Constant pressure to hit quotas and stay on track month-to-month often forces dealers to plan marketing campaigns on a short-term basis.
It’s often a reactive method and is used almost as a caffeine boost to normal marketing methods.
Unfortunately, this method can change how employees sell to customers and whether or not shoppers buy.
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By planning and preparing for slower months ahead of time, you’ll set yourself up for success and avoid months where your marketing attempts are planned too late to hit your goals.
Monthly Goals Put Pressure on Your Sales People
Monthly goals and quotas based on sales can put added pressure on your sales team. This might cause them to be more aggressive during the final week of the month in order to hit these monthly goals.
This can actually hurt their ability to sell!
When consumers were asked to rate the most annoying in-store experiences on a scale of one to 10, the top two responses were rude salespeople (8.7 out of 10) and pushy salespeople (8.2 out of 10). As a result of these problems, 64 percent of customers said they would actually leave a store if they encountered these problems.1
Dealerships are notorious for having pushy salesmen – whether this is true or not – and this mentality inspires a plethora of blogs with tips for avoiding them or dealing with them when it comes time to purchase a vehicle!2
By planning outside of the week, month, or even year at hand, you’ll set you and your team up for success. They’ll know what’s coming ahead of time so they can feel more comfortable to approach every customer equally, regardless of what week of the month or time of year it is.
They’ll know what marketing is coming, what events will be held, and what will drive the traffic they need into your dealership.
It Helps Relieve Stress to Sell During Busy Months
The automotive industry is a seasonal business. From the January rush for the latest models, to Presidents’ Day, to Independence Day, to Black Friday, and more, these months and events help generate sales for dealers several months out of the year.
However, it’s important to know that you can boost slower months by planning in advance – this way there’s not as much pressure during sales-heavy months to hit certain goals. Anything you sell during these months will simply be a bonus! If you know the slow and busy seasons in your dealership, you can develop a marketing plan to make the most of them – whether that means utilizing busy months to create leads for slower months or increasing promotions during slower months like private sale events or even digital marketing spend.
Marketing Efforts Take Time to Plan
If you're so focused on the current month that you can't plan ahead, then you will always fall behind in your marketing efforts.
It takes time to put together a marketing plan! It’s not easy, it’s a lot of work, and any marketing agency will tell you there’s a turnaround time. Plus, any short-term gains that come from that month's marketing strategy won't carry on into the next month's sales and you could be facing the same issues all over again.
Focusing on each month individually can drain your team and resources - especially if everyone at your dealership starts over as soon as the month resets. By focusing on long-term plans and sales goals, you can overcome any seasonal slow-downs and keep your team working regardless of the week or time of year.
Check out next week's blog for The Marketing Plan You Need to Reach Your Monthly Sales Goals