One of our partners often helps dealers develop a commercial department from scratch. Yet too often, after their team leaves, the dealership’s top management stops following their expert advice and institutes new systems based on faulty assumptions about the commercial industry. These mistakes are classic cases of “fantasy vs. reality.” To help you avoid falling into these misconception pitfalls, we’re debunking 6 myths … More Debunking 6 Myths about Commercial Sales
Being scrappy with resources doesn’t mean a dealership’s marketing strategies should suffer. Even on a tight budget, commercial dealers can maximize exposure, cultivate a sterling reputation, develop a leading voice, and become a powerhouse in sales. In Part 5D of our ongoing Scrappy Marketing on a Budget series … More Scrappy Marketing on a Budget: Evaluating Email Campaign Success
In a previous lifetime, I was a high school football coach where I learned that you only win if you take a systematic approach to training, coaching, and playing. Those early experiences led me to a mantra that I still live by today, “In a bad system, even a talented individual is likely to fail. In a great system, even an average person is likely to succeed.” It’s true in sports and it’s true in sales. I have seen exceptionally talented … More What Makes a Great Commercial Sales System?
Dealers are increasingly relying on attribution analysis – the process of identifying which advertising channels convince consumers to make a purchase – to truly understand where their buyers are coming from and to guide their marketing and sales efforts. But once you have that data, what do you do with it? Attribution analysis provides essential information that you can use to optimize your campaigns … More 6 Tips for Boosting Commercial Sales with Attribution Data
The 7 primary models of attribution are typically classified into three categories – memory attribution, single-click attribution, or multi-click attribution – and they each come with their own set of assumptions, benefits, and drawbacks. To help you best understand the various approaches to attribution, we’re breaking down the 7 models for tracking commercial consumers’ path-to-purchase … More 7 Models for Tracking Commercial Consumers’ Path-to-Purchase
Being scrappy with resources doesn’t mean a dealership’s marketing strategies should suffer. Even on a tight budget, commercial dealers can maximize exposure, cultivate a sterling reputation, develop a leading voice, and become a powerhouse in sales. In Part 5C of our Scrappy Marketing on a Budget series … More Scrappy Marketing on a Budget: Implementing Dynamic Email Campaigns
Prior to the Internet, a consumer’s path to purchase was relatively linear. They relied heavily on local commercial dealerships for knowledge and information about various trucks, coming directly to you – the dealer – at the beginning of their decision-making process. With the rise of online research, however, it is very rare for today’s customers to do their pre-purchase research in the store. This is particularly true … More Why Attribution Matters for Commercial Vehicle Dealers
If you read our last post about content marketing, you know how important it is, but now it’s time to dive a bit deeper on how to actually put this technique to good use. It’s important to give your content a purpose – that’s why building a content strategy is crucial and can help you determine how to manage all of the amazing content you create. Content can definitely just live on your site, but with a solid strategy … More How to Create Content That Keeps Consumers Coming Back For More
Success in commercial vehicle sales often comes down to small actions that place your dealership just ahead of the competition. Yet while the actions are small, the return in sales can be huge, which is why I refer to this principle as “the magnifier effect”. To think about it another way – consider a horse race where the lead horse only wins by a nose, but the prize money for 1st place is 10X what the runner-up receives … More 6 Tips for Taking the Lead in Commercial Sales
Consumer expectations have changed over the years, and now more than ever before, people are expecting more from brands. They don’t just want a discount on products – they are craving information, personalization, and relevant content that fits their specific needs. But what is content marketing, exactly? Content marketing is a type of marketing that involves the creation and sharing of online material (such as videos, blogs … More What’s The Fuss About Content Marketing?