The automotive industry and the way we go about business is changing. Long gone are the days of traditional media marketing campaigns to sell services or cars like direct mail or radio advertising and to try and attract more buyers. The auto service industry is now digital and now covers new ground through social media and state-of-the-art websites and car dealers have to follow suit in order to survive. Previous 30 Days to Sell Cars podcast episodes have told you how to totally change the way you think about selling cars. These techniques are a paradox, which is a fancy word for things that seem like they shouldn’t be true but actually are. Why is going against the grain a good idea? When it comes to getting business from conquest customers and other non-intenders, you’ve got to think in totally new ways. That means bucking conventional wisdom and going for the marketing paradox.
Work Differently to Get Different Results
They say that the definition of insanity is doing the same thing over and over while expecting different results. It makes sense. What sane person would think that their circumstances would magically change if their behavior didn’t change first? If you aren’t capturing the market share you want for your car selling business, you need to change your approach, your behavior, and your mindset. You have to work differently to get different results.
So, when I say that you should focus the bulk of your marketing efforts on conquest customers and non-intenders, it may sound controversial. What should be controversial is thinking that this segment of the market is going to respond to the same kind of marketing that works for the audience whose attention you already have! Keep that in mind as you move forward with your marketing plan. You have to do things a little bit differently to bring new customers into the fold.
But why is it valuable to change up your approach? Why should you go after conquest customers in the first place? It’s simple. If you stick with your current customer base, you’re never going to grow your business in a significant way. Converting conquest customers is extremely valuable because it gives you access to new areas of potential, new market segments that you may not be accessing very frequently right now.
The same goes for non-intenders, people who aren’t yet thinking about buying a vehicle. Getting these people’s attention is much easier because you have no competition. Intenders are focused on other dealers, they may be considering you on a list of a bunch of other options, and it takes a lot more effort to convince these people than it does with people who aren’t even thinking about buying a car.
Car shoppers do a lot of independent research, which means they have preconceived notions of what they want. You have to fight to conform to their desires in order to get their business. With non-intenders, all you have to do is sell them a car without having to worry about whatever else they’re thinking about and who else they’re talking to. In a way, the process is easier and more straightforward. Plus, you won’t have to pay as much for advertising to these people because the market isn’t as crowded with people like you who want to get considering customer attention. It’s a much better way to operate.
The Surprising Truth of Going Against the Grain
This isn’t some fancy marketing song and dance, either. The goal is to sell some cars. That’s what you want and it’s why I’m here. Thinking outside the box and doing something different from what your competitors are doing is always a smart way to stand apart and distinguish yourself in an effective way. My technique embraces this idea to focus on new ways to expand your business.
You’re going to hear some surprising truths in the 30 Days to Sell Cars podcast, but I have the expertise to back it up. As I explained in the first episode, I have a wealth of experience creating marketing funnels and am a long-term direct marketing expert since back in the pre-Internet days. When this new digital technology came about, I was excited rather than intimidated. The direct marketing possibilities online are nearly endless. If you’re only focusing on that small percentage of customers who are currently intended to buy a car, though, you’re putting a major limit on what’s possible. That’s what we’re getting at with these podcast episodes.
Here’s a recap of the out-of-the-box but super effective ideas we’ve reviewed so far in episodes of 30 Days to Sell Cars:
Focus on Non-Intenders Rather Than Considering Customers
In episode 1, I discuss why non-intenders are so important. Firstly, I go into detail about who I am and why I’m an authority on the subject of automotive marketing and sales. Go check that out if you haven’t already so you can learn more about your podcast host. After the introductions, I dive into the good stuff.
As I lay out my argument for why non-intenders are your new target audience, you’ll learn why this is such a reasonable position to take. Find inspiration and get on the road to changing the way you do business with the first episode of the 30 Days to Sell Cars podcast.
Using Framing to Capture Conquest Customers
Do you know what framing is? If not, you’re missing out on a major psychological trick that will forever change the way you market. No, it’s not hypnosis or anything like that. It’s a simple tactic that we actually do all the time without thinking about it. Learn what framing is and how you can use it on different market segments in episode 2 of 30 Days to Sell Cars. Listen carefully and you’ll get some specific ideas that you can put into practice today!
Rethinking Your Website
Is your website working for you or against you? In episode 3 of 30 Days to Sell Cars, we’ll explore the idea of website design and sales funnels to sell, sell, sell! If you haven’t already listened to episodes 1 and 2, give those a listen before jumping into episode 3. Rethinking your website doesn’t have to be a completely dramatic change. So, if you’ve just set up your site and are wary of redoing it, don’t worry. I’ll give you some specific ideas you can put into practice without a dramatic pivot.
Lucie Gauvreau is the CEO of Turbo Marketing Solutions. You can contact her by email here or reach her by phone every weekday at Turbo Marketing’s head office.