Question: We quantify the results of individual marketing campaigns, but it feels like we’re missing something.
I still remember my very first sales meeting. I wanted it to be perfect. I had been taught the importance of having a written agenda for every meeting, so I printed out a copy for each attendee. The agenda included product knowledge, sales training, an overview of current incentives, and monthly goal setting.
During the goal setting session, I asked each of my salespeople, “How many units you gonna sell this month?” The first one said, “32 units.” Well, he had never sold over 30 units, so we all celebrated this big goal! We hooted and hollered, and I excitedly wrote down his 32-unit goal on the board and moved on to the next salesperson.
When I asked salesperson two, I could see his wheels spinning because he normally sold more than the first guy. Now there was no way he could say less than 32, so he said, “put me down for 37 units!” That was also more than he’d ever manage to get out the door, so we hooted and hollered again, and I wrote down his 37-unit goal on the board.
Once we finished the individual goal setting exercise, we set the dealership’s monthly goal. As you can imagine, it was a HUGE one. We worked so hard, pushing every unit out the door we possibly could to hit that goal and when the dust settled at the end of the month…. we didn’t even come close!
We had set an unrealistic goal that was based on hype and feelings instead of facts and data.
1. Work with more customers.
2. Work on selling and people skills to increase closing ratio.
Just like this, your marketing must be accountable for increasing business, and it boils down to 2 things you can easily track.
1. Increase your number of active customers.
2. Improve your average customer value.
PSM Marketing has a MARKETING SYSTEM designed specifically to grow these 2 numbers. If you’d like to systematically grow your dealership in 2019, give us a call at 1-877-242-4472, or visit www.psmmarketing.com for more information.
P.S. Want to submit YOUR question for “Ask Tory”? Just email your question to firstname.lastname@example.org and let Tory know what question you’d like to have answered in a future issue of the UMM Newsletter.