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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | The Evolution of Relationship.

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Presentation on theme: "Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | The Evolution of Relationship."— Presentation transcript:

1 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com The Evolution of Relationship Marketing Sean Stapleton

2 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com

3 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com You Have One of These… Doctor Dentist

4 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com …How About One of These? Car Salesman

5 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Revenue vs. Relationships When is the last time you sent a marketing piece that was focused on relationships and not revenue? Why is this difficult?

6 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.comTRUST

7 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Revenue vs. Relationships Who is more likely to refer a customer to you: First-time Buyer?Long-time Customer?

8 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Revenue vs. Relationships Customer Type Most Likely To…NewRepeat Be more profitable… Refer business… Less expensive to market to… Service vehicles with dealership…

9 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Start by Embracing this Idea: To be successful in the long-term, we need to build relationships built on trust. We need to strive to be the car person that our shoppers rely on no matter where they are in the Buying or Ownership Cycle.

10 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com What Does that Mean? RedefinePrepareRelate

11 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Redefine What Success Means for Your Dealership

12 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com How Does Your Dealership Define Success? Is it direct cash in the pocket? Immediate monthly profit? Units sold? Relationship nurturing for repeat business?

13 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com How Does Your Dealership Define Success? Think beyond the new customer acquisition to repeat customers, referrals, brand evangelists.

14 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com How Does Your Dealership Define Success? ServicePurchaseReferral

15 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Relationship-Building Campaigns Show a Return Over a Longer Time Period

16 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Prepare for Success in Today’s Environment

17 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Look at Where You’re Spending Money ConquestRelationships

18 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Look at Where You’re Spending Money If you just retained the majority of the customers you have today, you wouldn’t need to spend as much on acquiring new customers.

19 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Your Database is Your MOST Valuable Asset

20 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Your Database is Your MOST Valuable Asset

21 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Create Relationship-Building Campaigns

22 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Focus on Every Phase of the Buying Cycle

23 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Targeted Database Marketing

24 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Targeted Database Marketing Use Behavioral Data to: Know when they are shopping Know what they are shopping for Know how they like to be contacted and when they are not

25 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Targeted Database Marketing Look for relevant events to build campaigns around: Recalls Seasonal Maintenance Triggers Mileage Equity Warranty Timelines Lifestyle Changes

26 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com EXAMPLE: Greg Jensen, Kocourek Chevy

27 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Today’s Market is Very Different than just a couple years Ago

28 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Today’s Market is NoisierToday’s Market is Noisier

29 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Today’s Market is ULTRA Competitive

30 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com But, Today’s Environment is Full of Opportunity for YOU

31 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com When you are equipped to listen to and leverage the voice of the customer—across all communications channels… You quickly uncover opportunities where their wants and needs are not being met. You can fine tune service processes and procedures, segment effectively, and get more mileage out of your marketing, web content and ultimately build stronger trusted relationships. Build stronger and more targeted promotions to further sales efforts.

32 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com What’s the benefits to doing this right? Better communications You get to know your customers better! Less likely to be persuaded away with discounts Relationship nurturing for repeat business? Profit!

33 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Closing Thoughts Having the capabilities to gather, analyze and act on insights provided through all interaction channels is paramount.

34 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com Final Thoughts You can fine tune service processes and procedures, segment effectively, and get more mileage out of your marketing, web content, and promotions to further sales efforts. With a finger on the pulse of your customers.

35 Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com THANK YOU!

36 Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad. Contact Info Full Name:Sean Stapleton Company:VinSolutions Job Title:Vice President of Sales & Marketing Email:sean.stapleton@vinsolutions.comsean.stapleton@vinsolutions.com

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