Automated Marketing:

Drew (customer) – “I’m here now.”

Drew, a website visitor dropped in his contact information in the form fields on a client’s website to be able to search for property on the MLS. This information immediately went into a CRM and kicked in the automated process of email and task notification to call periodically.

Months went by and the client could never get him on the phone and there was never a reply to emails. Finally, a call came into the client. It was Drew. He asked about a property that had a dock attached to it. The client told him, “It’s across the park and I can send pictures over.” It was then the client heard the words of the power of automated digital marketing – “I’m here right now.”

The client told him there are more properties available for what he’s looking for if he wants to see them. The client went to meet him and his family and showed him prospective properties, having a number of printed up properties in hand.

Not only did Drew purchase on property within a month, he bought two other properties from the client within the next year – a total of two homes and one lot even though the client never spoke to him in the prior three months he had started receiving emails.

That’s the power of branding one’s company through automated marketing.

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Scott (saleperson) – “What are you all doing in there?”

A client, a large dealership needed to improve their internet department. I took their old email database and created an automated process wherein they received emails periodically over a 190-day period. I also added new customers who inquired about vehicles.

Days, then weeks went by, emails continually going out, gradually, but on pace, always sending out bits of information, but the most important element in the email content was the branding. Branding of a company name and their product or service.

The goal? Once the customer was ready to buy, the thought was of the dealership I was branding for. Five weeks went by and slowly, but steadily the set appointments increased.

On the sixth Saturday, more appointments had been set than ever before because of the automated marketing. Right at opening and every half-hour to forty-five minutes, a customer was showing up asking for the internet department. The salespeople with the most longevity had never seen anything like it and at one point, Scott, one of the most experienced asked, “What are you all doing in there?”

Scott thought it was something we were doing that day. The same for the sales managers and general manager until the automated marketing strategy implemented five weeks earlier was explained to them. The internet department sold over 15 cars that day, while normally it was less than five sold for a Saturday.

Automated marketing campaigns brand a company’s name until a customer is ready to buy.

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Tracking:

Jay (sales) – “Get my act together.”

A client wanted a tracking system employed to determine set and shown appointments and ratios to closing sales for their salesforce. After a period of time, the metrics – each set appointment showed the conversion rate to a shown appointment, and each shown appointment to closed sales. These were indicated on a whiteboard in the sales department.

One day Jay, a salesperson who was having a poor month, was leaving the room, looked at the board and said to himself, “I’ve got to get myself going.” The tracking was so motivational, that he was one of the top salespeople by the end of the month.

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Rick (G.M.) – “Why are we paying for these?”

Rick wanted a tracking system to best determine what lead providers performed the best of the six he was paying for. After several months, I provided Rick the tracking sheets. In response, the most recommended provider I had ranked the highest.

Rick asked, “Why are we paying for these?”, as they were the most-costly at $32 per lead compared to the average $18-$22 per lead by the other providers. Rick was ready to eliminate the higher priced leads.

Tracking showed that the higher-priced leads had a conversion rate of 40%-50% where the lower priced leads were only closing 10%-20%. I responded, in reality, based on conversion rates, those $32 leads could be considered $10-$12 dollars each.”

Rick, after seeing my tracking conversion rates of leads, instead removed several of the lower converting providers and increased his budget on the higher priced leads. Ultimately leading to increased sales.

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Rolanda (BDC) – “I want to work in the BDC!”

Rolanda came into a client’s sales department never having sold before. With my tracking systems in place, over the course of several months both her set and shown appointments were higher than any other salesperson on the floor. However, her closing skills were extremely poor.

As I began to build a BDC department for the company and moved salespeople out, the decision came for either Rolanda to move to the sales floor and give her more training in closing, or keep her in the BDC.

The company decided, based on the tracking, that instead of increasing her training on closing skills, to keep her in the BDC where her skills matched the need. Rolanda became one of their best BDC consultants, even as the BDC department increased from just several to over a dozen employees.