Sean Stapleton | VinSolutions | Vice President of Sales & Marketing |...

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

The Evolution of Relationship MarketingSean Stapleton

You Have One of These…

Doctor Dentist

…How About One of These?

Car Salesman

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?

Revenue vs. RelationshipsWho is more likely to refer a customer to you:

First-time Buyer? Long-time Customer?

Revenue vs. Relationships

Customer Type

Most Likely To… New Repeat

Be more profitable… •Refer business… •Less expensive to market to… •Service vehicles with dealership… •

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.

What Does that Mean?

Redefine Prepare Relate

Redefine What Success Means for Your Dealership

How Does Your Dealership Define Success?

• Is it direct cash in the pocket?

• Immediate monthly profit?

• Units sold?

• Relationship nurturing for repeat business?

Think beyond the new customer acquisition to repeat customers, referrals, brand evangelists.

Service Purchase Referral

Relationship-Building Campaigns Show a Return Over a Longer Time Period

Prepare for Success in Today’s Environment

Look at Where You’re Spending Money

Conquest Relationships

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.

Your Database is Your MOST Valuable Asset

Create Relationship-Building Campaigns

Focus on Every Phase of the Buying Cycle

Targeted Database Marketing

Targeted Database MarketingUse 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

Targeted Database MarketingLook for relevant events to build campaigns around:• Recalls• Seasonal Maintenance Triggers• Mileage• Equity• Warranty Timelines• Lifestyle Changes

EXAMPLE: Greg Jensen, Kocourek Chevy

Today’s Market is Very Different than just a couple years Ago

Today’s Market is Noisier

Today’s Market is ULTRA Competitive

But, Today’s Environment is Full of Opportunity for YOU

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.

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!

Closing ThoughtsHaving the capabilities to gather, analyze and act on insights provided through all interaction channels

is paramount.

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.

THANK YOU!

Share an important takeaway you received from this sessionusing 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.com

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing |...

Documents

Heather M. Stapleton, Ph Stapleton... · Heather M. Stapleton, Ph.D Duke University, Nicholas School of the Environment 9 Circuit Drive, Box 90328, Durham, NC 27708 Phone: (919) 613-8717,

LAURA M. STAPLETON CURRICULUM VITAE

Dennis Stapleton SessionC 083109

2013 Hyundai Accent - VinSolutions

Jacob Stapleton Architecture Portfolio

stapleton thesis

James Stapleton Portfolio

NV CARGO AND NV200 COMPACT CARGO - VinSolutions

Treasurer Stapleton Schedule 8.1.14 -12.31.14

Stapleton Front Page Color Layout 1 · 2020. 5. 18. · LOGAN COUNTY, STAPLETON NEBRASKA 69163 (USPS 518780) THURSDAY, JANUARY 5, 2017 NO. 1 THE STAPLETON SERVING LOGAN & McPHERSON

Ips connect 2015 geoff stapleton

The Redevelopment of Stapleton Airport

Why? - VinSolutions

STAPLETON COMMUNITY GUIDE

James Stapleton Resume

mc sun 0719 proof - VinSolutions

Treasurer Stapleton Schedule 1.1.14-4.30.14

Stapleton International Airport

AltiumTutorial Stapleton

Stapleton CV 161101