Transcript Sean Stapleton - 18th Digital Dealer Conference & Exposition

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
Customer Type
Most Likely To…
Be more profitable…
Refer business…
Less expensive to market to…
Service vehicles with dealership…
New
Repeat
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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:
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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:
Sean Stapleton
Company:
VinSolutions
Job Title:
Vice President of Sales & Marketing
Email:
[email protected]
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