sales rep nature and bring out that friendly and helpful car dealer in you instead. You can do this by providing helpful information in your social network accounts instead of sharing too much about you and your dealership. Why does social media marketing has to be done this way? It is because people have a negative impression of advertising already. They are simply just tired of it.
Moreover, your Facebook page or Twitter account, for examples, should contain quality content. Aside from helpful write-ups, post videos and photos as well that would complement the value of your dealership’s presence in social media. In this way, you can effectively establish your credibility and engage customers. For emphasis, do not talk about your dealership as well as your products, promos and services so much because people are tired of too much advertising already. Instead, give your prospects quality content that could answer their questions or solve their problems.
There are still many ways by which you can use social networking sites for your automotive dealership marketing campaigns. However, many car dealers do not still realize the impact that this new automotive dealership marketing technique can have on the success of their dealerships. Car dealers should realize that their potential customers are online and that their competitors are already where the customers are. Car dealers who are shunning the idea of promoting their dealerships online are definitely missing a lot on improving their businesses.
The process of how internet leads are generated is actually simple: A visitor interested in buying a car searches the internet to find resources. He or she stumbles upon your dealership website, browses through it and likes what he or she sees. The visitor then fills out your contact form, communicating his or her queries to your dealership. At this point, the visitor becomes an internet auto lead. However, the process would not take place if the visitor did not click on your dealership website and if he or she did not see it in the first place. Traffic, then, is crucial in lead generation process. You may be successful in building a good dealership website but it will only be useless if there is no one to see it. You have to drive traffic to it for you to generate leads and make sales.
There are two kinds of traffic: organic and paid. Organic traffic simply means unpaid listing, contrary to the other kind of traffic. Organic traffic is driven if your dealership website has relevant and useful content and ranks high in search engine results pages. This is obviously a low-cost method of driving traffic to your site. However, it is not that easy because it will take time and much effort before your website gets noticed or prominent in search engine results pages.
Paid traffic, on the other hand, means that you have to pay in order to gain more traffic. Some examples of paying for traffic are purchasing keywords from Google AdWords, recruiting affiliates, placing ads through PPC or pay-per-click marketing, and the like. These methods are useful in bringing more traffic to your site. However, you would have to monitor the results regularly and employing these methods would cost you more.
You can drive both kinds of traffic to your site to effectively generate internet leads. However, you can also buy them instead from lead providers like Approved Auto Leads. Driving traffic on your own could be difficult and expensive. It would also take long before you can actually see the results. Buying leads from a lead provider will help you gain more traffic without you exerting more effort. Lead providers are also knowledgeable in using various lead generation techniques. They can also filter or pre-qualify the leads for you.
Given these points, understand that you will successfully generate internet leads for your dealership if you can effectively drive traffic to your website. Remember that without traffic, nothing will happen. Whether you pay or work for traffic or hire the services of a lead provider, keep in mind that traffic is essential for internet lead generation to progress.