Get Your Team to 'Buy In' to Your Sale
When everything clicks on a direct mail, it feels great. When we are working with an owner who truly appreciates how well marketing can work, we create great direct mail. But what is it that makes the difference between good ROI and a great ROI? It's buy in at the store level.
The best direct mail in the world can only get customers in the door. A sales person still has to work with the customer to find the right products and close the sale.
We've seen over and over again that the dealers who truly succeed with marketing are the ones who understand the importance of connecting the in store experience with the external marketing efforts.
How do you get your team to buy in?
Communicate the details of your promotion with every member of your team who will have contact with customers during the sale. Share the methods of marketing you are using, when they will be reaching customers, the role that each type of marketing will play and how the different types work together.
Explain the offers you are presenting and help your team understand how each offer benefits the customer and the store's bottom line. Do role playing with your team so they understand how to use a coupon to upsell a customer to a nicer helmet or to close a bike sale. Consider offering incentives to your team that are directly tied to the offers you are presenting to your customers, that way there is a personal motivation for each team member to reinforce your marketing efforts.
Pull your managers aside and share with them the amount of money that you have spent on marketing the sale. Help them understand the importance of team buy in and the importance of helping you get the most out of your marketing investment. Ask for ideas and help empower your team by implementing their ideas where you can.
This last piece of the marketing puzzle is critical to a successful promotion. Implement what you can on your next promotion and document the process so that you can build upon and improve your process in the future.