The Evolution of Relationship Marketing

Sean Stapleton Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

You Have One of These…

Doctor Dentist

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

…How About One of These?

Car Salesman

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Revenue vs. Relationships

When is the last time you sent a marketing piece that was focused on relationships and not revenue?

Why is this difficult?

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

TRUST

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Revenue vs. Relationships

Who is more likely to refer a customer to you: First-time Buyer?

Long-time Customer?

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Revenue vs. Relationships

Be more profitable…

Most Likely To…

Refer business… Less expensive to market to… Service vehicles with dealership…

Customer Type New Repeat

• • • • Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Start by Embracing this Idea:

To be successful in the long-term, we need to build relationships built on trust. We need to strive to be the car person that our shoppers rely on no matter where they are in the Buying or Ownership Cycle.

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

What Does that Mean?

Redefine Prepare Relate Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Redefine What Success Means for Your Dealership

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

How Does Your Dealership Define Success?

• Is it direct cash in the pocket? • Immediate monthly profit?

• Units sold?

• Relationship nurturing for repeat business?

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

How Does Your Dealership Define Success?

Think beyond the new customer acquisition to repeat customers, referrals, brand evangelists.

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

How Does Your Dealership Define Success?

Service Purchase Referral Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Relationship-Building Campaigns Show a Return Over a Longer Time Period

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Prepare for Success in Today’s Environment

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Look at Where You’re Spending Money

Conquest Relationships Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Look at Where You’re Spending Money

If you just retained the majority of the customers you have today, you wouldn’t need to spend as much on acquiring new customers.

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Your Database is Your MOST Valuable Asset

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Your Database is Your MOST Valuable Asset

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Create Relationship-Building Campaigns

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Focus on Every Phase of the Buying Cycle

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Targeted Database Marketing

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Targeted Database Marketing

Use Behavioral Data to:

• Know when they are shopping and when they are not • Know what they are shopping for • Know how they like to be contacted Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Targeted Database Marketing

Look for relevant events to build campaigns around:

• Recalls • Seasonal Maintenance Triggers • Mileage • Equity • Warranty Timelines • Lifestyle Changes Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

EXAMPLE: Greg Jensen, Kocourek Chevy

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Today’s Market is Very Different than just a couple years Ago

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Today’s Market is Noisier

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Today’s Market is ULTRA Competitive

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

But, Today’s Environment is Full of Opportunity for YOU

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

When you are equipped to listen to and leverage the voice of the customer—across

•

all communications channels…

You quickly uncover opportunities where their wants and needs are not being met.

• You can fine tune service processes and procedures, segment effectively, and get more mileage out of your marketing, web content and ultimately build stronger trusted relationships.

• Build stronger and more targeted promotions to further sales efforts.

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

What’s the benefits to doing this right?

• Better communications • You get to know your customers better!

• Less likely to be persuaded away with discounts • Relationship nurturing for repeat business?

• Profit! Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Closing Thoughts

Having the capabilities to gather, analyze and act on insights provided through all interaction channels is paramount. Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Final Thoughts

With a finger on the pulse of your customers.

You can fine tune service processes and procedures, segment effectively, and get more mileage out of your marketing, web content, and promotions to further sales efforts.

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

THANK YOU!

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

Contact Info Full Name: Company: Job Title: Email: Sean Stapleton VinSolutions Vice President of Sales & Marketing [email protected]

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