At High Gross Motors, the dealership manager signs a $10,000 check for a personalized data-driven direct mail campaign, with or without social media channels. While that investment might seem like the defining moment, it is actually just the beginning.
Out on the lot, the sales team congregates. This is where they talk about everything, from last night’s game to their latest sales; it is the hub of daily dealership life. Today, though, the buzz is about the upcoming event. The attitudes, conversations, and energy within this group will ultimately determine the event’s success. As crucial as the manager’s decision to invest is, the real ROI comes from whether the sales team understands their role and buys into the event.
Why Sales Team Buy-In Matters
Your salespeople are the backbone of any event. If they are not excited, engaged, and fully prepared, your customers will not feel the enthusiasm either. For an event to succeed, the sales team must fully understand its purpose and feel invested in its success.
Preparing Your Team: The Game Plan
Here are some steps every manager should take to ensure their sales team is ready to deliver results:
Pre-Event Meeting
Host a meeting with your sales team three to four days before the event.
Share the event details: what went out, what it says, and why this event is a big deal for the dealership.
Encourage them to reach out to their leads and prospects, letting them know about the one-day, six-hour event.
Include the Receptionist
Do not overlook your receptionist. They need to know about the event, understand its purpose, and have a copy of the letter.
Ensure they are prepared to transfer calls correctly, whether it is to your BDC, a sales manager, or another key team member. Proper call handling ensures no potential leads slip through the cracks.
Digital Assets and Human Touch
Automation is a big deal today; automate this, automate that, but handling customer phone calls is not the place for it. While your direct mail piece or social media ads may include digital assets like IVR, QR codes, or text reply options, the ultimate goal is to connect with a real person.
When customers call in after responding to our mail piece or social media, our customized IVR should transfer them to a live person who is fully informed about the event and ready to handle these hot leads effectively. These are high-value leads, and nothing kills momentum faster than a customer feeling like they are stuck in an endless loop of automation.
Automation has its place, but when it comes to these phone calls, the human element is critical to ensuring that leads are handled properly and converted effectively.
Create Urgency
A one-day event naturally creates a sense of urgency for customers, fostering a high-energy buying and selling environment.
Your team should focus on conveying that urgency to their prospects.
Handle Negativity Immediately
One negative salesperson can derail the morale of the entire team. Address any doubts or negativity upfront to ensure everyone is aligned and motivated.
Hook and Control
We highly recommend a hook, like a $25 gift card or a similar incentive, to draw in customers and create interest.
If you are using a hook, ensure these are managed carefully. Designate a manager or desk manager to distribute gift cards, giving them a chance to interact with customers directly and build rapport.
Sales Meeting on the Day of the Event
The sales meeting on the day of the event is crucial and should feel special, something beyond the norm. If you do not normally provide refreshments, bring in three or four dozen donuts or something similar.
Consider offering special spiffs that go above and beyond what you typically do. A little extra incentive can make a big difference in motivating the team.
Have someone unexpected speak during the meeting for a few minutes to pump up the energy. This could be the dealership owner, who might not usually attend these meetings, or even an outside speaker like me. The goal is to give the sales team a fresh and enthusiastic experience to set the tone for the day.
Salespeople: The Frontline of Success
Salespeople need to understand that not every customer will buy during the event, and that is okay. Here is the mindset they need:
Disarm with Generosity: If a customer comes in just for the gift card, do not let it throw you off. Use the gift card as a tool to start a conversation:
“Here’s your gift card, thanks for coming in. By the way, what are you driving today? I have a buyer for that vehicle right now. Let me get you some figures real quick before you go.”
Stay Positive: Not every interaction will lead to a sale, but every interaction is an opportunity to build trust and set up future business.
The Ripple Effect of Excitement
When the manager who signed the check is excited and fully behind the event, that energy flows to the sales team. A motivated sales team will pass that energy onto the customers, creating a dynamic and engaging atmosphere that drives sales.
Tailor the Event to Your Goals
Whether your event is focused on local vehicle acquisition, selling vehicles, or both, the objectives should be clear to every team member. Alignment ensures that everyone, from the receptionist to the sales team, works together to make the event a success.
Closing Thoughts
Whether you are working with us or another marketing provider, one thing is clear: the success of any personalized data-driven direct mail campaign, with or without social media channels, depends on preparation. Your investment deserves a team that is motivated, informed, and ready to make it work.