In today’s tough selling atmosphere, every salesperson should be asking themselves what stories they are telling prospects about the products and — most of all — the experiences they can expect from their business.
Sales coaches today contend the traditional method of selling boats via “push marketing” (repetitive advertising and emails and repeatedly calling customers) is in our wake. Today, what’s needed is “pull marketing” — the building of a reputation and a dealership brand. So, when the prospect is ready to buy, your dealership is in front.
So says Seth Godin, direct marketing hall of famer, author of 18 books, and one of my favorite daily bloggers. Simply type “seth” into Google and you’ll find something every day about marketing or leadership or spreading ideas, and very often he advocates changing everything!
For example, Godin contends successful selling these days means good story telling. It’s a fact that people relate to stories. Stories posted on the dealership website can bring back reader memories of good past experiences or highlight the promise of good things to come for prospects when considering a boat purchase.
Stories about how current customers enjoy their boats can entertain, inform and educate all at once. Positive stories about the dealership and its boats build up both brands. In a sense, every dealer should purpose to make a “sound” that can resonate with prospects.
So, given today’s selling picture, it’s important to pause and review what stories your dealership is telling and spreading? And consider if the stories resonate with the general views and expectations your customers and prospects may already have — hopefully of family fun, or fishing success, or exciting watersports, or the great escape from today’s typically hectic living.
This all reminds me of an annual Marine Retailers Association of the Americas “Dealer Week” convention in Las Vegas, Nev., years ago. One morning, a former marketing director of Harley Davidson was the keynoter. He opened in a way I’ll never forget.
He rode into the ballroom on a big Harley, pulled up in front of the stage, and let the bike idle for a time before shutting down. Then he said: “You’ve been hearing the distinct sound of a Harley Davidson Motorcycle. It’s one of the things that’s unique about a Harley. It separates a Harley from all other bikes as no other cycle makes that unique, but very recognizable noise!
“My question for you today is simple: What noise is your dealership making in your marketplace?”
