Follow Up Marketing Automation Software
In recent months, we've worked with many small businesses. And, even some large businesses too! The issue I keep seeing is that many of these organizations do not have any follow-up in place! For example, a lead walks right through their front door and they let the lead vanish without every capturing their information for follow-up.
Look at this example...
A man walks in to buy a brand new Hummer H2. He's not going to buy today no matter how sweet the offer is because he's just finishing up, with his last 3 college tuition payments for his youngest daughter. After that, he's going to purchase a brand new H2.
He test drive the SUV! He Loves It! He's going to buy it! But not today! After the typical pressure by the salesman and even a manager, they realize that he isn't going to purchase. So, the salesman gives him a card and he quickly puts it in his wallet.
After 3 months, he's back in the marketplace for a NEW H2. But, now our buyer is back looking for the best deal. Since there was no software in place, and no automation, our buyer has no idea why he should buy from the dealership he started looking at in the first place. So, he visits 3 more dealerships and buys from the cheapest, which in fact was not the first one he came to!
Now... You are saying that marketing automation isn't important??? WRONG!!! You are saying people always use LOWEST PRICE TO PURCHASE!!! WRONG! They purchase based on VALUE!!!!
So, here's how this should have gone down...
Revised Story with Marketing Automation in Place...
A man walks in to buy a brand new Hummer H2. He's not going to buy today no matter how sweet the offer is because he's just finishing up, with his last 3 college tuition payments for his youngest daughter. After that, he's going to purchase a brand new H2.
He test drive the SUV! He Loves It! He's going to buy it! But not today! After the typical pressure by the salesman and even a manager, they realize that he isn't going to purchase. So, the salesman realizes he needs to automate his follow-up using marketing automation software. He asks the buyer if he can help him out so he stays in good standing with "boss". "Mr. Buyer, can you fill out this 30 second survey so that my boss will see that I did my job and you are just not going to buy today?" the sales man asks. "We'll also through in a FREE Starbucks gift card if you'd be so kind.
The buyer feels bad for waisting the time of the salesman and agrees!
The survey asks a few questions and captures the buyer's email, phone, address, time frame for purchase, and a few other minor details...
The buyer's data is loaded into the marketing automation software...
Day 1 - Email sent from Dealership thanking buyer for coming in.
Day 4 - Postcard comes from Dealership telling buyer that they do oil changes for life on all new car purchases!
Day 10 - Email comes from salesman with a link to their website so they can look at cars online.
Day 16 - Letter comes from dealership with a brochure about the H2 Hummer. Also a reminder about oil changes for life, and a guarantee certificate for a price match guarantee on any new Hummer Purchase.
Day 23 - Buyer gets a call from the salesman "just following up" with him.
Day 29- Email from Dealership reminding of lowest price guarantee and oil changes for life.
As you can see, these are steps that have been planned out in advance! It might seem like a lot of work, but the truth is, the marketing automation software does all the work. All the dealership needs to do is place buyer on the campaign and have someone to manage it.
The result is, the buyer feels loyalty towards the dealership and has a better idea of how that dealership operates. The end result is that he reminds that this dealership will match any price, and since he knows the guys down there, he'll feel more motivated to buy based on the relationship and the tipping point will be, "Oil changes for life"!
Now listen, it doesn't matter if you're selling H2's or selling carpet cleaning services! The critical thing is that you have a plan in place, and marketing automation software to follow up.
Over the last few years, we've helped dozens of organizations set things like this up with great results and have increased their sales.
I'd like to encourage you to register for our free training videos or contact me to learn more about how we can help you grow your business. Marketing Automation is critical to your success!
Kindest regards,
Matt Law
President
Law Marketing Systems
