Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: http://read.dmtmag.com/i/120369
• Be responsive. "Responsive" doesn't mean just "fast." Responsiveness is an absolute value.You either are or you aren't. If you are fast to respond to your prospects, but do not give them the data and information they requested to move forward in their buying process, then you are not being responsive. Being fast is good for gold medals. But without pertinent content, speed is not a virtue; it is a detriment to closing the sale. • The right message at the right time. Marketing automation allows you to target your communications based on the prospect's interests and sales stage. For example, you can set up programs that send educational information to new prospects based on the equipment they are interested in (e.g. "Get Ready for Spring" messages to prospects and customers who have expressed an interest in lawn mowers, as well as "Get Ready for Winter" messages to those interested in snowblowers). • Be mobile friendly. Mobile use continues to grow at an amazing rate. More and more consumers use their mobile phones to check emails. When creating emails, make sure that you optimize them for mobile. If you don't, your message can be cut off by the browser, too small to read, or contain images that get blocked. Your solution provider should be able to provide you with specific rules to follow when you create email to avoid missing out on reaching a vast number of potential customers. • "No" doesn't mean "never." Not every opportunity results in a sale immediately. A marketing automation program enables you to reach out to "lost" prospects with timely, informative, personalized reminders that could move them to express renewed interest in your dealership and the equipment you carry. • Increase customer satisfaction and retention.I tell every dealer I talk to, your job isn't done when you close a sale — it's the first step to your next sale. Marketing automation can be used to set up programs to support customers after their initial purchase. These can include tips on how to get the most out of the equipment they purchased; a special discount on service or accessories a year after the purchase; and service reminders. • Measure your results. I continue to preach to dealers that you can't measure what you can't see. Be sure to set up a reporting system that goes beyond seeing how many people open your email.You need to capture how many people visit your dealership or your website, as well as how many call or email you. And, most importantly, you need to measure what is the impact on your sales. Based on those results, you can continue with the ones that work and tweak or eliminate those that don't. When set up and implemented correctly, marketing automation can help you generate and nurture leads and customers and, most importantly, help you sell more stuff.You don't have to implement every tool in a marketing automation program immediately. Start slowly and add more components as you gain confidence. OPE Bob McCann, a 20-year sales education veteran, is the author of the nationally recognized e-business sales method known as TIPS (Traffic, Interactive Website, Process, Sales). As Director of Education at ARI, McCann has developed proven e-business sales processes to support the company's growing list of dealer and manufacturer clients in the outdoor power equipment, powersports, automotive tire & wheel, marine and RV industries. McCann can be reached at (877) 806-2150 or mccann@arinet.com. OUTDOOR POWER EQUIPMENT APRIL 2013 17