Friday, March 29, 2013

We recently had the General Manager from a local large auto dealership in to our sales meeting to talk to our sales staff. He said, "You can ask me anything" ... and we did.

He also had some great insight as to how you should market your station to a car dealer.

Here are some highlights:

• Do you know where most sales are made and lost? THE GREETING. Just like the first two series in any football game are scripted, so should your greeting. It can make or break the deal.
• He decides in the first 30 seconds where the conversation is going.
• Learn about their business before you walk in and most importantly while in your early meetings; he mentioned a great phrase
• "We hear but we don't listen." Too often the client will tell you what he wants and you will not solve his problem or provide what he wants.
• Validate your facts. Don't just spew information without substantiating it.

When trying to get a meeting:

• Do what you have to do to get past the gatekeeper. Shmooze the receptionist. Bring her coffee then ask when is the best time to catch the GM or ask for his e-mail address
• Once you get e-mail contact, keep your note short and sweet. Specific example: "Hey Scott, I was in your store this week and missed you. Can I have a few minutes of your time to introduce you to our station and learn about your business?" Always end it with "Please expect my call."
• Suggest a time. Can I come by Tuesday at 10a?
• Before I buy, I need to have confidence in my media partner. Also in my rep. Do what you have to do to gain that confidence.
• Don't say it outright, but present a try then trust perspective. Give them a reason to try us so that we can earn his trust.
• Sell yourself as a media partner, not a radio station.
• Eliminate closed-ended (yes/no) questions.
"What are the most important things you need in a media partner?"
"What can I do to help you get more ups?"
• PROVE IT. "Presentation without demonstration is just conversation." If they can't get an "UP" (an interested consumer in the showroom) to drive a car, nine times out of 10 it will go nowhere.
• Make it exciting! Tell a story!
• Always Be Closing