| It is naive to think that marketing is all about advertising, since it is by now only one aspect of communication in the marketing mix. Many dealers waste their advertising and COOP budgets because they have not properly identified what their target market is.
It is also naive to think that personal selling as being the only thing that matters in marketing. Selling is also just one aspect of communication with customers, and to say that it is the only thing that matters is to ignore all the other forms of communication in achieving profitable sales. Selling is just one part of the process, in which the transaction is actually clinched. It is the culmination of the marketing process, and success will only be possible if all the other elements of the marketing mix have been properly managed.
The more attention that is focused on what clients want and developing marketing to satisfy these wants the more likely you will be able to exchange contracts through the personal selling process. Your level of success will be even greater if you are using the customer or prospect’s desired source of media to reach them - or even better for them to reach you. Marketing is becoming more pull than push than ever before and the Internet is driving this shift in marketing very quickly.
Personal selling is a crucial part of the marketing process as any sales rep will verify. Our staff has years of experience selling radios through personal selling. In fact, one year in just black boxes and parts and accessories they did almost a million in sales. However, that million dollars worth of sales would never have been accomplished without the focus on what the customers wanted and all the other elements of the marketing mix being properly managed.
To your success,
The Opt-In Wireless Team
To learn more about how Opt-In Wireless can use science, data and facts to develop an actionable marketing strategy and increase sales for your dealership, contact us today:
sales@optinwireless.com
Midwest Office 219.756.6227
West Coast Office 503.372.9029
This publication may be freely redistributed if copied in its ENTIRETY. Portions of this newsletter may be reprinted with permission. |
