When fine is not fine.
Think back to the best salespeople you’ve ever met and you’ll probably be able to come up with a few key traits they share:
They make everyone feel at ease.
They show genuine interest in the person/people they’re talking to.
They earn trust and they keep it by being responsible and reliable.
Now think about the worst salespeople you’ve met:
They SCREAM “salesperson” with every word putting everyone on edge.
They are self-interested.
They make promises that they don’t fulfill.
Marketing is similar; great marketing is relevant, timely, and trustworthy.
Great marketing earns a spot in the inbox or eyeballs on a text message; bad marketing is sent right to spam, is deleted, and is ignored.
In order to achieve these criteria, car Dealerships use their historical data stored in the CRM and DMS to select which past customers or prospects should get what messaging and when.
When that data is incorrect, customers can receive irrelevant, untimely, and untrustworthy messages. In other words, marked as spam.
But it’s not so easy to keep that data clean and accurate for Sales or Service.
When was the last time someone called you to update that they sold the car you sold to them 3 years ago?
Or that they moved?
Or that the email you think you have for them actually has a typo and they’re not getting your marketing messages?
Or that they received multiple phone calls asking to buy a car they don’t own anymore caused by duplicate records?
Or was the email attached to their profile purposefully put there to send communications to the moon?
In order to successfully bring your past customers back onto your showroom floor or into your service drive, you need accurate data so you can build relevant customer segmentations that get delivered where you need them.
If you’d like to learn how The AutoMiner is helping dealerships send relevant messages that get delivered and convert, reach out to us.