The Personal Touch – Timeless Marketing #1
hi welcome to timeless marketing we went to buy a car last week and we pulled up at the car dealership and the three salesmen were standing on the curb and they saw us and we saw them and you know I just hate it and I'm sure they don't like it either I know they don't I mean you just they they know they make people uncomfortable well my dad sold cars for 40 years plus and for the last 15 he didn't have to stand on the curb but I'm gonna tell you exactly how he did that and how that applies to your business he changed dealerships in 1967 when the Oldsmobile dealership he was at moved and he didn't want to and he had been keeping track of everybody he talked to he had a list of 1,200 people and I was about 11 years old and I had a lick 1200 envelopes and 1200 stamps food tasted like glue for about a month my mom had beautiful calligraphy handwriting she had to dress them all I mean he could have sent these off to get printed but they were very personal and they kept him very busy for months the people at the car dealership the Cadillac dealership were like what's going on every critic that's walking in the doors I asked him for him well his bulb went on and he took it to another level he had three buckets as he called it one was people who what month they had bought and how long it had been and he tried to keep in touch with them usually annually other people who he knew bought a new car people did that a lot then they traded in every two or three years because the models changed so much and they seemed more compelled to do that than people do now people keep their cars longer now he would send them a custom letter hey it's been about you know time we've got the new model in here why don't you come out in and make an appointment I'll show it to you and then the third list for people that asked him to look out for a specific make and model of car and that was a gold mine because he made a lot more off of used cars and he would call those people hey I just got a trade-in it's perfect get your butt over here and he sold a ton of used cars before they were even cleaned up so the message here is multiple messages keep in touch with people segment your data segment them so you're talking relevantly to them it's much more powerful and and the the technology message is boy you could automate this and you could send the emails out for free and then run in the background but it just wouldn't be anywhere near as powerful as getting a personal hand signed letter saying hey you know you think it's time studies show that only 40% of people ever go back to the same dealership and 70% don't go back to the same sales rep he had 15 years solid of nothing but repeat and referral business and it was strictly because he kept in touch with people and let them know he was thinking about them you think this will work for you hey take care
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