Marketing Strategies that Every Dealer Needs
A Paper by Debbie Frakes and Steve Clegg.
Heavy equipment dealers have to generate business consistently and ensure that their current business keeps coming to them instead of going to the competition. That means that they need to be on the lookout for new customers constantly, make it easy for prospects to find them, and consistently provide the best service possible. In order to accomplish these goals, there are four key marketing strategies that every dealer should be implementing:
Our partner company, Winsby, offers these services and more. They act as your full marketing department and put a team of writers, designers, programmers, callers, and marketing managers at your disposal. Below are some of the results that they produce for their clients.
Customer satisfaction surveys
The quickest way to uncover issues that customers are having with your products, services, or processes is to call and ask them. The sooner you learn about problems, the faster you can solve them, before a customer leaves you for another dealer. By having a third party conduct the surveys, like our partner company Winsby, people will tend to be more candid than they would be with your own employees. Their surveys boost customer retention by 30% and provide their clients with an ROI up to 2,395X.
Monthly email marketing
75% of B2B companies say they prefer email over other types of marketing communications. Marketing emails are effective, because they remind customers and prospects about everything you do and establish you as a resource for them, so when it comes time to make a purchase, they think of you. The emails that Winsby sends out on behalf of their clients increase customer purchases two to three times and deliver an ROI of over 1,000X.
Email distribution list expansion
The effectiveness of your emails starts with your list. The problem is that more than 20% of an equipment dealer’s email distribution list goes bad every year. To keep it current, you have to continuously find new prospects who look like your customers, call them, and add them to your list. You should also call through your current list to ensure you still have the correct information for all your contacts. The key is to get the email address of the person at the company who can actually make the decision to purchase your products or services.
Search engine optimization (SEO)
The best equipment dealer websites are the ones that bring new customers in through the door. But before your site can accomplish that, you need to show up in search rankings for the people looking for your products and services. Winsby will consistently add keyword rich blog posts and new page content, so your website ranks better, and more people find you!
If you want to start generating significantly more business for your equipment dealership, then contact Winsby today. They will be your full marketing department for the cost of just one full time employee and help you implement these strategies to make more sales and keep your current customers happy.