Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]@vinsolutions.com The Evolution of Relationship

Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]

The Evolution of Relationship MarketingSean Stapleton

mailto:[email protected]




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?



TRUST



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



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: [email protected]


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Sean Stapleton | VinSolutions | Vice President of Sales & Marketing | [email protected]@vinsolutions.com The Evolution of Relationship