Go where the attention is! Martin Herbst shares how to focus your marketing efforts to where the customers’ attention already is and how to better understand your customer needs. Innovation in marketing for your dealership is really not trying to emulate what your competition is doing but rather better understanding your customers, being relationship oriented rather than transactional and trying different strategies until something really works for your specific business model. Look into how can you use the data or the tools, that are available to you already, differently or more effectively than have had in the past.

Noteworthy Topics from this Episode:

3:51 – Success – thinking about the customer first. The way to success is by focusing on the customer, deliver what he or she wants or needs.
4:53 – Be willing to fail and then be able to recognize that failure and learn from it.
7:00 – Innovation – is it really a creation of something entirely new?
8:30 – The essence of innovation is just taking a different approach to something than you did before.
9:15 – How to use the data or the tools, that are available to you already, differently or more effectively than have had in the past.
9:50 – Go back to the Grassroots. How to be a good person.
10:35 – Sit down and have a conversation with your customers to understand their needs better.
12:30 – Do not try to emulate what your competition is doing. Do what will work for your business model and meets your customers’ needs.
17:30 – Be aware of the quality of leads you’re getting.
26:15 – The bedrock of digital advertising. How can dealers leverage classifieds advertising.
32:56 – Follow the customers. Go where the attention is.
35:20 – Have a clear understanding of how people are coming to your website.
36:30 – Don’t get caught into the trap of thinking very transactional. If you’re not really acquiring or getting the transaction right away, you are actually acquiring and getting a real customer.
37:50 – There’s a huge opportunity for dealers to discover where the attention is.
40:00 – Look at a full-funnel marketing strategy and the full customer journey. Don’t necessarily attribute the transaction to the last customer action.

Go where the attention is

Martin adds that it is essential for any dealership or car salesmen to start building genuine relationships with their clients. Beyond this, listen to what the client is saying and go where the attention is already.

Not all leads are created equal

Martin says to be constantly aware of the quality of leads you’re getting. You may be getting hundreds of leads monthly but are those leads move through the sales funnel, are they becoming your customers? Don’t get caught into the trap of thinking very transactional. If you’re not really acquiring or getting the transaction right away, you are actually acquiring and getting a real customer.

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