Recently, we listened to a 27 hour-long selling seminar recorded back in 2000 that reminded us of a very vital, however extremely overlooked car dealer marketing strategy that might literally mean the distinction between going into the red and record-breaking sales for your store this year.

At this seminar they were solely scratching the surface of this concept… because in 2000 the technology wasn’t as cheap or easily accessible as it’s now.  But nowadays it’s essential, and if you aren’t doing this one issue, you need to begin immediately if you would like to see more leads, prospects and referrals coming back into your store.

So what are we tend to talking concerning that may quickly and effectively maximize your dealership’s marketing efforts and ultimately your bottom line?

We’re talking regarding systematically collecting contact info for each prospect or customer that deals with your store.

Most people who market online understand this concept. In fact, it’s how they make a living. However so many small dealers we tend to encounter do not get the facility of this. You would like to be actively creating & using a database. You’re database is GOLD!  In fact, it’s higher than Gold— it’s like acres of diamonds just waiting to be mined by someone who is aware of the potential of what’s hidden in the planet beneath him.

I’d say 50% of dealerships collect contact info when a client buys one thing…and perhaps 15% do great job at keeping it current and in a usable state.   Nonetheless the unhappy part is that only 2% collect any info from prospects and leads before the sale…which could be a HUGE mistake on the dealer’s part.

The ability is in the follow-up.  Yes, it’s nice to own the contact info of customers who purchased from your store to remind them of referral opportunities or future deals…but what concerning the flexibility to consistently and regularly follow up with those inquiring about or maybe considering shopping for a car from you?

The opportunity is priceless.

But once more, we’re not talking about catching a client’s contact information on the fly or simply when it comes to your attention.  No, we’re talking about having a full blown automated system that’s used consistently and without fail to make sure contact data is being collected from leads, prospects and customers 100% of the time.

At the very least you would like an opening’s email address and their permission to send stuff within the future.  It is imperative, can quadruple the effectiveness of your marketing and considerably impact your bottom-line. At best, you wish full contact info so you mail, email and phone them.

So here’s the massive question…

How do you get all that information?

Easy.  You incentivize the exchange.   You supply one thing of worth in return.  And I’m not talking about a magnet or a t-shirt or something that’s of value to YOU.   No, this desires to be something of high price to the client if you expect them to fork over the goods their private contact info) and really welcome communication from you within the future.

And let me be perfectly honest in saying that while there could be an initial time or cash investment on your half in creating this “item of value”, giving the customer one thing they want in exchange for an email address could be a deal HEAVILY skewed in your favor.

That’s because you’ve now gotten their permission to form relationships and woo them into turning into customers for life. That’s how raving fans are born who recommend and talk regarding you to others. That’s how you get a lot of referrals then you’ll be able to handle and that’s how you can harness the power of that all elusive, best-marketing-on-the-planet-because-it’s-free Word Of Mouth Advertising.

But it all starts with aggressively pursuing and creating it a TOP priority to gather the contact info (particularly email) of all the prospects you encounter each day. With email you’ll market to them at no cost in the longer term…and what sort of selling is better than free?